Everything changed, didn't it?

To say these are hard times for the hospitality business would be way past understatement – and it may well be hardest for independent hotels and resorts.

It’s a chaotic marketing arena. Lead times are shorter. Your target now is within a 300-mile drive. Alternative accommodations are becoming an even bigger threat. ROAS as a measurement tool is out the window. So is the idea of a single-market budget based on historical data or what you’ve done in the past. Budgeting is going to be a singular thrill for a while. Covid-19 restrictions have put a damper on restaurants and spas as revenue sources. Groups business is as close to dried up as it gets.

And the big chains have an edge with those rewards programs of theirs.

There’s some serious re-thinking needed. You can’t just throw out a PPC campaign and get the business you want anymore. (Not that PPC alone was ever really good enough.) There’s a need for strategy.

But the one thing you absolutely cannot do is sit on your hands and wait for business to get better all by itself.

Because it won’t.

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