Yes, clicks and conversions are important, but don’t forget about brand marketing

By Daniel E. Craig, Founder, Reknown | 4 Jun 19

Hotel marketers have acquired an unhealthy dependence on performance marketing, writes Reknown’s Daniel E. Craig. They pay to generate clicks and conversions, but as he explains, this occurs when travelers have already decided on their destination and are making their ultimate choice of hotel. Instead, we should be focusing on creating demand.

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About Reknown

Reknown provides strategy, training and guidelines to hotels and travel organizations worldwide in digital marketing, social media, reputation management and service excellence. A former hotel general manager and marketing executive, founder Daniel Edward Craig is the author of numerous articles, three hotel-based novels and a popular blog. He is a frequent speaker at industry conferences across Europe and North America.
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