{"id":19706,"date":"2024-12-18T16:04:16","date_gmt":"2024-12-18T16:04:16","guid":{"rendered":"https:\/\/ds2024.onpressidium.com\/?post_type=resource&#038;p=19706"},"modified":"2024-12-18T15:17:50","modified_gmt":"2024-12-18T15:17:50","slug":"capturing-hotel-demand-at-scale-how-digital-marketing-automation-is-shaping-the-future-of-hospitality","status":"publish","type":"resource","link":"https:\/\/ds2024.onpressidium.com\/resources\/blog\/capturing-hotel-demand-at-scale-how-digital-marketing-automation-is-shaping-the-future-of-hospitality\/","title":{"rendered":"Capturing Hotel Demand at Scale: How Digital Marketing Automation is Shaping the Future of Hospitality"},"content":{"rendered":"\n<section class=\"e-stn e-stn-a0476d6392ea248c86db9333ef2c591fdce9e2cb e-stn--blog-inner-banner\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-3fd29a26ff70780ecd7ff03db8f4638045c8c9d8  col-sm-12\"><div class=\"e-div-acf dark-theme\">\n    <div class=\"acf-innerblocks-container\">\n\n<div class=\"wp-block-b3rg-row e-row row e-row--blog-inner-top-row\">\n<div class=\"wp-block-b3rg-column e-col e-col-f9123d8f71a8168d9814c90b442490b22c24c0ed e-col--blog-inner-top-column  col-sm-12\">\n<div class=\"e-div e-div-154d19867097f039f85a7c700f36581c8bf23c23 e-div--blog-inner-div\">\n<p>BLOG<\/p>\n\n\n<div class=\"wp-block-post-date\"><time datetime=\"2024-12-18T16:04:16+00:00\">December 18, 2024<\/time><\/div><\/div>\n\n\n<h1 class=\"wp-block-post-title\">Capturing Hotel Demand at Scale: How Digital Marketing Automation is Shaping the Future of Hospitality<\/h1><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-row e-row row e-row--blog-inner-bottom-row\">\n<div class=\"wp-block-b3rg-column e-col e-col-6afbc5d87dbd251818acd054652e93f933b895bd e-col--blog-inner-left-column  col-sm-12 col-lg-3\"><div class=\"e-mtf e-mtf--dlt  e-mtf--author-details\"><div class=\"post-author\"><div class=\"post-author__avatar\"><img decoding=\"async\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/10\/avater.png\" alt=\"\"\/><\/div>                <div class=\"post-author__content\">\n                    <p class=\"post-author__name\">Team DerbySoft<\/p>\n                    <p class=\"post-author__designation\"><\/p>\n                <\/div><\/div><\/div>\n\n<div class=\"e-mtf e-mtf--dlt  e-mtf--post-reading-time\"><div class=\"post-reading-time\"><span class=\"reading-time__time\">4<\/span> <span class=\"post-reading-time__label postfix\">min read<\/span><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-1ea91076315795f1e9a4dc6a07e3fad5055dacac e-col--blog-inner-right-column  col-sm-12 col-lg-9\"><div class=\"e-img e-img--dlt e-img--mask-image\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"372\" height=\"440\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/08\/DS6.png\" alt=\"\" class=\"wp-image-2680\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/08\/DS6.png 372w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/08\/DS6-254x300.png 254w\" sizes=\"auto, (max-width: 372px) 100vw, 372px\" \/><\/figure>\n<\/div>\n\n<figure class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1271\" height=\"825\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Digital-Marketing-Automation.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Digital Marketing Automation\" style=\"object-fit:cover;\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Digital-Marketing-Automation.jpg 1271w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Digital-Marketing-Automation-300x195.jpg 300w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Digital-Marketing-Automation-1024x665.jpg 1024w, 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11.647v-7.98h-2.474V16H13.1v-1.58c0-4.085 1.849-5.978 5.859-5.978.76 0 2.072.15 2.608.298v3.325c-.283-.03-.775-.045-1.386-.045-1.967 0-2.728.745-2.728 2.683V16h3.92l-.673 3.667h-3.247v8.245C23.395 27.195 28 22.135 28 16Z\"><\/path><\/svg><\/span><\/a><\/div><div class=\"heateorSssClear\"><\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-d9557c9c0f20f4c4ac4facbafed98bc4a5a50262 e-col--content-wrapper  col-sm-12 col-lg-9\">\n<div class=\"e-div e-div-ae65ac8f97f9a66548f3b8e100e754cec26969ea e-div--blog-inner-tags\"><div class=\"taxonomy-resource-tag wp-block-post-terms\"><a href=\"https:\/\/ds2024.onpressidium.com\/resource-tag\/hotel-digital-marketing\/\" rel=\"tag\">Hotel Digital Marketing<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/ds2024.onpressidium.com\/resource-tag\/hotels\/\" rel=\"tag\">Hotels<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/ds2024.onpressidium.com\/resource-tag\/market-trends\/\" rel=\"tag\">Market Trends<\/a><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>In today&#8217;s hyper-competitive hospitality landscape, hotels can no longer rely on a \u201cbuild it and they will come\u201d mindset. The hunger for travel is insatiable, but the demand for a hyper-personalized experience that starts long before a potential traveler clicks \u2018book now\u2019 has hit an all-time high. In this market, loyalty must be earned \u2013 not given, and digital marketing is not a luxury, it&#8217;s a necessity.<br><br>As hotels face increased competition from both traditional rivals and alternative lodging options, like Airbnb, capturing demand at scale has become more important than ever \u2013 but it\u2019s also increasingly complex. What was once a straightforward task of promoting rooms and services has evolved into a sophisticated, data-driven effort to capture attention, appeal to individual guest preferences, and establish meaningful relationships. With personalization now at the core of guest expectations, the ability to deliver targeted, timely marketing across multiple channels is the key to driving bookings. For hoteliers, the challenge is not just how to execute these strategies, but how to do so efficiently and at scale, while ensuring return on investment.<\/p>\n\n\n\n<p id=\"ember1213\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>The Evolution of Digital Marketing in Hospitality<\/strong><\/strong><\/h2>\n\n\n\n<p>The rise of the internet and the emergence of Online Travel Agencies (OTAs) in the late 1990s reshaped how travelers searched for accommodations, and the emergence of digital-first marketing strategies quickly became inevitable. As digital touchpoints usher in new norms of convenience and personalization, attention has become a commodity, and hotels must meet prospective guests where they are (online) if they hope to capture their interest. After all, travelers begin their \u2018planning\u2019 journey via multiple online sources, from social media inspiration to online research and reviews, long before they ever finalize the details of their next trip.<br><br>To this effect, <a href=\"https:\/\/www.webintravel.com\/travellers-spend-more-time-researching-trips-than-they-do-running-a-marathon-says-expedia-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;research from Expedia<\/a> revealed that travelers spend an average of 303 minutes, or over 5 hours, engaging with travel content in the 45 days leading up to a booking decision.&nbsp;<\/p>\n\n\n\n<p>Moreover, that research found that travelers utilize an increasingly diverse range of online resources during their planning process, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>80% of travelers rely on Online Travel Agencies (OTAs)<\/li>\n\n\n\n<li>61% turn to search engines<\/li>\n\n\n\n<li>58% use social media for inspiration<\/li>\n\n\n\n<li>54% visit airline websites<\/li>\n\n\n\n<li>51% explore meta travel websites<\/li>\n<\/ul>\n\n\n\n<p>The digital landscape is vast \u2013 but it can also make for a fragmented journey, and travelers embark on an extensive period of research while considering their next destination. With this in mind, hotels must establish a strong online presence to connect with guests at each point in their pre-booking journey, by focusing on owned, earned and paid digital channels.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>The Best of Both Worlds: Direct Bookings and OTAs<\/strong><\/strong><\/h2>\n\n\n\n<p>The tug-of-war between hospitality brands and OTAs is not new, and it won\u2019t end anytime soon. OTAs have been the <a href=\"https:\/\/www.xola.com\/articles\/otas-vs-direct-booking-trends-in-2022\/#:~:text=OTAs%20drove%20%2465.2%20billion%20in,hotel%20leisure%20sales%20in%202021.\" target=\"_blank\" rel=\"noreferrer noopener\">fastest-growing distribution channel<\/a> in the tours, activities, and attractions space over the past decade. Still, throughout the pandemic, travelers demonstrated a renewed preference for direct bookings. During recessionary periods, however, OTAs typically experience an uptick in performance as guests become more cost-conscious.<br><br>Direct bookings allow hotels to capture more revenue per booking and establish direct relationships with guests, which provides opportunities for upselling and personalization that may otherwise be missed. At the same time, however, direct channels alone can limit a hotel&#8217;s reach, as OTAs have a global presence and extensive marketing budgets. Through OTAs, hotels can reach guests who might not otherwise consider their property.<br><br>Hotels should always employ tactics to increase direct bookings; however, they should&nbsp; also strike a balance between OTAs and direct bookings by leveraging OTAs as an entry point to reach a broader audience, capturing first-time guests who may later be converted into loyal, direct bookers. By promoting direct booking benefits, such as exclusive discounts or tailored packages, hotels can encourage repeat guests&nbsp; for future stays, thus cultivating stronger, more personalized relationships. When hotels establish a healthy balance between both channels, they can preserve their brand identity, maintain control of guest data, and ultimately drive more sustainable revenue growth across all booking platforms.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>How Technology Empowers Hotels to Scale and Optimize Digital Marketing<\/strong><\/strong><\/h2>\n\n\n\n<p>Fortunately, the embrace of digital-first marketing strategies allows hotels to collect valuable guest data, enabling a far more impactful and scalable result than traditional, one-size-fits-all campaigns of the past. After all, expanding marketing reach across diverse markets, languages, and cultural nuances while ensuring that campaigns remain relevant and personalized is no small task. This process requires sophisticated data integration and tech-enabled automation, where guest preferences, booking behaviors, and regional trends are all captured, interpreted, and automatically leveraged to tailor marketing messages.<br><br>Notably, digital marketing technology has become more cost effective and measurable than legacy methods, largely due to its iterative design. Digital campaigns can be tracked and adjusted in real time, allowing hotels to pull in guest data from various touchpoints, optimize their marketing spend, and improve return on investment (ROI). Unlike the \u201cspray and pray\u201d tactics of the past, a dedicated digital marketing platform offers A\/B testing, audience segmentation, and budget allocation to achieve better, measurable outcomes.What\u2019s more, hotels can accelerate (and automate) the deployment of promotions across multiple channels, without the need for tedious, individual reviews across disconnected platforms. Using a centralized system, designed specifically for marketing to travelers, hotels can ensure consistent messaging across all channels, while eliminating inefficient and repetitive workflows.<\/p>\n\n\n\n<p>As the saying goes \u2013 you can\u2019t manage what you can\u2019t measure, and the use of digital marketing technology unlocks deeper insights, providing hotels with customizable, automated reports. These performance summaries provide hotels with a roadmap to refine their strategies, improve bookings, and build stronger guest loyalty. It should come as no surprise, then, that research from the HotelTechReport revealed that <a href=\"https:\/\/hoteltechreport.com\/news\/hospitality-statistics\" target=\"_blank\" rel=\"noreferrer noopener\">81% of hoteliers<\/a> believe it\u2019s very likely that technology will be more important for the success of a hotel business in the next five years.<\/p>\n\n\n\n<p>In today\u2019s fast-paced, data-driven world, hotels that fail to embrace digital marketing automation risk being left behind. By leveraging powerful digital marketing platforms, hotels can seamlessly navigate the otherwise complex world of modern guest expectations, efficiently manage multi-channel campaigns, and strike the right balance between direct bookings and OTA visibility. With the right digital marketing automation platform, hotels will not only drive demand at scale \u2013 they will also foster meaningful, lasting relationships with their guests while curating stronger brand identities.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<div class=\"e-div e-div-003b50fac220ee9e005ca767678c9d213b358c1c e-div--dlt e-div--middle-cta\"><style><\/style>\n<div class=\"e-div e-div-7d23637ff54edb8e5143d91490499a6a79d4b8e7 e-div--dlt e-div--content-wrapper\"><style>@media only screen and (max-width: 9999px) {\n\t\t\t\t\t\t\t\t\t.e-div.e-div-7d23637ff54edb8e5143d91490499a6a79d4b8e7 { \n\t\t\t\t\t\t\t\t\t\tbackground-color: #00131c; \n\t\t\t\t\t\t\t\t\t}\n\t\t\t\t\t\t\t\t}<\/style>\n<h3 class=\"wp-block-heading has-aqua-color has-text-color has-link-color wp-elements-6e717ed074e7f40e87f0500ce014c31b\"><strong>About the Author<\/strong><\/h3>\n\n\n\n<p class=\"has-pure-white-color has-text-color has-link-color wp-elements-da4aa11fda8bf801d508127bd9134643\">Toni Marti is a highly accomplished digital marketing and strategic management professional with a career spanning over a decade in the Travel, Hospitality, and Retail sectors. Since 2015, Toni has served as the Global Head of Channel Partnerships at DerbySoft, where he leads the development and management of strategic relationships with global channel partners.<\/p>\n\n\n<div class=\"e-btn e-btn--link-secondary\"><a class=\"e-btn__link\"href=\"https:\/\/ds2024.onpressidium.com\/about-derbysoft\/\" target=\"_self\">\n<p class=\"title has-pure-white-color has-text-color has-link-color wp-elements-d6d5a7d9e7ea0a33ad11b96a7201b4c4\">Learn More About DerbySoft<\/p>\n<\/a><\/div><\/div>\n\n\n\n<div class=\"e-div e-div-66639c75587629a33234418537759cb9009b7c1c e-div--media-wrapper\"><style>@media only screen and (max-width: 9999px) {\n\t\t\t\t\t\t\t\t\t.e-div.e-div-66639c75587629a33234418537759cb9009b7c1c { \n\t\t\t\t\t\t\t\t\t\tbackground-color: #4E0091; \n\t\t\t\t\t\t\t\t\t}\n\t\t\t\t\t\t\t\t}<\/style><div class=\"e-img \">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"400\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Toni-Marti.jpg\" alt=\"\" class=\"wp-image-19721\" style=\"aspect-ratio:1;object-fit:cover\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Toni-Marti.jpg 400w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Toni-Marti-300x300.jpg 300w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/Toni-Marti-150x150.jpg 150w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"e-div e-div-e47395cf0a6c8cc0b632b6b014ee44ed10244461 e-div--author-bio\"><div class=\"e-mtf e-mtf--dlt  e-mtf--author-bio\">                <div class=\"post-author__content\">\n                    <div class=\"post-author__wrapper\">\n                        <div class=\"post-author__avatar\"><img decoding=\"async\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/10\/avater.png\" alt=\"author-avatar\"><\/div>\n                        <div class=\"post-author__content\">\n                            <a href=\"https:\/\/ds2024.onpressidium.com\/author\/derbysoftadmin\/\">\n                                <p class=\"post-author__name\">Team DerbySoft<\/p>\n                                \n                            <\/a>\n                            <div class=\"post__author-social\"><a href=\"https:\/\/www.linkedin.com\/company\/derbysoft\/\" target=\"_blank\"><span class=\"linked-in\">Linkedin<\/span><\/a><a href=\"https:\/\/twitter.com\/derbysoft\" target=\"_blank\"><span class=\"twitter\">Twitter<\/span><\/a><a href=\"https:\/\/www.facebook.com\/derbysoft\/\" target=\"_blank\"><span class=\"facebook\">Facebook<\/span><\/a><\/div>\n                            <p class=\"post__author-description\">DerbySoft converges the diverse elements of travel, creating a unified and efficient ecosystem of connectivity services, high-performing AI-driven marketing solutions, and an end-to-end content platform.<\/p>\n                        <\/div>\n                    <\/div>\n                <\/div><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-row e-row row\"><\/div>\n<\/div><\/section>\n\n\n\n<section class=\"e-stn e-stn-2fc4732e609ea36abfa46bc6abda70a4f9031da8 e-stn--blog-resource e-mt-0 e-pt-100 e-mt-sm-0 e-pt-sm-60\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-3fd29a26ff70780ecd7ff03db8f4638045c8c9d8  col-sm-12\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color has-link-color wp-elements-7b5671535a0fa26b5cae5f2734b8f48f\" style=\"color:#00131c\">You might also be interested in<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-e2750faf2faa505fc6d074915ede638e41bf43ce e-col--dlt e-col--resources-wrapper  col-sm-12\"><div class=\"e-rlp e-rlp--dlt\" > <div class=\"e-sgp taxonomy-streamline-connectivity taxonomy-pc-property-connector taxonomy-hotels taxonomy-hotels taxonomy-market-trends taxonomy-hotel-distribution taxonomy-blog taxonomy-market-trends e-sgp--dlt\" > <a class=\"b3rg-post__trigger\" href='https:\/\/ds2024.onpressidium.com\/resources\/blog\/how-new-technology-is-transforming-the-hotel-booking-journey\/' target='_self'><div class=\"e-sgp__inner\">\n<div class=\"e-div e-div-39c9483d5c365ef0cd3af0137228c52c9e3c2277 e-sgp__media\"><figure class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1271\" height=\"825\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/New-Technology-in-Hotel-Bookings.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"New Technology in Hotel Bookings\" style=\"object-fit:cover;\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/New-Technology-in-Hotel-Bookings.jpg 1271w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/12\/New-Technology-in-Hotel-Bookings-300x195.jpg 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\/><\/figure><\/div>\n\n<div class=\"e-div e-div-9345c3010e68f662cc8801eb2da3df07e835db1c e-sgp__content\"><h2 class=\"wp-block-post-title\">Maximizing Profits: Tips for Selecting the Right Channel Management System for Your Independent Property<\/h2>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2024-09-12T11:00:00+00:00\">September 12, 2024<\/time><\/div>\n\n<div class=\"e-mtf e-mtf--dlt  e-mtf--learn-more-label\"><span class=\"btn\">Learn More<\/span><\/div><\/div>\n<\/div><\/a><\/div><\/div><\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"e-stn e-stn-7ac33a6653a6d8752a001eeec200220aaf8da288 e-stn--cta-with-form e-mt-100\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-8f8a4ceee2115af860397f7c2ffb03093a4ac753  col-sm-12 col-lg-4\">\n<h2 class=\"wp-block-heading has-aqua-color has-text-color has-link-color wp-elements-cf958c0b92e54d9f2203ee43572a750d\">Interested in<br>Learning 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This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Capturing Hotel Demand at Scale: How Digital Marketing Automation is Shaping the Future of Hospitality - DerbySoft - The Travel Commerce Accelerator<\/title>\n<meta name=\"description\" content=\"Explore how technology and AI have transformed the hotel booking journey from linear to nonlinear, and learn how hotels can leverage personalization and distribution technology to attract and retain modern travelers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ds2024.onpressidium.com\/resources\/blog\/capturing-hotel-demand-at-scale-how-digital-marketing-automation-is-shaping-the-future-of-hospitality\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Capturing 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