Making an Investment Decision. Where to Promote your Lodging and How much to Spend on Online AdvertisingThursday, August 28th, 2008
Life is about decisions. From everyday ones that do not involve any risk, to the more meaningful ones that make us wonder if we just made the right investment. In the vacation rental industry decisions can revolve around whether or not to install the Internet or if it is a good idea to invest in a swimming pool.
Once we already invested in all the features and extras that make our vacation rental more competitive, then comes the biggest question of all: where should we advertise to get a desired return on investment? Some would say it’s a matter of trust and they would go with the companies they have been referred to or ran into on Google. But in marketing however, there is no space for guessing, it is all about facts.
We can find these facts easily on the Internet. We read testimonials, we do our research in search engines by keywords to see which directories come up; but once we have a good number of alternative scenarios to spend our marketing dollars, how do we know which way to go?
This is where we can help. We have prepared an extensive market study where we tried to answer these two core questions:
- How much to spend on advertising online?
- What are the main marketing Internet sources in the lodging industry?
For this analysis we used Hitwise, the top online measurement company that provides great insights on how Internet users interact with websites. After watching closely consumer behaviors in the lodging industry and after running several reports, we are now able to invite you to read the full marketing study. Once you follow this link you will be asked to register. If you are already our client, we will send it to you in an upcoming email.
In this marketing study you will find out about the main players in the lodging industry and about their market shares. We also provide you with a list of the top ten sites in the industry that receive the highest traffic and explain what the most prominent sources of Internet traffic for vacation rental directories are. We thought about all of you who own different kinds of lodgings, so we prepared three separate studies for vacation rental owners, bed and breakfast innkeepers and hotel managers.
We hope you will find this study useful!