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There’s no question that the never-ending changes in technology continually shift the way consumers interact with hotels. New and emerging digital, mobile and social travel options are drawing consumers’ attention, and hotels are determining how to best connect with those consumers on these emerging distribution channels. Determining what digital resources to invest in—or where to cut back—is a daily challenge

Today’s consumer visits seven to 10 websites before purchasing a hotel reservation: a clear indication that there is a large variety of online options available for hotels’ marketing budgets. Using the power of data to best understand how to maximize channel investments to drive new and recurring business while controlling customer acquisition costs may seem like an endless battle, but demystifying the digital marketplace just got a little bit easier.

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