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dc.contributor.authorLanz, Leora Halpern
dc.contributor.authorCarmichael, Megan
dc.date.accessioned2017-10-09T22:53:31Z
dc.date.available2017-10-09T22:53:31Z
dc.date.issued2015
dc.identifier.urihttp://hdl.handle.net/10919/79599
dc.description.abstractThe hotel marketing budget, typically amounting to approximately 4-5% of an asset’s total revenue, must remain fluid so that the marketing director can constantly adapt the marketing tools to meet consumer communications methods and demands. Though only a small amount of a hotel’s revenue is traditionally allocated for the marketing budget, the hotel’s success is directly reliant on how effectively that budget is utilized. Thus far in 2015, over 55% percent of hotel bookings are happening online, and mobile search queries have surpassed desktop queries (Google Research 2015). So as the world becomes deeply immersed in today’s digital universe, the marketing departments of independent hotels have directed their resources to the digital stratum, a necessity in today’s cluttered marketing environment and competitively branded arena.en_US
dc.language.isoen_USen_US
dc.publisherBoston Hospitality Reviewen_US
dc.subjectdigital markitingen_US
dc.subjectsalesen_US
dc.subjectbudgeten_US
dc.subjectRevenue managementen_US
dc.subjectrevenuen_US
dc.titleDigital marketing budgets for independent hotels Continuously Shifting to Remain Competitive in the Online Worlden_US
dc.typeArticleen_US
dc.description.notesfallen_US
dc.identifier.urlhttp://www.bu.edu/bhr/2015/08/25/digital-marketing-budgets-for-independent-hotels-continuously-shifting-to-remain-competitive-in-the-online-world/
dc.identifier.volume3en_US
dc.identifier.issue3en_US


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