The Perfect Storm: California Hotel & Lodging Association Newsletter

The shift from solely demographic marketing (which explains who your buyer is) to include psychographic marketing (which explains why they buy) has paved way to a more heavily influenced consumer.

If consumer behavior is looked at as a funnel, destination is the first deciding factor, then the room was the last buy. All digital channels are the influencers, swirling around the consumer. Only understanding the demographics of a consumer is not enough. Engaging in their digital sandbox with a consistent effort will funnel your asset to the top. It remains easy to set it and forget it when it comes to many digital platforms; however, as in a sandbox, “your” consumer is playing with many digital influencers.

Meet Holly

Meet Holly Michalek-Byck, CEO and Founder of OptiRev.

Holly will review “must haves” for you website. Has the time come for you to make some updates that would make it easier for your guests to find you, to book a room and to return to your site for other information? Let Holly answer those questions.