Especially with budget season moving into high gear, now is a great time to help general managers and owners better understand the basics of the customer journey (what customers do in the digital space when planning and booking travel), why we need to invest where (it’s not all last-click…), and the costs of acquisition of the various channels in our toolkits. HSMAI’s Digital Marketing Council recently discussed the question of, “What are the digital developments that every GM needs to have at least a basic understanding of?” From the very basic to the more advanced, here are their top 8 recommendations: 1. First and foremost, understand your own hotel’s digital landscape. Through which channels (brand.com, OTAs, meta, etc.) does what percentage of your business come? For those largest pieces of the pie, focus your attention on understanding what is driving them, and the digital trends and developments happening there. Get the full story at HSMAI