If you prefer to read the transcript instead, here’s what he said: “I say managing the digital marketing strategy of multiple hotels—I’m talking about multiple hotels because that is what I am doing—can be challenging at times. Differentiation is ideal for what we do in marketing, but I think it’s also a great opportunity to build synergies and identify best practices that can be implemented to more than one hotel. I say the most important piece when managing a digital marketing strategy for multiple hotels is to standardize as much as possible some of the processes; you want to commit your time purely to the strategy and to the measurement of the impact.” The key to manage your digital marketing strategy over multiple properties, according to Dimitri, is to have clear marketing goals and standardize as much as possible. Watch the video at Leonardo