Due to lack of easy mobile payment options, and slower adoption of mobile ecommerce by some demographics (ex. baby boomers), a significant part of the traveling public still prefers to call the property when booking a hotel or resort stay as opposed to making the reservation themselves via a mobile device. In many cases travelers make voice reservations after being “sold on” the property via digital marketing campaigns and initiatives: search engine marketing, email marketing, display advertising, social media, etc. Because of this, hoteliers can often underestimate the performance of their digital marketing campaigns that were driving revenues via the voice channel. For example, many hoteliers have seen trackable revenue from their email marketing campaigns plummeting over the past years. “Email no longer works!” – we have heard this from hoteliers numerous times. With over 70% of emails being opened and read on smartphones, and many travel consumers still reluctant or too lazy to do mobile reservations via the hotel booking engine and prefer to call, how do you track true revenues and returns from email marketing? What if you knew that over 91% of email marketing bookings actually came via the voice channel for the resort featured in this case study? Would this change your opinion about the potency of email marketing as a direct-response, revenue generation initiative? So how should hoteliers calculate the true ROI from their digital marketing campaigns? By combining precise online and voice channel analytics, hoteliers can fully understand which digital marketing initiatives produce the highest returns. Get the full story at HeBS Digital