The study will allow a hotel to better understand the performance of its digital marketing program, gaps it needs to fill in marketing and its place within the industry. “We consistently hear from hoteliers that it’s not only difficult to measure the success of digital marketing programs but it’s also difficult, and near impossible, to figure out how a program has performed relative to the industry,” said Bob Gilbert, president and CEO of HSMAI. “This study will hopefully help answer some of those questions.” New this year is an interactive platform that will provide customizable reports and insights to help hotel owners in their resource allocation decision-making. Hoteliers, especially those responsible for digital marketing performance, are urged to participate in the study by the March 1 deadline. The 25-question survey covers a hotel’s digital marketing efforts and results from 2014. Participants are allowed to enter data for multiple hotels in the survey and will have access to separate reports for each. HSMAI hotelier members will have unrestricted access to the dynamic reporting and filtering functionality to create specialized and personalized information. Data collected during the study will be kept confidential, and all information reported will be an aggregation of all survey responses. For more information and to access the survey, follow this link: Hotel Digital Marketing Benchmark Study.