This article outlines how to structure your budget so that you can shift more bookings to the direct online channel, better utilize your marketing dollars by increasing campaign effectiveness, and generate the highest returns possible from your property website and digital marketing initiatives. We recommend that hoteliers frame their digital marketing plan within two main categories: - Direct Response Digital Marketing Campaigns, including both Year-Round and Seasonal & Business-Need Focused initiatives, and - Digital Assets, Website Revenue Optimization Consulting + Strategy and Operations This straightforward approach seamlessly covers all the digital marketing, technology and asset management line items that hospitality marketers need to maximize direct online revenues, address specific property business needs throughout the year, and meet all of your property’s website design, consulting and technology needs. The article also covers: - Important factors impacting our industry - How much hoteliers should be spending on digital marketing - Recommendations on what percentage of the budget should be spent for each marketing initiative - Snapshot of a 2015 Digital Marketing Budget - Case studies to support budgeting recommendations Get the full story at HeBS Digital or download the complete whitepaper here (PDF 3.1 MB)