Here is a sneak peek of what’s included in the whitepaper: - Key Industry Factors & Trends to Consider in 2018: an overview of factors that should be considered when finalizing your budget such as the state of the industry, the need to resolve the fragmentation of data and digital marketing strategies, the complexity of the travel planning journey, changes in the Google advertising ecosystem, Airbnb, and more. - Action Plan for Creating Your 2018 Budget: HEBS Digital recommends that 3-6% of total room revenue go to the Sales & Marketing line item of the hotel budget. The actual percentage depends on the location of the property, the complexity of the business, and ADR. This section also includes recommendations on how to organize the digital technology and marketing part of the overall budget. - Breaking Down the Budget: this section takes a deep dive into each digital technology and marketing budget initiative, with updates on the latest developments in each as well as recommendations on what to focus on for 2018. - Your 2018 Budget Snapshot: see a breakdown of each line item in the budget and recommendations on what percentage of the budget to allocate for each. Download the whitepaper at HEBS Digital