Let’s start with multi-channel marketing, which is a hot topic nowadays. Clients often ask me: should we invest in search marketing, display advertising, and/or metasearch advertising? Or are we best allocating more budget for social media advertising?

In truth, there isn’t one standard way to divide your marketing budget up - it really varies from property to property. However, adopting a multi-channel approach is best to expand your reach and target different customers throughout their travel journey.