Seeing the whole picture: Why channel-level data matters for hotel marketing
The blind spot in hotel marketing
Every hotel marketer faces the same dilemma: where should we put the next dollar? Paid search, metasearch, social, display, retargeting, video — the options are endless.
The problem is that channels are usually measured in isolation. Paid search may look strong on clicks, metasearch may boast high ROAS, and display may drive awareness. But without seeing all channels together, decisions are made in the dark.
Why channel rollups matter
Channel rollup reporting delivers the holistic view marketers need. By aggregating spend, clicks, conversions, and revenue into one clear framework, hotels can:
- Pinpoint efficiency — Spot high-performing channels and amplify them.
- Eliminate waste — Scale back underperformers draining budget.
- Balance strategy — Ensure reliance on branded campaigns doesn’t mask gaps in unbranded visibility.
- Test smarter — Evaluate emerging channels fairly against proven ones.
The impact in action
Consider a marketing director managing $500,000 in annual spend. On paper, social campaigns look strong — plenty of engagement. But when rolled up against other channels, social is driving impressions without bookings. Meanwhile, metasearch and retargeting are generating the majority of revenue.
With this insight, even a 10% budget reallocation could significantly boost returns.
Stretching budgets further
Hospitality marketing is under constant pressure to deliver more with less. OTAs are spending aggressively across channels, making efficiency critical for independents and groups alike.With rollup data, marketers no longer just ask “what happened?” They can finally answer: What should we do next?
Contact GCommerce today to take the next step and receive channel rollups for your property.
