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Tag: marketing

Digital Marketing Budgets for Independent Hotels: Continuously Shifting to Remain Competitive in the Online World

  By Leora Halpern Lanz and Megan Carmichael The hotel marketing budget, typically amounting to approximately 4-5% of an asset’s total revenue, must remain fluid, so that the marketing director can constantly adapt the marketing tools to meet consumer communications methods and demands. Though only a small amount of a hotel’s revenue is traditionally allocated […]

Search Engine Marketing (SEM): Financial & Competitive Advantages of an Effective Hotel SEM Strategy

By: Leora Halpern Lanz & Jovanna Fazzini Inefficient algorithms drove various search engines throughout the 1990’s. Search results were at times unrelated to the proposed query, and were cluttered with spam. Google soon devised a more organized and systematic search result listing, and the relevance of search results improved exponentially. The plethora of data distributed […]

Boston Market Hotel Review

By Andrea Foster PKF Consulting USA (PKFC) and PKF Hospitality Research (PKF-HR) are respected sources for sound decision-making in the hospitality and real estate industries. We apply our skills to discover the unique aspects of an opportunity for our clients, and to develop practical solutions that can be initiated efficiently, successfully, and profitably. Core areas […]

An Important Arrival: The Anatomy of a Vintage Advertisement

By Bradford Hudson The advertisement for American Airlines that is reproduced on the following pages appeared in national magazines in late 1957. It is a two-page centerfold color spread depicting a couple arriving at the Ritz-Carlton Hotel in Boston, after a flight on American Airlines. The discussion below provides a deconstruction and analysis of its […]