2014 Digital Marketing Benchmark Report for Global Hotel Industry Released by ZDirect

  • ZDirect, Inc.
  • 03.31.15
ZDirect has released the latest edition of its proprietary Hotel Email Marketing Benchmark Report.

The new 2014 edition presents a variety of useful information, gathered and analyzed over the past 12 months, using performance results and data from digital marketing campaigns implemented by properties around the globe. As in previous editions, the new report compares year-over-year results for the past two calendar years and features both actual and average open rates, as well as click-through percentage statistics. The results are segmented into four global regions, including Asia Pacific, Europe and the U.K., North America and Caribbean/Latin America, to help hoteliers better identify and understand marketing trends in specific markets.

A new feature of the 2014 report further segments the results by hotel category, including luxury, boutique and multi-property categories, allowing hoteliers to more closely compare the results of their email marketing campaigns with hotels in their direct competitive set by hotel type. Also new for the 2014 report is information from recent consumer behavior studies on the growing trend toward mobile engagement and how it is affecting the results of digital marketing campaigns, as well as other valuable insight.

ZDirect produces this annual benchmark report in order to help hoteliers gauge and compare results of their digital marketing initiatives, which have become a critical component of any successful marketing mix in the hotel industry, as digital media continues to increase in both reach and relevance. By comparing actual property-specific results against other similar hotels or resorts, marketing professionals can make adjustments, if needed, to maximize their performance and future success. This fulfills ZDirect's mission for all of its proprietary CRM and eMarketing solutions, which is to help hotel clients maximize revenue, increase guest satisfaction, drive loyalty, and build long-term guest relationships with their guests and prospective guests.

Unlike other email marketing benchmark reports, which tend to group many related industries together under one umbrella (such as hotel, airline and restaurant under the hospitality category), ZDirect's benchmark report is specific to the hotel industry, providing a much more accurate measurement of digital marketing performance.

"As pioneers of hotel marketing automation, we understand the daunting challenges faced by hoteliers today in developing and implementing digital marketing campaigns that consistently generate measurable results and revenue," said Shallana Lynn Edwards, director of marketing for ZDirect. "Our 2014 Hotel Email Marketing Benchmark Report contains a plethora of valuable information and insights to help guide hotel marketers in those efforts and ensure future success."

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