One of the most successful and challenging things about marketing on the internet is that the impact of your marketing efforts is measurable. While critical to your initiative, the measurement of true return on investment (ROI) for the lodging industry is a complex exercise since the results manifest themselves across multiple channels. What further compounds the complexity of measuring these results is that often a website that is being marketed and the actual booking engine where the transaction is closed may be on different servers. In this article, we explain the challenges of measuring search engine marketing results and some solutions for accurately tracking your investment returns.

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Frequently, hoteliers measure the size and importance of the internet as a booking channel by the number of reservations flowing through their online booking engines. An alternate way to measure the importance of their internet presence is to determine how many people were influenced by the hotel’s website, online ads, customer reviews, etc. While the hotel industry has seen a significant increase in online reservations, the true testament of growth is how many people use the internet as a research tool and take action based on your online presence.

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Milestone announced the launch of its new and improved website analytics and ROI wizard during the AAHOA Convention in Florida a few months ago. This innovative tracking system is designed to provide more flexibility and transparency for Milestone clients regarding the performance of their site.