The Hotel Yearbook has just released its 2017 Special Edition on Digital Marketing, featuring expert insight from hospitality industry leaders, and HeBS Digital is proud to be featured in this year’s publication. In “Smart Data Marketing in Hospitality: The Secret to Maximizing Direct Bookings”, Max Starkov, President & CEO, and Margaret Mastrogiacomo, Senior Director Creative Strategy of HeBS Digital, outline the steps hoteliers can take to close the 360-degree customer engagement, retention & acquisition cycle and boost direct bookings.

Starkov and Mastrogiacomo discuss how Smart Data Marketing balances the knowledge about the hotel’s property’s past guests (CRM Data) and knowledge about online travelers that are planning to travel to the property’s destination (Intent Data) to “make the most” of past, present, and future customer data and generate the highest number of direct bookings, and ultimately reach the hotel’s best guest. While retaining past guests, frequent guests, and loyalty members is imperative, hoteliers that are not utilizing real-time, Intent Data are missing serious revenue opportunities to expand and “replenish” their existing customer base on an ongoing basis.

The Hotel Yearbook prepares hoteliers for the upcoming year by highlighting industry trends and providing seasoned insight and actionable guidance from industry experts. In its 2017 edition, The Hotel Yearbook focuses on Digital Marketing, and features 36 executives, analysts, and consultants working in Digital Marketing all over the world.