Digital Marketing Performance Evaluation in the Covid-19 Pandemic

Bill Carroll, Ph. D.

By Bill Carroll, Ph. D.

Nov 1, 2020

In conjunction with The Hotel School at Cornell University, William Carroll published this white paper on October 1, 2020.

As a consulting member of Cayuga Hospitality Consultants, here is an excerpt from the paper:


The Covid-19 pandemic is causing major disruptions in the travel and hospitality market and associated organizational and marketing strategies by hospitality suppliers.

On a region-by-region and time-period-by-time period basis, these strategies will change as the pattern of the pandemic evolves and the availability of a vaccine emerges. All of this will cause changes in digital marketing strategies and the selection of key performance indicators (KPIs) to evaluate the effectiveness of strategic actions taken.

Each hospitality enterprise will or should have both an organizational and marketing strategy, including a digital marketing strategy developed to recover from the impact of the pandemic. The recovery may be sequential or cyclical, depending
upon a reoccurring pattern of the pandemic for a given region. Most, if not all, enterprises should focus on the three phases of a recovery

  1. While travel is on pause;
  2. When travel demand begins to recover — or is estimated to do so;
  3. When travel demand strengthens.

To read the entire white paper, please click HERE.


About the author

Bill Carroll, Ph. D.

Bill Carroll is actively engaged with hotel ownership groups, intermediaries and start ups in the areas of digital media management, pricing, and marketing. He is capable of taking a holistic view of marketing, pricing, distribution and revenue management for hospitality related firms. He helps clients chart a successful courses of action through improved strategic focus, organizational change and systems solutions choices. Bill is a Consulting Member of Cayuga Hospitality Consultants and a senior analyst with Phocuswright.


Contact Us
Share

Related Articles & Case Studies

Cara Federici
Operations

Leveraging AI through Expert Partnerships

By Cara Federici Sep 19, 2023

In today’s rapidly evolving world of technology, there’s often a palpable fear of the unknown that can overshadow the excitement of human...

Read More
Kevin Doyle
Litigation, Risk Management & Insurance
Operations

Building a Comprehensive Fraud Awareness Program: Five Essential Elements

By Kevin Doyle Sep 12, 2023

In today’s rapidly evolving and positive COVID business landscape, the specter of fraud, corporate malfeasance, and unethical behavior looms large. In response...

Read More
Robert Gary Dodds
Operations

Unlocking Excellence: The Power of Bespoke HR Solutions and Training Consultancies

By Robert Gary Dodds Sep 6, 2023

In the dynamic landscape of the hospitality industry, the pursuit of excellence and innovation is not merely a goal, but an imperative....

Read More

Enquire Now

Trusted By