There are so many choices when it comes to marketing activities. Today all of the marketing spend should be done in the digital world where you can measure return on investment. For a hotel it is all about planning where the marketing spend will bring in the most marginal revenue. This could be a specific segment, a season or a day of week.
Today, modern solutions enable you to focus on the most profitable revenue and not just any revenue. It is time to start measuring how much net revenue you can bring in for your marketing budget.