Driving Profitable Direct Revenue should be the mantra for every hotelier today. This is particularly true for independent luxury properties that stand to gain the most by encouraging guests to book direct rather than through an OTA.

While the internet and blogs are full of varying tactical measures for hoteliers to eke-out a little more direct business, there seems to be a huge void when it comes to offering a comprehensive strategic marketing approach to driving profitable direct revenue – until now.

At HSMAI’s Digital Marketing Strategy Conference held earlier this year I was asked to present “The Power of iCRM” and provide case studies proving that iCRM works. Proof that it does in fact drive profitable revenue for hotels.

iCRM, an acronym for integrated Customer Relationship Marketing, is an approach MP&A Digital has been perfecting for over two decades, since its principals were senior executives at several of the world’s largest advertising and direct marketing firms in New York.

We have found iCRM produces remarkable revenue growth for any hotel truly embracing the discipline. This video shows how it can even improve performance for hotels already doing quite well.

The HSMAI Digital Strategy Conference presentation format allowed only 20 slides advancing every 20 seconds. So, in only 469 seconds “The Power of iCRM” provides a good overview of integrated Customer Relationship Marketing along with two luxury hotel case studies. In one the hotel’s revenue nearly doubled in just two and one half years.

For a more in-depth discussion of iCRM and to answer any questions you may have about how your hotel can drive more profitable direct revenue, please visit MP&A Digital & Advertising and feel free to contact me.

What do you think?

Madigan Pratt

AUTHOR: Madigan Pratt

Madigan Pratt is President of MP&A Digital & Advertising, an award-winning agency helping luxury hotels attract and retain profitable customers. Principals with over 60 years of collective experience at some of the world's largest advertising and direct marketing companies lead the agency's team of marketing, creative, public relations, Internet and social media professionals.

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