This article is published as part of a viewpoint in the World Panel:
What are hotel marketers’ Top Digital Marketing Resolutions to ensure success in 2023?
Digital Marketing in Hospitality — Viewpoint by Max Starkov
In 2022 our industry was very lucky. The post-pandemic travel demand, fueled by sheer lockdown-induced restlessness, accumulated consumer savings to the tune of trillions of dollars plus government handouts to many trillions of dollars, has fueled the 2022 travel rush.
Is travel demand going to continue strong this year? Or, as some industry experts are predicting, consumer savings will run out, the persistent inflation will negate any payroll increases, rising interest rates will make everything more expensive and make shopping by credit cards or buy-now-pay-later very expensive.
Will all of this, plus the ongoing much visible layoffs at marquis companies, and the looming probability of a recession, negatively affect consumer discretionary spending, which means tourism in general? Many industry leaders are concerned that in 2023 fewer people will be traveling, those that do will be traveling less, going on shorter trips and to closer to home destinations, staying at cheaper hotels.
There is another wrinkle to the story that makes life of hotel marketers even more complex: Digital transformation accelerated by ten years during the pandemic (McKinsey & Co) and today's travel consumers are AT LEAST three times more tech- and digitally savvy. The average...
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