May 10, 2013 • By Dave Spector
This amazing stat brings up a number of issues for hotel marketers. First, how do your results compare to Expedia's? Sure they have bigger budgets, deeper resources and global markets, but their primary growth is coming from surging travel demand. Are your sales in sync? Next, even more depressing, is the sobering fact that Expedia's most recent financial report reveals that the percentage of overall revenue it spends on marketing is growing faster than its revenue growth! Did you increase your marketing spend by 24% last Q? If not, Expedia may take an even bigger bite out of your bottom line in the future!