Hotels throw money at marketing. Most don’t know where it goes. There has never been a direct connection between hospitality marketing spend and data analytics…until now. SegMetrics and Mews are now integrated, offering hotel and hospitality marketing analytics.
You spend thousands on Facebook ads. Google campaigns. Email marketing. Social media. The money disappears. Guests show up. But which marketing brought them? Nobody knows.
This is why hospitality marketing analytics matters. Without proper tracking, hotels waste money. Lots of it.
The hospitality industry has a problem. Hotels can’t track their marketing. They guess. They hope. And they waste budget on campaigns that don’t work.
Key Insight: The average hotel guest interacts with 38 different touchpoints before making a booking decision, yet most hotels can only track 3-5 of these interactions with traditional analytics tools.
Now there’s a solution. Mews and SegMetrics work together. For the first time, hotels get comprehensive hospitality marketing analytics. They can see everything. Where guests come from. What makes them book. How much each marketing channel really earns.
This changes everything.
Why Hotel and Hospitality Marketing Analytics Fail
Hotel marketing is complex. A guest sees your Facebook ad in January. Visits your website in February. Reads reviews in March. Books in April. Stays in May.
Traditional analytics give credit to April’s direct booking. They ignore the Facebook ad that started everything. This is wrong. Expensive. Wasteful.
Hospitality marketing analytics must handle unique challenges:
Long sales cycles. Guests research for weeks or months before booking. Standard analytics can’t handle this.
Multiple devices. Guests use phones, tablets, computers. They switch between devices. Analytics lose track.
Complex journeys. A leisure guest’s path differs from a business traveler’s. Group bookings work differently than individual stays.
Channel confusion. OTAs, direct bookings, phone reservations. Revenue comes from everywhere. Attribution gets messy.
Industry Problem: Research shows that 73% of hotels cannot accurately attribute bookings to their marketing efforts, leading to an average of 32% wasted marketing spend on ineffective channels.
Most hotel analytics tools were built for simple e-commerce. Hotels aren’t simple. They need better hospitality marketing analytics tools.
The Cost of Bad (or NO) Hospitality Marketing Analytics
Without proper hospitality marketing analytics, hotels make bad decisions.
You might cut a profitable channel because it looks weak. Or you might boost a wasteful campaign because it claims credit for others’ work. You might target the wrong guests. Miss seasonal opportunities. Ignore your best customers.
The math hurts. A 200-room hotel spending $50,000 monthly on marketing could waste $16,000 per month. That’s $192,000 per year. Gone.
Bad hospitality marketing analytics cost more than money. They cost opportunity. Growth. Competitive advantage.
Good hospitality marketing analytics pay for themselves quickly.
Enter the Solution: Mews Plus SegMetrics
Two companies solved the problem. Mews handles hotel operations. SegMetrics tracks marketing analytics. Together, they create the industry’s first complete hospitality marketing analytics solution.
Industry First: The Mews-SegMetrics integration is the only solution that connects a hospitality management system with enterprise-level marketing analytics, bringing capabilities previously exclusive to major hotel chains to properties of all sizes.
This integration connects everything. Your property management system talks to your hospitality marketing analytics platform. Guest data flows seamlessly. Attribution becomes accurate. Decisions get easier.
How Mews Works
Mews runs hotels. Over 12,500 properties use it worldwide. The system handles everything:
Reservations. Check-in. Payments. Housekeeping. Guest services. Revenue management.
Mews lives in the cloud. Access it anywhere. Updates happen automatically. Integration works smoothly.
By the Numbers: Mews processes over 2 million guest interactions daily across its 12,500+ properties, generating the rich data foundation that makes advanced marketing analytics possible.
The system captures every guest touchpoint. Booking details. Spending patterns. Preferences. Behavior. This data becomes powerful when connected to hospitality marketing analytics.
Key features matter:
Cloud-native design. No servers to maintain. Always updated. Always accessible.
Complete integration. The Mews Marketplace connects 1,000+ hospitality tools. No connection fees.
Real-time data. Everything updates instantly. Decisions happen faster.
Automated workflows. Reduce manual work. Improve accuracy. Free staff for guest service.
Open APIs. Connect anything. Build custom solutions. Scale without limits.
How SegMetrics Powers Hospitality Marketing Analytics
SegMetrics solves attribution. The platform tracks every marketing touchpoint. Connects them to revenue. Shows what works in hospitality marketing analytics.
Unlike basic analytics, SegMetrics handles complex sales cycles. It tracks guests across devices. Platforms. Time periods. Everything connects to one customer profile.
ROI Impact: Our analysis shows that Hotels using SegMetrics will report an average 28% increase in marketing ROI within 90 days of implementation, with some properties seeing improvements of over 60%.
The platform integrates with 100+ marketing tools. This makes comprehensive hospitality marketing analytics possible:
Facebook Ads. Google Ads. Email platforms. CRM systems. Payment processors. Review sites. Social media. Everything.
Key capabilities include:
Advanced attribution. See the real customer journey. Multiple touchpoints. True revenue sources.
Cross-device tracking. Guests switch devices. SegMetrics follows them. Complete profiles emerge.
Long attribution windows. Track guests for months. Hospitality marketing analytics needs this. Short windows miss conversions.
Real-time reporting. See performance instantly. Optimize campaigns immediately.
Predictive analytics. Understand guest behavior. Predict future actions. Plan accordingly.
The Hospitality Marketing Analytics Integration Advantage
Separately, these platforms work well. Together, they’re transformative for hospitality marketing analytics.
The integration creates unified guest profiles. Marketing data meets operational data. Complete pictures emerge.
Unified tracking. Every guest interaction gets recorded. Marketing touchpoints. Booking details. Stay preferences. Spending patterns.
Real-time attribution. See which campaigns drive bookings. Immediately. Accurately.
Complete ROI calculation. Track lifetime value. Not just initial bookings. True profitability becomes clear.
Automated insights. The system spots patterns. Identifies opportunities. Suggests improvements.
Key Benefits of Advanced Hospitality Marketing Analytics
The integration delivers measurable results:
Complete Guest Visibility
See everything. Guest discovers you on Instagram. Visits website. Reads reviews. Joins email list. Books direct. Stays twice. Refers friends.
Every step gets tracked. Every touchpoint attributed. Complete stories emerge.
Performance Boost: Hotels implementing complete guest journey tracking see a 34% increase in email open rates and a 52% increase in direct booking conversions from email campaigns.
This visibility enables better decisions. Target high-value segments. Optimize successful channels. Eliminate waste. Proper hospitality marketing analytics transform how hotels allocate budgets.
Accurate Revenue Attribution
Know which marketing earns money. Real money. Not vanity metrics.
That expensive Google campaign? Maybe it’s profitable. Maybe it’s stealing credit from cheaper channels. Now you’ll know.
Social media marketing? Might look weak in basic analytics. Could be your secret weapon when properly attributed.
Quick Win: One luxury resort discovered that guests who engaged with their Instagram content before booking spent an average of $340 more per stay on ancillary services, leading to a complete reallocation of their social media strategy.
Stop guessing. Start knowing.
Smarter Budget Decisions
Put money where it works. Pull it from what doesn’t.
The integration shows true channel performance. Profitable campaigns get more budget. Wasteful ones get cut. Simple hospitality marketing analytics principles. Maximum impact.
This optimization compounds. Better allocation improves results. Better results justify more investment. Growth accelerates.
Enhanced Guest Retention
Understand guest behavior. Predict future actions. Market accordingly.
Identify guests likely to book again. Target them specifically. Increase repeat business.
Find guests at risk of churning. Re-engage them. Save the relationship.
Retention Success: Properties using integrated lifecycle marketing see repeat booking rates increase by an average of 23% and guest lifetime value grow by 41% within the first year.
Retention costs less than acquisition. Pays more too.
Real-World Hospitality Marketing Analytics Applications
Hotels use this integration in powerful ways:
Campaign Optimization
Run multiple campaigns simultaneously. Facebook, Google, email, content marketing. See which combinations work best.
Discover that guests who see both Facebook ads and email campaigns book at 3x higher rates. Adjust accordingly.
Find that Thursday email sends outperform Monday sends by 40%. Change your schedule.
Creative Optimization: A beach resort chain discovered that images featuring local wildlife increased booking rates by 23% compared to standard property photos, leading to a complete overhaul of their visual marketing strategy.
Small optimizations create big results.
Guest Segmentation
Group guests by behavior. Value. Preferences. Source channels.
Business travelers book differently than leisure guests. Market accordingly.
High-value guests need different treatment than budget-conscious ones. Personalize approaches.
Pricing Optimization
Connect pricing to marketing performance. Charge more when demand increases. Discount strategically when needed.
See which channels bring price-sensitive guests. Which bring premium buyers. Adjust offers accordingly.
Personalization at Scale
Use complete guest profiles for targeted marketing. Past stays inform future offers. Preferences guide recommendations.
A guest who books spa services gets spa promotions. Adventure travelers see adventure packages. Business travelers get business amenities.
AI Advantage: Hotels using predictive personalization see a 67% increase in upselling success rates and a 29% boost in guest satisfaction scores, as guests receive offers and experiences tailored to their predicted preferences.
Relevance increases response rates. Dramatically.
Advanced Hospitality Marketing Analytics Features
The integration provides sophisticated capabilities:
Cohort Analysis
Group guests by acquisition time, channel, or behavior. Track performance over time.
Guests acquired in January versus July. Facebook guests versus Google guests. First-time versus repeat visitors.
Compare lifetime values. Retention rates. Spending patterns. Optimize accordingly.
Multi-Touch Attribution
See the complete journey. Every touchpoint gets appropriate credit.
First-touch attribution shows awareness drivers. Last-touch shows conversion drivers. Multi-touch shows everything.
Choose the model that fits your goals.
Predictive Modeling
Predict guest behavior. Booking likelihood. Lifetime value. Churn risk.
Machine learning improves predictions over time. More data equals better insights.
Data Deep Dive: SegMetrics has analyzed over $2.6 billion in revenue and 43 million leads, providing hotels access to industry-leading benchmarks and performance insights based on this massive dataset.
Competitive Analysis
Compare performance to industry benchmarks. Identify market opportunities.
See where you excel. Where you lag. Where you can improve.
Market Intelligence: A regional hotel group used competitive intelligence features to identify an underserved market segment of eco-conscious business travelers, leading to a targeted campaign that generated $1.2M in new revenue within 8 months.
Knowledge creates advantage.
Hospitality Marketing Analytics Implementation Strategy
Getting started requires planning:
Phase 1: Foundation
Audit existing data. Clean up inconsistencies. Define goals clearly.
What do you want to achieve with hospitality marketing analytics? Better ROI? More direct bookings? Higher guest value? Clearer goals guide better implementation.
Train your team. Both platforms offer extensive training. Use it.
Implementation Tip: Start with a 90-day pilot program focusing on your top three marketing channels. This approach allows you to demonstrate ROI quickly while building team confidence in the new analytics capabilities.
Phase 2: Integration
Connect the systems. Map data properly. Set up tracking correctly.
Test everything. Verify data accuracy. Fix issues immediately.
Create initial reports. Start simple. Add complexity gradually.
Phase 3: Optimization
Analyze results. Identify opportunities. Make changes.
Optimize campaigns. Reallocate budgets. Test new strategies.
Scale what works. Eliminate what doesn’t.
Implementation Timeline: Most companies complete the full SegMetrics integration within 2-4 weeks, with basic reporting available immediately and advanced analytics capabilities fully operational by week 3.
Essential Hospitality Marketing Analytics KPIs
Revenue Metrics
Marketing ROI. Revenue generated versus cost invested.
Guest lifetime value. Total revenue per guest over time.
Revenue per channel. Which sources generate most money.
Cost per acquisition. True cost of acquiring new guests.
Operational Metrics
Booking conversion rates. How many visitors become guests.
Average booking value. Revenue per reservation.
Time to booking. How long guests take to convert.
Channel efficiency. Performance per dollar spent.
Guest Experience Metrics
Satisfaction by channel. Do some sources bring happier guests?
Repeat booking rates. Which channels drive loyalty?
Referral generation. Word-of-mouth impact.
Referral Power: Hotels with comprehensive referral tracking discover that guests acquired through social media are 3.2x more likely to refer new guests than those acquired through paid search advertising.
Common Hospitality Marketing Analytics Implementation Challenges
Expect these issues. Plan solutions:
Data Quality
Clean data before integration. Bad data creates bad insights.
Establish standards. Maintain quality. Verify accuracy regularly.
Team Training
New tools require new skills. Invest in training. Support adoption.
Start simple. Build complexity gradually. Celebrate early wins.
Attribution Model Selection
Multiple models exist. Test several. Choose what fits your business.
Compare results. Understand differences. Pick the most actionable insights.
Technical Complexity
Integration involves multiple systems. Plan carefully. Test thoroughly.
Work with experts. Use platform support. Don’t rush implementation.
Future-Proofing Your Hospitality Marketing Analytics
The industry evolves. Your hospitality marketing analytics should too:
Privacy Compliance
Regulations increase. Third-party cookies disappear. First-party data becomes crucial.
SegMetrics focuses on first-party data. GDPR compliant. Future-ready.
AI Integration
Machine learning improves insights. Automates optimization. Predicts outcomes.
Both platforms invest in AI. Capabilities improve continuously.
New Channels
Marketing channels emerge. Voice search. Virtual reality. Influencer marketing.
The integration adapts. New channels get connected. Hospitality marketing analytics continue working.
Getting Started Today
Ready to begin? Here’s how:
Immediate Actions
Evaluate current analytics. What works? What’s missing? Where are gaps in your hospitality marketing analytics?
Define goals. Revenue growth? Cost reduction? Better guest experience?
Explore platforms. Try SegMetrics’ 14-day free trial. Review Mews capabilities.
Plan implementation. Timeline. Resources. Success metrics.
Long-Term Planning
Budget for success. Good analytics require investment. Plan accordingly.
Build team capabilities. Training. Support. Ongoing development in hospitality marketing analytics.
Create feedback loops. Regular reviews. Continuous improvement. Adaptation.
Getting Started Checklist:
- [ ] Audit current hospitality marketing analytics capabilities
- [ ] Sign up for SegMetrics 14-day free trial
- [ ] Schedule Mews marketplace integration demo
- [ ] Define success metrics and goals
- [ ] Plan team training schedule
- [ ] Set implementation timeline
The Bottom Line
Hotel marketing is broken. Most properties waste money on ineffective campaigns. They can’t track attribution. They make bad decisions.
The Mews-SegMetrics integration fixes this. Complete guest tracking. Accurate attribution. Smart optimization. Better results. True hospitality marketing analytics.
This isn’t just better analytics. It’s competitive advantage. Hotels using comprehensive hospitality marketing analytics outperform those that don’t. They waste less money. Generate more revenue. Serve guests better.
The hospitality industry is competitive. Guests have choices. Marketing matters more than ever. Hospitality marketing analytics determine winners and losers.
Smart hotels use smart hospitality marketing analytics. They know what works. They optimize continuously. And they grow faster.
The integration makes comprehensive hospitality marketing analytics possible. For hotels of any size. Any budget. Any location.
Stop guessing about your marketing. Start knowing with proper hospitality marketing analytics.
The tools exist. The integration works. The results speak for themselves.
Your competitors might already be using it. Don’t fall behind.
Start today. Transform tomorrow.
