In this course, participants will learn about the latest evolutions, innovations, and disruptions impacting digital marketing, with a focus on the United States Northeast. The course will cover recent trends in direct booking benchmarking, specifically the looker to booker conversion data. Participants will gain an understanding of the conversion funnel, highlighting differences in the hotel website to the check availability conversion, to the booking engine's date/room search, to actual booking conversions.
Additionally, the course will discuss regional OTA disparities in terms of frequency and amount, providing participants with valuable insights on their direct booking strategy's success and areas of opportunity. By the end of this course, participants will have a comprehensive understanding of the latest digital marketing trends and direct booking benchmarking in the United States Northeast. They will be equipped with the knowledge to develop effective strategies that drive direct bookings and improve their hotel's revenue performance.
Tuesday, April 4th at 2PM
Who Should Attend?
All people interested in growing the hotels direct channel
Coupled with two decades of hotel digital marketing experience, Michael J. Goldrich joined The Hotels Network as Chief Experience Officer to represent the Voice of the Customer. As former Global Head of Marketing for Club Quarters Hotels, Vice President of Marketing, Ecommerce, and Distribution for Denihan, Vice President of Marketing and Ecommerce at Dolce Hotels, Senior Director of Digital Brand Marketing & Strategy at Wyndham, and Director of Global Web Services at Starwood, Michael has a clear understanding of how hotel brands operate, recognizing the importance of direct channel relationships. While at Club Quarters, Michael aimed to grow brand contribution while shifting the post-pandemic target business segment to younger local leisure travelers. He also transformed marketing organizations by implementing and optimizing e-commerce and digital capabilities for diverse global businesses, including Starwood, Accenture, Monster Worldwide, and Wyndham.
His awards include the Platinum Adrian Award for an innovative social media campaign, the Gold Adrian Award for an innovative website, and 40 under 40 from the Westchester Business Council. Most recently, he was selected by HSMAI as a Top 25 Extraordinary Minds in Sales, Marketing, and Revenue Optimization in 2020. He volunteers his time as a member of the HSMAI Marketing Advisory Board and as the VP of Membership for the NYC HSMAI chapter. He provides business strategy, branding, digital marketing, and e-commerce support to non-profit CEOs through the Taproot Foundation. He also actively mentors undergraduate students through the University of Michigan mentorship program.
Michael holds a BA in Literature from the University of Michigan, an MA in Business Communications from Northwestern University, a certificate in Digital Marketing from Northwestern’s Kellogg School of Management, and a certificate in the Economics of Blockchain and Digital Assets from the University of Pennsylvania's Wharton School. He is currently a Program Leader for the Product Data Strategy and Analytics program at Northwestern’s Kellogg School of Management. He is a Six Sigma Greenbelt, Scrum Master, certified PMI Project Manager, and a CHDM/CRME from HSMAI.