The purpose of a marketing promotion is to raise awareness about the services of a hotel in question. It should be noted that the specifics of the hotel business imply the need to build a relationship with customers by establishing trust. In this way, the prospective visitors become aware of the services and specific details that differentiate a particular hotel form its competitors in the same area.
In addition, people who booked a room may return to this hotel in the future or recommend it to friends, which will increase sales as well. Thus, although this particular campaign did not increase the revenue from room sales significantly, it was a good investment.
It should be noted, however, that the success or failure of a particular promotion also depends on a specific target set by business owners. For instance, if a hotel wants to increase sales in a low season by using advertisements, then this campaign can be regarded as a bad investment. It is because although the hotel improved its cash flow and was able to sell more services, the specific target was not reached.
The viability of marketing experiments carried out by hotels depends on the specific approaches and tools used to measure the outcomes. In general, I think that hotels should use marketing experiments to attract new customers and establish a better relationship with existing visitors. It is because if a hotel chooses to avoid this approach, the risk of losing clients and revenue is high, especially for low season periods. Surveys should be used to assess the success of particular strategies. For instance, the visitors can be asked to fill out a simple form that would help understand how they choose a specific place. Overall, marketing is critical for hotels because it helps them remain competitive and gain new clients.