Author: Shivendra Rawat

  • Hotel Marketing Tracking: Navigating Privacy Changes in 2025

    Hotel Marketing Tracking: Navigating Privacy Changes in 2025

    Understanding Conversion Tracking

    Conversion tracking measures when website visitors complete desired actions like booking rooms, requesting quotes, or signing up for newsletters. For hotels, this data drives marketing decisions, budget allocation and ROI optimization across digital channels.

    Client-Side Tracking: The Traditional Approach

    Methodology: JavaScript tags embedded in your hotel website collect user interaction data directly from visitors’ browsers. When guests click “Book Now” or browse room categories, these scripts fire immediately, sending data to platforms like Google Analytics or Facebook Pixel.

    Process: Browser downloads tracking scripts → Scripts monitor user actions → Data transmits directly to third-party platforms → Real-time analytics appear in dashboards.

    Benefits: Easy implementation, real-time data, cost-effective for smaller hotel properties.

    Server-Side Tracking: The Modern Solution

    Methodology: User interaction data first travels to your hotel’s server before being processed and sent to analytics platforms. Your server acts as a data intermediary, validating and enriching information before distribution.

    Process: User interacts with website → Data sent to your server → Server processes and enriches data → Clean data transmitted to analytics platforms.

    Benefits: Enhanced data accuracy, improved website performance, greater privacy control, and resistance to blocking technologies.

    The iOS Privacy Evolution: What Changed?

    iOS 14 (2021): App Tracking Transparency required explicit consent, reducing hotel app tracking by 70-80%.

    iOS 15-16: Enhanced privacy controls further limited cross-app tracking capabilities.

    iOS 17 (2023): Link Tracking Protection removed URL parameters (fbclid, gclid) from shared links in Safari Private Mode, Mail, and Messages.

    iOS 18 (2024): Advanced privacy reporting and stricter third-party tracking limitations reduced data collection by additional 15-20%.

    The Rise of Ad Blockers

    Popular ad blockers (Adblock Plus, uBlock Origin) block Google Analytics scripts, affecting 25-30% of web traffic. Hotel websites experience significant data gaps, with younger demographics showing 40%+ ad blocker usage rates.

    Impact on Hotel Marketing

    Data Loss: Combined iOS changes and ad blockers create 40-60% data visibility gaps for hotel marketers.

    Client-Side Impact: Traditional tracking loses accuracy in attribution, audience segmentation becomes unreliable, and conversion measurement suffers significant underreporting.

    Server-Side Resilience: Maintains 85-90% data capture accuracy, bypasses most blocking mechanisms, and provides more reliable attribution for hotel booking funnels.

    Industry Consequences: Hotel chains report 30-40% decreased campaign optimization capabilities, misallocated ad spend, and difficulty measuring true ROI on direct booking initiatives.

    Recommendation: Hotels should implement hybrid tracking approaches, prioritizing server-side solutions for critical conversion data while maintaining client-side tracking for user experience insights. This ensures comprehensive data collection despite evolving privacy restrictions.

    Stop Guessing, Start Measuring Your Hotels’ Marketing ROI

    See which channels actually drive bookings.

    Book A Free Meeting with our Hotel Experts

  • Why Hotel marketing data tracking is critical in 2025?

    In today’s hyper-competitive hospitality landscape, successful hotel marketing requires more than intuition. It demands data-driven precision. Digital marketing analytics collects, analyzes, and interprets data from multiple channels to optimize your hotel’s marketing performance and maximize revenue.

    The Hotel Marketing Analytics Advantage

    Data analytics puts concrete evidence at the center of every marketing decision. Instead of guessing which campaigns drive bookings, you’ll know exactly what works. For hotels, this means understanding guest behavior patterns, optimizing booking funnels, and allocating marketing budgets to channels that actually fill rooms.

    Essential Metrics for Hotel Marketers in 2025

    Performance & ROI 

    Track customer acquisition cost to understand what it costs to secure each booking. A luxury resort might spend $150 per guest acquisition through Google Ads but only $40 through email marketing to past guests, while a boutique hotel in London might find LinkedIn ads most effective for business travelers.

    Customer lifetime value reveals the total revenue potential, a business traveler booking quarterly stays is worth significantly more than a one-time vacation guest.

    Guest Behavior 

    Multi-touch attribution is crucial since hotel bookings rarely happen immediately. A guest might see your Instagram ad, visit your website, read reviews, then book weeks later. Understanding this journey helps optimize each touchpoint. Monitor conversion rates across different channels your direct booking site should convert better than third-party platforms.

    Engagement & Search

     Track time spent on your website and scroll depth. If potential guests aren’t exploring your amenities or room galleries, your content needs improvement. Monitor keyword rankings for local searches like “hotels near downtown Chicago,” “London business hotels,” or “Toronto waterfront accommodations” and track how your content converts browsers into bookers.

    Focus on actionable metrics like return on ad spend and conversion rates rather than vanity metrics like social media followers.

    A hotel with 50,000 Instagram followers but low direct bookings needs to reassess its strategy.

    Data-driven marketing analytics serves as your compass, guiding smarter campaign decisions, content creation, and budget allocation that directly impact your bottom line.

    Data-driven marketing analytics serves as your compass, guiding smarter campaign decisions, content creation, and budget allocation that directly impact your bottom line.

    Turn Your Hotel’s Data into Direct Bookings

    Find out what’s driving bookings — and what’s wasting your budget.

    Book A Free Meeting with our Hotel Experts

  • What are the key differences between AWS and Google Cloud for server-side tracking

    Key Differences Between AWS and Google Cloud for Server-Side Tracking in Hospitality

    Before diving into technical comparisons, here’s the critical insight for hotel owners:

    AWS provides granular infrastructure control for complex tracking needs, while Google Cloud offers tighter marketing analytics integration with simpler deployment.

    Your choice depends on whether you prioritise customisable data pipelines (AWS) or seamless marketing insights (Google Cloud).

    Infrastructure and Ecosystem Maturity

    AWS: Enterprise-Grade Flexibility

    Amazon Web Services provides a robust foundation for server-side tracking with:

    • Elastic Container Service (ECS) for deploying tagging servers at scale.
    • Amazon Kinesis for real-time data streaming from booking engines.
    • API Gateway integration to handle high-volume guest interactions.

    AWS’s mature ecosystem supports complex architectures but requires deeper technical expertise to configure.

    For large hotel chains needing custom data pipelines across global properties, AWS’s 25 geographic regions offer low-latency data processing.

    Google Cloud: Native Marketing Integration

    Google Cloud Platform excels in:

    • Direct integration with Google Marketing Platform (e.g., GA4, Display & Video 360)
    • BigQuery for instant analysis of guest journey data.
    • Cloud Run for server-less deployment of tracking containers.

    While offering fewer regions (23 vs AWS’s 33), GCP’s global load balancing ensures consistent performance for multi-property portfolios. The platform automatically applies machine learning to guest data, revealing booking pattern insights without manual analysis.

    Implementation Complexity

    AWS: Customisable but Technical

    Deploying server-side tracking on AWS typically involves:

    1. Configuring Elastic Beanstalk environments.
    2. Managing SSL certificates through Route53.
    3. Setting up IAM roles for secure data access.

    Though flexible, this process requires 2-3x more initial setup time than GCP. Example cost: $1,180/month for 1M daily bookings.

    Google Cloud: Streamlined Deployment

    GCP simplifies implementation with:

    • Prebuilt Tag Manager server containers.
    • Automatic HTTPS provisioning via Cloud Load Balancing.
    • One-click deployments to App Engine.

    Hoteliers can launch basic server-side tracking in under 4 hours vs AWS’s 2-3 days. GCP’s sustained use discounts lower costs for properties with consistent booking traffic.

    Data Privacy and Compliance

    AWS: Certification Leader

    With 143 compliance certifications vs GCP’s 50, AWS better supports hotels handling:

    • PCI-DSS for payment data
    • HIPAA for health-related guest services
    • GDPR for European guests

    AWS Config Rules automatically enforce data residency requirements across regions, crucial for international hotel groups.

    Google Cloud: Advanced Anonymization

    While trailing in certifications, GCP offers:

    • Data Loss Prevention API to redact PII from tracking data
    • Consent Mode API for granular guest preference management.
    • AutoML models that derive insights from anonymised datasets.

    Marketing Analytics Integration

    FeatureAWS ApproachGoogle Cloud Approach
    Attribution ModelingRequires manual Amazon Redshift setup.Native Multi-Touch Attribution in GA4
    Audience SegmentationAWS Clean Rooms for data collaborationInstant Looker Studio integrations
    RemarketingCustom Lambda functions + S3 bucketsDirect export to Google Ads
    Lifetime Value AnalysisAmazon QuickSight dashboardsAutoML predictions in BigQuery

    For independent hotels, GCP’s native tools reduce analytics overhead by 40%. Chain hotels using AWS gain more customisation but need dedicated data engineers.

    Cost Considerations

    Sample Monthly Costs for 500K Bookings

    ServiceAWSGoogle Cloud
    Server Infrastructure$380 (ECS)$220 (Cloud Run)
    Data Processing$290 (Kinesis)$180 (Pub/Sub)
    Analytics Storage$175 (S3)$150 (BigQuery)
    Total$845$550

    Based on AWS us-east-1 vs GCP us-central1 pricing

    Google Cloud’s per-second billing and preemptible VMs provide better cost control for seasonal properties. AWS’s Reserved Instances benefit hotels with stable year-round traffic.

    Future-Proofing Considerations

    Third-Party Cookie Depreciation

    GCP’s Enhanced Conversions automatically hash guest emails from server-side data, maintaining remarketing capabilities as browsers phase out cookies. AWS requires manual implementation via Lambda functions.

    AI-Powered Predictions

    Only Google Cloud offers:

    • Automated booking trend forecasts in Looker.
    • Real-time price optimisation models via Vertex AI.
    • Natural language queries for ad-hoc occupancy analysis.

    Implementation Recommendations

    Choose AWS If:

    • You have technical staff to manage infrastructure
    • Require HIPAA/PCI compliance
    • Need cross-cloud analytics (e.g., Microsoft 365 data)

    Choose Google Cloud If:

    • Prioritise marketing team usability
    • Want AI-driven guest insights
    • Operate seasonal/vacation rental properties

    Hybrid Approach: Use AWS for data collection and GCP for analytics via BigQuery federated queries. This combines AWS’s security with GCP’s AI tools while keeping costs 22% lower than either platform alone.

    Turn Your Hotel’s Data into Direct Bookings

    Find out what’s driving bookings — and what’s wasting your budget.

    Book A Free Meeting with our Hotel Experts
  • Why Your Hotel’s Conversion Tracking is Failing (And How to Fix It)

    Why Your Hotel’s Conversion Tracking is Failing (And How to Fix It)


    Imagine this – Your hotel’s marketing campaigns are running smoothly, your ads are live, and traffic is flowing to your website.

    Yet, when you check your bookings, the numbers don’t add up. What’s going wrong?

    The culprit might be faulty conversion tracking.

    Understanding Conversion Tracking

    Conversion tracking is like the GPS of your marketing efforts.

    It tells you how many visitors complete desired actions—like booking a room or signing up for your promotions—after interacting with your ads.

    Without accurate tracking, you’re essentially navigating in the dark, unsure if your strategies are leading to success or a dead end.

    Common Conversion Tracking Mistakes

    1. No Conversion Tracking at All

    Surprisingly, some hotels operate without any conversion tracking. This oversight means there’s no data to analyze, making it impossible to measure the effectiveness of your marketing campaigns.

    Solution: Implement a robust conversion tracking system using tools like Google Analytics. Start by setting up goals that align with your business objectives, such as completed bookings or contact form submissions.

    2. Not Tracking All Conversion Actions

    Focusing solely on one type of conversion—like direct bookings—can cause you to overlook other valuable actions guests might take, such as signing up for newsletters or engaging with chatbots.

    Solution: Identify and track all meaningful interactions on your website. This holistic approach provides a comprehensive view of guest engagement and potential revenue streams.

    3. Tracking Non-Conversion Events as Conversions

    Counting every click or page view as a conversion can inflate your data, making it seem like your campaigns are more successful than they truly are.

    Solution: Define what constitutes a conversion for your hotel. Focus on actions that directly contribute to revenue or guest engagement, ensuring your data reflects true performance.

    4. Incorrect Implementation of Tracking Codes

    Misplaced or faulty tracking codes can lead to inaccurate data, causing you to make decisions based on misleading information.

    Solution: Regularly audit your website’s tracking codes. Use tools like Google Tag Assistant to verify that all codes are correctly installed and firing as intended.

    5. Ignoring Mobile Conversions

    With the rise of mobile bookings, neglecting to track mobile conversions means missing out on a significant portion of data.

    Solution: Ensure your tracking systems are optimized for mobile devices. This includes responsive design and mobile-specific tracking codes to capture all user interactions accurately.

    Steps to Fix Conversion Tracking Issues

    1. Conduct a Tracking Audit

    Review all current tracking mechanisms on your website. Ensure that each is correctly set up and aligns with your marketing goals.

    2. Implement Comprehensive Tracking

    Beyond just bookings, track other valuable actions like newsletter sign-ups, social media shares, and contact form submissions. This provides a fuller picture of guest engagement.

    3. Use Tag Management Systems

    Tools like Google Tag Manager simplify the process of adding and managing tracking codes, reducing the risk of errors and ensuring consistency across your site.

    4. Regularly Test and Update

    Technology and user behaviors change. Regularly test your tracking systems to ensure they’re up-to-date and functioning correctly, adapting to any new trends or tools.

    Conclusion

    Accurate conversion tracking is the backbone of effective hotel marketing.

    By avoiding common pitfalls and implementing precise tracking strategies, you’ll gain clearer insights into your campaigns, leading to informed decisions and, ultimately, more bookings.

    Remember, in the world of hospitality, understanding your guest’s journey is key to providing exceptional experiences and driving success.

    Happy Marketing!

    Team Plumfind

  • Will AI and ChatGPT take over your marketing job?

    Will AI and ChatGPT take over your marketing job?

    10_01

    There was a hint of doubt in the air.

    Will these new artificial intelligence (AI) tools such as ChatGPT take over all marketing jobs?

    Well, you will always face these questions in your professional career as you move ahead and as the technology advances.

    I have different thoughts on this topic,

    I would say; instead, the more relevant question to ask is:

    #How Will AI Enhance My Marketing Job?

    11_02

    Source: Adworld Conference 2023

    At the recent Adworld Conference, Seth Godin addressed this issue and shared his thoughts on the potential impact of artificial intelligence on marketing jobs.

    His assessment is simple:

    If you’re a mediocre marketer working with a mediocre product, you should rework your skill set and increase your grip on marketing methods and strategies.

    “AI is going to redefine what it means to be creative. If you’re mediocre at what you do, if your slogan is ‘you can pick anyone’…. you’ve always been doomed. And now you’re more doomed than ever.”

    And he was not the only one. Here are what some of the other thought leaders are saying:

    “AI and chatbots will not completely replace human marketers. While AI can take over some routine tasks like data entry, scheduling posts, etc., the creative and strategic aspects of marketing like content creation, branding, and campaign ideation still require a human touch.” – Neil Patel, co-founder of Crazy Egg and Hello Bar.

    “AI and ChatGPT are here to stay. Marketers need to embrace them and learn how to use them effectively. However, they also need to be aware of the potential risks. For example, AI could be used to create fake news or to target people with harmful content. Marketers need to be vigilant and use AI responsibly.” – Mark Schaefer, author of “Marketing Rebellion”

    In recent years, AI and natural language processing (NLP) technologies have made significant strides, and the sudden emergence of practical applications in writing and other creative tasks has led to a widespread fear that they will soon take over our jobs.

    While it is true that AI and ChatGPT can perform certain marketing tasks with remarkable accuracy, it is important to understand that these technologies are not a complete replacement for human marketers.

    Rather, they are tools that can be used to enhance the work of marketers and help them make better decisions.

    And no matter what the rumors are, it is important to note that AI and ChatGPT are not substitutes for human creativity.

    While they can help create personalized content, they lack the ability to create truly unique and imaginative content that can capture the attention of customers.

    The key is for marketers to focus on developing skills and strengths that AI may never achieve – while also improving their AI literacy and ability to work with evolving technologies.

    By mastering human-AI collaboration, marketers can stay ahead of the AI curve.

    This is where human marketers can shine, using their creativity and ingenuity to create marketing campaigns that truly stand out.

    Let’s illustrate this argument with an example:

    Not too long ago, online shopping was not seen as a major economic activity. There was limited customer data to analyze. With the tremendous increase in the share of online shopping in the last few years, data availability is no longer an issue, but data analysis is. An ecommerce marketer may have been perfectly fine without a tool such as Google Analytics ten years ago, but today, it is an essential part of the marketer’s toolkit. Automated insights and AI-based reports in Google Analytics are not replacing marketers. These tools enhance the productivity of marketers.

    This is just one example of how Artificial Intelligence can actually help marketers better understand their audience by analyzing tons of data and generating some conclusions and insights. It is still up to the marketer to use this advice and turn it into better campaigns.

    In this constantly changing world, marketers have to understand that AI isn’t a threat but rather an opportunity.

    By using the power of AI tools, marketers can work faster, get more out of their data, and give customers more personalized experiences. It is entirely possible that some of the marketing jobs will be completely automated. But if you upgrade your skills by becoming an advanced user of these AI tools, your skills as a marketer will be more in demand, not less.

    A Pro Tip:

    Invest in your creativity by truly understanding your audience and improve your productivity by embracing AI. If you can still tell a story that touches the hearts and minds of your customers, if you can show empathy and help your customers to get what they need or want, you will excel as a marketer in the coming years.

    So don’t be fearful: learn more about AI and embrace these new technologies.

    By understanding how people and AI work together, you will not only stay ahead of trends but also shape the future of marketing.

    Thanks

    About the author(s):

    Sample avatar image. Shivendra Rawat

    Shivendra is our Chief Marketing Officer. He has the astonishing ability to turn our client’s business objectives into well-crafted digital marketing plans. He continues to amaze us with his leadership skills and his lifestyle. Naturally, he has a mini-zoo at home consisting of three dogs, two cats, and a lizard. He lives in New Delhi, India.

    Sample avatar image. Natasha Joshi

    Natasha is our Social Media Manager, a law student, and marketing enthusiast. She loves strategizing different methods to get results. A big fan of startups and their psychological aspects. She loves to travel and interact with locals to know the history of those places. She lives in Jaipur, India.