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The Hospitality Sales & Marketing Association International (HSMAI) and Curacity have jointly released a comprehensive white paper on the importance of upper-funnel marketing in the hospitality industry. The white paper, titled, “From Last-Click to First Look: A Commercial Strategy Makeover Story for Upper Funnel Marketing,” marks a pivotal shift in the industry’s approach to brand awareness, offering a roadmap for long-term growth and profitability.
After years of prioritizing last-click attribution, the hospitality sector is beginning to recognize the critical role of upper-funnel marketing strategies in driving brand awareness and customer engagement. Citing insightful interviews with HSMAI members and compelling case studies, the white paper explores the value of engaging customers from the moment they start dreaming of travel – and ways for commercial strategy professionals to turn their efforts into incremental bookings and revenue.
“Staying at the forefront of technology and the importance of a unified commercial strategy has never been more evident,” said Juli Jones, Senior Vice President at HSMAI. “HSMAI is committed to supporting our members in navigating these advancements, leveraging innovative tools like those offered by Curacity to enhance guest acquisition and optimize marketing efforts.”
As the hospitality industry continues to evolve in a digital-first world, the integration of upper-funnel marketing into a unified commercial strategy is no longer optional—it’s essential. The insights provided in this white paper offer a roadmap for hospitality professionals to bridge the gap between brand-building efforts and measurable sales outcomes. By embracing these strategies, industry leaders can not only enhance guest acquisition but also secure a competitive edge in an increasingly crowded market. As HSMAI and Curacity continue to lead the conversation, this white paper serves as a crucial resource for those looking to innovate and drive long-term success in hospitality.
The full research paper is available here. For more information on HSMAI and its initiatives, please visit global.hsmai.org.