HMC CDO’s 10 Practices to Address Digital Marketing Challenges

Hotel management companies (HMC) find themselves grappling with a myriad of challenges in the current digital marketing landscape, including driving innovation, standardizing processes, scalability, changing vendor products, and privacy and legal concerns.  

HSMAI hosted a Chief Digital Officers from hotel management companies during a recent Executive Roundtable. Drawing insights from these industry leaders, this article highlights ten best practices that can help organizations effectively navigate these challenges.  

  1. Transitioning to Google Analytics 4 (GA4)

With the sunset of Universal Analytics, teams need to familiarize themselves with GA4’s new reporting structures. Offer training sessions and up-to-date resources to keep teams abreast of these changes. 

  1. Staffing and Talent Retention

Strengthen your Employee Value Proposition (EVP) by understanding the motivations of your existing staff. Offer competitive benefits, growth opportunities, and a positive work culture to retain top talent. 

  1. Brand Growth & Portfolio Management

As brand portfolios grow, consider diversifying marketing and operational strategies to cater to different segments without diluting the core brand values. 

  1. GDPR & Data Privacy

Regularly update teams on data privacy regulations. Implement strict protocols for data acquisition, storage, and processing to ensure compliance. 

  1. Launching New Products 

For data-intensive products, ensure that IT, marketing, and sales departments collaborate closely, ensuring seamless integration and utilization of data resources. 

  1. Sales and Acquisition Processes

Use Consent Management Platforms (CMPs) to manage user consents efficiently, ensuring legal acquisition of marketing lists and other data-driven processes. 

  1. Innovation & Branding

Engage users through feedback loops and actively involve them in innovation processes to ensure that branding efforts resonate with evolving consumer expectations. 

  1. 8. Customer Behavior Insights

Use advanced analytics tools to anticipate shifts in consumer behavior, allowing for proactive strategy adjustments. 

  1. Cost Management

Regularly review budgets to ensure that rising costs don’t stifle innovation. Look for cost-effective yet impactful marketing and operational strategies. 

  1. Managing Upward & Supporting Initiatives

Foster a culture of open dialogue between different organizational hierarchies. Clearly communicate the ROI and potential impacts of new initiatives to get stakeholder buy-in. 

By leveraging these best practices, companies can not only address current challenges but also position themselves for future success.  


We’re grateful for the candid discussion from the executives from 13 companies, including:  


Bluewater Development Company 

Concord Hospitality 

CoralTree Hospitality 

Highgate Hotels 

InterMountain Management 

Lodging Dynamics Hospitality Group 

NCG Hotels 

Outrigger Hospitality Group 

Peachtree Hospitality Management 

Stonebridge Companies  

Sun Outdoors 

HHM Hotels  


 HSMAI hosts this unique by-invitation only forum annually for HMC CDOs. If you are interested in being invited next year, please email Bob Gilbert. 

Categories: Marketing
Insight Type: Articles