Don't let them dazzle you with a polished slide deck. Grill them. You need to know if they can handle the heat when occupancy rates drop.
1. 'How do you attribute app installs to actual room bookings?'
Why it matters: Vanity metrics like 'downloads' don't pay the bills. You need to know if they can track revenue.
2. 'Show me a case study where you lowered the Cost Per Acquisition (CPA) while scaling spend.'
Why it matters: Anyone can get results with an unlimited budget. The skill is in efficiency.
3. 'What is your specific experience with 'bleisure' traveler targeting?'
Why it matters: It’s the fastest-growing segment. If they don't have a strategy for it, they are outdated.
4. 'Do you handle creative production in-house or do you outsource it?'
Why it matters: Outsourcing often leads to brand inconsistency and slower turnaround times for urgent campaigns.
5. 'How do you handle seasonality in your paid media strategies?'
Why it matters: Hospitality is cyclical. A flat strategy will waste money in low seasons and miss opportunities in high seasons.
6. 'What tech stack do you use for deep linking and attribution?'
Why it matters: If they aren't using tools like AppsFlyer, Adjust, or something better, they are guessing, not measuring.
7. 'How do you integrate with our existing Property Management System (PMS) data?'
Why it matters: Marketing needs to know real-time availability. Promoting a sold-out room is a disaster.
8. 'What is your crisis management protocol for negative review bombing?'
Why it matters: In hospitality, reputation is fragile. You need a shield, not just a cheerleader.
9. 'Are you willing to commit to a performance-based fee structure?'
Why it matters: It aligns their incentives with yours. If they refuse, they might not be confident in their own results.
10. 'How do you differentiate between 'brand awareness' spend and 'performance' spend?'
Why it matters: Many digital marketing firms hide inefficiency under the vague umbrella of 'branding.' You need a clear demarcation.
