As the tourism industry continues to evolve, the strategies that drive its marketing and revenue management for hotels and the broader hospitality sector also adapt.
In an insightful conversation with GTP Headlines, Dimosthenis Sdrolias, Head of the Performance Marketing Department at RevitUp.direct, shares his expertise on the latest trends and challenges in online advertising. RevitUp.direct is an award-winning revenue management and digital marketing agency.
Following RevitUp’s certification as a Google Premier Partner in 2024, Sdrolias explores the impact of Google Analytics 4, discussing how its shift has transformed data analysis for hotels and what the future holds for this tool.
He also provides valuable insights into the performance of online ads on platforms like Google and Meta, highlighting key metrics and strategies that drive success.
Additionally, he addresses the significant challenges in the online advertising environment for the tourism industry in 2024, including changes in Google’s advertising platform and rising costs.
This interview offers a comprehensive view of effective strategies for enhancing online presence and profitability in the ever-evolving digital landscape.
- GTP: Dimosthenis, can you start by explaining what your role as head of the Performance Marketing Department at Revitup entails?
Dimosthenis Sdrolias: As the Head of the Performance Marketing Department, my role is all about finding the right balance. On one hand, I ensure that all performance marketing activities align with the hotel’s main strategy and our company’s philosophy. On the other hand, I stay updated on the constant changes and challenges in the online advertising environment. My role involves leading and guiding the team while also allowing room for testing, initiative, and out-of-the-box thinking. Ultimately, it’s a daily challenge to strike the right balance, which will enhance the performance of the hotel’s online advertising activities.
- GTP: Can you share some highlights of your career journey and how you came to lead the Performance Marketing Department at Revitup?
Dimosthenis Sdrolias: My career journey has been closely tied to marketing from the start. I began working in the FMCG sector in the market research department, followed by a brand management role where I oversaw both online and offline marketing activities. A relocation to Crete provided me with a great opportunity in the hospitality sector at Revitup.direct. Initially, I approached this new sector from a marketing perspective, but I soon discovered a strong passion for data analysis and performance marketing. Over the past four years at Revitup.direct, I have pursued this passion, which has driven me to develop expertise in online advertising within the hotel industry.
- GTP: What are the current trends in online tourism advertising, particularly concerning Search Engine Marketing?
Dimosthenis Sdrolias: The Search Engine Marketing (SEM) environment is evolving rapidly. This past year, Google has introduced more automated campaigns that offer less control and reduced data visibility. Traditional advertisers and data enthusiasts might be skeptical of these changes. However, with the continued evolution of AI, automated campaigns are likely to become even more prevalent. The impact on performance and usability of these campaigns varies by industry, but it is an area that every advertiser should explore. Additionally, Google Ads has seen an increase in the average cost per click this year. Combined with the implementation of Consent Mode v2, this has presented significant challenges and led to a noticeable decline in Google Ads Return on Ad Spend (ROAS), a trend that has sparked considerable discussion across various industries.
- GTP: Revitup was certified as a Google Premier Partner in 2024. How has this certification influenced your approach to search engine marketing and client relations?
Dimosthenis Sdrolias: Being certified as a Google Premier Partner in 2024 was a significant achievement for Revitup. This certification is a testament to our continuous efforts, as only 3 percent of advertisers globally achieve this status. It is especially notable given that our agency specializes exclusively in the tourism industry. As a data-driven company, this certification is particularly valuable. It enables us to receive a higher level of support from Google and potentially access more data, which helps us refine our advertising strategies on the platform. Moreover, it provides us with greater confidence and tools to navigate the ongoing changes in Google Ads, making us more optimistic about the future.
- GTP: Google Analytics 4 has been a hot topic lately. How has its implementation impacted the way Revitup manages performance marketing?
Dimosthenis Sdrolias: Google Analytics 4 (GA4) has had a significant impact on how Revitup manages performance marketing. At Revitup, we utilize Google Analytics extensively across our marketing, performance marketing, and sales departments. The transition to GA4 represented a major shift in how we interpret data from hotel websites. We had to adapt our infrastructure because our previous system relied on Universal Analytics. Like many others, we encountered challenges with GA4, such as missing or questionable data due to its different methodology. However, I believe that as GA4 continues to evolve, we will gain a clearer and more comprehensive understanding of the data it provides over time.
- GTP: What are the key metrics you focus on when evaluating the performance of online ads on platforms like Google and Meta?
Dimosthenis Sdrolias: At Revitup, we see ads as stages in the customer journey, and we focus on several key metrics for each stage:
– Impressions: We consider impressions an important KPI because they enhance the visibility of the hotel on advertising platforms. In Google Ads, impressions can also indicate the online demand for the hotel.
– Clicks: We place significant value on clicks because our main goal is to drive visitors (Lookers) to the hotel’s website.
– Purchases and Return on Ad Spend (ROAS): To convert Lookers into Bookers, we evaluate purchases and ROAS, which help us measure the success of our advertising efforts.
– Initiated Checkouts: In specific cases, we also assess initiated checkouts, as they provide insights into the booking process and reveal potential barriers to conversion.
- GTP: Can you tell us about any notable collaborations Revitup has entered into with international companies?
Dimosthenis Sdrolias: Revitup.direct has built numerous notable collaborations within the hospitality sector. We have established strong partnerships with major players in various segments, including Meta and Google, particularly in advertising strategies. A significant achievement in this area is our attainment of Google Premier Partner status for 2024, which highlights the strength of our relationship with the platform. Additionally, we work closely with online travel agencies such as Booking.com, Expedia, TripAdvisor, and Trivago. Another key collaboration is our role as the sole representative of HolidayCheck in Greece and Cyprus, which provides a considerable advantage to hoteliers seeking to tap into the German-speaking markets.
- GTP: How do these collaborations benefit Revitup’s clients, particularly those in the Greek tourism sector?
Dimosthenis Sdrolias: Our collaborations, combined with Revitup’s holistic and data-driven approach, offer significant benefits to our clients, especially those in the Greek tourism sector. One of the key advantages is the ability to quickly adapt to changes within the tourism environment. This proactive stance ensures that hoteliers stay ahead of the competition, rather than simply reacting to shifts in the market. Additionally, our data-driven decision-making process allows for timely and more effective outcomes. For example, our partnership with HolidayCheck provides substantial benefits to hoteliers who are either heavily reliant on or looking to explore the German-speaking markets.
- GTP: What are the most common concerns or challenges faced by your hotel partners when it comes to digital marketing and revenue management?
Dimosthenis Sdrolias: In my opinion, one of the biggest challenges our hotel partners face is understanding the mechanics and value of online advertising. The landscape of online ads evolves each year and can be complex, making it a relatively new concept for many hotels. A major challenge is helping hotel partners stay informed and understand the rationale behind each advertising strategy. A deeper understanding of the online environment helps move beyond the common focus on the Return on Ad Spend (ROAS) metric, which compares the cost of investment with the value of purchases. While ROAS remains an important metric, we adopt a holistic approach that also considers other metrics and actions. Our goal is to enhance overall hotel performance, not just revenue from paid ads, but from all possible sources.
- GTP: How do you address these concerns to ensure that your hotel partners achieve their marketing and revenue goals?
Dimosthenis Sdrolias: At Revitup, our approach to addressing these concerns is rooted in data-driven decision-making, transparent communication, and deep expertise. Our commitment to data-driven strategies allows us to be proactive and efficient in our decision-making processes. Transparent communication is crucial for maintaining effective partnerships; it ensures that we align with our clients’ goals and expectations. Additionally, our team’s extensive expertise in the hospitality sector enables us to think outside the box and understand the unique demands of tourism. This combination of factors helps us effectively address concerns and support our hotel partners in achieving their marketing and revenue objectives.
- GTP: What are the biggest challenges in the online advertising environment for the tourism industry in 2024?
Dimosthenis Sdrolias: In 2024, the biggest challenges in the online advertising environment for the tourism industry largely stem from changes on the Google Ads platform. The implementation of Consent Mode v2 has been particularly challenging, as it affects the complex website environments of hotels, including their booking engines. This change has led to potential data loss and a discrepancy between reported results and actual outcomes, eroding trust in the platform’s accuracy. Additionally, the increased cost of advertising on Google, with higher cost-per-click (CPC) rates, combined with rising demand, has contributed to a general decline in Return on Ad Spend (ROAS). These factors have sparked considerable discussion and concern among advertisers.
- GTP: How do you see the future of online advertising evolving in the tourism sector, and what should hoteliers be prepared for?
Dimosthenis Sdrolias: Based on years of data from hotel online advertising and sales trends, we are seeing a notable increase in direct sales for our partners. This trend is driven by advancements in technology and the growing sophistication of travelers who are adept at finding the best deals and accessing extensive information. This rise in direct sales positively impacts revenue derived from ads, underscoring the growing importance of advertising for hotels. Additionally, competition is intensifying as third-party players invest in advertising and bid on hotel names, further driving up costs. Looking ahead, the significance of online advertising is expected to continue growing. Hotels will need to invest wisely in their advertising strategies, coupled with effective sales and pricing approaches, to achieve strong sales and, more importantly, profitability.
- GTP: What advice would you give to hoteliers looking to enhance their online presence and digital marketing strategies in 2024 and beyond?
Dimosthenis Sdrolias: The hotel industry is highly complex, and it’s crucial to understand that every action and decision can have far-reaching effects. My advice is to carefully select trusted and credible partners for all critical aspects, such as website development, booking engines, and online advertising. In a rapidly changing environment, working with the right experts can help you navigate uncertainties effectively. Additionally, your sales and pricing strategy plays a significant role in shaping your outcomes. Ensure that all stakeholders are aligned with your plan, and that your actions and investments are designed to support your sales strategy and achieve your desired sales mix.
Details on Revitup’s services can be found here.