Discover attribution models and how they help hotels credit marketing touchpoints in the guest booking journey.
An attribution model is a framework used in marketing analytics to determine how credit for a conversion, such as a hotel booking, is assigned to the various touchpoints a customer interacts with before making a purchase. Different models distribute credit in different ways, from assigning all credit to the first interaction to giving it all to the last one.
For hotels, choosing the right Attribution model helps accurately assess the performance of different marketing channels and optimize budget allocation to maximize direct bookings. For instance, if a hotel uses a linear attribution model, it would credit a guest's initial discovery via an AI citation, their subsequent visit from a paid ad, and their final booking via Direct traffic equally, providing a balanced view of each channel's contribution.
