Understand last-click attribution and its impact on how hotels evaluate their marketing channels.
Last-click attribution is an attribution model that assigns 100% of the credit for a conversion, such as a hotel booking, to the very last marketing touchpoint a customer interacted with before completing the action. This model is straightforward and widely used, as it directly links the final interaction to the conversion event.
For hotels, Last-click attribution is easy to implement and provides clear data on which channels directly lead to bookings. For example, if a guest clicks on a Google Ad and then immediately books a room, the ad receives full credit. While simple, it might undervalue earlier touchpoints like a social media post or an AI referral that initially introduced the guest to the hotel, making a comprehensive Attribution model important for a full picture.
