As the hotel industry becomes less art and more science, hoteliers must be much more strategic in the way they operate and market their properties.

One of the most impactful trends in this pursuit is real-time marketing, or RTM.

Although it would be unwise to discount the impact of traditional marketing, RTM must take place on a regular basis and incorporate content marketing, revenue management and social media. This must be a crucial component of the marketing mix in order to master the science of hospitality.

Providing content on an ongoing basis is dominating the industry and how we reach our target guests.

It consists of three main components that should be a focus within our strategic marketing plan.