When you think about hotel marketing in recent years, there’s only one word that comes to mind: pandemic. Because of its proximity to University of Michigan, Bell Tower Hotel was even more impacted by pandemic issues than its sister hotel, Ann Arbor Regent. The biggest challenge in JCM’s history was how to weather the pandemic and how to maximize profits during the lulls and resurgences.

Since hotel demand during the pandemic didn’t always relate to the virus surges or other obvious indictors, we developed a demand-driven model that could accurately predict surges in travel a week before they occurred. This allowed us to make fine-tuned ad spend decisions to squeeze the most profit out of every dollar spent. Post-pandemic, we have continued to use this model for every hotel in our portfolio to optimize our ad spend across various channels.

Our digital marketing relationship with Dahlmann Properties has expanded to encompass their entire multi-state portfolio of hotels and resorts, with the following mix of services:

• Digital marketing strategy
• Statistical modeling
• Conversion maximization
• Search engine optimization
• Google Ads management
• Expedia Ads management
• Website support and updates
• Email and content marketing
• Local search marketing
• Full stack technical support