All Playbooks & Stories
The General Manager's Guide to Aligning Marketing with the Hotel P&L
How forward-thinking GMs and revenue directors evaluate performance media spend against net RevPAR, GOPPAR, and lifetime direct guest value.
In traditional hotel organizational structures, the commercial team and the finance team often speak different languages. Marketing reports on impressions and clicks; the General Manager and asset owners review GOPPAR and EBITDA.
The Unified Commercial Scorecard
Direct booking growth must be measured in net revenue after acquisition costs, contrasting direct CPA against OTA commission drag.