Decoding Digital Influence: A Data- Driven Study Linking Marketing KPIs to Revenue Management Metrics in Chennai's Luxury Hotels

Abstract (Text from Image)

The hospitality industry is going through a major digital change, driven by the fast use of technology in marketing and front-office operations. This study looks at the relationship between Digital Marketing Key Performance Indicators (KPIs) such as website conversion rate, direct booking share, and online campaign Return on Investment (ROI), and Revenue Management (RM) metrics like Average Daily Rate (ADR), Revenue per Available Room (RevPAR), and occupancy levels in the luxury hotel sector. The research uses a quantitative descriptive-correlational design, supported by interviews with hotel managers, focusing on luxury hotels in Chennai, India. Data were collected from hotel Property Management Systems (PMS), booking engines, and digital analytics platforms like Google Ads, Meta Business Suite, and Google Analytics over a 12-month period. Statistical analysis with SPSS and Python explored correlation and regression effects between digital marketing KPIs and RM metrics. The findings show a strong positive link between website conversion rates and RevPAR, as well as between direct booking shares and ADR. The study emphasizes that combining digital marketing data into RM decision-making improves forecasting accuracy. This paper presents a data integration framework for luxury hotels, connecting digital marketing analytics and revenue optimization practices.

Keywords

Digital Marketing, Revenue Management, Luxury Hotels, ADR, Data Analytics