Depending on the objective, marketing measures pursue, for example, the increase of turnover or the brand awareness of the hotel. In order to measure the success of a campaign, it is therefore not only the reservation turnover that has to be taken into account. Because enquiries, newsletter registrations, voucher orders, sessions on the website and other actions also contribute significantly to the campaign result. They are, for example, the foundation for further remarketing measures and are extremely valuable for the hotel, even if no turnover is achieved in the first step. For clarification and direct measurability, an equivalent value in euros is assigned to these key figures in order to quantify the value added that is generated in addition to the reservation sales.

The total value added includes the turnover generated by reservations as well as the value added obtained through the marketing measures.