CHSP - Certified Hospitality Sales Professional Digital Sales and Marketing Questions and Answers

Question 1

A hotel's digital marketing team is running a Google Ads campaign to generate direct bookings. They spent $2,000 on the campaign in one month, and the total revenue generated from bookings attributed to these ads was $16,000. Which key performance indicator (KPI) is calculated by dividing the revenue by the cost, resulting in an 8:1 ratio?

Accepted Answer

Return on Ad Spend (ROAS)

Answer

Return on Ad Spend (ROAS) directly measures the gross revenue generated for every dollar spent on advertising. It is calculated by dividing the total revenue from the ad campaign by the total cost of the campaign ($16,000 / $2,000 = 8).

Question 2

A resort's marketing manager wants to improve their property's visibility in local search results, specifically in the Google "Local Pack" or map results. Which of the following digital marketing activities is the MOST critical first step to achieve this goal?

Accepted Answer

Claiming and thoroughly optimizing the hotel's Google Business Profile.

Answer

The Google Business Profile (GBP) is the foundation for local SEO and is the primary source of information for the Google Local Pack and Maps. A complete and optimized GBP, with accurate information, photos, and reviews, is the most crucial initial step for improving local search visibility.

Question 3

A boutique hotel wants to build social proof and generate authentic marketing content by encouraging guests to share their experiences online. Which of the following strategies would be MOST effective for generating user-generated content (UGC)?

Accepted Answer

Creating visually appealing 'Instagrammable' spots within the hotel and promoting a unique, branded hashtag.

Answer

Creating photogenic spaces gives guests a reason and an opportunity to take pictures, while a branded hashtag allows the hotel to easily find, track, and re-share that content. This combination is a highly effective, proactive strategy to encourage the creation of user-generated content.

Question 4

In the context of a hotel's digital distribution strategy, what is the primary function of a metasearch engine like Google Hotel Ads, Trivago, or Kayak?

Accepted Answer

To aggregate rates and availability from multiple channels (like OTAs and the hotel's website) into a single, comparable view for consumers.

Answer

Metasearch engines act as comparison shopping platforms. They pull rate and availability data from various sources, including Online Travel Agencies (OTAs) and the hotel's own direct booking channel, and display it in one place, allowing travelers to easily compare prices before clicking through to book on the chosen platform.

Question 5

A sales manager is trying to re-engage a list of corporate meeting planners who have not booked with the hotel in over a year. Which email subject line would be the MOST effective for a digital marketing campaign aimed at this segment?

Accepted Answer

An exclusive look at our new meeting spaces, [Planner's Company Name]

Answer

This subject line is effective because it is personalized with the client's company name, creates intrigue by mentioning something new and relevant to their needs (meeting spaces), and frames it as an exclusive offer. This combination is much more likely to grab the attention of a busy professional than a generic or demanding subject line.

CHSP - Certified Hospitality Sales Professional Practice Test

CHSP - Certified Hospitality Sales Professional Practice Test

CHSP - Certified Hospitality Sales Professional Digital Sales and Marketing Questions and Answers