Relationship: A digital marketing agency that can act as an extension of your in-house team (both in level of knowledge, and responsiveness).
Practicing Knowledge: A team that won’t just take orders. Properties need an agency team that can play devil’s advocate, provide alternative solutions, and act as a sounding board. They must be knowledgeable not only in marketing trends, hotel booking data, the digital space but hospitality and the travel industry as well.
Forward Thinking: If your goal is to continue seeing ROI and your agency hasn’t brought any new ideas to the table in the last quarter - you need to be looking elsewhere.
Status Within The Agency’s Portfolio: Will you be a top priority for your agency, or will be just another number? Not all properties need the full-service treatment, but if you do - make sure they have the account management resources to truly deliver.
Proprietary Technology: Has the agency created their own proprietary marketing tool (i.e. booking engine or CRM) or technology? If so, could it be a solution to a current issue or problem you are experiencing? Does it add value to the user experience for your audience? Will it assist in driving direct bookings? Make sure your tech investments match your long-term needs and that your agency truly created their tech based off industry or client specific needs.

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