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

Click-Through Rate (CTR)

Answer

Cost Per Acquisition (CPA)

Answer

Conversion Rate

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

Launching a comprehensive email marketing campaign to past guests.

Answer

Increasing the budget for social media advertising on Facebook and Instagram.

Answer

Redesigning the hotel's homepage with more professional photography.

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

Sending a post-stay email with a link to the hotel's photo gallery.

Answer

Exclusively posting professionally produced videos on the hotel's social media channels.

Answer

Offering a discount for guests who follow the hotel's social media accounts.

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

To serve as a booking platform that processes payments and sends confirmations directly.

Answer

To host user-generated reviews and travel blogs exclusively.

Answer

To function as a closed B2B platform for travel agents to book net rates.

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

Hotel Newsletter - Q2 Updates

Answer

BOOK YOUR NEXT EVENT NOW!

Answer

A Message from Our Hotel

Question 6

A hotel's website analytics report shows a very high bounce rate (over 80%) specifically for visitors using mobile devices. This means that most mobile users are leaving the site after viewing only one page. Which of the following is the MOST likely technical cause for this issue?

Accepted Answer

The website has a non-responsive design and slow page-loading speeds on mobile.

Answer

The hotel's room rates are not competitive with other local hotels.

Answer

The hotel's social media profiles are not frequently updated.

Answer

The content on the website's blog is not engaging enough for readers.