Travel & Hospitality Opps: Boca Raton Resorts & Club searches for CMO amid spend decreases (Score 36)

Boca Raton Resorts & Club (Boca) is searching for a CMO. The selected marketer will report to the president and will be tasked with developing a marketing strategy and leading the marketing team. The CMO will also work with other departments to build brand awareness and increase revenue. We will likely see changes to the organizations's current marketing strategies and potential agency hires once it finds a CMO. 

According to iSpot, Boca has not aired a national TV ad since spending $10.6k in 2018. It placed ads during programming such as "Center Court," "Tennis," "ATP Tennis" and "Tennis Channel Live." 

Per Adbeat, out of the $87k Boca spent on digital display ads since October 2018, it spent $30.3k (35%) in this channel after October 2019. It placed 90% of these ads programmatically through Google Display Network onto sites such as snow-forecast.com, wideopencountry.com, coastalliving.com, thecrazytourist.com and onlyinyoustate.com. It placed 6% of these as video ads through Google DV360 onto sites such as jigidi.com, thesaurus.com, makeuseof.com, thravelchannel.com and dictionary.com. It placed 3% of these ads site direct onto sites such as travelchannel.com, thesaurus.com, forbes.com, kptv.com and yoursportspot.com. Finally, it placed 1% of these as native ads through Nativo onto sites such as whnt.com, norwichbulletin.com, yourtango.com, thenewsherald.com and ledger-enquirer.com. 

Sellers-- Boca most likely targets affluent Gen-X and millennial travelers. It seems to mainly utilize digital channels, but it has been decreasing spend over the last year. The decrease is likely a result of coronavirus-related travel restrictions that have a deviated the hospitality industry this year. I expect the hotel to ramp spend back up in 2021 once it finds a CMO and hopefully things begin to return to normal. 

Agency & martech readers-- We do not believe Boca to have any agency partners at this time. Pay close attention to this company as the selected marketer may decide to outsource some marketing duties. Consider offering PR and/or communication assistance as those are the most common first time agency hires.