Post-Cookie Marketing Strategies for Total Quality Management in Hospitality

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Author(s): Mehak Jonjua (Sharda University, India)and Ashish Raina (CT University, India)
Copyright: 2026
Pages: 40
Source title: Marketing Strategies for Total Quality Management in Hospitality Excellence
Source Author(s)/Editor(s): Varinder Singh Rana (City University, Ajman, UAE), Babeet Gupta (City University, Ajman, UAE), Nittan Arora (CT Institute of Management and Technology, India)and Beenish Shameem (City University, Ajman, UAE)
DOI: 10.4018/979-8-3693-8608-8.ch010

Keywords: Business & Management / Business Science Reference / Hospitality, Travel, and Tourism Management / Marketing

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Abstract

Digital advertising is changing a lot, especially with the decline of third-party cookies and stricter privacy rules. Present study looked into how post-cookie attribution models can work in this new privacy-focused landscape, with a special focus on hotels and service industries. The research used an interesting approach that involved testing different methods across twelve companies. They compared the traditional cookie-based models with newer techniques like using first-party data and privacy sandboxes. They wanted to see which methods were most reliable for understanding customer behavior and improving conversion rates. To get a better picture, they also conducted surveys and deep interviews with various teams—marketing, legal, and IT—to see how working together can lead to better outcomes. The results provided valuable insights on how companies can adapt their marketing strategies while respecting customer privacy. This study offers a useful roadmap for organizations as they navigate the transition to a cookieless world.

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Post-Cookie Marketing Strategies for Total Quality Management in Hospitality

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