Business Details
34 Years
experience
Media Planning & Buying Experts for Hospitality Industry
Innovative Travel Marketing (ITM) has been a pioneering force in the hospitality and travel industry since 1992, specializing in media planning, buying, and barter solutions. Our team of seasoned professionals leverages decades of collective experience to help hotels, airlines, and travel companies maximize their marketing budgets through innovative barter strategies. By converting unsold inventory into advertising credit, we enable clients to stretch their budgets while achieving targeted media placements that drive revenue and brand recognition. Our proven track record includes partnerships with luxury properties like The Breakers Palm Beach and The Peninsula Beverly Hills, with over 90% of clients renewing annually.We combine deep industry knowledge with strategic relationships across global media platforms to deliver measurable results, ensuring clients gain access to affluent audiences and maintain competitive edges in dynamic markets. Our commitment to excellence is reflected in accolades such as the HSMAI Professional of the Year Award and recognition as one of the Top 25 Most Extraordinary Minds in Sales & Marketing. Through the ITM Hospitality Fund, we also demonstrate corporate social responsibility by providing no-cost accommodations to medical patients in need.
Services
Media Planning
Barter Services
Promotional Merchandise
Travel Services
Advertising Campaigns
Client Testimonials
Executive Team
Hospitality Fund
Sales Promotion
Loyalty Programs
Details
- Year established: 1992
Highlights and features
- We offer 30+ years of specialized expertise in hospitality media planning
- Our barter solutions stretch marketing budgets using unsold inventory
- Award-winning team with industry recognition from HSMAI and HVS
- 90% client retention rate through proven campaign effectiveness
- Global network of media partnerships for premium advertising placements
What people say
Always deliver
Outstanding organization
Superb service
Increase profit
Instrumental in growth
Services
Media Planning
Our media planning services create customized advertising strategies that maximize reach and profitability for hospitality clients. By leveraging our industry-specific expertise and relationships with major media corporations, we develop targeted campaigns across digital, print, and broadcast platforms. Clients benefit from optimized budget allocation and premium placements that attract affluent audiences while maintaining cost efficiency.
Barter Services
We transform unsold hotel inventory into advertising credit through our specialized barter services. This innovative approach allows clients to convert perishable room nights into marketing budgets without cash expenditure. Our system generates additional revenue streams while enabling strategic media placements that attract new customers and enhance brand visibility in competitive markets.
Promotional Merchandise
Our promotional merchandise solutions help businesses enhance loyalty programs and corporate gifting initiatives through barter-based procurement. Clients access premium products and services as rewards for customer programs while optimizing marketing budgets. This approach strengthens client relationships and drives repeat business through tangible value-added offerings.
Travel Services
We provide comprehensive travel services that convert unused inventory into luxury accommodations and transportation solutions. Our offerings include customized incentive trips, group bookings, and premium travel packages at prestigious properties worldwide. Clients benefit from enhanced employee motivation programs and cost-effective travel solutions that maintain brand standards.
Client Testimonials
Our client testimonials showcase proven results from decades of partnerships with leading hospitality brands. These success stories demonstrate our ability to deliver consistent ROI improvements, brand awareness growth, and innovative marketing solutions. Real-world examples from clients like The Breakers Palm Beach and Ian Schrager validate our industry leadership and service effectiveness.
People
Jody B. Merl
President
Founder of ITM in 1992, Jody Merl revolutionized hospitality marketing through barter solutions. With 30+ years of industry experience, she has saved clients millions through inventory monetization while establishing the ITM Hospitality Fund to support medical travelers.
Debbie Durso
Vice President, Media Director
Debbie Durso leads ITM's media department with extensive advertising and barter industry expertise. She manages client relationships and develops strategic media partnerships while maintaining exceptional service standards for long-term clients.
Michelle Walsh
Associate Media Director
Michelle Walsh specializes in customized media campaigns across multiple platforms. As an experienced planner and buyer, she optimizes budgets through strategic negotiations and premium positioning that consistently delivers client value and loyalty.
Questions
How does ITM's barter system work for hotels?
We convert unsold hotel rooms into advertising credit that funds strategic media placements, allowing properties to maximize inventory value without cash expenditure.
What media channels do you specialize in?
We handle digital, print, broadcast, and out-of-home advertising across global platforms, with specialized expertise in hospitality industry media.
Can small businesses benefit from your services?
Yes, we work with properties of all sizes, from independent hotels to major chains, tailoring solutions to individual business needs and inventory levels.
What promotional merchandise options are available?
We offer premium products for loyalty programs, corporate gifts, and incentive travel packages through our barter-based procurement system.
How do you measure campaign effectiveness?
We track ROI through increased brand visibility, new customer acquisition, and direct revenue growth from targeted advertising placements.
