My client and I are trying to figure out how to make more money for her Hotel. There are a lot of options for promoting her hotel and we are trying to figure out some kind of "rule of thumb" in order to know how much to spend on SEO, ad-words, advertisements, leads, etc... I know that there are a lot of rules of thumb in business in general, and thought perhaps there was some kind of industry standard for Hotels/Accomodations. How much is too much? For example, if she spends $5,000 and it grosses her an additional $10,000, is that "good"? I assume breaking even is a waste of time & energy, but at what point does it become worth doing? Also, from the other perspective of minimum, how much of her current gross (or net) should she be spending on promotion?