Business Details
34 Years
experience
Hospitality Media Planning & Barter Solutions
Founded in 1992, Innovative Travel Marketing (ITM) has established itself as a leader in hospitality media planning and buying. Our team of seasoned professionals specializes in leveraging barter strategies to help hotels and travel companies monetize unsold inventory, transforming perishable rooms into powerful marketing budgets. With over three decades of experience, we have cultivated unparalleled relationships with media corporations and hospitality brands, delivering measurable results for clients like The Breakers Palm Beach and Ian Schrager Hotels.Our expertise in targeted advertising campaigns has saved clients millions while generating new revenue streams. As industry innovators, we pioneered the ITM Hospitality Fund, providing critical community support through no-cost hotel stays. Recognized by HSMAI and Hotel Sales & Marketing Association International, our team combines deep industry knowledge with ethical practices to deliver transparent, client-centric solutions that consistently exceed expectations.
Services
Media Planning
Barter Services
Travel Services
Promotional Merchandise
Advertising Campaigns
Loyalty Programs
Incentive Trips
Hotel Accommodations
Co-op Marketing
Targeted Advertising
Details
- Year established: 1992
Highlights and features
- Over 90% client retention rate with annual advertising program renewals
- 30+ years of specialized expertise in hospitality media planning
- Pioneered barter strategies that save clients millions annually
- Proven success with luxury hotel brands and global travel companies
- Recipient of HSMAI Professional of the Year and industry recognition
What people say
Always deliver
Outstanding organization
Targeted campaigns
Superb service
Instrumental in brand launch
Services
Media Planning
Our strategic media planning service creates customized advertising campaigns that maximize reach and ROI for hospitality clients. Leveraging deep industry relationships and market insights, we develop multi-channel strategies that combine traditional and digital platforms. Clients benefit from our expertise in negotiating premium placements that align with their target audience and business goals.
Barter Services
Our innovative barter solutions transform unsold hotel inventory into marketing currency, helping clients stretch their budgets while maintaining rate integrity. By converting perishable rooms into advertising credit, we create mutually beneficial partnerships that generate new revenue streams without discounting room rates or diluting brand value.
Travel Services
Our travel services provide customized incentive programs and group accommodations at premier global properties. We help clients create memorable experiences that reward top performers while generating incremental revenue from underutilized inventory. Our network includes luxury hotels, resorts, and specialty travel providers across six continents.
Promotional Merchandise
Our promotional merchandise solutions help hospitality clients enhance marketing campaigns with premium branded items. We facilitate barter exchanges for high-quality merchandise used in loyalty programs, corporate gifts, and sales incentives, helping clients maintain brand consistency while optimizing marketing budgets.
Advertising Campaigns
Our award-winning media buying team secures strategic advertising placements across print, digital, and out-of-home platforms. With expertise in both cash and trade transactions, we help clients achieve maximum exposure through targeted campaigns that deliver measurable results and consistent client retention.
People
Jody B. Merl
President
Founder of ITM in 1992, Jody Merl revolutionized hospitality marketing through barter strategies. With 30+ years of industry experience, she has saved clients millions while creating the ITM Hospitality Fund to support medical travelers. Recognized with HSMAI awards and featured in New York 1 News.
Debbie Durso
Vice President, Media Director
Debbie Durso leads ITM's media department with extensive advertising and barter industry experience. She manages client relationships and develops strategic media partnerships while maintaining the company's high service standards through transparent, value-driven approaches.
Michelle Walsh
Associate Media Director
Michelle Walsh specializes in customized media campaigns across multiple platforms. With deep expertise in negotiation and strategic planning, she optimizes both cash and trade budgets to deliver exceptional client results while maintaining strong media partnerships.
Questions
How does ITM's barter system work for hotels?
Our barter system converts unsold hotel inventory into advertising credit. Hotels exchange unused rooms for media placements, promotional merchandise, or travel services, generating new revenue without discounting rates or compromising brand value.
What types of media services does ITM offer?
We provide comprehensive media planning and buying services across digital, print, broadcast, and out-of-home platforms. Our expertise includes targeted advertising campaigns, programmatic buying, and strategic media negotiations tailored to hospitality clients.
Which hospitality businesses benefit from ITM's services?
Our services benefit major hotel chains, independent properties, airlines, cruise lines, and travel companies globally. From luxury resorts to boutique hotels, we help businesses of all sizes maximize marketing effectiveness through innovative solutions.
How does ITM help increase hotel revenue?
We help increase revenue through strategic advertising placements that attract new customers, barter solutions that monetize unsold inventory, and promotional programs that enhance brand visibility while maintaining profit margins.
What makes ITM different from other media agencies?
Our hospitality industry specialization, 30+ years of experience, and unique barter expertise set us apart. We combine deep media relationships with tailored solutions that deliver measurable results and maintain our 90%+ client retention rate.
