The strategic decision between developing custom solutions or purchasing existing products and services.
"Build vs. Buy" is the strategic decision of whether to develop a custom solution in-house (Build) or purchase an off-the-shelf software product (Buy). In marketing stacks, this often applies to CMSs, analytics platforms, and reporting dashboards.
Modern stacks often "buy" the core engine (e.g., Shopify, Salesforce) and "build" custom integrations or front-ends on top of them. This gives you stability without sacrificing flexibility.
Browse related definitions in the same glossary category.
Audience Segmentation
Dividing potential guests into groups based on behaviour, demographics, or interests to tailor marketing messages.
Average Daily Rate (ADR)
A hotel performance metric showing the average income per paid room occupied in a given time period.
Booking Engine
An online reservation system that allows hotels to take direct bookings through their website, usually integrated with PMS or channel managers.
Booking Funnel
The journey from awareness to reservation. Includes discovery, consideration, booking, and post-stay loyalty stages.
Booking Window
The number of days between when a guest books and their arrival date - valuable for campaign timing and segmentation.
Channel Manager
Software that synchronises a hotel's room availability and rates across booking platforms (OTAs) and its direct booking engine.
Understanding "Build vs Buy" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.