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Adam Wallace

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Creative drives performance. But not the way most people think. In hospitality, performance marketing usually means optimizing the bottom of the funnel. Tighter targeting. Better bids. Smarter… | Adam Wallace

🏨 In hospitality, performance marketing often focuses on optimizing the bottom of the funnel with tighter targeting, better bids, and smarter retargeting. However, the creative aspects often remain static, with ads featuring generic images of empty rooms and discounts. Despite investing thousands of dollars, the creative magnetism is rarely questioned. Effective marketing requires video and photography that resonate emotionally and copy that connects with travelers, as emotion drives purchasing decisions in hospitality.
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I’ve been having a lot of interesting conversations with hoteliers lately. Almost every one of them eventually lands in the same place: “How does AI change discovery?” My take is simple. The future… | Adam Wallace

🏨 In the evolving landscape of hospitality, AI is transforming hotel discovery by prioritizing character and personality over uniformity. This shift highlights the need for hotels to embrace their unique stories and quirks, as AI systems focus on nuance, preference, and context. It's an opportunity for independent and inspired hotels to shine, appealing to both humans and AI systems seeking authentic experiences. This marks a significant change, offering a more interesting future for the industry.
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