Jeremy Jauncey - 10 Minutes News for Hoteliers

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For years, the travel industry has measured success by looking backwards. Arrivals, occupancy, spend, satisfaction – all of these tell us what's already happened. But in 2026, tracking who’s arrived… | Jeremy Jauncey | 29 comments

🌍 In 2026, the travel industry is shifting from tracking past metrics to focusing on predictive analytics. Key trends include save rates on social content, TikTok travel trends, AI travel queries, and Pinterest wishlists. Notably, Pinterest recorded over 1 billion travel searches and 10 billion saves in one year. These signals help travel marketers allocate budgets efficiently and launch campaigns when interest peaks, offering a competitive edge in predicting travel demand.

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After over a decade of working with tourism boards, airlines and hotels around the world, I’ve learnt this one thing above all others. Behind every brand redefining how travel is marketed, a CMO is… | Jeremy Jauncey

🌍 Kara Wallace, after 17 years at Royal Caribbean, was promoted to CMO, leading a brand evolution and gaining 7.5M+ followers. Caroline Clayton, CMO at American Airlines, is modernizing AA through initiatives like the “Going for Great” campaign. Raja Rajamannar at Mastercard is integrating payments with travel experiences, highlighted by a recent Formula One event in Singapore. Alex Schellenberger, at Mandarin Oriental, focuses on building emotional connections. Mark Weinstein at Hilton Worldwide is enhancing personalized experiences globally.

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Every major sporting event is a tourism campaign in disguise… From the World Cup to the Olympics to Formula 1, these events are real-time opportunities to invest in long-term transformation. Rafat… | Jeremy Jauncey

🏃 Qatar invested $200 billion for the 2022 World Cup, transforming Doha into a tourism hub. Dubai's Expo 2020 attracted over 24 million visitors, hosting 192 countries, and became Expo City Dubai. Mega-events enhance infrastructure, like airports and hotels, shaping long-term travel access. The 2026 World Cup will span American, Mexican, and Canadian cities, blending cultures. Sporting events drive global tourism, leaving lasting economic impacts and transforming city identities from industrial to cultural.

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Five hoteliers shaping the future of hospitality | Jeremy Jauncey posted on the topic | LinkedIn

📈 IOI Properties Group (IOIPG) appointed Ms. Tan Lee Fong as Assistant General Manager of Hospitality Management to boost its hospitality sector. With 16 years' experience, she aims to enhance value and efficiency. Under her leadership, IOIPG’s portfolio includes nine hotels with over 3,000 rooms in Malaysia, Singapore, and China. IOIPG saw a 70% revenue growth in FY2025. Recent achievements include VIRC’s Gold for Best Team of the Year at Singapore's Loyalty & Engagement Awards 2025.

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The next era of hotel branding is about individuality at scale. Yesterday, Hilton announced Outset Collection, a lifestyle brand targeting independent hotels. With more than 60 properties already in… | Jeremy Jauncey

🏨 Hilton's new Outset Collection targets independent hotels, with over 60 properties in development, announced yesterday. The brand reflects a shift towards individuality and unique experiences, contrasting traditional consistency from major chains. IHG reported that 60% of its global openings in Q1 2025 were conversions, highlighting the impact of soft brands. This trend focuses on combining distinctiveness with the reliability of large groups. The industry's challenge is scaling individuality while maintaining consistency.

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Faroe Islands' innovative approach to overtourism: self-navigating itineraries | Jeremy Jauncey posted on the topic | LinkedIn

🏖 Finca Curubanda's shift in strategy focused on transparency, human connection, and education, emphasizing sustainable tourism at La Leona Waterfall. By showcasing trail safety, reforestation efforts, and personal guest experiences, they moved beyond visual appeal to create meaningful content. This approach increased engagement, driven by inquiries, direct messages, and bookings. The key learning: behind-the-scenes stories hold more power than highlight reels, with travelers valuing deeper insights and authentic connections over mere visuals.

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For decades, points defined loyalty in travel. But today, acquisition costs are rising, travellers are harder to win back, and loyalty has to mean more than transactions. Points are transactional… | Jeremy Jauncey

🗺 Brad Anderson of Hilton is scaling Hilton Honors to over 226 million members worldwide. Peggy Roe at Marriott International transforms loyalty into experiences with initiatives like “Member’s Day.” Scott Long at American Airlines evolves frequent flyer programs into revenue drivers. Cecilie Nybø Carlsen of Norwegian makes loyalty transparent with CashPoints valued as currency. Andrew Harrison-Chinn at Dragonpass extends loyalty into lifestyle, showing benefits beyond flights and hotels. Loyalty now emphasizes experiences, emotions, and community.

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Marriott has just hosted its first “Member’s Day”… Could it signal the future of loyalty in hospitality? Repeat customers are more valuable now than they’ve ever been. And acquiring a new one is… | Jeremy Jauncey

📈 Between 2022 and 2025, Adobe reported a 35% increase in the cost of acquiring new customers in travel and hospitality, while customer lifetime value grew by 4.5%. Marriott hosted its first "Member’s Day," focusing on direct customer engagement. Guests tested new products, previewed rooms, and provided feedback. Chief Customer Officer Peggy Roe and nearly all of Marriott's C-suite participated. CEO Anthony Capuano aims to transform Bonvoy from a transactional system to an emotional one, emphasizing customer loyalty.

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In the past, travel brands optimized for SEO, social, or storytelling. | Jeremy Jauncey

💻 Travel marketers must now optimize for AI like ChatGPT or Google's AI Mode. AI is the primary touchpoint for travelers seeking destination advice, overshadowing social media and traditional SEO. Content must be AI-readable, with clear brand voice, structured descriptions, and metadata-rich imagery. Beautiful Destinations shifted focus over a year ago from inspiration to educational content, aligning with AI's preference for informative material. Adapt to remain visible in this growing discovery channel.

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Copenhagen just launched one of the smartest responses to overtourism I’ve seen. | Jeremy Jauncey posted on the topic | LinkedIn

🏖 Copenhagen, 2025: Wonderful Copenhagen's CopenPay initiative, led by Rikke Holm Petersen, offers tourists rewards for contributing to the community, such as maintaining gardens for lunch or collecting rubbish for kayak rentals. This contribution-based tourism aims to combat overtourism, with the city forecasting a 24% growth in tourism by 2030. This model challenges traditional value extraction, suggesting a shift towards value exchange can rebalance tourist flows and alleviate pressure on crowded destinations.

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