What Is eNPS in Hotels? The Metric That Predicts Turnover
Employee Net Promoter Score (eNPS) is a workforce metric that measures how willing employees are to recommend your hotel as a place to work. It gives hotel managers a fast…
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Martijn Barten
29 posts
What Is RevPAM in Hotels and How Do You Calculate It
RevPAM (Revenue per Available Square Meter) measures the revenue each square meter of hotel space generates, from meeting rooms and restaurants to the lobby and the parking deck. It is…
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What Is Average Length of Stay (ALOS) in Hotels?
Average Length of Stay (ALOS) is the average number of nights represented by each hotel stay during a defined period. It matters because stay duration changes how inventory is consumed…
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Global Hotel Market Valued at $850 Billion in 2024, Expected to Grow at 18.8% CAGR by 2030
📰 In 2024, the global hotel market was valued at $850 billion, with a projected CAGR of 18.8% through 2030. Nearly 61% of hotel brands utilize first-party data strategies, leading to an 81% revenue increase. In 2026, U.S. adults are expected to spend 48 minutes daily on short-form videos, a growing marketing trend. Flexible cancellations appeal to over 50% of travelers, with 1 in 5 willing to pay more. Sustainability boosts revenue by 6%, with 44% of Gen Z prioritizing eco-friendly practices.
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What Is MICE Hotel Marketing and How to Win the Shortlist
MICE hotel marketing is the strategy hotels use to attract, convert, and retain meetings, incentives, conferences, and exhibitions business. It is important because group buyers make most of their decisions…
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Hotels Must Develop Corporate Sales Strategies to Capture Their Share of $1.71 Trillion Business Travel Market
📈 Global Business Travel Association predicts a record $1.71 trillion in business travel spending by 2026, with 7.2% annual growth. Hotels must leverage corporate sales strategies focusing on account management and negotiated rates to capture this market. Corporate travel fills critical midweek slots, boosting occupancy from 55% to 80% on Tuesdays. Strategic account selection and GDS visibility are essential, as corporate buyers are increasingly selective, opting for hotels offering consistent rates and reliable service.
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Hotels should allocate 4-8% of total revenue to marketing, excluding payroll and franchise fees, for effective demand generation.
💵 Hotels should allocate 4-8% of total revenue to marketing, excluding payroll and franchise fees. Established hotels in stable markets spend less, while competitive urban properties spend more. Marketing budgets should allocate 50-60% to paid channels, 25-35% to owned channels, and 10-15% to earned channels. Effective budget justification includes identifying revenue gaps and using data-driven strategies to optimize return on ad spend (ROAS) and conversion rates. Optimal marketing can reduce reliance on costly OTA commissions.
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TikTok GO Launches in the US, Allows In-App Hotel Bookings via Partner OTAs, Leveraging Creator Content
📅 TikTok GO, launched in the U.S. on May 12, 2026, allows hotel bookings via TikTok, using partners like Booking.com and Expedia. It converts travel inspiration into bookings, but relies on OTAs for transactions. Over 200 million U.S. users make it a potent discovery tool. In Japan, TikTok GO bookings rose 270% in six months, showcasing its growth potential. Creators play a key role in linking content to bookings, influencing hotel marketing strategies.
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Hotels Boost Direct Bookings via Local Partnerships, Avoiding OTA Commissions, with Structured Referral Agreements
🏨 U.S. travelers increased spending on experiences despite overall trip spend falling, according to Arival's 2026 outlook. Business travel spending in Europe is projected to reach 389.9 billion euros in 2026, an 8.2% increase from last year. OTA's share of tour bookings rose to 33% in 2024, up from 24% in 2019. Hotels should leverage local partnerships, targeting specific demand gaps using structured agreements with trackable codes to convert existing local demand into direct bookings.
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Hotel AI Search Optimization Enhances Property Visibility, Expands SEO with AI Integration for Hotels' Online Presence
📈 Hotel AI search optimization is crucial for enhancing visibility in AI-generated recommendations, with usage among U.S. travelers reaching 33%. AIO involves a disciplined approach to managing every machine-readable signal, coordinating websites, structured data, and reviews. Key metrics include Eligible Page Rate, AI Appearance Rate, and Fact Accuracy Rate. Despite only 4% of travelers initiating hotel discovery via AI, the trend is growing, emphasizing the importance of maintaining accurate and specific information.
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