Marketing

📱 On September 3-4, 2026, the Hospitality Social Media Summit will take place at Chicago Booth School of Business in London, aiming to educate leaders on integrating social media with revenue, service, and loyalty. Former IHG Global Director Whitney Reynolds highlights social media's evolution into a business-wide layer. Delegates can join the two-day programme and six-month development. Kordie® offers training for new hospitality roles, leveraging AI and expert insights.

📹 TikTok just launched "Mini Dramas" in the US, allowing brands to create episodic content with revenue sharing. This burgeoning format, akin to China's microdramas, is projected to generate $1.3 billion by 2025. Currently, 2.2M to 5M viewers are expected this year. P&G's 55-episode series showcases the potential. Meanwhile, Kalshi leverages AI-generated anime to bypass costly stadium ads, collaborating with Jake Wang's popular sports videos. This creative marketing shift highlights digital platforms' dominance.

📞 Recurring unsolicited calls and emails from Google Ads reps often cause stress. Avoid sharing account details with unknown contacts. Differentiate between direct Google employees and partner-affiliated reps by scrutinizing email domains and signatures. During kickoff calls, set clear agendas and request data-backed recommendations. Use Google reps for escalation, market insights, and beta features. Maintain productive relationships; reps may change frequently. Consider professional management for Google Ads campaigns to enhance ROI.

🗺️ In 2019, Booking Holdings CEO Glenn Fogel introduced the "connected trip" strategy. By 2023, Booking Holdings' operations face challenges: its attempted $1.6 billion acquisition of Etraveli was blocked by the EU over antitrust concerns. Booking's business shifted from a 27% merchant mix in 2019 to 70% recently. The company's grand vision is hindered by technical, legal, and financial challenges, while AI developments threaten its relevance. Booking must adapt or risk losing control over coordinating end-to-end travel services.

📊 Jul 27, 2026, by Markus Busch. Wholesale room-nights appear as occupancy wins, but discerning between unreachable guests and those who would book directly is crucial. Effective use of wholesale channels means targeting markets and dates you can't reach independently, ensuring bookings are truly incremental. Ring-fencing, opaque pricing, and dynamic channel management are key strategies. Identifying if a booking is genuinely incremental or substitutive is essential to avoid subsidizing unnecessary discounts. Evaluate data quarterly to refine strategies.

📈 Jul 27, 2026: Google announced the launch of AI Max, now supporting over 500,000 advertisers. IHG is the first hotel to secure a "Direct Offers" spot, invited by Google outside the open auction. This AI system claims a 15% increase in conversions and a 20% boost in ad relevance. Highlighted Answers, featuring sponsored links, are being tested. The paid AI answer slots, initiated with IHG, could later expand from invitation-only to self-serve.

🛫 On September 23, 2025, Sabre enabled AI-ready connections for hotel bookings on its platform, which includes 2 million hotels. This platform handles sorting through over fifty petabytes of data from airlines, hotels, and agencies. Current hotel file descriptions might date back to 2018 or 2019, remaining unchanged. The shift emphasizes the importance of keeping hotel records updated, as agents read only structured files, not websites.

🏠 Airbnb's new French campaign highlights the country's rich social history and rural tourism, leveraging the nostalgia of the 1936 paid vacation days. France, Airbnb’s second-largest market, reached 1 million active listings in May 2026, a 27% increase over three years. The 2025 Tour de France boosted Airbnb bookings by 155% in host cities, drawing 45 million French viewers. Airbnb partners with local mayors and heritage charities, focusing its marketing on rural and small-town rentals.

📰 Anneleise McEvoy, Social Media Manager at Remington Hospitality, discusses her journey since graduating in 2020 and how she combines her passion for social media and travel in her role. She emphasizes the importance of experiencing properties firsthand before marketing them, ensuring strategies are tailored to unique hotel personalities. McEvoy highlights the evolution of influencer marketing, advocating for partnerships based on engagement rather than follower count. She also discusses balancing professional content with user-generated content for authentic storytelling in social media.

📅 2026: Agoda's search data for 2026 reveals increased demand for booking flexibility in Asia, with 'free cancellation' and 'pay at hotel' now in the top 10 search filters. Accommodation type remains the most-used filter at 19%. Travellers seek convenience with options like specific bed types and proximity to transport. Andrew Smith from Agoda advises properties to enhance flexibility and clarity. Key strategies include reducing booking friction and localizing value propositions to boost visibility and conversion.