Marketing

🏨 Hotels prioritizing occupancy over profitability suffer financially. Relying on third-party platforms boosts occupancy but weakens margins due to commission structures and pricing pressures. A profit-focused strategy evaluates channels by net revenue, acquisition cost, guest relationship potential, and pricing flexibility. Diversifying distribution channels enhances pricing control and strengthens long-term financial performance. Reducing dependency on third-party platforms is key to protecting revenue margins. Explore strategies for OTA independence to optimize direct revenue.

📰 Hotel marketing teams are struggling due to a lack of discipline, not creativity. 🔍 No real testing or KPIs tied to revenue. 🚫 Instead, many opinions and unproductive meetings. Inconsistent content is losing visibility in an AI-driven world. Successful brands are constantly testing and scaling effective strategies. 💡 The key is a process: test, eliminate failures, scale successes, and link everything to revenue. 📈 Without this, it’s just noise, not marketing. ✨

📷 In 2007, social media misrepresentation became a concern when mismatched guest expectations arose from property posts lacking context. Properties often post vibrant event photos without captions, leading to guest confusion and negative reviews. Misleading social media profiles perpetuate this issue, as guests take content at face value. To align guest expectations, properties should review their posts as outsiders and add context to clarify offerings, ensuring that profiles accurately represent the property's vibe and events.

💼 In 2023, Adagio, Europe's aparthotel leader, launched a new campaign with Josiane agency, emphasizing immersive urban travel. This marks the fourth year of Adagio's European TV and digital strategy. The campaign highlights extended stays, tiered pricing, and a shift towards sustainable travel. Featuring Marc, the humorous traveler, the series explores aparthotels' flexibility and comfort. In 2024, the tagline "At our place, like at home" was used, leading into 2025's focus on longer family stays.

📩 Jonathan Holcomb of Storey Hotel Management Group is addressing email fatigue impacting hotel marketing. Storey operates seven properties in the Bay Area, Chicago, Anguilla, and Fiji. Holcomb discusses overcoming the challenge of email fatigue, which is exacerbated by overwhelming digital communication, leading to ignored marketing emails. The issue affects attempts to drive direct bookings, as emails compete with 200 daily messages. Holcomb advises strategic, actionable email marketing to tackle the industry-wide problem.

📰 In the early 2020s, #ChatGPTads resemble early 2000s display ads, with a $60 CPM and a $200K entry cost. The system lacks detailed attribution and keyword control, relying instead on contextual understanding. New metrics like conversation depth, context relevance, and response engagement are being tested but are not yet linked to revenue. Ads target Free and Go users, not enterprise users, resulting in lower CTR compared to search ads, akin to zero-click behavior.

🏨 Small hotels (under 10 rooms) should rely on OTAs as their marketing department, leveraging their 15% commission as a cost-effective marketing fee rather than investing heavily in direct bookings. For properties with 10-50 rooms, it's important to calculate the real cost per booking and focus on guest data for return stays. Hotels over 50 rooms must aggressively pursue direct bookings. The aim is profit maximization, not eliminating OTA commissions, as sometimes paying the OTA "tax" is cheaper.

🛫 Yesterday, Capital One Travel launched a new travel booking mobile app, bringing operations in-house with tech, supplier relationships, and 150 staff from Hopper. Banks like Capital One, American Express, and Chase are becoming major players in travel, creating ecosystems for search, booking, and rewards. These platforms attract millions of loyal customers, offering improved margins and data insights. With high switching costs, they integrate finances, rewards, and travel, keeping customers engaged in a closed environment.