Marketing

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  • 2 min

Marriott Bonvoy steps outside with new loyalty program and brand collection

🌏 Marriott Bonvoy launches Marriott Bonvoy Outdoors, a digital platform offering outdoor experiences. The initiative features access to 450 hotels, 50,000 Homes & Villas, and curated activities like skiing and hiking. The Drop Pin Challenge, led by Dylan Efron, offers 10 million points across 20 U.S. and Canadian destinations. First two brands in the Outdoor Collection: Postcard Cabins (1,200 properties) and Trailborn Hotels. Upcoming Marriott Bonvoy Moments include hiking in Hawaii and snorkeling in Belize, extending through 2026.
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TikTok’s new search insights put brands on notice

🔍 Sep 26, 2025, TikTok has transformed from entertainment to a search hub. Two-thirds of U.S. consumers use social platforms for search, with TikTok challenging Google. Nearly 60% of Gen Z prefer TikTok for search, double the general population. 73% of TikTok users search daily; 25% within 30 seconds of opening the app. TikTok's Creator Search Insights tool highlights trends but lacks absolute volumes and competitive visibility. Brands must adapt to fragmented search behaviors across platforms.
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Rethinking hotel distribution through dynamic budgeting

🏨 Sep 26, 2025, the debate on hotel distribution emphasizes moving beyond OTA commission comparisons. OTAs spend billions on marketing, overshadowing hotel budgets. The "Dynamic Budgeting" model advises proportional, flexible investment based on property lifecycle, prioritizing new properties. The goal is to reclaim guest ownership by viewing acquisition costs as long-term, strategic investments, not short-term expenses. New KPIs should focus on visibility, direct channel strength, and guest lifetime value over traditional metrics like occupancy or ADR.
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Booking.com faces mounting criticism over poor customer service

💸 Consumer trust in Booking.com is declining. By September 24, 2025, issues include misleading reviews, poor customer service, refund delays, and host misconduct. Fraud reports surged with over 530 cases between mid-2023 and late-2024, costing £370,000. Negative reviews are hidden, refunds are delayed, and unprotected deposits are common. Consumers are advised to book directly with hotels or B&Bs and verify reviews across multiple sites.
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Hospitality needs to stop disrespecting marketing. (I can already feel the eye-rolls coming from the hospitality leaders 🙄) Too many hotels treat marketing like an afterthought, like one person… | Scott Eddy | 48 comments

📰 Hospitality leaders, as of September 2025, need to recognize the value of marketing, treating it as a critical investment rather than an afterthought. Expecting one person to handle multiple marketing roles—from social media to SEO—is unrealistic and leads to burnout, turnover, and lost revenue. Each marketing role requires specialized skills and full-time dedication. Without proper investment, hotels risk losing relevance, reach, and guest loyalty. Respecting marketing’s importance ensures sustained growth and higher ROI.
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GEO/AIO: Separating Fact from Fiction | Matthew Proctor posted on the topic | LinkedIn

📈 Google disabled the &num=100 parameter, impacting SEO tools' costs and data accuracy. On September 10, impressions dropped by 35,431 on desktop, plummeting to 149,673 by September 13. The change increases the cost of tracking SERP results tenfold for SEO tools. Keyword research and competitive analysis become harder as delving deep into SERPs is more difficult. Google Search Console data might now reflect more accurate user engagement metrics, reducing bot traffic influence.
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Expedia pivots abroad as US travel demand weakens

🗺 Sep 19, 2025: Expedia CEO Ariane Gorin shifts focus to Japan, Brazil, and Northern Europe due to a softening U.S. travel market. U.S. consumer revenue grew just 1% year-over-year, with a 7% drop in inbound travel. The WTTC projects a $12.5 billion loss in U.S. international visitor spending in 2025. Airlines and rivals like Airbnb and Booking are also targeting international markets. The U.S. may need years to recover pre-pandemic tourism levels without policy changes.
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Airbnb is getting serious about boutique hotels

🏨 Sep 18, 2025: Airbnb is integrating boutique and independent hotels into its platform to boost growth. 🏨 This strategic shift targets New York and select cities as test markets. 💼 With a 15.5% commission rate, Airbnb offers a competitive edge for European hotels. 📈 CEO Brian Chesky emphasizes the need for growth acceleration. The platform leverages its 1.6 billion annual device accesses and uses infrastructure from Airbnb Experiences for scalability. 🏙️
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Extended Stay America’s Client Connect Program Streamlines Business Travel Operations

💻 Extended Stay America (ESA) launched Client Connect to enhance long-term stays for business travelers. Available immediately, it offers dedicated account management and streamlines existing services under one platform. With over 30 years of expertise, ESA targets construction crews, traveling nurses, and military personnel. Client Connect provides flexible booking, affordable rates, billing simplification, and nationwide amenities across 700 properties. ESA commits to evolving the program, driven by client feedback and changing business travel needs.
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