Marketing

📈 Online travel agencies (OTAs) exert major influence in hospitality, offering hotels visibility and booking capacity. They charge 15% to 25% commissions, e.g., a $200 room nets only $160 after a 20% fee. Heavy OTA reliance limits revenue strategy, impacting guest relations, data access, and marketing. Direct bookings offer higher margins and control, enhancing brand loyalty. Balancing OTA use with direct strategies boosts long-term hotel profitability and independence.

📷 Facebook and Instagram strategies for hotels include setting up a business page with a customized username and using square logos. Facebook posts should use cover videos under 60 seconds and categorized albums, while Instagram should focus on short-form video reels under 30 seconds. Sync Meta accounts for ads, but avoid identical content on both platforms. Use Instagram business accounts for audience insights, and Linktree for multiple links. Promote events like “Wine Wednesdays” to engage followers.

📱 In 2020, 0% of Facebook and Instagram content was from accounts users didn't follow. Now, it's 70%. This shift to interest-based content highlights the rise of recommendation engines driven by social signals like shares. Smaller creators can now reach millions without needing a large following. Many businesses still prioritize followers, though 80% of creator impact isn't reflected in click-based metrics. Charlie Oscar will address this in a webinar on April 16th.

📅 Mar 30, 2026 - Corporate travel is shifting as companies emphasize booking channels with full real-time visibility to meet duty of care needs. TMC-managed platforms and GDS-connected systems gain importance, while off-channel bookings decline due to compliance risks. Hotels must join compliant channels to capture corporate demand. The recent disruptions highlighted visibility gaps and accelerated the move to managed booking ecosystems. TMCs and GDS benefit as control points and integrated inventory sources.

🏨 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.