Marketing

📈 May 23, 2025, hotels face shifting guest expectations and economic uncertainty. 81% of consumers prefer personalized experiences, making guest segmentation essential. Generic marketing is ineffective, with mass emails often ignored. Segmentation based on booking history and preferences improves engagement. Use existing data like past stays and spending habits for effective segmentation. Tailored messaging enhances acquisition, bookings, and loyalty. An available guide offers five segmentation strategies to implement today. Access it at Cendyn's website.

📈 May 23, 2025: OTA stocks rebounded after Q1 2025 earnings exceeded expectations. Expedia faced challenges due to U.S. dependence, but most firms surpassed EBITDA forecasts. Airbnb projected a $1B+ revenue from new services. Expedia saw a 1.5% decline in B2C revenue but beat EBITDA expectations through cost management. Geographic diversification offset U.S. travel weakness, with strong intra-European and Canadian outbound travel trends.

📷 33% of French travelers are influenced by social media for vacation planning, increasing to 58% among 25-34-year-olds. Phocuswright reports 62% of travelers have booked trips after seeing social media content. 28% booked hotels based on influencer advice, with 37% regularly following such advice. Instagram (68%) and YouTube (67%) are the most impactful platforms. On Pinterest, 8 out of 10 users plan trips, and 68% finalize travel purchases. MGallery, Mercure, and Club Med utilize Pinterest for listings.

📨 Research shows 81% of customers prefer personalized experiences. Many hotels struggle with segmentation, leading to wasted marketing efforts. 21% of legitimate marketing emails land in spam due to poor targeting. By using guest data like stay dates, country of origin, rate codes, room types, and booking methods, hotels can enhance email relevance and engagement, driving better ROI. Effective segmentation helps convert OTA bookers to direct clients, boosting loyalty and revenue through tailored offers.

📰 eDreams ODIGEO has partnered with AXA Partners to enhance travel protection for consumers across 15 European countries, including the UK, Germany, Spain, and the Netherlands. The partnership aims to provide travelers with extensive insurance coverage, including trip cancellations and medical emergencies. César Friol highlighted the collaboration’s focus on value and innovation, while Adelane Mecellem emphasized AXA’s commitment to exceptional service. The initiative addresses modern travelers’ needs for flexibility and security.

🏨 U.S. hotels in Q1 2025 reached a record RevPAR of $92, a 2.2% increase from the previous year, with March hitting the highest figures ever. Occupancy dipped amid economic uncertainties, and international arrivals slowed. Urban hotels saw robust growth driven by corporate and group travel. Mid-sized urban transactions were popular among investors, with a preference for central business districts and resort markets. Economy hotels saw a 5.7% RevPAR drop year-over-year. A total of $145 billion in hotel loans is expected to mature by 2026, indicating potential for strong transaction activity. Limited new supply and tariffs could maintain high hotel performance throughout 2025.

🎉 Ben Wolff, co-founder of Onera and CEO of Oasi, featured in a podcast episode on May 11, 2025, discussing resilience and recovery importance in the hospitality industry. Wolff provided insights for leaders to maintain long-term success. The episode encouraged sharing with team members to implement ideas for business and customer benefit. The episode included music by Clay Bassford of Bespoke Sound.