Marketing

🏨 Luxury resorts face rising acquisition costs and diminishing control over demand due to reliance on intermediaries like OTAs, Google Ads, and paid social, which intercept rather than create demand. This increases booking costs over time. Despite sophisticated marketing, the failure to control pre-marketing access results in compounded losses, mistaking channel performance for strategic control. Effective demand control involves reaching guests directly and shaping decisions before booking, reducing dependence on non-owned channels.

📖 Jan 23, 2026, Skift's Megatrends event debated AI's impact on hotel bookings. AI adoption hinges on consumer trust, economics, and execution, gradually transforming OTA commission models and boosting direct bookings. OTA commissions (15-20%) may face scrutiny as AI changes booking dynamics. Though AI reshapes demand, execution challenges persist, especially for independent hotels. Intermediaries like Tripadvisor decline, while technology investments will determine early winners. Change arrives in phases, not overnight.

🏨 In hospitality marketing, evergreen content is crucial for long-term success. It refers to content that remains relevant over time, unlike fleeting campaigns. Hotels can use evergreen content to build organic search visibility, support bookings, and enhance brand credibility. Effective formats include destination guides, planning resources, and property-based content. It aids in all stages of the booking funnel, from awareness to conversion, and can be reused across various platforms, reducing the need for constant new content creation.

🛫 Choice Hotels International, Inc. launches a global marketing campaign on January 20, 2026, emphasizing travel value. The campaign, featuring Keegan-Michael Key, is in its third year, developed with 72andSunny New York and dentsu X. Highlighting brands like Cambria and Comfort Hotels, it showcases offerings across 7,000 properties in 46 countries. The Choice Privileges® rewards program provides enhanced benefits. The campaign runs on TV, digital, and social media, aligning with events like college basketball.

📈 Independent hotels can enhance their Google visibility through effective SEO strategies, which include optimizing Google Business Profiles, displaying real-time rates on Google Hotels, and actively managing guest reviews. Key tactics involve mobile-friendly websites, local SEO partnerships, and fresh content updates. Google prioritizes high-ranking sites for direct bookings, reducing reliance on OTAs. Lighthouse aids over 70,000 hotels globally, offering a platform that integrates pricing, distribution, and direct booking solutions, aiming to maximize revenue and improve market understanding.

📰 Jan 16, 2026: TikTok’s Next report reveals evolving consumer behavior on social platforms impacting hotel choices. Key trends include a shift toward authenticity, with travelers valuing real, honest content over polished marketing. Transparency and peer validation, non-linear exploration, and emotional ROI drive decision-making. Community influence and cultural listening are pivotal, as hotels shift from promotion to participation. These changes highlight the significance of trust and emotional connection in bookings.