Marketing

🏖️ In the evolving US travel loyalty landscape, 44% of professionals see differentiation as a challenge (iSeatz, 2025). The experiential travel market is expected to surpass $3 trillion, with 89% of providers reporting higher demands (Flywire, 2024). Heritage and bravecations have engaged 61% and 67% of travelers, respectively (Marriott, 2025). The industry is shifting from transactional rewards to unique experiences, with 23% of consumers willing to spend more for exclusivity (Tipping Point report, year unspecified).

🏨 Choice Hotels International, Inc. opened its 70th Clarion Pointe hotel in Milwaukee, Wisconsin. Currently, 43 hotels are in the pipeline, with 27 expected to open in 2023 in locations such as Galveston, Texas, and Gettysburg, Pennsylvania. Clarion Pointe, launched in 2018, offers modern amenities, food and beverage options, fitness essentials, on-demand TV casting, and is part of the Choice Privileges rewards program. Cathy Hartman emphasizes Clarion Pointe’s appeal in the competitive midscale segment for both travelers and hotel owners.

🏠 Emerald Hospitality Group and Regis Group partner to open three dining concepts in London's Daily Telegraph building by late 2025. Casa Como, an Italian-themed ground floor space, includes a salumeria, restaurant, bar, and 60-seat terrace. The seventh floor will feature "Everything On Fire," offering a selection of premium meats prepared on an open-flame grill. An Asian fusion concept with Japanese, Thai, and Chinese influences, set across the eighth and ninth floors, will include a sushi counter, robata grill, and rooftop bar with panoramic views. Interiors designed by Lazaro Rosa Violan Studio.

💰 A Cornell study indicates that each dollar spent on OTA commissions generates $20.20 in revenue, $7.08 in profit, and a 1.12% occupancy increase. However, the value of OTA commissions varies; for Hotel A at 40% occupancy and below breakeven, the commission is largely incremental and beneficial. Conversely, Hotel B at 80% occupancy above breakeven might lose potential direct bookings, making the commission a margin leak. Hotels annually pay over $50 billion to OTAs, which could otherwise be invested in enhancing direct bookings and guest experiences. Strategic OTA use by hoteliers can fill need periods, access new markets, and attract first-time guests, aiming to increase direct bookings and reduce OTA dependency.

📝 Updating old posts raised organic search views by 106%, according to HubSpot. Mobile devices drive over 60% of web traffic and almost 50% of digital travel sales. Google stats show 53% of mobile users leave sites taking over three seconds to load. Regular SEO maintenance not only boosts rankings but also improves user experience, engagement, and conversion rates. Audit your site, optimize content, fix broken links, enhance on-page SEO, ensure mobile responsiveness, and implement internal linking strategies for better site visibility and performance.

💳 Payments in hospitality are transformative, impacting conversions, loyalty, and revenue. They've evolved beyond transactional to strategic, influencing guest experiences and impacting the industry's future. Mobile wallets, local payment options, and digital wallets are becoming mainstream. Buy Now, Pay Later (BNPL) options, currency localization, and frictionless check-ins are reshaping guest expectations. Payment strategies should align with market segmentation and leverage data to enhance pricing and upselling tactics. Embracing new payment trends can lead to higher conversion rates, increased revenue, and guest loyalty. Fernando Vives, an industry expert, underscores the significance of payments in hospitality's evolving landscape.

📦 Independent European hotels, often with around 30 rooms, struggle in marketing against giants like Expedia and Booking due to constraints in resources. Outsourcing marketing is common for these hotels and house owners to platforms such as Vrbo, Booking, and Expedia. The decision is tough, with financial management and guest services prioritized. Some hotels face issues with their homepages, including bugs in language, payment, design, and booking processes. Hotel types range from independent, passionate establishments to professional chains, each providing different levels of service and personalization. The influence of Expedia and Booking is significant, affecting both guests' choices and hotel operations.