Hospitality Industry
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Stop treating AI like a hospitality expert (it’s just auto-complete on steroids)
There is a lot of fear and excitement in our industry right now. Commercial and marketing teams are trying to figure out if AI will elevate their careers or make them irrelevant, while GMs are watching the output and wondering what is actually real. Over the weekend, I spent hours pressure-testing these generative engines against my own commercial workflows to see where the real value lies. My biggest epiphany? We are giving the machine way too much credit. Whether you are building a campaign or briefing your team in a morning meeting, here are three unvarnished truths about the tools we are using: ๐๐ผ It is just auto-complete on steroids:…
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The AI Trap: Why your hotel’s marketing is starting to look exactly like your competitors?
It took us years to realise that just because something is printed doesn’t make it a fact. Today, we are making a similar mistake: assuming that whatever AI spits out is automatically “best practice.” I am seeing more and more hotel social media posts that are clearly AI-generated. They follow a mathematically perfect, trending aesthetic, but completely ignore the hotel’s actual identity. For a marketer or a GM, nothing is more disheartening than watching your unique property get lost in a sea of mass-produced, generic tedium. If you are deploying AI, here are five ways to ensure your brand actually stands out: ๐๐ผ 1. Be the human in the loop:…
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Mastering Hotel Marketing: A New GM’s Guide to Commercial Success
Stepping into a GM or marketing/commercial leadership role? It can be daunting to get started. What is important is to get the basics right.ย Here’s your roadmap to navigating the complex world of hospitality marketing and driving revenue growth. Talent: Assemble Your Marketing A-Team ๐ฅย Assess current team structure and identify skill gaps Consider partnering with specialized agencies for training and niche expertiseย Top Tip: Be bold: Invest in experienced, albeit pricier, talent for key rolesย Content: Craft a Destination-Driven Narrative ๐ธย Audit existing content across all channels Collaborate with local attractions and influencers to amplify your narrativeย Top Tip: Develop a story that intertwines your property with the destination’s…
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Blind Spots! Top Hotel Marketing Mistakes You Might Be Making
Chatting with GMs, revenue managers, and marketing folks across the industry, I’ve noticed some common marketing blunders hotels keep making. Let’s dive in and see if any of these ring a bell for you! ๐ญ. ๐ก๐ผ๐ ๐๐ป๐ฑ๐ฒ๐ฟ๐๐๐ฎ๐ป๐ฑ๐ถ๐ป๐ด ๐๐ผ๐๐ฟ ๐๐ฎ๐ฟ๐ด๐ฒ๐ ๐ฎ๐๐ฑ๐ถ๐ฒ๐ป๐ฐ๐ฒ ๐ผ๐ฟ ๐๐ผ๐๐ฟ ๐๐ฒ๐น๐น๐ถ๐ป๐ด ๐ฝ๐ผ๐ถ๐ป๐๐ ๐ค Not sure who your ideal guest is? This is a big one! Think families, business travelers, or maybe adventure seekers? Knowing this will help you target your marketing with laser focus. ๐ฎ. ๐ง๐ฟ๐ฒ๐ฎ๐๐ถ๐ป๐ด ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ถ๐ป ๐ถ๐๐ผ๐น๐ฎ๐๐ถ๐ผ๐ป ๐๐ถ๐๐ต ๐๐ผ๐๐ฟ ๐ฑ๐ถ๐๐๐ฟ๐ถ๐ฏ๐๐๐ถ๐ผ๐ป ๐ข๏ธ Marketing shouldn’t be an island. It needs to work hand-in-hand with your overall distribution, revenue management and other strategies. Are you on the same page?…
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The Five Levels Hotels Need to Climb to Master CRM!
Did you know only 26% of hotels globally use a CRM? That’s a huge missed opportunity! CRM isn’t just for big brands; it’s a powerful tool for independent hotels and smaller chains to boost revenue and guest satisfaction. Imagine: ๐๐ป Email marketing that pays for itself (ROI of 20-50 or more) ๐๐ป Increased revenue from upselling, cross-selling, and repeat business ๐๐ป Guests feeling truly valued with personalised experiences Here’s your step-by-step starter guide to mastering CRM: Level 1: Start Simple โก๏ธ Collect guest emails from bookings and check-in. โก๏ธ Send targeted email offers and promotions. (permission based) Level 2: Personalise Your Approach โก๏ธ Use PMS to gather guest preferences (room…
- Hospitality Industry, Hotel Marketing, Hotel Technology, Productivty and Time Management, Uncategorized
War and Hospitality: Why Great Hotels Share Similarities (But Struggle in Unique Ways)
Leo Tolstoyan wrote, “All happy families are alike, but each unhappy family is unhappy in its own way” Well, the same goes for hotels. The successful ones all seem to nail a similar set of things: ๐ข Dream Team: Strong leadership, a collaborative crew, and everyone’s on the same page. ๐ข Marketing Magic: Knowing who you’re trying to reach and using the right channels to get there. ๐ข Distribution Dynasty: Striking a balance between getting your name out there and keeping prices fair. ๐ข Guest Gems: A focus on a diverse, sustainable guest mix and making sure every stay is stellar. ๐ข Retention Revolution: Building loyalty programs and keeping the…
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Social Media Myths Some Hotels Believe In
Social media has become a cornerstone of hotel marketing, but are we always using it wisely? In my years working in hospitality marketing, I’ve noticed some persistent myths that can lead us astray. Let’s take a moment to unpack these misconceptions and get real about what social media can (and can’t) do for our properties. ๐”I reach all my followers when I post” Reality check: On average, only 2-7% of your followers will see your organic posts. ๐”Gaining fans and followers should be a key KPI” Think again: Engagement and your business goals are what truly matters! ๐”Social media is all the marketing I need” Not quite: While…
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Rethinking Everything: What ‘Think Again’ Taught Me About Hospitality Leadership
I just finished this eye-opening book called ‘Think Again: The Power of Knowing What You Don’t Know’ by Adam Grant.โ It got me thinking about how we approach leadership in hospitality. You know how our industry is all about processes and control, right? Well, this book really challenges that mindset. It made me realize that maybe we’re being a bit too rigid in a world that’s constantly throwing curveballs at us. Grant drops some real truth bombs in this book. Check these out: ๐๐ผ“Confirmation bias: seeing what we expect to see. The other is desirability bias: seeing what we want to see.” ๐๐ผ“Most of us take pride in our…
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Is hospitality a lousy employer?
*Trigger warning - this post contains potentially upsetting content*Is hospitality a lousy employer?A colleague recently lamented that none of Thailand's top 50 employers of choice are in the hotel business (link in the description). This came as a surprise given that hospitality is one of the main industries in this tourism-driven country.There may be bias in the selection of samples, and the ownership and business structure of a hotel corporation may make it difficult to think of it as a single major employer. Still, there are systemic and historical problems with the hospitality industry that may make one hesitant to recommend hotels as good places to work. Here are the key…
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The top pitfalls that hotels must avoid in 2023
Everyone I speak with is upbeat about the coming year. This year may be the closest to normalcy since the pandemic. It is easy to get carried away or feel laid-back. Here are some things hotels should be aware of:Revenue versus budget: As the year progresses, demand may be higher than anticipated. It may be lower in rare cases. The benchmark should be market performance, not budget. RGI is the best option.Over-reliance on social media: Just because you have complete control over what you post on this channel does not mean it is the most effective. There are ads galore, and their reach is shrinking as personal content is prioritized.…
