June 12 2025

Email Templates for Creative Hotel Marketing Campaigns: Oktoberfest & Mid-Autumn Festival 

By Johanna Bernuy, Marketing Manager, Bookboost

As we move into the second half of the year, now’s the time to plan your next hotel holiday marketing campaigns. Holidays are a great opportunity to connect with guests, create relevant offers, and drive more bookings. With the right timing and message, you can stand out and make every campaign count.

Oktoberfest (September 20 – October 5, 2025)

Oktoberfest is the world’s largest beer festival, originally from Munich but now celebrated in cities around the globe. What began as a royal wedding celebration has grown into a worldwide tradition filled with beer halls, Bavarian food, music, and good cheer.

If your property has a bar, restaurant, or lively social space, this is a great chance to host themed nights, weekend deals, or festive guest experiences that bring people together.

Template 1: Oktoberfest stay & stein package

Subject Line: “Prost! Your Oktoberfest Getaway Is Here ”

Email Content:

– Header: Stay With Us & Celebrate Oktoberfest in Style

– Body: Join the festivities with our Oktoberfest Stay & Stein package.

Enjoy a 2-night stay, a complimentary beer flight upon arrival, and access to our themed beer garden or in-house celebration.

Guests will also receive a traditional snack platter to get in the Bavarian spirit.

‍– CTA: [Book Your Oktoberfest Stay]

‍Why we love this:
Perfect for attracting both travelers and staycationers. It adds value through themed extras while creating a fun, seasonal reason to book.

Template 2: Group getaway Oktoberfest offer

Subject Line: “Round Up Your Crew for an Oktoberfest Weekend! ”

Email Content:

– Header: More Friends, More Fun

– Body: Make this year’s Oktoberfest one to remember.

Book 2 or more rooms and enjoy 15% off your stay, plus a complimentary beer bucket on arrival.

Ideal for group getaways, reunions, or a weekend escape with your favorite people.

– CTA: [Book Your Group Weekend]

Why we love this:
It encourages multi-room bookings and drives group travel, which increases both room nights and ancillary spend (drinks, dining, etc.).

Mid-Autumn Festival (October 6, 2025)

The Mid-Autumn Festival is one of the most important traditional holidays in China, Taiwan, Singapore, Vietnam, and among Asian communities around the world. Celebrated under the full moon, it’s a time for reunion, gratitude, and sharing mooncakes with loved ones.

For hotels and restaurants, this is a great opportunity to offer meaningful, cultural guest experiences, from mooncake tastings and themed menus to lantern displays or storytelling events. If your property attracts guests from Asia or has a strong local Asian community, a Mid-Autumn campaign is a great way to build connections and boost bookings.

Template 1: Moonlit getaway package

Subject Line: “Celebrate Mid-Autumn with a Moonlit Escape”

Email Content:

– Header: Reconnect Under the Full Moon

– Body: Enjoy a peaceful Mid-Autumn retreat with our 2-night stay package.

Includes traditional mooncakes, late check-out, and access to a rooftop moon-viewing experience.

Whether you’re traveling with family or a loved one, it’s a time to slow down and reconnect.

– CTA: [Book Your Mid-Autumn Stay]

Why we love this:
It taps into the reflective, family-oriented nature of the holiday and gives hotels a chance to create atmospheric experiences around the full moon.

Template 2: Mid-autumn dinner celebration

Subject Line: “A Night of Lanterns, Flavours, and Tradition”

Email Content:

– Header: Join Us for a Mid-Autumn Festival Dinner

– Body: Celebrate the season with a specially curated dinner menu inspired by Mid-Autumn traditions.

Enjoy mooncakes, seasonal dishes, and lantern-lit ambience, perfect for a festive evening with loved ones.

Open to both hotel guests and local diners.

– CTA: [Reserve Your Table]

Why we love this:
Great for restaurants and properties looking to engage locals and guests with an immersive cultural dining experience.

Credit eHotelier

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June7 2025

Barry Sternlicht: If you’re not having fun, get out of the hotel business

By Sean McCracken, Hotel News Now

Starwood chairman on his formidable hotel career and the Starwood Hotels comeback story.

Starwood Capital Group Chairman and CEO Barry Sternlicht is adamant that the hotel business is not a hard one to succeed in, but it requires passion.

“It’s not that hard of a business,” he said during the 2025 NYU International Hospitality Investment Forum. “Clean [the property] up. Pay attention. Do everything a little better. Focus. And then send the people to have the rights. But a lot of people don’t do that. Taking costs out is for monkeys. Driving revenue is the hard part.”

Sternlicht, who was on hand to receive the Jonathan Tisch Active Citizenship Award, said that while it isn’t difficult, it is a business that requires passion and personality.

“If you like people, be in this industry. If you don’t, go code in a garage in Mongolia,” he said. “This is a fun business, and it should be fun. If you’re not having fun, you shouldn’t be in the business.”

During a conversation with Loews Hotels Chairman and CEO Jonathan Tisch, Sternlicht shared what first drove him into hospitality, why he’s glad to be resurrecting the Starwood Hotels name for his company’s portfolio of hotel brands and how he feels consumer brands should be adapting to the current environment.

From fired to founder

Sternlicht says he knew he wanted to be a businessman from a young age growing up in Connecticut.

“I didn’t have a world view other than I wanted to have some money because my neighbors had pools, and we didn’t have a pool,” he said. “My neighbor had a tennis court, and we didn’t have a tennis court. So my goal in life was to have a pool and a tennis court.”

The first way that would manifest would be a drive to do various jobs, including selling knives door to door, while also picking up a sense of creativity from his mother, who was an artist in addition to working both as a teacher and a stockbroker, and a work ethic from his father, a Polish immigrant and holocaust survivor who was an entrepreneur himself.

After graduating from Brown University, Sternlicht rejected his mother’s insistence that he should become a lawyer and instead went to Harvard Business School — a decision he said drove her to tears.

After graduating, he began his real estate career in the late 1980s at Chicago-based JMB Realty, where he described himself as a “wunderkind” on the acquisitions teams — a distinction that wasn’t enough to save him from being laid off during the savings and loan crisis of that period.

“I was one of the top 10 guys there. I helped them grow. And the baton shifted from Neil Bluhm, who did acquisitions, to Judd Malkin, who was in charge of managing all the stuff that Neil bought, and Judd didn’t want to buy anything, so he said the best way to stop us from buying anything is to get rid of Neil’s acquisition guys,” he said.

He described going from being a rising star to riding a bus to get in an unemployment line as a humiliating and formative experience.

“I guess it taught me that I didn’t want to work for anyone else,” said Sternlicht, who now has an estimated net worth of $2.8 billion, according to Forbes.

So in 1991, Sternlicht started Starwood Capital Group, leveraging relationships and contacts to raise money to first invest in apartment buildings before expanding into the hotel industry in 1994 with the $561 million purchase of Westin Hotels & Resorts. That was followed not long after at the start of 1995 with the purchase of real estate investment trust Hotel Investors Trust.

The rebirth of Starwood Hotels

The Westin acquisition was the beginning of what would become Starwood Hotels and Resorts, a family of hotel brands that would grow over two decades to include brands like Sheraton, W Hotels, Le Meridien and St. Regis. It was sold to Marriott International for $13 billion in 2016.

“I left Starwood Hotels in 2005, and I still get complaint letters from guests,” Sternlicht said. “I used to send them to Arne Sorenson, and now I send them to Tony [Capuano], which I enjoy.”

Almost immediately after that deal, Starwood Capital once again began building a family of hotel brands under the umbrella of SH Hotels & Resorts, including 1 Hotels, Baccarat Hotels and Treehouse Hotels, along with the SH Collection, but earlier this year as part of SH’s 10th anniversary, leaders announced the company was rebranding as Starwood Hotels.

“The thing was we licensed the name. Starwood Capital existed before Starwood Hotels, and I gave it to them for a nominal fee, like $1,” he said. “When Marriott stopped using the name, it reverted back to me. So we took the name back and renamed our management company.”

Asked by Tisch where they’re looking to expand the brand portfolio further, Sternlicht did say another brand is in the works but wouldn’t give details.

What brands need to know in 2025

Sternlicht said any future brand has to take into account the shifting relationship consumers have with brands, and that doesn’t just apply to hotels.

He said his decades on the board for Estée Lauder have shown him that how consumers connect with brands is different today than it was at the turn of the century.

“These new brands are much easier to launch through social media,” he said. “You get Kendall Jenner or Hailey Bieber, who just sold her brand for a billion dollars.”

In terms of hotels, he said this means new hotel brands should fill some need other than just trying to copy something already in the market or trying to appeal to everyone.

“I used to say at Starwood Hotels that we don’t want to be the K car,” he said. “We aren’t all things to all people.”

Like all consumer brands, hotels have to find a specific audience to drive pricing, he said.

“So the idea in every area of consumer products today is to differentiate yourself and try to figure out how to find something you can get pricing power against,” he said. “The instinct is to go like everyone else, and that’s exactly the wrong strategy to adopt. You’ve got to think outside the box.”

He said purpose and connection was at the heart of when the company created 1 Hotels.

“I wanted to do something that meant something,” Sternlicht said. “I didn’t want to just do another hotel brand. And even though green had been done, green luxury hadn’t really been done, and we were green from the start. I thought a brand with a mission would unite my people, would tell the story to the guests and would create a bit of a niche for us.”

He said the thing that’s ultimately the most important for the success of any hotel is the quality of the people who work in them and the level of service they deliver.

Guests “like the design, but they compliment the people, and I think that’s a great opportunity. It’s that focus on service,” he said.

Credit CoStar Hotels

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May 30 2025

How Hoteliers Can Get More Five-Star Reviews on Tripadvisor and Google

By Amanda McDowell, Content Marketing Manager, Canary Technologies

Getting guests to leave you a five-star review should be simple: deliver a great stay, earn a great rating. But in reality, even stellar experiences often go unmentioned, while minor hiccups are sure to show up. So, how can hotels consistently earn more five-star reviews on Tripadvisor and Google?

It starts with delivering standout stays. Then, it’s about automating the collection of guest feedback and making the most of your good reviews. In this guide, we’re sharing:

• How to set your third-party review profiles up for success
• Strategies for engaging guests at key moments
• Insights for automating the ask for reviews

How Important Are Third-Party Reviews for Hotels?

Reviews are more than just a feel-good metric! Reviews directly impact your hotel’s visibility and revenue. According to Hospitality Net:

• Travelers are 3.9x more likely to choose a hotel with higher review scores.
• 76% are willing to pay more for properties with better ratings

So, better reviews feed directly into better rankings, and better rankings mean more bookings. And of course, more bookings mean more revenue. It’s that simple!

6 Steps to Get More Tripadvisor and Google Reviews for Your Hotel

Step 1: Optimize Your Review Profiles

Before prompting guests to leave reviews, ensure your profiles are in great shape. Both Google and Tripadvisor boost visibility for hotels that have accurate, up-to-date information. So by maximizing your profile information, you’re maximizing your exposure, too!

Best Practices for Your Hotel’s Google and Tripadvisor Profiles

Make sure your listings are optimized for algorithms and travelers searching for their next stay in one fell swoop. Here are the best practices to follow:

• Use keywords (e.g., “pet-friendly” or “pool”) in your description
• Regularly update photos to reflect current amenities
• Fill in essential information like parking or check-in time
• Keep all contact and business info accurate
• Answer traveler questions promptly
• Respond to every review, even older ones
• Avoid the temptation to copy-paste generic replies
• Don’t get defensive with negative feedback

Step 2: Engage Guests During Their Stay

If you only talk to guests at check-in and checkout, you’re missing opportunities to impress (and intervene!). Proactive, in-stay guest messaging creates a direct line to travelers and gives you the chance to address issues.

How to Use Messaging During the Guest Journey

Creating regular touchpoints with guests fosters a relationship that goes beyond being “just” a place to stay. Here are some suggestions for how to keep communication going:

• Pre-stay: Share check-in times, parking info and Wi-Fi details
• Mid-stay: Ask how the stay is going and solve problems early
• Post-stay: Thank the guest and ask for a review

Step 3: Address Issues Before Guests Depart

Imagine this: A guest leaves without voicing a concern. A day later, you’re blindsided by a one-star review. They experienced an air conditioner issue you could’ve easily fixed…if you’d known about it, that is. But when your guest journey follows the Four Rs of great service, that type of review can be a distant memory.

The Four R’s of Great Guest Service

A problem solved in real-time means a five-star review earned. Here’s how to make it happen:

• Recognize: Send an automated message after the first night to ask about the stay
• Respond: Be aware when a guest writes back in case they mention an issue
• Repair: If they are having a problem, AI automatically suggests a service ticket
• Recover: Staff delivers prompt service and a drink voucher for the inconvenience

Step 4: Empower Your Team to Deliver 5-Star Service

Staffing shortages are all too common in hospitality. It’s likely your team’s time is already stretched thin, but the good news? Great service isn’t about working harder—you can work smarter instead.

Ways to Set Your Team Up for Success

A well-equipped team offers consistent service—and consistent five-star reviews. Here’s how to make it happen:

• Celebrate wins: Highlight standout service moments with recognition or rewards
• Digitize tipping: Make it easy for guests to show appreciation (even without cash)
• Automate admin: Use hotel technology to reduce manual tasks and give your staff more time

Your team is the driving force behind everything you do, including five-star reviews!

Step 5: Deliver 5-Star Experiences at Scale

Delivering standout service shouldn’t depend entirely on lucky timing or superstar employees. With the right guest management system, one-off magic moments turn into a repeatable, scalable system.

A Tech-Powered Example of an Exceptional Stay

When you rely on technology for automation, you create experiences that wow every time—without adding extra work for your team. This is an example:

• Pre-arrival: A guest notes it’s their anniversary at booking and it’s added to their profile
• Check-in: The front desk greets them with a happy anniversary and a surprise upgrade
• Mid-stay: Guests receive a quick text to see how things are going, and get an offer for a discounted spa package
• Checkout: The checkout process triggers a review request (and the couple is happy to oblige!)

Step 6: Automate the Request for Reviews

Manually asking guests for reviews often gets forgotten, especially when guests skip the front desk at checkout. But with technology, you can prompt reviews at scale—no script required.

How to Automate Asking for Reviews

Take the guesswork out of asking guests for reviews. Here are a few ways you can work the request for feedback into the guest journey:

• Checkout prompts: Send review requests immediately after mobile checkout
• Tipping triggers: Include review links when guests leave a digital tip
• Post-stay messaging: Send personalized “thank you” texts with Tripadvisor or Google links

Ready to Create More 5-Star Moments?

Earning more five-star reviews isn’t about crossing your fingers. It’s about being intentional with your operations to improve the guest experience at every touchpoint. This creates a system that makes it easy to wow every guest, every time—and get those coveted five-star reviews!

When it’s time to modernize your guest journey, Canary has solutions to create consistent, memorable experiences that guests rave about. Trusted by 20,000+ hotels, Canary eliminates friction at every stage so your team can focus on what matters most: exceeding expectations. Book a demo today and turn every stay into a five-star story.

Credit hospitalitynet

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May 29 2025

Glow up your spa’s marketing strategy

Establishing a strong online presence is crucial for the success of any spa. Stephanie Smith, CEO of Cogwheel Marketing & Analytics, during the 2025 iSPA Conference offered valuable insights and actionable strategies for spa directors and operators looking to maximize their online visibility and attract more clients.

Balancing Operations and Marketing

Many spa professionals struggle to find the right balance between operational duties and marketing efforts, often compounded by a limited budget or budget that could be better aligned with priorities. It’s important to develop a clear marketing plan with concrete steps to effectively utilize available resources.

Understanding Spa Demand and Market Trends

It’s fundamental to analyze market data to make informed marketing strategies. Tools like Google Trends can provide valuable insights into search behavior for terms like “massage near me” and “spa near me,” revealing fluctuations in demand and emerging trends. For example, recent trends indicate a growing interest in head therapy, head spa treatments, and scalp massages. Additionally, services like massage therapies, body scrubs and wraps, facial treatments, and medical/cosmetic procedures are projected to experience continued growth.

Creating a Marketing Plan: Five Key Steps

Here’s a five-step process for developing a comprehensive marketing plan:

Audience Segmentation:

1. Know Who You Are

• Define the spa’s unique identity and target audience for effective marketing. Answer the question “Why Your Spa?”

1. Gather The Data

• Use the available data from reservation systems, CRMs, and other technology.
• Gather data on current clients, including demographics, service preferences, and booking patterns to help in identifying key segments and areas for growth.
• Align offerings and messaging with the needs and expectations of the target audience.

1. Set Data Driven Goals

• Set specific, actionable, realistic, and time-bound goals.
• Establish both short-term and long-term goals to provide a roadmap for progress and allow for adjustments along the way.

Shopping Behavior:

1. Patterns and Profit

• Align marketing efforts with customer purchase preferences and take into account the customer journey.
• Marketing should target both the 5% of customers who are ready to buy and the 95% who are still in the research and consideration phase.
• Different customer segments and spa types (e.g., hotel spa vs. freestanding spa) may exhibit distinct booking patterns.

1. Aligning Offerings with Market Demand

• Analyzing data to identify gaps in the schedule and underutilized services allows spas to tailor offerings and promotions to meet demand.
• Strategic pricing and promotions can be used to incentivize bookings during slower periods without negatively impacting profitability.

Boosting Visibility:

• Establish a strong online presence across multiple platforms, which is crucial for attracting potential clients.
• Ensure consistency in website URL, name, address, and phone number URL (UNAP) across all online listings for search engine optimization and customer clarity.
• Optimize Google My Business listings, including claiming ownership, completing all sections, and actively encouraging reviews.
• Verify and correct spa information across various GPS sources (e.g., Uber, Lyft, Bing Maps) to ensure accurate navigation for potential customers.
• In competitive markets, consider listing the spa on local blogs and industry sites to increase visibility.
• Showcase the spa’s unique differentiators through clear messaging, high-quality photos and videos, and customer testimonials to help attract the target audience.
• Actively manage and solicit online reviews, as they significantly impact search rankings and customer perception.

Marketing Investments and Strategies

Start with small, test-based marketing investments to determine the most effective strategies.

• Social Media Marketing:
  • Platforms like Facebook and Instagram offer cost-effective ways to reach target audiences through targeted advertising.
  • Encouraging user-generated content and engagement can significantly expand reach.

Google Advertising:

• Google Ads can be effective for reaching customers actively searching for spa services in their area.

• Display and Programmatic Advertising:
  • These strategies can be used to build awareness by targeting potential customers based on their online behavior and location data.
• Remarketing Campaigns:
  • These tactics help nurture existing customers and encourage repeat business through targeted ads and communications.

Collaboration and Partnerships

Collaboration is key, both within the hotel (for hotel spas) and with external partners, to maximize reach and effectiveness. This includes:

• Strategic Alliances:
  • Partnering with agencies, online platforms (e.g., SpaFinder, ResortPass), and local businesses to expand reach and attract new customers.
• Data Sharing and Communication:
  • Open communication and data sharing between the spa and its partners are essential for optimizing marketing efforts.

Here are some of the questions you should discuss with your team:

Marketing Case Studies for Spas

By implementing these strategies and continuously analyzing the results, spa directors and operators can build a powerful online presence, attract more clients, and fuel business growth. This tailored approach shows in results, just like with our Teacher Tuesday Discount Promo, which generated over $12K in incremental sales by targeting soft periods and offering a community give-back, or the Exclusive Locals Card campaign at The Ritz-Carlton, Lake Tahoe, which boosted appointments by 30% month-over-month, these efforts can create lasting, meaningful results. With the right approach, you can not only enhance customer engagement but also drive long-term success and brand loyalty.

Credit eHotelier

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May 29 2025

Hong Kong hotel performance a mixed bag, even amid high occupancy levels

By Trevor Simpson, Co-Star News

Occupancy is up 4% while average daily rate is down 4%.

Hotel performance in Hong Kong this year tells a mixed story. Year to date, occupancy is up 4% compared to last year, but average daily rate is down 4%.

Speaking on the latest episode of the Hotel News Now podcast, Jesper Palmqvist, STR’s senior director of Asia-Pacific, said the expectation is that demand will continue to grow slowly on an annual basis in the region.

Hong Kong is accustomed to high hotel occupancy levels.

Year to date, its occupancy stands at 84%, which is in line with levels back in 2015 and 2016. Palmqvist said even with an occupancy number that high, there’s still room for growth in Hong Kong. Its peak occupancy came in 2018 at about 90%.

“We look at our forecast, historic highs like those — the last 5% is going to be hard, but we’re forecasting to see those 90%, maybe year to date, by the end of the decade, 2028 or 2029,” he said. “That’s how slow that can take.”

To make up that difference in occupancy, it’s going to take growth in corporate travel, particularly early in the week, he said. Weekends have been strong in Hong Kong, but it’s the Sunday through Wednesday period that is at a decline compared to previous years.

Another factor at play will be Hong Kong’s ability to continue to bring major events to the region, such as concerts and big conferences, Palmqvist said.

“It’s still a great market for business, for sure,” he said. “A lot of foreign and Chinese companies from mainland China are in Hong Kong and driving business. … It’s proven in the last 12 to 18 months that it can have high demand levels that it continues to drive in Wednesday, Thursday, as strong weekdays.”

Hong Kong is “a tight market” right now, with only four properties in the region’s development pipeline with 1,250 rooms, he said.

“People are going for quality, for sure, just like in other asset classes over quantity, sustainability and tech investments or other trends,” he said.

Credit CoStar News

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May 26 2025

9 Types of Travelers and How to Give Them What They Want

At any given moment, your property might be hosting a family on holiday, a solo guest recharging after a business trip, and a group of food lovers mapping out the city’s best bites.

Whether it’s their first time visiting your city or their tenth stop around the world, different types of travelers arrive with very different expectations – and even more diverse priorities. One guest might be looking for a quick break between meetings. Another is exploring different cultures, soaking up hidden gems and cultural experiences. A third is simply looking for the easiest way to keep their kids entertained.

Today’s guests rarely fit cleanly into ‘leisure’ or ‘business.’ They blend priorities – working remotely one day, wine tasting the next. The more you understand each type of traveler, the better you can price, package, and position your offer – tailoring your offering to their needs to ensure their experience leads to great reviews and repeat bookings.

This guide breaks down nine common types of guests, what they actually care about, and what hotels can do to meet their needs. Whether you’re running a large urban hotel or a small independent property, the takeaway is the same: understanding your guests helps you price smarter, serve better, and stay competitive.

1. Solo travelers

Solo guests range from Gen Z adventurers and gap year students to empty-nesters traveling post-retirement. While motivations differ – from self-discovery to wellness escapes – solo travel is on the rise. A recent Skyscanner survey found that 43% of travelers took a solo trip in the last year, with most planning to do so again.

What matters to solo travelers:

• A sense of safety and convenience
• Walkability or easy access to transport
• Clean, well-lit rooms with essentials – fast Wi-Fi, solid showers, streamlined check-in
• Personalized touches that make them feel seen (e.g., local welcome notes, curated guides)

What hotels can do:

Offer single-occupancy deals that aren’t just leftover double rooms. Be transparent about room size and layout. If you cater to solo business or digital nomads, highlight late checkout options and local coworking partnerships. Solo travelers often make fast booking decisions – strong reviews, mobile-friendly sites, and clear offers help them commit.

2. Family travelers

Families are one of the most valuable – and often underestimated – segments in hospitality. They tend to book early, stay longer, and occupy more rooms than most other guest types.

They also come with higher expectations. Booking decisions often hinge on practical details – room configuration, kid-friendly dining, safety, and convenience.

Families aren’t just looking for a place to sleep. They’re looking for a base where everyone, from toddlers to teens (and sometimes pets), can settle in.

What matters to family travelers:

• Interconnecting rooms or suites
• Child-proofed amenities, kid menus, cribs, high chairs, play areas, and stroller access
• Parking, proximity to parks, attractions, or safe outdoor space
• Smooth check-in, allergy-aware menus, and flexible meal times

What hotels can do:

If you’re family-friendly, say so – and show it. Spell out how your space works for families: offer room layouts, crib availability, or in-room fridges.

Highlight things that reduce stress for parents: on-site laundry, breakfast included, early check-in. And promote what sets you apart – even if it’s as simple as a shaded play area or a pet-friendly policy that welcomes the whole family.

If you don’t offer childcare or entertainment, consider partnering with a local service. Show that you understand what parents juggle – they’ll remember the effort.

For a detailed breakdown of the amenities that matter to families – from playgrounds and pools to Wi-Fi and convenience stores – read our full guide: Important amenities to highlight for families

3. Business travelers

Business travelers are short on time and high on expectations. Whether they’re flying in for a board meeting, conference, or client pitch, they want consistency, speed, and comfort – no surprises, no friction.

But the segment is evolving. Many now extend their trips to include a leisure day or two, and they expect the hotel experience to flex accordingly. That means reliable basics, but also a few well-placed comforts that make a work trip feel less like a chore.

What matters to business travelers:

• Seamless check-in/check-out and digital receipts
• High-speed, secure Wi-Fi and ergonomic desks
• Central location or easy airport access
• Quiet zones and 24-hour services

What hotels can do:

Focus on what streamlines their stay. That might mean mobile key access, auto-generated invoices, or same-day laundry service. Make sure your weekday pricing and amenities reflect their needs, not just your compset’s habits. Business travelers are often repeat guests – but only if you deliver a smooth, reliable experience every time.

Digital nomads

Digital nomads are a different kind of business traveler. They’re not squeezing in meetings between flights – they’re building work weeks around places they want to be. That means they have a lot of time for longer stays, more flexibility, and different expectations around space, service, and connectivity.

What matters to digital nomads:

• Monthly rates or workation packages
• Social spaces to meet others
• Access to gyms, groceries, and wellness services
• A quiet environment for calls and deep work

What hotels can do:

Highlight your infrastructure, not just your location. If you’ve got a quiet room with a proper desk and fast Wi-Fi, say so. If you offer discounted weekly rates, mention them clearly on your booking engine. This group often books fast and stays longer – but only if they know they’ll be able to work without hassle.

4. Adventure travelers

This group of thrill seekers prioritizes experience over luxury. They often travel off-season, booking close to travel dates, and spending more on activities and sightseeing than amenities.

These guests are after adrenaline authenticity and unique experiences off the beaten path. Adventure travelers book based on what’s nearby – hiking trails, surfing beaches, climbing crags, or wildlife encounters like safaris.

What matters to adventure travelers:

• Proximity to nature, parks, and excursions
• Transport links, secure gear storage, laundry
• On-the-go meal options or early breakfasts
• Authentic local knowledge, travel tips

What hotels can do:

List hiking or adventure gear rentals on your site. Partner with local guides or outfitters to offer packages.

Create landing pages or rate plans aligned to seasonal events (e.g., ski weekends, trail races).

Highlight your role as a basecamp, not just a bed. Offer maps, weather updates, and gear rental partnerships.

Build seasonal offers around trail openings or events. Promote social-proofed content on social media – adventure travelers love visual, real-life storytelling.

5. SMERFs and group travelers

SMERFs – Social, Military, Educational, Religious, and Fraternal groups – don’t always get the spotlight in hotel strategy. But they should. These travelers might not fit into traditional market segmentation buckets, but they book in bulk, travel year-round, and often fill rooms when other segments don’t.

These groups often travel in large numbers, book well in advance, and have specific logistical needs that differ from leisure or business guests. They’re organizing reunions, getaways, tournaments, field trips, and meetups – and looking for properties that can accommodate them without friction.

What matters to SMERF and group travelers:

• Group-friendly rates and hotel room blocks
• Meeting rooms, event space, or casual gathering areas, such as common lounges, or banquet areas
• Parking for buses or vans, meal plans, and simple logistics
• Transparent policies, responsive communication and staff who can help with planning and coordination

What hotels can do:

Be visible where group planners search (e.g., GDS, niche OTAs, associations). SMERFs aren’t used to corporate travel planning. They’re often volunteers juggling multiple responsibilities, so clarity and support go a long way. Train staff to handle group dynamics and logistics.

Promote your group capabilities on your website. Offer templated quotes, downloadable info sheets, and a named contact person. And keep in mind: these bookings often land in shoulder seasons – helping you pace occupancy and keep ADR healthy when demand is softer.

6. Budget travelers

Budget travel isn’t necessarily about being cheap. Rather, it’s about being deliberate. They are the kind of travelers that care about value, not just low prices. They do their homework – scanning reviews, comparing fees, and double-checking what’s really included.

This group might be students, retirees, or anyone maximizing a modest budget. They’re often flexible with dates and destinations but expect honesty and cleanliness.

What matters to budget travelers:

• Basic but well-maintained facilities
• Transparent rates and low (or no) fees, and definitely no surprise fees
• Strong value for money – breakfast, Wi-Fi, laundry
• Easy-to-navigate websites, reliable reviews and realistic photos

What hotels can do:

Be upfront. Budget guests don’t mind simplicity, but they do mind being misled. Clearly outline what’s included – and what’s not. Avoid upselling or surprise charges.

Instead, position value clearly: “Free breakfast. No resort fees. Central location.” Budget travelers rely on reviews and trust other travelers over brand promises.

They are also looking for helpful details, like where the nearest grocery store is, local transport details or dining options, so ensure your website is helpful. And remember, these guests often book late at night from their phones – your listings should load fast, read clearly, and build trust quickly.

Backpackers

A distinct group within budget travel – frugal, flexible, and often fluent in navigating uncertainty. They’re not booking months in advance. They’re reading hostel reviews on the bus and making same-day decisions based on gut feel and Wi-Fi, prioritizing flexibility, social connection, and shared spaces over privacy or polish.

What matters to backpackers:

• Dorms or low-cost privates, with storage and security
• Shared kitchens, laundry, and good common spaces
• Late check-in, 24/7 reception, and flexible booking terms
• Atmosphere – other guests, social energy, and staff friendliness

What hotels can do:

Offer community-driven spaces: movie nights, walking tours, cooking classes. Use Instagram and hostel review sites to build trust.

Even a budget place should feel curated – travelers don’t return to “cheap,” they return to “memorable.” And if you’re listed on OTAs or hostel platforms, keep availability current – this segment often books last minute.

7. Luxury travelers

Luxury travelers pay more and expect more in return. With high rates come high expectations around consistency, personalization, and the feeling of being genuinely looked after with thoughtful, human attention.

While price is rarely the deciding factor, it still has to match the experience. In terms of profile, they range in age and demographic from honeymooners to high-net-worth individuals, and discerning guests seeking escape and excellence.

They are not simply booking a room; they’re investing their most limited resource: their time and they want it to feel well spent. Many plan well in advance, expect smooth handovers between booking and arrival, and rely on subtle signals of quality to decide whether the stay was worth it.

What matters to luxury travelers:

• Tailored, proactive and discreet service that remembers details across visits
• Dining, wellness, and design experiences that feel thoughtful and unique
• A frictionless booking and stay experience
• Price and perceived value need to match

What hotels can do:

As Virtuoso’s Matthew Upchurch notes, today’s luxury guests aren’t just comparing brands – they’re comparing value. A $2,000 room night sets a certain expectation. That experience should begin online, continue at the door, and hold steady throughout the stay. Guests should feel the difference, not just see it listed.

Make sure what you offer at every touchpoint matches what you’re charging – and where possible, exceeds it in thoughtful, understated ways. Loyalty here is won through trust and subtle delight, not discounts.

8. Foodies

Food-focused travelers plan their next trip around restaurants, markets, and local specialties – and expect their hotel to either be part of that story or help them access it easily.

These guests often do their research. They follow chefs on Instagram, read menus before they book, and scan reviews for signs of real culinary thought.

What matters to foodies:

• On-site dining that’s consistent, well-reviewed and stands out
• Proximity to markets, food tours, or local staples
• Real recommendations from staff, not a list of restaurants in the area
• Memorable food moments

What hotels can do:

Make your food offering easy to find and easy to trust. If you serve something excellent, show it – with real photos, a sample menu, and comprehensive descriptions. If you don’t offer meals, you can still be your guest’s local guide.

Encourage staff to share their favorites as this often feels more authentic than a photocopied list of restaurants in the neighborhood.

You can go a step further by partnering with local businesses and restaurants to make bookings smooth.

9. Pet travelers

For many guests, pets are non-negotiable travel companions. Whether they’re on a road trip, relocating, or simply unwilling to leave the dog behind, these travelers make booking decisions based on clear, pet-friendly policies – they’re looking for signs that their pet is genuinely welcome.

What matters to pet travelers:

• Clear, upfront policies on pet fees, size limits, and allowed areas
• On-site amenities (bowls, treats, beds)
• Easy access to outdoor areas for walks or bathroom breaks
• Staff who are friendly toward animals

What hotels can do:

Start with clarity. Create a separate pet landing page with FAQs and fees. Offer pet-inclusive packages or welcome kits. If you offer a pet relief area, say so. If you don’t, explain nearby options.

For properties with space, a small fenced dog run or shaded outdoor area can be a real differentiator, especially for guests staying more than a night or two.

A well-treated pet guest often turns into repeat bookings – and a stream of social media content you didn’t have to pay for.

Understanding your audience is key to attracting guests and winning their loyalty

Understanding who’s searching for – and staying at – your hotel is the foundation of every strong commercial decision. It shapes how you price rooms, build offers, and schedule staff. A hotel filled with solo guests behaves differently than one welcoming four SMERF groups, while a luxury guest has very different travel preferences from a budget traveler.

The clearer your picture of these guest types, the better you can anticipate what matters and ensure you are set up to welcome them through your doors when they book again. When you know which guest segments are driving demand, you can focus your time – and budget – on the strategies that actually move the needle.

By placing data at the center of this, Lighthouse Business Intelligence gives you instant clarity into how your hotel is performing so you can make informed decisions, confidently.

You can break down performance by segment, rate code, or source market – not just at month-end, but as it’s unfolding. You can see how different traveler types are booking, how far in advance, how long they’re staying, and where revenue opportunities are being missed. And because it’s built to be shared, your whole commercial team can stay aligned around what’s happening and what to do next.

When you understand who your guests really are – and how they behave – it becomes much easier to make decisions that win them over. That starts with data that’s easy to access – and built to act on.

Credit hospitalitynet

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May 24 2025

Expert Tips to Optimize Your Hospitality Business This Quarter

Let’s be honest, manual processes and outdated systems won’t cut it in 2025. Hospitality is evolving fast, and the venues that are staying ahead are the ones embracing technology to drive efficiency, revenue, and exceptional guest journeys.

With more focus being placed on guests’ experiences, new technology platforms are solving the very real, very specific challenges that standalone venue and resort operators are facing. Whether you’re running a luxury resort, pool club, casino, or a festival series, here are 11 proven strategies to help businesses operate more efficiently and profitably this year.

1. Let Guests See Before They Book with 3D Maps

Don’t just show the space… immerse guests in it. Interactive 3D Maps allow people to explore a venue virtually, view real layouts, and select specific tables, cabanas, or seating with precision. This visual confidence leads to faster booking decisions and higher conversion rates.

2. Prepare for Smarter Decisions with AI Forecasting

Venue and resort operators can now leverage AI-driven demand forecasting. This tool will help them predict busy periods, fine-tune pricing, and staff intelligently—so they are always prepared, never overextended.

3. Simplify Group Sales with Custom Payment Flows

Managing large group bookings shouldn’t feel like a game of email tag. Using dynamic lead forms and custom payment links can streamline the process, tailor pricing, guest counts, and inclusions with just a few clicks.

4. Know Your Guests. Really Know Them.

CRM enhancements are giving operators instant access to rich guest profiles including past purchases, preferences, and visit history all at the point of booking. Whether it’s identifying high-value repeat visitors or tailoring experiences to match guest behavior, this level of insight empowers your team to make smarter, more personalized decisions in real time.

5. Drive Cross-Sells with Multi-Experience Booking

Giving guests a seamless way to book everything—from spa services to dinner reservations to pool cabanas—all in one transaction is key to profitability. Fewer clicks = higher cart value. This is one of the fastest ways to increase revenue without increasing marketing spending.

6. Use Mobile Tickets & QR Codes to Cut the Line

No more long queues or clipboards at the front desk. Enable QR code redemptions, mobile tickets, and self-check-in options to reduce bottlenecks and free up staff to focus on higher-value interactions.

7. Automate Your Pricing Strategy

With built-in yielding tools, operators can set up tiered pricing that adjusts automatically based on booking pace, demand, or inventory. Think of early-bird discounts, peak-time premiums, or last-minute offers—without the manual hassle.

What’s the Financial Upside? Let’s do the math. Efficiency isn’t just about saving time; it’s about boosting revenue in ways that compound.

Here’s what that can look like in real terms:

Increase average guest spend by just $15, and with 10,000 guests a month, you’re looking at an additional $150,000 monthly or $1.8 million annually.

Now layer in a modest 15% boost in multi-experience bookings—spa + cabana + dinner, all in one cart—and you’re unlocking millions more in revenue. No extra marketing budget is required. It’s just smarter systems doing the heavy lifting.

8. Create Booking Journeys That Fit Your Brand

Guests aren’t one-size-fits-all—so why should booking flow be? Choose from interactive calendars, 3D map selectors, pop-up widgets, or classic list views. The result: a smooth, on-brand experience from discovery to purchase.

9. Don’t Let Support Gaps Slow You Down

Even the best software occasionally needs backup. Select a tech company that provides 24/7 live support via phone, chat, and email so operations can keep running no matter the time zone, event size, or guest volume.

10. Manage Multi-Day Events with Ease

Planning a multi-day festival or recurring event series? Centralized tools can help operators manage commerce, capacity, and upsells for every segment. VIP access, merchandise, add-ons; it’s all accounted for. (And yes, multi-day booking functionality is on its way).

11. Make Data-Driven Decisions with Confidence

Gut instinct has its place, but revenue insights tell the full story. Use real-time analytics to track top-selling experiences, monitor performance gaps, and make adjustments that move the needle.

Ready to Get More from Every Booking?

Whether revitalizing a resort’s tech stack, scaling a nightlife concept, or managing a multi-day event series, operational efficiency in 2025 starts with smarter systems and ends with a stronger bottom line.

Stop relying on outdated tools or stitching together fragmented systems. It’s time to level up. The right strategy, powered by the right technology, can completely transform how venues and resorts operate, elevate guest experiences, and generate revenue without adding complexity or headcount.

Credit eHotelier

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May 23 2025

How to Maximize Hotel Revenue During High-Profile Events – By Adam Swart

By Adam Swart, VP of Content Operations at Lighthouse, leading content strategy and production for Lighthouse’s clients

When travelers come to town for special events, hotels have a major revenue opportunity. But capitalizing on it requires a smart strategy.

When a major event comes to town, hotel demand can skyrocket. Whether it’s a global conference, a championship game, or a sold-out stadium tour, these moments present a unique opportunity to grow revenue—if you’re prepared.

Take Super Bowl LIX in New Orleans. Hotels filled fast, and rates surged to $560 per night at key booking windows. But earlier in the booking cycle, many rooms sold for just $375. That $185 difference, multiplied across rooms and nights, adds up fast.

Missed opportunities like these show why a strong revenue strategy matters. With the right insights, you can price confidently, meet demand as it builds, and make the most of every guest who walks through your door.

Start with smarter demand forecasting

You know demand will rise during a major event. The challenge is understanding how much it will rise, when it will start building and what that means for your pricing and distribution strategy.

Smarter demand forecasting gives you a clearer view of traveler behavior, helping you anticipate patterns instead of reacting to them. For most hoteliers, that often starts with tracking flight and hotel searches, analyzing booking windows and watching for early signs of interest.

For example, if a spike in OTA searches shows that many winter travelers are filtering for hotels with heated pools and your hotel fits that profile, that detail becomes a strategic asset. You can adjust your messaging and offers accordingly before your competitors catch on.

With real-time performance data, you can make decisions based on what’s actually happening in the market, not guesswork or outdated trends.

Learn from the past (if you can)

Recurring events like annual festivals or trade shows offer valuable data you can use to plan ahead. If your hotel has hosted guests during the same event in previous years, don’t guess—look at the numbers. How did you perform? How did the rest of your market perform?

With tools like Lighthouse’s Benchmark Insight, you can compare stay dates, pickups, and segments to identify trends in booking behavior and demand. This helps you spot where you were strong, where you fell short and where there’s room to improve.

Even if you don’t have a detailed reporting system in place, general reports can still offer valuable insight. Compare your current occupancy, ADR and booking pace to the same period last year. If your rate is higher than competitors but your pace is behind, you might consider adjusting prices to build a stronger base and avoid last-minute discounting.

Get creative for one-off events

Independent hoteliers have the flexibility to go off-book when it counts, unlike larger brands that often face multiple layers of approval. That agility is a real advantage when you’re planning for one-off events without historical data to guide you.

Benchmark tools can help fill in the gaps by giving you real-time data on how you’re performing compared to competitors. If you see demand around certain locations, like major transit hubs, you can adjust your messaging to highlight your proximity.

You can also tap into your professional network. Chances are, someone in your circle has hosted guests for a similar event in another city. Whether their strategy succeeded or not, their perspective can help shape a smarter approach for your own hotel.

Tailor your strategy to the type of event 

Not all events attract the same crowd or drive the same kind of demand. A book festival and a jazz festival may draw different types of travelers with different booking habits. Once-in-a-lifetime events, like a popular band’s final tour or a rare solar eclipse, can drive urgency and push travelers past their usual price sensitivities. To maximize revenue, it’s important to understand who’s coming, what matters to them and how they plan to stay.

Understand event length and peak nights 

The duration of an event shapes how guests plan their trips and which nights are in highest demand.

Take the draft pick, for example. A traveler might pay $1,000 on the opening night but leave early rather than pay the same rate for later rounds. That’s why tracking search and booking patterns matters: they help you anticipate which nights will sell first.

Once you’ve identified peak nights, you can set minimum stay requirements and limit check-ins on certain days. For example, if the event begins Friday, a two-night minimum starting Thursday helps protect those high-demand nights and avoid stacking arrivals on a single day.

Track short-notice demand spikes 

Surprise demand can lead to missed revenue if you’re not watching closely. A concert announced two weeks ago can trigger a sudden rush of bookings, and if you’re not ready, you might end up selling rooms well below their potential value.

That’s why staying alert to booking trends is essential. Lighthouse’s heat mapping tools make it easy to spot unexpected spikes, showing where and when reservations are picking up in real time.

As reservations surge, you’ll receive real-time alerts, giving you a chance to pause availability, investigate the cause, and recalibrate. Once you understand what’s driving demand, you can adjust your pricing, packages or messaging to align with guest intent and maximize revenue.

No one can predict every event. But with the right tools in place, you can respond quickly and make smarter decisions before leaving money on the table.

Fine-tune your pricing strategy with dynamic tools 

The right pricing strategy helps you hit a sweet spot: you’re not turning guests away with overpriced rooms, and you’re not missing revenue with underpriced inventory.

Dynamic pricing tools can adjust rates based on demand, allowing you to stay aligned with the market while showcasing your hotel’s unique value. They also support modern revenue tactics like controlled overbooking. With Lighthouse, you can set overbooking limits within a flexible system, giving you multiple ways to experiment for a better experience on both sides. 

For example, a hotelier with a generous cancellation policy might oversell by 3%, ensuring they can make up the revenue if (or, more likely, when) travelers cancel or fail to show up. A stricter no-refunds policy might mean overselling by just 1%, or not at all, since revenue is already secured.

Another common pitfall? Dropping rates right before the event to fill rooms. That typically means prices were set too high early on and didn’t convert. A better approach is to increase your base occupancy well in advance. If you only need to sell 10 rooms the week before the event, you’re in a much stronger position than if you still have 50 to fill. 

As you adjust your strategy, keep in mind that your pricing goals may differ from those of your competitors. Just because competitors are charging $1,000 a night doesn’t mean they’re filling rooms or that you should match them. They could be sitting at 20% occupancy while you’re pacing toward a stronger sellout. Let your property’s typical performance, demand patterns and strengths guide your decisions.

With Lighthouse, you can see how your compset is performing and adjust accordingly. Once you’ve got a solid foundation, you can price with purpose—backed by market data, not guesswork.

Set floors and ceilings, then let systems adapt 

If you can’t monitor prices around the clock, setting minimum and maximum rates gives you control without needing constant oversight. Dynamic pricing tools can then adjust your rates within that range based on real-time demand. 

For example, instead of locking in a flat $199 rate, you might set a floor of $149 and a ceiling of $249. The system will then shift prices as needed to stay competitive and maximize revenue. This approach is especially valuable if you manage multiple properties. 

Tools like Lighthouse help you stay responsive to demand changes while freeing up time to focus on strategy and guest experience, not manual pricing updates.

Input event signals for smarter rate decisions 

The best pricing tools don’t just react to demand. They help you plan for it. By inputting event details, like the dates of an upcoming food festival, you can signal to the system that demand will likely spike. From there, the platform can adjust your rates accordingly using historical data and benchmark insights.

Instead of scrambling after an announcement, you’re ready with rates that reflect both the market and your goals. Sharing those signals early gives your system the context it needs to optimize pricing and helps you make rate decisions that support both your business and clientele. 

Maximize your OTA and distribution strategy 

Major events bring major visibility. OTAs can help fill rooms fast, but during peak demand, they should support your strategy, not drive discounts. 

This might be the right time to invest in accelerators that boost your hotel’s visibility on platforms like Expedia or Priceline. But it’s also smart to remove deep discounts, close out opaque rates, and pause corporate or promo offers that don’t align with elevated demand. 

Use OTAs to increase brand exposure, then guide guests toward your direct channels. If you want to incentivize direct bookings, consider offering a small discount to offset the OTA’s commission. This way, you shift guest loyalty away from big-name sites and toward your independent hotel. 

It’s worth noting that discounts can still be useful, but they should match the moment. A 5% discount for early bookers—say, 45+ days before the event—adds value without undercutting your rate strategy.

Distinguish your property and elevate guest experience

When guests pay premium rates, they expect a premium experience. Small touches like early check-in, themed amenities, or custom welcome gifts can tie into the spirit of the event and make their stay feel memorable and worthwhile.

Hosting Formula 1 fans? Consider crafting signature cocktails after popular drivers. Welcoming music festival attendees? A gift bag inspired by headliners could hit the right note. Even simple gestures, such as asking if a guest is celebrating an occasion of their own (e.g., an anniversary or birthday), can make a lasting impression.

These extras help reinforce your brand identity and turn one-time visitors into future guests. Big events may bring new faces, but standout experiences are what bring people back.

Collaborate across teams for seamless execution 

Event success isn’t just about smart pricing and automation. It takes coordination across operations, revenue, sales and the front desk to make it all work.

Start with clear communication. When everyone understands inventory strategy, rate policies, and distribution plans, your hotel can move as a unit. That’s especially important if your revenue manager isn’t on-site, which is often the case for independent properties. If your general manager, front desk and sales team don’t know the plan, they’ll be lost when unexpected issues come up.

For example, if last-minute guests walk in during a busy weekend, and you’ve had cancellations or no-shows, your front desk needs the flexibility to offer walk-in rates based on real-time inventory and pricing guidelines. They don’t need an exact number, but they do need a range they can work with.

Without that kind of collaboration, it’s easy to leave revenue on the table. Clear, proactive communication helps you make the most of every room, even when things don’t go according to plan.

Make the most of major events with competitive data insights 

Big events bring big opportunities, but only if you can act on them in time. Without the right data, hoteliers risk missing early booking signals, mispricing inventory or losing out to competitors who spotted demand sooner. Those missed chances don’t just hurt revenue today, but also impact guest relationships and performance for seasons to come.

Lighthouse brings together real-time demand tracking, competitor benchmarking and pricing tools to help you make confident, timely decisions. With solutions like Market Insight and Benchmark Insight, you can spot booking trends early, track how your compset is performing and adjust rates before it’s too late. Whether you’re preparing for a recurring event or reacting to a surprise announcement, Lighthouse gives you the clarity to stay ahead and the tools to act fast.

Credit HNR Hotel News

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May 19 2025

Creating Moments That Matter: The new era of event excellence

By Joseph Cozza, Catering Sales & Event Operations, Cayuga Hospitality Consultants

Events are experiencing a dynamic resurgence, yet they must strive to enhance their offerings substantially. Today’s attendees arrive with elevated expectations; they seek experiences that are not only interactive but also profoundly engaging and truly memorable. Events must deliver fulfillment, creating lasting impressions long after the experience ends. The goal should always be to consistently provide an emotional connection!

Hotels and event venues that adopt a proactive, sales-driven approach and focus on providing exceptional products and customer service are more likely to achieve success. By offering innovative, high-quality experiences that resonate with guests, they can create memorable events that encourage loyalty and satisfaction. A strong commitment to excellence is essential for leaving a lasting impression.

A Word of Caution

Mastering the fundamental elements of event planning and delivery is crucial before layering on creative aspects and the WOW factor. While imagination and innovation are vital in making events unique, they can fall flat without a solid foundation of the basics. Prioritizing these fundamentals is key to ensuring that creativity shines through effectively.

It is essential to devise an effective strategy that is executed consistently. Relying on mere hope is not a robust plan; although luck might bring some success, that path is neither reliable nor sustainable in the long run.

Foundations for Total Event Success

1 – Thoroughly Understand Your Competition

Conduct a comprehensive analysis of your direct and indirect competitors to identify your unique strengths and pinpoint areas for potential improvement. Understanding the competitive landscape will help you differentiate your offerings and enhance your overall strategy.

2 – Master Your Product

Cultivate a deep and comprehensive understanding of your product to articulate its unique selling points with clarity and enthusiasm. This will enable you to create a compelling story that resonates with your clients. Engage actively in developing your venue’s food and beverage menus, ensuring you integrate the client’s objectives and preferences.

3 – Conduct a Thorough Self-Evaluation

Assess your catering and event product and service delivery by actively gathering feedback from customers and stakeholders. Identify strengths and weaknesses.  Create a list of key target accounts and referral opportunities Develop an action plan to leverage your strengths through strategic marketing and sales efforts and address weaknesses with targeted training or product improvement. By taking these assertive steps, you’ll enhance your offerings and drive customer satisfaction and loyalty

4 – Establish Strategic Market Positioning

Conduct thorough market research and identify key trends to clearly define your position in the marketplace. Ensure it authentically resonates with the specific needs, values, and preferences of your target audience. Empower your brand’s identity to stand out amidst competitors, fostering a meaningful connection that drives loyalty and engagement.

5 – Commit to Delivering Quality with Purpose

Focus on consistently providing products that exemplify high standards while delivering meaningful value to your customers. Remember that value is ultimately defined by the client’s perspective, not yours.

6 – Passion for Your Work

Infuse your efforts with enthusiasm and dedication. Your passion will resonate with clients and elevate their experience. Embrace your passions and find joy in the work you pursue. Stay updated on industry trends, technologies, and changes to ensure your offerings remain competitive and enticing. Attend industry events locally and nationally. Join relevant organizations and read industry publications and articles.

7 – Be Proactive and Responsive

Anticipate your customers’ needs and respond promptly to their inquiries and requests.  Addressing their concerns efficiently enhances their overall satisfaction and builds trust and loyalty. Even if you don’t have an immediate answer, quickly acknowledge their request or question and keep them informed, showing them they are valued.

8 – Conduct Amazing Site Visits

Choreograph and orchestrate all your site visits. Make them engaging and creative while addressing all the client’s objectives and needs. This is an excellent opportunity to showcase your abilities, so never underestimate its importance. Remember, quality over quantity; don’t overwhelm the client with too many staff members on the site.

9 – Menu Tasting

Ensure your menu tastings genuinely reflect the quality and variety of your food and beverage selections. Tastings present a significant opportunity to build trust with your client, allowing you to showcase your creativity and innovative ideas that can elevate the event experience—an excellent opportunity for upselling. The food at the tasting must be exactly the same as the event!

10 – Understand Client Objectives

Communicate openly with the client to understand their goals and expectations for the event. Always ask what the event’s purpose is so you can ensure that every detail meets and exceeds their expectations. It is also essential to gather information about the event’s history, including any positive and negative experiences from previous occurrences

11 – Sell Benefits, Not Just Features

Many salespeople are aware of the importance of this message, but how many actually put it into practice? Focus on how your products and services will benefit the client and their guests, rather than merely listing features. Share compelling stories and always collaborate to create a meaningful relationship with the client.

12 – Foster a Culture of Accountability

Build accountability within yourself and your team and ensure everyone is committed to outstanding results. Evaluate your operations to identify areas for enhancement. Embrace continuous improvement and seek innovative strategies to elevate guest experiences, consistently exceeding expectations to create memorable moments.

Excelling at Catering Sales and Event Management

Catering sales and event management are exhilarating and rewarding careers that blend creativity, organizational skills, and talent. Embrace new opportunities and always aspire to work with true professionals in quality hotels and venues. You’ll create unforgettable experiences that pave the way for personal success and fulfillment. Enjoy the journey and let your passion shine!

Credit eHotelier

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May 18 2025

Rest and Relaxation: The Rise of Sleep Tourism in the Travel Industry

The emerging trend of sleep tourism is shifting the travel industry’s landscape, as the focus on wellness, relaxation, and quality rest gains momentum.

The Emergence of Sleep Tourism

Sleep tourism refers to holidays designed to promote quality sleep. This concept might involve booking a hotel that offers services such as a pillow menu or staying at a dedicated sleep retreat. Amidst our fast-paced world, more people seek restorative travel experiences prioritizing wellbeing.

Data from McKinsey reveals that 73% of UK consumers consider wellbeing a top priority, impacting travel choices. ABTA’s Holiday Habits survey shows that wellbeing holidays are growing in popularity, with 9% of package holiday makers choosing such a break.

Interestingly, 43% of people considering wellness-focused trips want to improve their sleep quality during their holiday. The sleep tourism trend has emerged from the desire to escape the stresses of everyday life. A 2024 survey found that 63% of UK residents experience stress at least weekly, up from 33% in 2018.

The Appeal of Sleep Tourism

Sleep tourism attracts travelers seeking more than a room for the night. Accommodations prioritizing sleep with amenities like spa experiences and carefully designed environments for relaxation are gaining popularity.

However, not everyone gets the necessary rest during their holidays. A survey found that only 33% were happy with their sleep during their last trip, and sleep quality affects their choice of accommodation for future visits.

The sleep tourism industry is expected to grow by over $400 billion between 2023 and 2028, a nearly 8% increase. The wellness travel industry, more broadly, is worth $814 billion and continues to grow.

Elements of Sleep-Focused Amenities

Hotels and retreats offer sleep-focused amenities, such as smart beds and mattresses, pillow menus, sleep masks, and smart lighting. Additionally, some hotels offer aromatherapy diffusers that release soothing scents and calming teas.

Relaxation Techniques and Off-grid Holidays

Hotels also offer sleep-focused spa treatments, activities, and services for visitors. These services include massages, reflexology, yoga classes, and guided meditation. Some hotels even offer the services of a sleep hypnotist for guests struggling to sleep.

An off-grid holiday, where individuals disconnect from technology, provides an opportunity to de-stress and restore a natural sleep cycle. These holidays are increasing in popularity as more individuals seek to disconnect from the digital world and reconnect with themselves.

Top Destinations for Sleep Tourism

From the serene landscapes of Bern, Switzerland, and Lake Como, Italy, to the bustling cities of London, UK, and New York, US, several destinations cater to enhancing sleep experiences. Other sleep tourism hotspots include Hoi An, Vietnam; Rome, Italy; Santorini, Greece; Tallinn, Estonia; and Luxembourg.

Is Sleep Tourism Right for You?

Whether sleep tourism is the right choice depends on an individual’s travel preferences. Those who usually spend their holidays exploring and staying out late might not find this trend appealing unless they desire a complete change of pace. However, those who enjoy relaxing holidays might find that sleep tourism takes their trip to the next level.

Credit HNR Hotel News

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May 16 2025

Hoteliers Question Requirements, Accuracy of National French Hotel Rating System

By Tamara Thiessen, Co-Star News contributor

The national hotel rating system in France is so “minimalist and basic” that hoteliers can, with little effort required, earn extra stars in the hope of lifting room rates, according to the 34th annual edition of the Panorama of the French Hotel Industry by hotel industry analysts Coach Omnium.

Despite a reform of the government-run Atout France hotel classification system in 2022, little has changed, said Coach Omnium’s founder Mark Watkins.

“The increase from some 40 criteria to over 200 since 2009 does not guarantee anything. … The rating system, its way of applying controls and its many anomalies and shortcomings remain unchanged,” he said.

Watkins added the system imposes “minimalist criteria” that allow a hotel to earn “fake stars … without effort and without enriching its service.”

Guests are confused, even annoyed, he added.

Ninety-one percent of Paris hotels are rated by this national system and 66% in the provinces, according to Coach Omnium.

Watkins said the main change was the addition of “environmental criteria” to the certification process, something echoed by the French Hotel & Restaurant Association, or Le Groupement des Hôtelleries et Restaurations, which said in a statement that “of particular note is the requirement to implement at least one measure to reduce energy consumption, water consumption and waste, plus measures to reduce the environmental impact of linen management, and introduce waste sorting systems.”

Hoteliers feel many of the new requirements are outdated or irrelevant.

“For our hotel, we chose a 2-star rating instead of the 3 we could have been awarded,” said Cédric Lacombre-Vasseur, general manager of hotel La Bastide de Vaison in the Vaucluse department in Southeast France. “And for many reasons. Ultimately, when you look closely, many points can be ‘bought’ under the guise of false environmental awareness.”

Another reason: The hotel would have had to pay up to €2,000 ($2,250) for training to comply with the new requirements for a 3-star hotel.

“Ecology is not financial. There is no sense in being forced to pay that amount to show that we have an environmental commitment, because we are already taking action. We don’t need someone to teach us. So, I prefer not to have the extra star than be a servant to ecology to earn it,” he said.

Stars in their eyes

Watkins believes that under the new criteria essentials are being skipped over.

He said, for instance, a 4-star hotel is not required to have an elevator, while double rooms can be as small as 16 square meters (172 square feet), including the bathroom.

He added many luxury and boutique 4-star hotels in France have rooms as small as 13 square meters, stating that rules allow for a “tolerance” of a further 10% reduction on the room size, including the bathroom.

Atout France, which did not respond to requests for comment, describes the system as “a marker of quality” — and the 2022 changes offered “the occasion to evolve.”

For Watkins, the new star-ratings system has led to a great “unevenness of quality and services” for hotels in the same category. The upshot, he said, is that quality guarantees do not stack up and consumers are often getting a raw deal.

“If the hotels that are certified strictly adhered to the system’s standards, they would never see their guests again, as the standards are so far removed from the expectations of travelers who we regularly survey,” Watkins said.

Stéphanie Gombert, co-owner of the 16-room Château de la Treyne in La Treyne, a village on the Dordogne River, said she faced a “very long list of requirements” to qualify as a 5-star hotel last June.

So long, that she said it was almost off-putting.

She added she found it “unbelievable” that 4-star hotels could have rooms under the 16-square-meter minimum requirement.

Watkins said, “the huge increase in the number of criteria” and “large number of items that are verified” do not mean much.

“They do not necessarily reflect establishments that will appeal to customers, nor are they strictly high-quality,” he said.

As to the system checks, he said, “they are highly questionable in their form and process.”

Michel Tschann, owner of the 128-room Splendid Hotel & Spa in Nice, agreed.

“Today, to get stars, there is an inspection that once was carried out by agents of the state but are now conducted by private firms,” he said.

Online influence

Tschann said he believed Watkins “is largely right” in his statements.

“The old rules required a 4-star hotel to have a restaurant, which is no longer the case, so many 3 stars have been upgraded to 4 stars without any major renovations being carried out,” he said.

Under the reworked rating system, “high-end hotels have poured down like rain,” Watkins said.

Data from the French National Institute of Statistics & Economic, or Institut National de la Statistique et des Études Économiques, shows the number of 4- and 5-star hotels has soared from 898 in 2010 to 3,019 in 2025.

Adrien Gloaguen, CEO of Touriste Hotels, which has several 4-star properties in Paris, doesn’t “entirely agree” that the new criteria are more lax.

“They removed a whole host of criteria that had become completely obsolete, such as having a payphone at reception, and no Wi-Fi requirements,” he said, adding he agreed the new system allows many hotels to continue to offer small rooms while jumping up in rating.

“These new criteria emphasize services, which allows a hotel with small rooms in less convenient locations to still earn more stars by offering many more services,” he added.

Watkins said he believed it created a “fictitious move upmarket, because the star rating has become ineffective and obsolete.”

With the extra requirements, more hotels are snubbing labels and qualifications, he said. He feels the system is losing credibility, with consumers switching to rely more on a hotel’s online reputation.

For Château de la Treyne’s Gombert, the stars still have their place. But in the end, she said, it’s the customer feedback that counts most.

“A property that promises the earth and doesn’t live up to it will quickly receive negative reviews,” she said.

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May 15 2025

Hotel Indigo’s Next Era of Global Growth Includes Resorts, Conversions

By Natalie Harms, CoStar News

IHG’s boutique-style brand is doubling its footprint.

Originally launched in 2004, Hotel Indigo, now evolved as an upper-upscale boutique brand, is unrecognizable two decades later from its midscale, prototypical beginnings.

Operating in a design-led, lifestyle sweet spot, Hotel Indigo is in a distinctive era — this one will be defined by its growth. IHG Hotels & Resorts is doubling the brand’s footprint — with 170 hotels and 23,000 rooms open and just about that much in its pipeline, Carol Hoeller, vice president of global brand marketing for Hotel Indigo and Voco Hotels at IHG, said on a recent episode of the Hotel News Now Podcast.

“I think the lifestyle market has really been a huge growth segment for the hotel industry at large,” Hoeller said. “As we saw the guests’ needs evolve and our performance starting to elevate, we wanted to bring our design along with that.”

The brand is growing across the world, seeing opportunities in resort markets and with conversions, Hoeller said, delivering a rich experience without a luxury price point or build cost for consumers and owners, respectively.

“Our model is really adaptable to two things — one is location type. We’ve had a long history of urban and destination drive-to locations, but also college markets, especially in America, that has been a true sweet spot for us. But we’re really taking off in the resort market,” Hoeller said, adding that resort hotels are a big part of the pipeline.

“It’s about the diversity of the location type that we can enter into, but also the diversity of the building type, so everything from new build, adaptive reuse — historic is a huge piece of our estate — but also conversions,” she added.

No two Hotel Indigo locations are alike — just as no two neighborhoods are alike either, Hoeller points out. And the key to making that happen is in the design.

“Consumers’ preference have shifted toward more customized, distinctive travel, and at the heart of what we’ve always been is [about] the neighborhood and bringing that neighborhood experience and local experience to life in a really rich, beautiful and unique way.”

For each Hotel Indigo property, Hoeller said a team dives deep into the neighborhood to create a comprehensive design guide for owners, while still providing flexibility and affordability. Owners get to be as involved in the process as they want, she said.

“You get all the benefit of the IHG enterprise, right? And kind of how we can accelerate the speed to market while getting this bespoke, custom hotel that really pays homage to its location,” Hoeller said.

Hoeller gives the example of the Hotel Indigo Auckland, which opened in April. Hoeller said the New Zealand region has seen a lot of growth, and the new hotel is on a historic site of a 1912 motor house that imported Cadillacs into New Zealand. The new building is now among the tallest in Auckland at 41 stories.

The Hotel Indigo Auckland reflects this industrial history while also paying tribute to the neighborhood’s art scene, including a bespoke expedition from acclaimed contemporary artist and photographer Stuart Robertson that spans 25 levels.

“Each level tells a different, distinct story of Auckland through a lens of capturing the fabric of the neighborhood and its modern-day popular culture,” Hoeller said. “We also commissioned renowned stylist Simone Haag, who really transformed the hotel’s lobby into a showcase of local art. It features handcrafted paintings, wooden sculptures, ceramic glass work, woven pieces and leather creations [by] multidisciplinary artists, architects and designers.”

Credit CoStar News Hotels

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May 12 2025

The World Travel & Tourism Council (WTTC): China is powering ahead as one of the world’s most dynamic Travel & Tourism markets

The World Travel & Tourism Council (WTTC)

The World Travel & Tourism Council (WTTC) has unveiled its latest Economic Impact Research (EIR), revealing that China is powering ahead as one of the world’s most dynamic Travel & Tourism markets, marking a significant comeback and long-term growth trajectory. 

In 2025, China’s Travel & Tourism sector is forecast to contribute a record ¥13.7TN to the national economy, the highest level ever and 10.3% above pre-pandemic, and support more than 83MN jobs, with an additional 1.3MN jobs created this year alone.  

While this is still nearly 1MN jobs below pre-pandemic highs, the sector is rapidly closing the gap. 

 
International visitor spending is projected to rise by nearly ¥33BN – 13% above 2019, while domestic spending is forecast to increase by over ¥1.1TN, reaching ¥7TN, further cementing China’s strength as a global Travel & Tourism leader.  

Looking Back on 2024 

Last year, the sector contributed almost ¥12TN to China’s economy, a 23% increase on the previous year, and supported over 82MN jobs — nearly one in every nine across the country.  

Following one of the world’s longest border closures, international visitor spending in China surged to a record ¥1TN in 2024, a 66% year-on-year increase and almost 10% above 2019 levels. 

Domestic travel continued to dominate, accounting for more than 85% of all tourism spending, reaching ¥5.9TN. With growing demand across a population of 1.4BN, China’s domestic market is leading the way in global tourism recovery, even amid broader economic uncertainty.  

But China’s strength doesn’t lie in domestic travel alone. A targeted focus on international market reactivation, infrastructure investment, visa facilitation, and global brand positioning is driving a broader recovery and setting the foundations for sustained inclusive growth. 

Julia Simpson, WTTC President & CEO said “Everything is pointing in the right direction for China’s Travel & Tourism sector. Jobs are catching up, international visitor spending hit a record ¥1TN last year, and the outlook for 2025 is strong. While 2024 wasn’t without its challenges with an uneven recovery – international travel spend exceeded pre-pandemic levels. 

“Recent moves, such as refund-upon-purchase for international visitors and the expansion of visa-free access to international visitors show a smart, outward-looking strategy. This is long-term thinking in action, focused on competitiveness, experience, and re-establishing China’s position as a global Travel & Tourism leader.” 

Vision 2035: A Global Powerhouse 

By 2035, WTTC forecasts that China’s Travel & Tourism sector will contribute over ¥27TN to the economy, 14% of total GDP, and will grow at twice the rate of the overall economy at 7%.  

Travel & Tourism will support more than100MN jobs, adding nearly 20MN new roles over the next decade.  

Domestic visitor spending is expected to reach just under ¥14TN while international visitor spending is projected to rise to ¥1.5TN, reflecting the country’s strengthened global connectivity and appeal.  

China’s sustained investment in infrastructure, digital transformation, and destination development is positioning it as a world leader in modern, sustainable tourism.  

As global tourism rebuilds, the data points to a sector that is not just recovering – its redefining the future of global Travel & Tourism. 

^{All figures are given in CNY}

Also read Invest Now or Pay the Price: UK Tourism Losing its Global Position Over Next 10 years

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May 10 2025

How to use your hotel’s reviews to train and motivate staff

By Lisa Came, Founder – Inspired Wellness

In the world of hospitality, your staff are your reputation. Every interaction, whether it’s a warm smile or a simple “Good afternoon, ma’am, how are you today?” can leave a lasting impression and lead to a positive review. That’s why a well-trained, motivated team is essential for any hospitality business. But in a tough hiring market, how do you keep your team inspired and improving daily?

That’s where your guest feedback comes in. With the right tools and strategy, you can turn guest insights into daily service into a cycle of growth and recognition.

By giving hospitality managers quick access to guest feedback, GuestRevu turns real-world interactions into valuable learning opportunities. Positive comments boost staff confidence (“Look, John! A guest loved your cocktail skills! Well done, keep up the great work.”). Meanwhile, complaints offer helpful chances to improve (“Let’s make sure no one else waits 45 minutes for dessert.”).

Hotel management can’t be everywhere at once to watch everyone perform their duties, but consolidated feedback technology gives them actionable results to analyse, aggregate and compare the performance of different hotel departments, according to what guest feedback reveals. Staff get a first-hand account of how effective their efforts are, which makes it easier to highlight and resolve issues in staff performance and discover which skills are lacking in teams.

Recognising and Rewarding Staff through Feedback

Highlighting Good Work While It’s Still Fresh

A simple “thank you” can go a long way, especially in an industry where staff often work long hours under pressure and work often goes unnoticed in the bustle of a busy shift. Hearing that a guest appreciated your service can make a real difference to job satisfaction, and sharing positive guest comments reinforces to staff that their effort matters — not just to the guests, but to leadership too. GuestRevu gives managers quick access to guest reviews, so they can pass on praise while it’s still relevant.

At The Royal St Andrews Hotel, General Manager Difford Louw shares reviews with his management team regularly. When staff are singled out for doing something particularly well, he ensures their effort is recognised and rewarded.

Offering Real Rewards for Consistent Performance

Recognising good performance boosts morale, which can lead to better service and even better reviews. Kind words go a long way, but some GuestRevu clients also offer small rewards for continued excellent service. This might be in the form of a certificate, a mention at a team meeting, or even financial incentives. Over time, consistently good feedback helps managers spot their top performers and identify any areas where staff need to improve.

The data that we get from GuestRevu is huge. I mean, I use it in so many different ways. I use it to reward our staff. You know, we reward and incentivise against the promise that we make to our guests, which is about being the hospitality experts. So, from an internal point of view, it’s really powerful.

David Scott, CEO, The Hotel Folk

Tracking reviews across weeks or months gives employers and team leads a clearer picture of who their most dependable team members are. These patterns help management make informed decisions about promotions, shifts, or even training opportunities for those with the potential to take on more senior roles.

Turning Negative Reviews into Staff Growth

Using Complaints as Teaching Moments

Not all reviews are positive, but even the less favourable ones can be useful. Feedback from guests about slow service, wrong orders or poor communication gives managers a chance to step in and offer support. Rather than criticising staff, they can use this feedback to give practical suggestions, guidance or refresher training.

For instance, if a guest notes that their meal was cold, a manager might look into whether the kitchen is short-staffed, or whether food is sitting out too long before being served. Sharing this feedback with the team helps them understand how their actions affect the guest experience. It also helps them see how they can prevent the same problem from happening again. The goal is to make feedback part of the conversation, not a confrontation — something staff can learn from, not fear.

Feedback is also quite often better received when coming from guests than from management, and as The Hotel Folk CEO, David Scott says, “It almost changes the sentiment of what that (feedback) actually means – it’s not me, it’s not the hotel manager, it’s not someone within our business talking about it; it’s actually a guest giving you real-time feedback to say, ‘this could be better’ and I think quite often that gets a better response from the staff than actually us (management) pointing it out ourselves.”

Addressing Patterns Before They Escalate

One of the benefits of using a tool like GuestRevu is being able to spot trends early. If several guests mention that check-in takes too long, or that rooms aren’t ready when promised, for example, it signals an issue worth looking into. Managers can use this information to guide team meetings or focus training sessions on fixing the problem at its source.

Staff also benefit from understanding that the feedback isn’t personal. It’s about improving the overall experience for everyone. This creates an environment where learning happens regularly, rather than only when something goes seriously wrong. Teams learn to see feedback as part of the job, and improvement becomes a shared goal.

Setting Clear Goals and Encouraging Friendly Competition

Turning Comments into Practical Goals

When a guest leaves a comment, it’s not just about that one experience. It’s a clue that something can be improved or should be replicated, and helps proactively shape staff training around what truly matters to guests, not just what management thinks matters.

With GuestRevu, managers can take these comments and turn them into specific goals for team members. Whether it’s speeding up service, paying closer attention to cleanliness, or making a note of how a guest likes his eggs, having clear, practical goals helps staff know exactly what’s expected of them.

These goals often follow the SMART format — specific, measurable, achievable, relevant and time-bound. If a team member struggles with guest interaction, the manager might arrange some short role-playing exercises or one-on-one coaching. Once the goal is met, staff feel a sense of progress and achievement. Remember, feedback isn’t just about what’s going wrong — it’s about what’s going right, too.

Giving staff direct access to read guest feedback empowers them to take responsibility for their performance, rather than waiting for manager-led reviews. Staff are not just told how they’re impacting the guest experience – they can see for themselves. This transparency fosters accountability and pride. Guests notice the little things — the warm greeting, the remembered coffee order — and when staff consistently get these right, it leads to great experiences and even better reviews.

Motivating Teams with Light-Hearted Competition

A bit of friendly rivalry between staff can be a great motivator. Several GuestRevu clients run monthly recognition schemes for top performers based on guest feedback. These awards aren’t just about giving out a prize, they help to create a workplace where everyone wants to do their best.

These mini-competitions give people something to aim for and help keep spirits high, especially during busy periods. Even small tokens of appreciation, like a voucher or extra break time, can mean a lot when they’re linked to a job well done.

Team successes are also celebrated. If a particular department receives repeated praise, perhaps housekeeping is praised for spotless rooms – the whole team is recognised. This builds a stronger sense of unity and pride in their shared work.

Staff are more engaged in their work when they feel appreciated and part of a team working towards a shared goal. By using feedback to celebrate wins and address challenges together, managers can foster that sense of unity.

Conclusion: Creating a Culture of Continuous Improvement

A successful hospitality business is built on a motivated, well-trained team committed to creating great guest experiences. By using guest feedback as a tool for both training and recognition, businesses can support staff performance, morale and motivation.

With GuestRevu, managers turn every piece of feedback into an opportunity to learn or celebrate. Whether it’s acknowledging effort or addressing areas that need work, this feedback-based approach helps teams stay engaged, confident and always looking to improve.

In the long run, using feedback not just to improve processes, but to reinforce hospitality values leads to happier employees, better guest experiences and stronger results for the business.

Credit eHotelier

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May 9 2025

The Leading Hotels of the World: The Booking Trends Shaping 2025

The Leading Hotels of the World

“Following another standout year in 2024, The Leading Hotels of the World is poised for continued success and revenue growth in 2025. We’ve just surpassed 4 years of continuous monthly YoY revenue growth, a testament to the strength of our brand and the enduring appeal of independent luxury hospitality. Despite ongoing economic and geopolitical headwinds, our intrepid luxury travellers continue to seek new destinations, and we are currently experiencing a 15% year-over-year increase in revenue, signalling sustained demand across our portfolio,” said Shannon Knapp, President and CEO of The Leading Hotels of the World.

So, what’s driving this momentum?

The Headlines:

Global Demand Refined:

Coolcations are heating up: Bookings to cooler summer locales like the UK, Irish countryside, and Patagonia are rising rapidly (+40%), with Nordic destinations up 45% YoY.
Emerging Hot Spots: Destinations like Japan, Thailand, Australia, and the South Pacific are seeing significant growth, fuelled by increased accessibility and cultural appeal.
Shoulder season surges: April, May, and October are emerging as prime travel periods, growing +13% amid overtourism concerns and climate sensitivity.
Who is Traveling—And How:

80% of luxury travel spending comes from those under 60 (McKinsey and Company).These travellers are multigenerational, seeking accommodations that offer space and privacy—driving suite bookings up 30% YoY at LHW properties.
Localised luxury leads: In the U.S., 75% of LHW’s domestic bookings come from American travellers, with beach destinations like Hawaii and Florida seeing over a 60% revenue increase. In India and China, large domestic markets and rising wealth fuel demand for elevated stays closer to home.
Regional Performance Highlights

Scandinavia: +120% traveller spend surge as summer travellers seek cooler escapes.
China: +60% YoY growth across both domestic and outbound demand.
Morocco: +55% YoY boost as Africa holds its place on the luxury map.

The Luxe Report from The Leading Hotels of the World: Luxury Travel Sees Solid Q1 Bookings Amid Cautious Optimism

As discerning travelers seek exceptional experiences in the world’s most coveted destinations, 2025 is shaping to be another promising year for luxury travel. Elevated demand for bespoke journeys, immersive cultural encounters, and a value on exceptional quality and service underscores a global appetite for exploration at its most refined. With strong advance bookings, The Leading Hotels of the World (LHW) anticipates a year defined by authenticity and the timeless art of travel.

Booking Trends Shaping 2025

Global travel spending reached an astounding $8.6 trillion in 2024, accounting for approximately 9% of the global GDP – McKinsey and Company, The State of Tourism & Hospitality 2024

Luxury Travelers are Expanding their Horizons:
Over tourism & The Climate Factor: Travelers are rethinking where and when they travel, driven by overcrowding, climate concerns, and a desire for new experiences. While traditional favorites like Italy, France, and the Caribbean remain strong, demand is shifting toward alternative destinations and off-peak seasons. Shoulder season growth is +13% on average, with the biggest impact in April and May, followed by October. Booking windows remain compressed with nearly 30% of bookings made within two weeks of departure, so it’s possible there is more upside for Q2.

Rise of Cool Lcations: The trend of avoiding extreme summer heat and crowds continues. Over the last two years, bookings to destinations such as Patagonia or the UK & Ireland countryside during the summer months have grown nearly 40%. For 2025, the Nordic (+45% YoY) and Alpine regions (+15% YoY) are also seeing the benefits of this consumer trend.
Emerging Hot Spots: Destinations like Japan, Thailand, Australia, and the South Pacific are seeing significant growth, fueled by increased accessibility and cultural appeal.

Luxury Travel Remains Largely Local:
Travel spending is still domestic or regional, with the majority of global travel dollars staying within home markets. This trend is especially pronounced in the United States, China, and India, where large domestic markets and rising wealth are fueling local luxury travel demand. In Europe and Asia, the majority of international trips remain within the region.

The Luxury Traveler is Evolving:
Luxury travelers are younger than expected. According to McKinsey and Company 80% of luxury travel spending comes from people under 60, with the largest cohort between 40 – 50. These travelers are multigenerational, seeking accommodations that offer space and privacy.  Demand for suite accommodations is skyrocketing at LHW, up 30% YoY. In family-friendly coastal and lakeside locations, over 50% of stays are now booked in suite categories.

Global LHW Performance Snapshot

The Americas: Beach destinations and urban hotspots driving growth

United States: Domestic travel remains dominant (75% of bookings for the U.S. are by U.S. citizens), with beach destinations like Hawaii and Florida seeing over a 60% revenue increase. Economic pressures have inbound travel outlook mixed. Travelers from China, Middle East and Canada are showing signs of hesitancy, but European travelers remain undeterred with summer bookings forecasted to grow 18% YoY.
Caribbean: Driven mainly by U.S. travelers, bookings are up 15% YoY, with long-haul guests (outside NAMER) opting for suite stays.
Latin America:  Increased leisure travel is fueling a booking boost of about 25% for 2025 in this region.

Europe: Sustained Growth & Luxury Spend

Northern Europe: Coolcationing drives over half of the summer revenue surge, with Scandinavia seeing a nearly 120% increase in traveler spend.
Western & Southern Europe:Travel to Italy and Spain is up 20%, and high-end travelers from China and India are spending significantly more than European and American visitors.

Middle East & Africa: Rebound in Progress

LHW bookings in the region are up more than 30% YoY, with Morocco leading the growth in luxury leisure travel (+55%). Travel Trade bookings are up 75%, driving ADR growth of nearly 15%.

Asia-Pacific: Leading Global Growth

China: Both domestic and international demand are surging, with 2025 revenue already up nearly 60% YoY.
Japan: International bookings dominate, making up over 90% of LHW revenue in this market, with U.S. and UK corporate travelers contributing to growth.
Southeast & South Asia: Demand in Indonesia and Thailand is pushing ADR up over 20%, respectively, while India’s travel market continues its rapid expansion (+120% in 2024).

The Leading Hotels of the World

Also read Imperial Hotel Kyoto Appoints General Manager, Joining The Leading Hotels of the World

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May 3 2025

How Hotels Can Meet the Needs of Luxury Travelers

The luxury travel market is booming, with affluent travelers seeking more than just a lavish stay – they want personalized, unforgettable experiences.

As competition in the hospitality industry intensifies, hotels must go beyond high-end finishes to truly cater to the distinct needs of luxury guests.

This blog post explores how you can attract and meet the expectations of today’s luxury travelers.

From understanding your guests’ unique preferences to offering tailored amenities and experiences, we provide actionable insights that will help your hotel stand out, drive revenue and create lasting guest loyalty around all four seasons.

What is luxury travel?

Luxury travel is somewhat defined by cost but more by quality, personalization and exclusivity.

While budget travel emphasizes affordability, and family travel focuses on convenience and shared experiences, the luxury travel segment is centered on comfort, privacy and tailored service. Unlike solo or adventure travel, which may prioritize spontaneity or self-discovery, luxury travel is curated to anticipate a guest’s needs before they even ask.

The luxury hospitality sector continues to evolve alongside shifting traveler expectations, and is of particular significance to independent hotels.

Traditional markers of luxury – opulent décor, fine dining, elite service – are now paired with a growing and high demand for authenticity, wellness, sustainability and immersive local experiences.

According to Grand View Research, the global luxury travel market was valued at $1.48 trillion in 2024 and is projected to reach $2.33 trillion by 2030, growing at a combined annual growth rate (CAGR) of 7.9% during this forecast period; growth driven in our post-pandemic era by an increasing desire for unique and personalized experiences, as well as a rising emphasis on wellness-focused travel.​

Who is the luxury traveler? And what do they care about?

So far in 2025, luxury travelers have predominantly been between the ages of 40 and 60, with spending peaking within this demographic. These people often have significant disposable income, with many classified as high-net-worth Individuals (HNWIs) holding over $1 million in investable assets.

A substantial portion of this demographic live in major urban centers which boast high concentrations of HNWIs.

Notably, 80% of the luxury leisure market comprises individuals under 60, including younger travelers who are increasingly willing and able to spend at luxury levels on their getaways.

These travelers prioritize novel experiences, cultural immersion and authenticity, and are more inclined to seek new destinations and unique experiences, even within familiar vacation types like beach holidays or city breaks.

Luxury travelers tend to take multiple vacations annually, often seeking unique and personalized experiences. Their destinations are varied, ranging from traditional beach resorts to off-the-beaten-path locales, reflecting a desire for both relaxation and adventure.

Alongside the experiences highlighted in the previous section, sustainability is a growing concern among luxury travelers, with a noticeable shift towards eco-friendly accommodation and experiences that support local communities and minimize environmental impact. These trends reflect a broader commitment to responsible and meaningful travel.

How to attract and meet the needs of luxury travelers

Attracting luxury travelers begins with positioning your hotel as more than a place to stay; it must represent an experience tailored to refinement, personalization and exclusivity.

Your marketing should reflect this. Showcase high-touch services, exclusive partnerships and bespoke experiences through polished visuals, aspirational language and storytelling.

High-net-worth travelers are often influenced by curated content across luxury travel publications, social media and referrals – so invest in strong visuals, influencer collaborations and PR placements that reinforce your luxury identity.

Once you’ve captured interest, the guest experience must live up to the promise.

Seamless booking processes, responsive customer service and intuitive digital experiences are essential. Luxury travelers want and expect frictionless interactions from the first inquiry to post-stay follow-up. Staff training, therefore, is critical – personalized greetings, discretion and the ability to anticipate needs go a long way.

You should also consider offering loyalty programs and perks that go beyond simply collecting points – think exclusive event invites, welcome gifts or access to private experiences.

Behind the scenes, data is a powerful ally.

Behavioral data, guest preferences, booking patterns and feedback can help you uncover valuable insights. For example, identifying that a guest prefers wellness-focused amenities, specific room layouts or late check-outs enables meaningful personalization.

Aggregated data can also reveal broader trends, such as growing interest in sustainable travel or demand for remote work-friendly suites.

By using data to make informed decisions – from service design to marketing campaigns – your hotel can stay ahead of expectations and continually evolve its luxury offering. The key is to blend operational excellence with emotional intelligence, meet your guests’ needs before they articulate them, and do it with warmth, precision, and polish.

5 Hotel amenities that cater to luxury travelers

For luxury travelers, amenities are more than extras; they’re essential markers of quality, care and exclusivity.

From the moment a guest arrives, each touchpoint should reinforce the sense that their experience is unique and elevated, with thoughtfully designed amenities signaling that your hotel understands and anticipates your guests’ preferences, creating a seamless and indulgent stay.

For hotels, luxury amenities aren’t just about guest satisfaction; they’re strategic revenue drivers.

Spa services, exclusive dining and curated experiences – all of these amenities and more like them offer high-margin upsell opportunities. Just as importantly, exceptional amenities create memorable moments that foster brand loyalty, encourage glowing reviews and lead to valuable repeat bookings.

1. In-room luxury

For luxury travelers, their hotel room isn’t just a place to sleep; it’s a private sanctuary.

High-end bedding, such as Egyptian cotton sheets and goose-down duvets, sets the tone for comfort and sophistication. Spacious layouts, in-room hot tubs or plunge pools, and panoramic views elevate the experience even further.

Smart-room technology – such as voice-activated lighting, climate control and entertainment systems – will also add a seamless, modern touch.

In-room luxury matters because it reflects your hotel’s attention to detail and commitment to personalized comfort.

Guests at this level expect an environment that feels curated to their lifestyle, whether that means a stocked minibar with premium selections, a personalized pillow menu or luxurious bath amenities. So well-appointed a room reinforces the perception of quality from check-in to check-out, and often becomes the reason a guest returns.

2. Exclusive travel experiences

Luxury travelers crave memorable, one-of-a-kind, exclusive experiences that go beyond the typical tourist itinerary.

You can meet this demand by curating private excursions, behind-the-scenes private tours of the local culture or after-hours access to local attractions. For example, The Ritz-Carlton Kyoto offers guests private tea ceremonies with local masters and guided visits to artisan workshops, blending exclusivity with cultural depth.

These bespoke luxury travel experiences are important because they add meaning and personalization to a guest’s journey.

Luxury travelers value stories they can’t find elsewhere, and when hotels become the gateway to those stories, they create emotional connections that last well beyond the stay.

3. On-site spa

A luxury hotel spa goes beyond massages and facials – it offers a holistic, high-touch wellness experience.

Signature treatments, expert therapists, serene design and premium skincare products set high-end spas apart. Many also offer personalized wellness programs, such as detox packages, private yoga sessions and consultations with wellness practitioners.

For luxury travelers, a spa is both an indulgence and an essential part of unwinding. It reinforces your hotel’s commitment to relaxation, self-care and overall wellbeing.

For hotels, an on-site spa not only enhances the guest experience but provides a valuable revenue stream through premium services and packages tailored to discerning clientele.

4. Wellness center

A luxury wellness center is more than a fitness room – it’s a sanctuary for mind, body and soul.

Catering to health-conscious luxury travelers by offering tailored wellness support – from guided detox programs and nutrition counseling to mindfulness workshops and recovery treatments – its facilities may include infrared saunas, hydrotherapy pools, sleep pods or meditation suites.

Wellness-focused guests often seek retreats that align with their lifestyle, with a well-designed wellness center adding immense value to their stay. Offering curated wellness packages – such as weekend resets or stress-reduction retreats – will position your hotel as a destination for restoration, not just luxury accommodation, and keep guests coming back for renewal.

5. Michelin-star dining

Defined by precision, creativity and flawless execution, Michelin-star dining is the pinnacle of culinary excellence the world over.

Unlike standard hotel restaurants, these establishments deliver a full sensory experience: tasting menus, world-class wine pairings, impeccable service and artistry in every course. Dining becomes theater, and for luxury consumers, it’s often a highlight of the stay.

Hotels that house Michelin-starred restaurants benefit from prestige, global recognition and the ability to attract discerning guests seeking once-in-a-lifetime meals.

However, earning and maintaining a Michelin star requires significant investment – in talent that’s often hard to find, ingredients and consistency.

It’s not suitable for every property but for destination hotels or urban luxury brands, it can be a powerful differentiator and revenue driver. For many high-end travelers, a Michelin-star meal is reason enough to book, and return.

Luxury hospitality: 2025 travel outlook

The luxury travel sector is experiencing robust growth, with global spending on luxury leisure hospitality projected to reach $391 billion by 2028, a 10% increase from 2023 .

This expansion is driven by affluent travelers prioritizing unique, personalized experiences over material possessions.

Emerging trends include a shift towards experiential travel, with a focus on wellness, ‘slow travel’ immersive cultural activities.

Notably, Gen Z is influencing family travel decisions, seeking Instagram-worthy destinations and accommodation. Additionally, luxury all-inclusive resorts are gaining popularity, offering stress-free, cost-predictable vacations that appeal to both wealthy families and younger travelers.

This evolving landscape presents significant opportunities for hoteliers to cater to the discerning preferences of luxury travelers.

Top travel destinations

Based on recent rankings and travel trend reports, the following destinations have emerged as some of the top choices for luxury travelers in 2025:​

• Monaco: Renowned for its opulence, offering high-end casinos, luxury shopping and exclusive events
• Mauritius: A tropical paradise featuring pristine beaches, luxury resorts and rich cultural experiences
• Puglia, Italy: Celebrated for its rustic charm, exquisite cuisine and luxurious countryside retreats
• Naoshima, Japan: An art-centric island offering unique museum experiences and serene landscapes
• Folegandros, Greece: A tranquil island known for its unspoiled beauty and upscale accommodation
• Sindalah, Saudi Arabia: A newly launched luxury island destination featuring high-end resorts and exclusive amenities
• Barú, Colombia: Offers pristine beaches and luxury resorts in a serene Caribbean setting
• Cotswolds, UK: Known for its picturesque villages, luxury countryside retreats and charming landscapes
• Big Sky, Montana, USA: Combines rugged natural beauty with upscale lodgings and outdoor adventures

The room pricing power of luxury hotels

To illustrate the pricing power that luxury hotels hold we’ve taken a deeper dive into the hospitality market in the South of France, focusing on hotel prices across 2025 in notable luxury destinations of Cannes, Nice and Monaco – as well as Toulouse, Bordeaux and Marseille.

Average hotel prices: Tourism hotspots in the south of France

The analysis of hotel room prices in the South of France reveals a significant pricing disparity between luxury and typical tourist destinations. 

On average, the well known luxury destinations of Cannes, Monaco, and Nice command significantly higher hotel prices. 

The average hotel price across all six destinations ranged from approximately €105 in Toulouse to €441 in Monaco. 

Overall, the average price for luxury destinations is €281, while the more typical tourist destinations Bordeaux, Marseille, and Toulouse average around €117. This substantial difference indicates that luxury destinations have a 139.72% higher pricing power, reflecting their exclusivity and premium offerings. 

Additionally, Monaco, a super-luxury destination for HNWIs, exhibits an even greater premium, with a pricing power 193.37% higher than the average of the other destinations.

Uncover insights that help you meet the needs of your guests

Data is a powerful ally at your hotel. Whether it’s data about guest demographics, their booking patterns, metrics on their preferences on past stays or data on your competitors’ prices and market demand, it all adds up to essential insights on which you can base your decisions.

We can guarantee that Lighthouse’s suite of versatile solutions includes the tools, the data and the customer service that will give you the boost you need for better revenue, distribution and marketing management. 

This article originally appeared on Lighthouse.

Credit HNR Hotel News

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April 28 2025

Global Hotel Development Pipeline Activity Rises; Europe Sees Decline

• Hotel pipeline activity increases worldwide, with Europe being the only region to see a decrease, as per CoStar’s March 2025 data.
• Germany leads Europe, China leads Asia Pacific, Saudi Arabia leads in the Middle East and Africa, and the US leads in the Americas in total rooms under construction.

According to the March 2025 pipeline data by online real estate marketplaces provider CoStar, global hotel pipeline activity has seen an overall increase, except in Europe. At the end of the first quarter, Europe observed a 1.2% decrease in total contracts under consideration despite a marginal increase in rooms under construction.

Germany holds the lead in Europe with 26,117 rooms under construction, closely followed by the UK. However, Asia-Pacific showed a promising 7.3% increase in total contracts, with China, Vietnam, and India leading the construction activity.

In the Middle East and Africa, Saudi Arabia and the United Arab Emirates have the highest number of rooms under construction, despite a 7.0% decrease in the region’s total.

The Americas saw a 5.0% increase in total contracts, with the US holding the majority of rooms in construction, followed by Mexico, Canada, and Brazil. The data highlights the varying regional trends in hotel development, underlining key growth areas and potential challenges in the global hotel industry.

Credit HNR Hotel News

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April 16 2025

How to Reduce Food Waste in Restaurants – By Veronika Mercier

Half-finished plates of food, vegetables that spoiled in the walk-in, and a few stale pieces of toast from the breakfast buffet don’t sound all that shocking. After each service, restaurant and hotel food waste isn’t very dramatic, but over time all the wasted food really adds up.

Food waste is one of the most pressing challenges in the restaurant industry. It affects the business’ profitability and sustainability. It also has significant ecological, planetary and human implications. Every year, restaurants worldwide generate millions of tons of food waste, contributing to economic losses and environmental harm. At the same time, the demand for food grows and 1 in 11 people on Earth are going hungry.

Restaurant owners and managers must step up to the challenge of reducing waste, and luckily there are many innovative solutions. By implementing smart strategies, restaurants can reduce waste, lower costs, and meet the increasing demand for sustainable dining.

In this article, we define the problem of food waste before discussing how food and beverage businesses can reduce waste and enhance value by transitioning to the circular economy.

Defining the Problem of Food Waste in the F&B Industry

On a global scale, the United Nations Environment Programme (UNEP) estimates that 1 billion tons of food are wasted annually (UNEP). In the U.S., around 40% of all food is lost between the farm and the fork, with 66 billion pounds stemming from commercial food services (NRDC).

Similarly, the UK generates approximately 10.7 million tons of food waste annually, with the hospitality and food service sector contributing around 1 million tons. Meanwhile, in Australia, 7.6 million tons of food are wasted, costing the economy $36.6 billion annually (Fight Food Waste CRC).

These alarming statistics underscore the urgent need for restaurants to implement food recovery strategies such as recycling, food donation, and sustainable waste management.

Food Waste in the F&B Service Sector

The food and beverage (F&B) service sector, encompassing restaurants, hotels, and catering services, significantly contributes to food waste.

• In the United Kingdom, the hospitality industry generates over one million tons of food waste annually.
• Globally, a 2024 report found that 4%–10% of food restaurants purchase never even reaches a customer and 31%–40% of food served to customers isn’t consumed.

This waste often results from factors such as overproduction, large portion sizes, and inefficient inventory management. Adopting a circular economy approach—designing systems to keep resources in use for as long as possible—can address these inefficiencies.

Economic and Environmental Impact

Figures shared by WasteMission.com show the economic implications of food waste are substantial. In the UK, edible food waste per year is valued at approximately £17 billion, equating to £250 per person. Environmentally, food waste contributes to 8–10% of global greenhouse gas emissions, exacerbating climate change.

By embracing circular economy principles, the F&B sector can reduce these emissions and promote environmental sustainability.

Recent Initiatives and Innovations

To combat food waste, various initiatives have been implemented, and they are showing excellent results when the principles of a circular economy are applied to all steps in the value chain.

• California became the first U.S. state to ban “sell-by” dates, a move expected to save more than 70,000 tons of food waste each year. (realsimple.com)
• Melbourne-based Fresho are leveraging artificial intelligence to streamline ordering processes, aiming to reduce the estimated 30–40% wastage in the fresh food industry. (theaustralian.com.au)
• End Food Waste Australia (EFWA) initiative had impressive progress in 2024 the fight against food waste, with participants reducing their overall food waste by 13% since 2022, leading to 505,000 tons of CO2 equivalent emissions avoided (the same as taking 210,000 cars off the road for a year).
• Since 2005, South Korea has banned organic waste from landfills. Through public awareness campaigns, education programs, and a pay-as-you-throw system, the country has achieved an almost 100% food waste recycling rate. (World Economic Forum)
• Less than 1% of Denmark’s food waste ends up in landfills, according to the European Environment Agency. The government promotes prevention, redistribution, and recycling, alongside public campaigns and regulations, to minimize food waste.

Addressing food waste in both production, distribution and service sectors is crucial for enhancing food security, reducing environmental impact, and improving economic efficiency within the F&B industry.

Understanding Food Loss vs. Food Waste

Before tackling solutions, it’s essential to differentiate between food loss and food waste within the circular economy framework.

• Food loss occurs during production, storage, and transportation due to inefficiencies in the supply chain.
• Food waste happens at the restaurant level, including unused ingredients, spoiled food, and plate waste from customers.

In a circular economy, food loss can be minimized through better supply chain management, while food waste can be reduced by implementing sustainable business models that reuse, repurpose, and redistribute food wherever possible.

Why Food Waste Happens in Restaurants

Several factors lead to food waste in restaurants, including:

• Overproduction: Preparing too much food to meet unpredictable demand.
• Portion Sizes: Oversized servings leading to uneaten leftovers.
• Inventory Mismanagement: Ingredients expiring before use due to poor tracking.
• Menu Complexity: Large or complicated menus increasing the risk of unused ingredients.
• Lack of Staff Awareness: Employees discarding food that could be repurposed.

By shifting to a circular economy approach, restaurants can address these inefficiencies through smarter procurement, waste monitoring, and food repurposing initiatives.

Strategies to Reduce Food Waste in Restaurants Using the Circular Economy

The circular economy is an economic system that focuses on reducing waste and making the most of available resources by promoting practices such as reusing, recycling, and repurposing materials. Unlike the traditional linear economy, which follows a “take-make-dispose” model, the circular economy seeks to close the loop by keeping resources in use for as long as possible.

In the restaurant industry, this means minimizing food waste, optimizing supply chains, and repurposing surplus food into new products.

1. Optimize Inventory Management Through Circular Practices

Using digital inventory tracking systems can help restaurants monitor stock levels, track expiration dates, and reduce unnecessary purchases. Tools like AI-driven forecasting can predict demand and minimize surplus ordering.

According to Prof. Carlos Martin-Rios, “Technology is revolutionizing waste management in hospitality, helping businesses make data-driven decisions that improve sustainability.”

2. Adjust Portion Sizes and Menu Design to Align with the Circular Economy

Offering flexible portion sizes allows customers to choose a meal that suits their appetite, reducing plate waste. Restaurants can also analyze sales data to refine menus, eliminating items that generate excessive waste. Additionally, ingredients can be repurposed into new dishes, ensuring maximum utilization.

3. Train Staff on Circular Economy Waste Reduction

Employees play a crucial role in minimizing food waste. Training kitchen staff to use all edible parts of ingredients (e.g., vegetable stems in stocks, citrus peels for flavoring) can significantly cut waste. Educating servers on portion suggestions and food storage best practices is equally important.

4. Implement Food Donation Programs to Close the Loop

Instead of discarding surplus food, restaurants can partner with local food banks and charities. Many organizations facilitate food redistribution, ensuring edible food reaches those in need rather than ending up in landfills. In a circular economy, food donation is a key strategy for minimizing waste while addressing food insecurity.

5. Compost and Repurpose Waste to Maintain Circularity

Food scraps and unavoidable waste can be composted or converted into animal feed, reducing landfill contributions. Some restaurants also collaborate with farms to return organic waste to the soil, closing the sustainability loop and promoting regenerative agriculture.

6. Partner with Sustainable Suppliers to Support Circularity

Working with vendors who use sustainable packaging and responsible sourcing practices helps minimize waste before ingredients even reach the kitchen. Establishing local supply chains can reduce spoilage due to long transportation times and supports the circular economy by keeping resources within localized systems.

The Role of Luxury Restaurants in Leading the Circular Economy Movement

Luxury dining establishments have the opportunity to set industry standards for sustainability. High-end restaurants can implement circular economy principles by using premium but sustainable ingredients, reducing packaging waste, and innovating with zero-waste dining concepts.

For instance, some luxury restaurants repurpose kitchen scraps into gourmet dishes or collaborate with sustainability-focused brands to enhance their eco-conscious reputation.

As Prof. Carlos Martin-Rios notes, “The luxury sector is uniquely positioned to influence industry-wide change by demonstrating that sustainability and high-quality dining can go hand in hand.”

By embedding circular economy principles into their business models, luxury restaurants can enhance their brand image, attract eco-conscious consumers, and pave the way for a more sustainable hospitality industry. So, with all those benefits in view, what’s stopping restaurants from reducing food waste?

April 15 2025

While the concepts discussed in this article can help restaurant owners and managers to become more aware of the factors that contribute to food waste, implementing new practices and shifting mindsets at an operational and leadership level may be challenging. Prof. Carlos Martin-Rios concluded, in his writings about food waste management innovations, that any attempt at implementation must necessarily address the following challenges:

• Lack of Customization: Foodservice establishments struggle to identify which innovative practices best suit their specific needs for food waste reduction, reuse, or recycling.
• Limited Awareness: Many foodservice managers lack knowledge about the opportunities, challenges, costs, and benefits of food waste innovations.
• Social and Professional Barriers: Traditional waste management programs often overlook the social and professional skills required for effective food waste management, creating resistance to change.
• Low Interest in Systematic Innovation: Waste management innovations are not widely seen as a strategic, systematic process, limiting their adoption.
• Cost-Driven Decision Making: Foodservice providers prioritize cost-saving measures over sustainability efforts, often ignoring waste management innovations unless they offer clear financial benefits.
• Knowledge and Training Gaps: Industry professionals typically rely on existing waste disposal methods rather than implementing structured waste reduction strategies. There is a strong need for training and government-led goal-setting.
• Operational Challenges: Daily concerns related to sorting, storage, and disposal make it difficult for food businesses to focus on innovation beyond the recycling options provided by local councils.
• Limited Industry Leadership: The foodservice sector is not actively leading waste management innovation. While awareness is increasing, few businesses are adopting zero-waste practices or creatively repurposing food scraps.

Conclusion

Reducing food waste in restaurants is not just about sustainability—it’s also a key pillar of the circular economy. By optimizing inventory, training staff, redesigning menus, and embracing technology, restaurants can transition to a more sustainable, circular business model.

Unfortunately, many challenges hinder the adoption and deployment of sustainable methods in the food and beverage industry. Margins are tight and issues such as perishable products and global supply chains add complexity. Yet, as consumer expectations shift toward sustainable dining, restaurants that proactively address food waste within a circular economy framework will be well-positioned for long-term success.

The time to act is now—embracing circular economy principles is no longer optional but essential for the future of the food and beverage industry.

Credit HNR Hotel News

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IHG CEO eyes Europe for consistency, navigates east for hotel growth

By Terence Baker, Hotel News Now

BERLIN — The European hotel industry will continue to perform well due to its unique selling points, said Elie Maalouf, CEO of IHG Hotels & Resorts.

That is the main reason IHG acquired its 20th brand, Ruby Hotels, in February.

IHG paid €110.5 million ($121 million) for the Munich-based hotel firm, which currently has 20 hotels and 3,483 rooms, all in Europe, with a pipeline of 10 hotels and approximately 2,200 rooms throughout Europe.

Maalouf said Europe has three major selling points that inspire travelers: culture, climate and cuisine. But Europe-based hotel firms might continue to grow in the Middle East and Asia regions.

“Europe will always do well. From a percentage-growth prospective, revenue is moving east, although IHG’s second and third InterContinental hotels were in Beirut and Saudi Arabia, and they are still open,” Maalouf said during the recent International Hospitality Investment Forum EMEA in Berlin. “Branded hotels in Germany remain low in the overall percentage, so there are opportunities, even if the German population is not growing.

“We will always be very strong in Europe and North America but we’re very focused on the East where we think the percentage rates are higher,” he said.

The demand for international travel in parts of the world — including in Southeast Asia — is just too big to ignore, Maalouf said. He pointed to Japan, where global hotel brands are just 5% of total hotel supply in the country. India and China have similar growth opportunities for global hotel brands.

“In Japan, that number is 5%, and it is getting record numbers of international travel. One-hundred percent of openings there last year were conversions. India is on a similar trajectory to China, where we opened our 800th hotel last year. India will lag China by 10 to 15 years, but where else can you get a population of 1.5 billion,” he said.

IHG’s hotel pipeline in China is approximately 600.

Maalouf said IHG has progressed from having a full portfolio for everyday mainstream travel to a broader portfolio over every price point in every geography.

“If you want to be a global leader in hospitality, you have to be in the Americas, Europe and China, as that is where the companies are, and that is where the wealth is,” he said. “Behind that is very strong ownership relations. We’re on the front foot in the industry, and I think our best days are yet to come.”

Despite conversations on tariffs raging at the conference — which was held March 31 to April 2 — Maalouf said all hotel segments can be confident of seeing increased growth potential. The growth of global middle class over the next 10 years will fuel this growth, with another 1.2 billion to 1.5 billion people expected to join that class. He added brands such as IHG’s Holiday Inn family are poised to capitalize on the growth of the middle class.

“Holiday Inn means travel. It means life. It means hotels, but, yes, it is über-luxury that is unconstrained by price. As long as the experience is there,” he said.

Returns strategy

When asked about hotel fees as a part of IHG’s overall revenue strategy, Maalouf said the British firm remained focused on returns.

“I started in real estate. We understand owner returns. We’re only asset-light if someone else is asset-heavy,” he said.

IHG’s acquisition of Ruby is part of that strategy, he said.

“Ruby with [founder] Michael Struck — they designed that brand with owner returns in mind. Efficiency, effectiveness, low operating and labor costs, no gym but a great room, and with higher costs borne by willing guests,” he said. “Five years ago, 50% of our bookings came from loyalty, now it is 60%. One million guests per day, so 600,000 are loyalty, and that is 70% in the U.S.”

Operating with margins in mind, the hotel industry will not follow the airline industry, Maalouf said. He referenced how Southwest Airlines’ will soon charge higher prices for preferred seating and is juggling the seat mix to further increase revenue. Hotels are on a different trajectory to airlines, he added.

“We are on a curve to get the highest yield for owners, but with a different approach. [Airlines are charging] for things they used to give you for free, and they are not adding value. I am not saying it is a bad business model, but it is just not ours,” Maalouf said. “We have a better model that grows travel around the world. We will charge more for a higher floor, more for a bigger room, more for a connected room, things guests see value in. We are not going back to charge for Wi-Fi.”

Credit CoStar Hotels

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April 14 2025

Marriott CEO talks consumer confidence, travel bifurcation and more

By Bryan Wroten, Hotel News Now

BERLIN — The current geopolitical strife, economic disruptions and other general uncertainty has caused some to worry about travel demand, both domestically and internationally.

During an on-stage interview at the International Hospitality Investment Forum EMEA on April 1, Marriott International President and CEO Tony Capuano spoke about his confidence in the ongoing demand for travel and experiences.

“Without question, I’m bullish,” Capuano said at the time.

The day after Capuano’s remarks saw global stock markets dip to record lows in reaction to President Donald Trump’s tariff plans announcement. In the following days, stock markets experienced more ups and downs as Trump paused some tariff enactment for 90 days.

“Ours is an industry and a sector that thrives in times of stability and consumer confidence, and there are some headwinds out there and some flashing red lights that are shaking that confidence a little bit,” Capuano said on the IHIF stage. “I think if we come out of [the first quarter] with really strong corporate earnings, that will start to restore some of that confidence and stability, but it’s going to be an interesting few weeks, to be sure.”

Part of what drives his overarching optimism is the insight Marriott has into consumer spending through the company’s relationships with credit card issuers, he said. It receives real-time deep data on how consumers are spending.

“Pre-pandemic, you saw a younger demographic really start to shift their spending away from hard goods toward travel and experiences,” he said. “Now when we look at the data, it is clear that the pandemic acted as an accelerant to that trend across demographics.”

Some thought the revenge travel phenomenon would be short lived, but it’s still going, he said. There seems to have been a fundamental psychographic change that should support the hotel industry for decades to come.

Midscale and luxury

Marriott only entered the midscale hotel space within the past few years, doing so with its acquisition of the City Express brand that operated in Latin America, Capuano said. As Marriott has grown in the midscale space, it has expanded City Express’ reach to the U.S. and Canada while also launching StudioRes, its midscale extended-stay brand.

Marriott saw further opportunities to grow in the midscale space in the Europe, Middle East and Africa region as well as Asia-Pacific, Capuano said.

In many markets where Marriott operates, there’s the continued bifurcation of consumers, he said. High-income households continue to have “a ravenous appetite” for travel and experiences, which is why the company is doubling down to extend its lead in the luxury space. Households with more modest incomes have a real interest in travel and experiences as well, but they’re doing so at a more affordable price point.

“Prior to Marriott’s entry into midscale, I’m not sure we really were satisfying that need within our portfolio,” he said, adding it widens the funnel to bring people into the Marriott Bonvoy loyalty platform.

In Europe, there are a lot of compelling individual hotel and portfolio conversion opportunities, he said. For Marriott’s teams in EMEA and Asia-Pacific, the company’s platform enables conversion prospects. Two months ago, he was in Japan opening Marriott’s first Four Points Flex by Sheraton, which was part of a 14-hotel portfolio with global investment firm KKR.

Capuano said he was recently in Naples, Florida, with about 350 of Marriott’s luxury hotel general managers. The company has about 650 luxury hotels globally with nearly 300 in its pipeline. What Marriott is hearing from its luxury customers is they have an insatiable appetite to explore the world and have real luxury experiences.

The breadth of Marriott’s luxury offerings gives these guests different experience types that would meet their needs, he said. While the goal is to have each luxury hotel brand have its own distinct and well-articulated identity, what they share is the hiring, training, retention and motivation of staff.

“I think that [luxury] consumer has always looked for local,” he said. “They’ve always looked for authentic, and maybe most importantly, they want friction eliminated from their travel experience.”

Marriott has more than 100 operating branded residential projects around the world with a similar number in the pipeline, Capuano said. In the early days of branded residences for Marriott, they were a means to an end, used to bolster the economics of a hotel deal that might not have worked on its own. Today, they’re a critical part of many mixed-use luxury projects, but they also work well on a stand-alone basis in some markets.

In markets with many luxury residences all along the main thoroughfares, it may be difficult for buyers to navigate them all, he said. When they see one with Marriott’s St. Regis or Ritz-Carlton brand attached, they’ll know what to expect in terms of quality and service delivery.

“When you look at the price per foot or price per square meter that those projects are commanding, it would suggest that buyer is willing to pay a premium for that certainty,” he said.

The Marriott ecosystem

It’s arguable that Bonvoy is Marriott’s most important brand, Capuano said. It’s the connective tissue that ties together its portfolio of brands across multiple quality tiers. In the early days, the aspiration is that guest would stay in hotels to earn loyalty points and then later redeem those points for other hotel stays.

“Of course, that functionality still exists, but the opportunity to grow and expand and reshape the relationship we have with our members and have them start to view their participation in these platforms as giving them access to really extraordinary experiences and travel planning and the like, to me, is the exciting future of loyalty,” he said.

Prior to being president and CEO of Marriott, Capuano said he ran global development for the company, and a common question was about growth strategy. The consistent answer was Marriott’s objective was to capture as much of the share of guests’ and Bonvoy members’ travel wallets as possible.

“From that perspective, the clearest path to achieve that objective is to have the right product everywhere our guests want to go for every trip purpose,” he said. “It’s that focus that has driven a lot of the innovation in the portfolio.”

When the company launched its Marriott Homes & Villas platform, everyone asked if it was going head-to-head with Airbnb, he said. That wasn’t necessarily the case, but Marriott’s guests wanted to take trips for which higher-end, multi-bedroom homes would better suit their needs.

“To the extent our guests couldn’t find that within the Marriott ecosystem, we were sending them into the warm, welcoming arms of my friend Brian Chesky,” he said, referring to Airbnb’s CEO. “And we really didn’t want to do that.”

Marriott had similar motivations with the launch of its Ritz-Carlton Yacht Collection and its midscale offerings, he said.

“All of those are driven by that overarching objective: to ensure that our guests and members really need not look outside our ecosystem,” he said.

Credit CoStar Hotels

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April 14 2025

10 Ready-to-use Holiday Campaigns to Boost Bookings in 2025

By Johanna Bernuy, Marketing Manager, Bookboost

The start of a new year means new opportunities for hotels to connect with travellers. And holidays are perfect for creating special offers and promotions, helping you stand out and attract bookings during key moments.

In this post, we share 10 ready-to-use holiday campaigns for five different holidays. Each holiday comes with two tailored email templates, complete with precise wording and tips you can put to work right away. Let’s dive in!

Lunar New Year (January 29, 2025)

Lunar New Year is one of the most important holidays in many APAC countries. Families come together, traditional feasts are enjoyed, and good fortune is celebrated. This is a must-have campaign if your hotel has an international clientele, especially from APAC.

Template 1: Family celebration package

Subject Line: “Bring Good Fortune: Lunar New Year Family Getaway”

Email Content:

– Header: Celebrate the Year of the Snake with us!

– Body: Gather your family and welcome the new year with our special Lunar New Year package. Enjoy a 2-night stay with festive decorations, traditional Chinese snacks, and a delicious New Year’s Eve dinner. Book early and save 15%!

– CTA: [Book Your Lunar New Year Escape]

Why we love this: It caters to the family-oriented nature of the holiday and creates opportunities for upselling festive extras.

Template 2: Cultural experience stay

Subject Line: “Your Lunar New Year Adventure Awaits!”

Email Content:

Header: Dive into Lunar New Year festivities

Body: Experience the magic of the Year of the Snake with our curated Lunar New Year experience. Indulge in authentic festive cuisine, enjoy lion dance performances, and light up the sky with a lantern festival. Secure your spot today!

CTA: [Reserve Your Experience]

Why we love this: This campaign focuses on creating memorable cultural experiences, making it ideal for international guests or locals looking for something unique to do during the holiday.

Valentine’s Day (February 14, 2025)

Valentine’s Day is all about romance, and hotels can tap into this by creating intimate, unforgettable experiences for couples. Whether your guests are planning a staycation or travelling for love, this holiday is perfect for promoting upscale packages.

Template 3: Couples’ getaway

Subject Line: “Spoil Your Valentine with a Romantic Escape”

Email Content:

– Header: Love Is in the Air

– Body: Treat your special someone to a dreamy Valentine’s Day getaway. Enjoy a night in a luxurious suite, a 3-course candlelit dinner, and complimentary champagne. Celebrate love with us!

– CTA: [Plan Your Romantic Escape]

Why we love this: It’s simple yet effective, catering to couples looking for a luxurious experience.

Template 4: Singles Escape

Subject Line: “This Valentine’s Day, Celebrate YOU”

Email Content:

– Header: Spoil Yourself This February

– Body: Who says Valentine’s Day is only for couples? Treat yourself to a relaxing escape with our special singles package. Enjoy a spa day, delicious dining, and the peace and quiet you deserve. Book it today!

– CTA: [Plan Your Me-Time]

Why we love this: Expands the audience by catering to single travellers who want to enjoy the holiday their way.

Holi (March 14, 2025)

Holi, the festival of colours, celebrates joy, unity, and the arrival of spring. For hotels, it’s the perfect chance to host fun, colorful events and bring unique cultural experiences to life.

Properties near Indian communities or popular with international travellers can make the most of this lively celebration.

Template 5: Holi weekend celebration

Subject Line: “Experience the Festival of Colors with Us”

Email Content:

– Header: Celebrate Holi in Style

– Body: Immerse yourself in the colours of Holi with a weekend celebration at our resort. Enjoy traditional Indian delicacies, a colour play party, and live music. Don’t miss out on this vibrant experience!

– CTA: [Join the Celebration]

Why we love this: Combines cultural vibrancy with fun activities, attracting both locals and travellers.

Template 6: Holi wellness retreat

Subject Line: “Recharge This Holi with a Wellness Escape”

Email Content:

– Header: Colors and Calm

– Body: Celebrate Holi with a twist of wellness. Enjoy yoga sessions, rejuvenating spa treatments, and a peaceful stay surrounded by nature. Book now for a refreshing break.

– CTA: [Recharge This Holi]

Why we love this: Offers a unique take on Holi by blending cultural celebration with wellness.

St. Patrick’s Day (March 17, 2025)

Known for Irish culture and festive celebrations, St. Patrick’s Day is a fun opportunity to attract guests with themed events. Hotels near parades or pubs can maximise bookings with unique offers.

Template 7: St. Patrick’s weekend package

Subject Line: “Your Pot of Gold Awaits: St. Patrick’s Weekend Special”

Email Content:

– Header: Celebrate the Irish Way

– Body: Join us for a weekend of festive fun! Enjoy Irish-themed cocktails, live music, and a hearty Irish breakfast. Book your 2-night stay and get a complimentary pint of Guinness on arrival!

– CTA: [Celebrate St. Patrick’s Day]

Why we love this: It appeals to guests looking for a lively and themed weekend.

Template 8: Local parade and stay

Subject Line: “Stay Close to the St. Patrick’s Day Action”

Email Content:

– Header: March into Festivities

– Body: Be at the heart of the celebration with our St. Patrick’s Day package. Stay within walking distance of the city’s parade route and enjoy a festive Irish dinner to top it off.

– CTA: [Book Your Stay]

Why we love this: A convenient option for guests attending local parades.

Easter (April 20, 2025)

Easter marks a time for renewal and family gatherings. With egg hunts, festive meals, and springtime vibes, it’s a fantastic opportunity to offer family-friendly packages and seasonal events.

Template 9: Easter brunch and stay

Subject Line: “Easter Getaway: Brunch, Fun, and Relaxation”

Email Content:

– Header: Hop into Spring

– Body: Celebrate Easter with a delightful brunch and a relaxing overnight stay. Enjoy a seasonal menu featuring springtime favourites and a relaxing time away. Book now to secure your spot.

– CTA: [Reserve Your Easter Escape]

Why we love this: It packs dining, activities, and accommodation into one awesome family experience.

Template 10: Spring break package

Subject Line: “Make Your Easter Break Unforgettable”

Email Content:

– Header: Relax, Refresh, and Rejoice

– Body: Enjoy a rejuvenating Easter break with our 3-night spring package. Explore blooming gardens, savor Easter treats, and reconnect with loved ones. Reserve your spot today!

– CTA: [Book Your Spring Escape]

Why we love this: Highlights the seasonal charm of Easter and offers relaxing and fun activities.

With these 10 ready-to-use holiday campaigns, you can turn special occasions into opportunities to delight your guests and maximise bookings.

Pick the ideas that best suit your property’s audience, and let the celebrations begin!

Credit eHotelier

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April 1 2025

The Complete Guide to Hotel Operations – By Veronika Mercier

Hotels are multifaceted businesses, with many teams working together to drive success. Consequently, hotel operations management is a complex field requiring detailed business knowledge and human-centric leadership skills.

Hotel operations involve every department from the front desk and housekeeping to facilities maintenance, marketing and HR. And of all the facets of a hotel business, operations present the biggest opportunity to enhance performance and optimize commercial outcomes.

When all else is equal, seamless operations bring happier guests, more engaged staff, a better bottom line, and shareholders and investors with healthy returns. It all sounds blissfully simple, but with so many interlocking pieces and dependencies, it takes a lot of work to get your operational ducks in a row.

Here we explore the essential aspects of hotel operations, from key departments to modern challenges and tech trends. We’ll show you how hotel operations management can drive success and explain why the effort you put into perfecting your hotel operations is well worth it. We’ll even suggest a few changes you can make to boost operational performance.

What Are Hotel Operations?

When we think of hotels, the first thing that comes to mind are the customer-facing departments and staff such as the reception and restaurant staff. Yet hotel operations encompass all activities that ensure the seamless functioning of a hotel, from guest check-in to housekeeping and facility management. Effective hotel operations management ensures a smooth and enjoyable experience for guests while optimizing efficiency and profitability.

In the vocabulary of the hospitality industry, operations are divided into three segments. The names reflect their proximity to the public:

• Front-of-House: This includes reception, concierge, guest services, and food and beverage teams—any staff who interact directly with guests.
• Back-of-House: Maintenance, housekeeping, and kitchen staff contribute to a guest’s experience without direct interaction.
• Back-Office Functions: Reservations, marketing, finance, and HR teams provide critical support to ensure smooth day to day operations.

Key Areas of Hotel Operations

Each department within a hotel plays a vital role in maintaining operational excellence. These areas work together to deliver a high-quality guest experience.

• Guest Services & Front Desk: The first point of contact for guests, handling reservations, check-ins, and special requests to ensure customer satisfaction.
• Housekeeping & Maintenance: Ensuring cleanliness and proper upkeep of rooms and facilities to maintain high hospitality standards.
• Food & Beverage: Managing restaurants, room service, and banquet operations to enhance the overall guest experience.
• Revenue Management & Marketing: Pricing strategies, promotional efforts, and online reputation management contribute to financial success.

The Role of a Hotel Operations Manager

A hotel operations manager oversees the day-to-day functioning of the hotel, ensuring all departments work harmoniously. Their leadership impacts guest satisfaction, operational efficiency, and revenue generation.

And let’s not confuse the title of hotel operations manager with the general manager. In larger hotels or chains, the General Manager (GM) is the top executive responsible for overall business performance, strategy, and guest satisfaction. The Hotel Operations Manager typically reports to the GM and focuses more on the day-to-day management of departments like front desk, housekeeping, and food & beverage. However, in smaller hotels, the GM might also take on the responsibilities of an operations manager, wearing multiple hats.

These are the main responsibilities of a hotel operations manager:

• Team Leadership & Coordination: The operations manager coordinates with HR to ensure that staff are well-trained, motivated, and aligned with the hotel’s service goals.
• Quality & Guest Experience Management: From handling guest complaints to implementing service improvements, the operations manager ensures consistent excellence.
• Financial Oversight: Managing budgets, controlling costs, and optimizing resources are an important part of the manager’s role in sustaining profitability.
• Strategic Planning: Implementing new technology, improving processes, and adapting to market trends are other key responsibilities.

Challenges for Hotel Operations Managers

Managing hotel operations comes with various challenges that require strategic solutions and soft skills. Because hospitality is a business that centers around people serving people, it is uniquely human-centric and prone to challenges that can’t be solved by technology alone.

Over the past decade, the hospitality industry has gone through incredible growth, the ups and downs of the pandemic, and disruptions from technological advancements. Today, the biggest challenges that hotel operations managers face are:

• Staff Shortages & Retention: High turnover rates and an ongoing shortage of qualified workers in the hospitality industry make it difficult to hire and retain skilled employees, which affects service quality.
• Guest Expectations & Personalization: Modern travelers are increasingly demanding, and they expect personalized experiences. Managing these pressures requires hotels to stay on top of the market, embrace trends, and adopt data-driven service enhancements.
• Technology Integration: Implementing and managing hotel management software while ensuring staff adoption can be complex.
• Sustainability & Cost Control: Recent studies confirm that guests are increasingly attracted to environmentally and socially responsible hotel properties and companies. Yet, balancing eco-friendly practices with cost efficiency remains a significant challenge for many hotels.

How Can Operations Improve Hotel Performance?

In a nutshell, effective hotel operations increase guest satisfaction, and satisfied guests spend more, leave great reviews, make repeat bookings, and recommend you to their friends and families. As well as more satisfied guests, effective hotel operations management can lead to:

• More streamlined processes
• Higher levels of staff productivity
• Optimal resource utilization
• Improved sustainability
• A strong brand reputation
• Greater profitability

Ingredients for Success in Hotel Operations Management

There’s so much that goes into making a hotel successful. You might think that the most important qualities are a great location, a point of differentiation, attention-grabbing marketing, good people, and an effective revenue strategy. But above all that, seamless operations are the key to long-term success, and here’s why.

To run a successful hotel, operations must focus on key strategies that drive efficiency and guest satisfaction.

Staff Training & Development Improves the Guest Experience

Well-trained employees deliver better service, improving guest satisfaction and retention rates. Great operators create a culture of excellence, which attracts staff who want to build a name for themselves in the industry. Knowing only the best will do and going to work on a winning team also makes a big difference to staff motivation and engagement. This cohesion helps your hotel become a magnet for top talent and makes it easier to attract and retain staff in challenging roles to hire for, such as food and beverage teams.

A Guest-Centric Approach Enhances Reputation

In today’s social sharing culture, personalized services and proactive issue resolution lead to better reviews and repeat bookings. Better operations lead to stronger customer service, more satisfied customers, and higher customer retention rates. These two strategies combine to create powerful word-of-mouth marketing opportunities, with 88% of consumers trusting recommendations from people they know more than any other form of marketing.

It’s particularly true that in the hospitality industry word-of-mouth marketing can boost brand loyalty and increase sales and conversions. And customer-to-customer interactions don’t only happen in person. Reviews on trusted websites are another powerful and cost-effective marketing tool. Having the best reviews for your location or price point can give your hotel the edge in competitive markets and reduce your cost per conversion.

Operational Excellence Raises Revenue & Brand Value

Organizing operations to achieve service excellence ensures long-term success for all hospitality types of businesses, but it is crucial for hotels. In the hotel market, operational excellence translates directly to pricing power by enhancing brand reputation.

Rather than competing on price with other operators, hotel revenue management experts suggest that higher customer ratings lead to more revenue per available room. Therefore, if you outperform the competition for guest satisfaction, you can earn more bookings at the best possible rates.

In hospitality, your brand value is largely dependent on your operational excellence. Every positive interaction with a guest builds brand value, so you must consistently deliver the best possible service. A powerful brand boosts customer loyalty and enables you to charge premium prices.

Furthermore, it’s crucial in luxury hospitality, where your brand can be a powerful differentiator. Remember, your brand is what customers say it is, not what you want it to be. The most effective way to control that narrative is through seamless operations rather than expensive marketing campaigns.

Efficient Communication & Coordination Streamlines Operations

Communication and coordination are the cornerstones of successful hotel operations. They ensure that departments such as front office, housekeeping, food and beverage, and maintenance all work together seamlessly for the benefit of the guest.

Beyond just technology and operational procedures, the human element in operations plays a crucial role. Strong soft skills—such as active listening, empathy, adaptability, and problem-solving—foster a culture of teamwork and responsiveness, allowing staff to anticipate guest needs and address challenges proactively.

Human-centric leadership further enhances this dynamic by prioritizing employee well-being, encouraging open dialogue, and leading by example. When managers cultivate trust, respect, and a shared sense of purpose, teams work more cohesively, resulting in enhanced efficiency, improved service quality, and ultimately, greater guest satisfaction.

Tools & Technology for Modern Hotel Operations

Technology has become an essential driver of efficiency, guest satisfaction, and revenue growth in the hotel industry, and operations is the area that benefits the most from these new tools. From automating administrative tasks to personalizing guest experiences, modern technological solutions help hotels operate more smoothly and meet evolving consumer expectations. With the rapid adoption of digital tools, hotels can streamline workflows, enhance security, and offer guests a seamless and convenient stay.

For example, major hotel brands like Marriott International and Hilton use AI-powered chatbots to handle guest inquiries, freeing up staff for more complex tasks. Similarly, Accor Hotels has integrated IoT-based energy management systems in many of its properties, reducing costs while maintaining comfort for guests (Hotel Tech Report, 2023). Here’s a list of some of the high-tech tools revolutionizing operations.

Key Technologies Transforming Hotel Operations Management

• Hotel Management Software: Property Management Systems (PMS) streamline operations by automating reservations, check-ins, housekeeping schedules, and billing processes. Leading PMS providers like Cloudbeds and Opera PMS help hotels manage day to day tasks efficiently and improve data accuracy.
• AI & Chatbots: Artificial intelligence is revolutionizing guest services. AI-driven chatbots, such as Edward the AI Butler at Radisson Blu, provide instant customer support, assist with bookings, and answer common guest inquiries, enhancing efficiency and reducing wait times (Cvent, 2023).
• Smart Room Features: Many hotels now offer IoT-enabled rooms with voice-activated controls, smart lighting, and climate automation. For example, Aloft Hotels by Marriott introduced voice-controlled rooms using Amazon Alexa, allowing guests to adjust settings hands-free (HospitalityNet, 2023).
• Mobile & Contactless Services: Digital check-in, mobile key access, and contactless payment options provide guests with a smoother experience while reducing the need for physical interactions. Hyatt and Hilton have successfully implemented mobile room keys, enabling guests to bypass the front desk entirely (Forbes, 2023).

By leveraging these hotel tech trends, hotels can optimize operations, improve guest experiences, and stay competitive in a rapidly evolving industry.

Trends Shaping the Future of Hotel Operations

The hotel industry is evolving rapidly, driven by shifting consumer expectations, technological advancements, and global challenges. To stay competitive, hotel operations managers must embrace emerging trends that improve efficiency, enhance guest experiences, and ensure long-term sustainability.

In 2024, several key trends have been identified that are shaping the future of hotel operations:

Sustainability Initiatives

The drive towards sustainability has become integral to hotel operations. Hotels are increasingly adopting eco-friendly hospitality practices, such as eliminating single-use plastics and utilizing renewable energy sources. For instance, many establishments are investing in solar and wind energy to reduce their carbon footprint. This shift not only appeals to environmentally conscious guests but also leads to long-term cost savings.

Personalization Through Data Analytics

Leveraging data analytics allows hotels to offer personalized services tailored to individual guest preferences. By analyzing booking histories and feedback, hotels can customize experiences, enhancing guest satisfaction and loyalty. This approach enables hotels to anticipate guest needs and provide bespoke services, setting them apart in a competitive market.

Flexible Work & Hybrid Spaces

The rise of remote work has led hotels to adapt by offering flexible accommodations that cater to both leisure and work needs. Many hotels are redesigning spaces to serve as co-working areas, providing amenities like high-speed internet and private meeting rooms. This trend attracts business travelers seeking environments that support productivity while offering the comforts of a hotel stay.

Enhanced Cybersecurity Measures

With the increase in digital transactions, protecting guest information has become paramount. Hotels are investing in robust cybersecurity measures to safeguard data against breaches. Implementing advanced encryption protocols and regular security audits ensures guest trust and compliance with regulatory standards.

Integration of Advanced Technology

The adoption of advanced technologies is transforming hotel operations. From AI-powered chatbots handling guest inquiries to smart hotel room features like voice-activated controls, technology enhances efficiency and guest experience. Embracing these innovations allows hotels to streamline operations and meet the evolving expectations of tech-savvy travelers.

Focus on Health and Wellness

Guests are increasingly seeking health and wellness options during their stays. Hotels are responding by offering amenities such as fitness centers, spa services, and healthy dining options. This focus caters to the growing demand for wellness-oriented travel experiences, enhancing guest satisfaction and differentiating hotel offerings.

Emphasis on Unique Guest Experiences

Providing unique and memorable guest experiences has become a key differentiator for hotels. This includes curated local excursions, personalized in-room amenities, and interactive cultural programs. By offering distinctive experiences, hotels can enhance guest engagement and encourage repeat visits.

By embracing these trends, hotel operations managers can position their establishments to thrive in the dynamic landscape of the hotel industry in 2025 and beyond.

Conclusion: Elevate Your Hotel Operations for Long-Term Success

Hotel operations management is the foundation of a thriving hospitality business. By streamlining processes, leveraging technology, and prioritizing guest satisfaction, hotels can improve efficiency, enhance brand reputation, and maximize profitability. As trends evolve, continuous innovation and adaptability will be essential for staying ahead in the competitive hospitality landscape.

Given the challenging conditions hotels are facing in 2025, you must choose wisely among these best practices to improve operational efficiency, drive revenue and support your business. To help you make informed decisions, consider seeking expert support and improving your knowledge with a post graduate qualification in hotel operations.

Credit HNR Hotel News

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March 30 2025

Hotels anchor Phuket’s move to global luxury and lifestyle destination

By Selena Oh, HNN Contributor

There is a dynamic transformation taking place in the popular Thai island resort of Phuket. The destination is attracting luxury lifestyle hotels and high-net-worth individuals deciding to call it home.

Phuket-based business advisory C9 Hotelworks and Property Guru International (Thailand) in October 2024 published “The Phuket Luxury Report,” which underlined the island’s arrival into a destination of luxury hotel brands and primary market-driving businesses from several sectors, including hospitality, education, retail, medical, and food and beverage.

Fringed by the Andaman Sea, Phuket is the largest island in Thailand.

With a total area of 222 square miles, Phuket is the third-most popular destination in Thailand and has evolved from a popular beach-resort location into one of the world’s most attractive luxury residential markets, boasting top hospitality brands.

According to data from CoStar, Phuket has seen tourism numbers return gradually post pandemic. Full-year occupancy rose from 46.7% in 2022 to 66.8% in 2023 and 69.8% in 2024.

Average daily rate has also reported healthy numbers, rising to 5,128 Thai baht ($152.47) in full-year 2024 from 4,699 baht in full-year 2023 and from 4,158 baht in full-year 2018. Likewise, revenue per available room in 2024 also surpassed the full-year 2023 figure of 3,137 baht, coming in at 3,581 baht. In full-year 2018, RevPAR was 3,037 baht.

Ultra-luxury resorts and brands such as Amanpuri, Rosewood Hotels & Resorts, Andara Resorts & Villas, Trisara and Six Senses Yao Noi, together with elite seaside beach clubs such as Café Del Mar and Catch Beach Club, have attracted wealthy, well-heeled travelers.

Some hotel guests have turned into residents and are investing in prestigious, luxury-branded residences such as Banyan Tree Grand Seaview, Garrya, Laguna Seaside, Kiara Reserve, Sri Panwa, Rosewood and the upcoming Gardens of Eden, which is due to open at the end of 2026 or beginning of 2027.

Bill Barnett, managing director at C9 Hotelworks, said competitive pricing, infrastructure enhancements and guests’ lifestyle preferences all contribute to the soaring demand.

Incoming luxury resorts also have enhanced wellness offerings.

One notable addition to wellness will be Clinique La Prairie, a Swiss brand that is due to open later this year with 40 guest villas through a partnership with management firm Montara Hospitality Group.

Banyan Group in 1987 created one of the first integrated resorts in the destination, Laguna Phuket, a 1,000-acre destination community that now attracts 1 million visitors annually and has evolved into a compound with eight upscale and luxury hotels and resorts, an award-winning golf course, the BDMS Wellness Clinic, an international preschool and kindergarten, and 3,000 private homes.

Soon it will also boast Gardens of Eden, a green-inspired luxury wellness space that has already drawn significant interest from a new generation of investors, according to Bennett, who said this high-value sector is estimated to be worth more than $10 billion.

Ravi Chandran, corporate affairs director at Gardens of Eden, said he had no doubt Phuket is rapidly becoming one of the most exciting luxury markets worldwide.

“Beyond investment opportunities, international buyers are choosing to relocate their families to Phuket full-time. They are drawn by the island’s secure and peaceful environment, paired with an increasing number of international schools and world-class hospitals, making it an ideal place to raise children,” he said.

Chandran added that one standout feature of Gardens of Eden is that 70% of the asset is open spaces.

The development includes lakes, parks and wellness spaces.

As Phuket is the birthplace of both Aman Resorts and Banyan Group, perhaps this rise in luxury should not come as a surprise, Bennett said. The island already has a private jet terminal, several luxury hotels, four marinas that can accommodate superyachts and 13 international schools.

Barnett said Phuket’s luxury residential real-estate market also has experienced remarkable growth in the post-pandemic era, particularly in the multimillion-dollar segment.

Helping along all these real estate numbers is the 6 billion baht expansion of Phuket International Airport, which is designed to manage 18 million passengers annually by 2029.

Other infrastructure initiatives include the construction of the Kathu-Patong Tunnel and the Heroine Monument underpass, both of which have started. They were designed to alleviate traffic congestion and improve connectivity. On the drawing board isa proposed light-rail transit system to further enhance accessibility.

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March 30 2025

Hotels Are Bleeding Money on Inventory—And Most Don’t Even Realize It

By Piyush Aggarwal, Director – Product Engineering at Unifocus

Let’s Talk About the One Thing Hotels Keep Ignoring

Inventory.

Yeah, I know—it’s not the buzzing topic in hospitality. It’s not AI. It’s not guest personalization. It’s not the next big tech trend that executives love throwing around at conferences.

But here’s the thing: your hotel’s inventory strategy is quietly draining your budget, slowing down your operations, and making life harder for your staff. And almost no one is talking about it.

Think about it:

• Housekeeping is always over-ordering because they don’t trust the system.
• Maintenance doesn’t have a critical part when they need it, so a simple repair turns into a week-long problem.
• F&B keeps restocking the same items at every location because there’s zero coordination across properties.

And when these small issues pile up? Thousands of dollars wasted. Staff running in circles. Service suffering.

The worst part? Most hotels don’t even realize it’s happening.

Why Hotels Keep Getting Inventory Wrong

Most hotels assume their inventory is under control because “we order what we need when we need it.”

That mindset? It’s exactly why the problem exists.

• Hotels operate in silos. Housekeeping, maintenance, and F&B all track stock separately. No one has a full picture of what’s actually available.
• Ordering is based on “gut feel.” Without data-backed forecasting, supply orders are either too much or too little—never just right.
• Emergency orders drive up costs. When you run out of something important, you pay a premium to get it fast. That adds up—quickly.
• Multi-property brands waste money on duplicate stock. One location is overstocked, another is short—but no one has a way to connect the dots.

This isn’t just an operational headache. It’s a financial black hole.

Hotels That Treat Inventory as an Afterthought Are Losing Money—Period.

The smartest hotels are flipping the script. They’re treating inventory like an investment, not an expense.

Here’s how they’re doing it:

They Stop Guessing and Start Tracking in Real Time

Most hotels don’t know they have an inventory problem until they’re in the middle of one. By then, it’s too late.

• What top hotels do: Use real-time tracking to see exactly what’s in stock, across all departments and properties.
• What this means: No more emergency orders, no more wasted spending on stock that’s already available elsewhere.

They Use Technology to Predict Demand—Because “Just in Case” Is Costing You

Over-ordering is the default mode for most hotels. Why? Because running out is worse. But stockpiling is just as bad—it ties up capital and leads to waste.

• What top hotels do: Use advanced forecasting to predict stock needs based on guest occupancy, seasonality, and event bookings.
• What this means: Ordering exactly what’s needed, when it’s needed—not a single unit more.

They Automate Ordering to Cut Waste

Manual ordering is inconsistent, slow, and prone to human error. One month, you over-order. The next, you under-order. It’s a mess.

• What top hotels do: Automate supply orders with pre-set inventory thresholds that trigger restocking before shortages happen.
• What this means: No more panic purchases, no more wasted stock sitting on shelves, no more budget blowouts.

They Connect Inventory Across Properties to Stop Unnecessary Spending

Multi-property brands are wasting ridiculous amounts of money reordering stock they already have sitting in another location.

• What top hotels do: Sync inventory across properties so excess stock can be reallocated instead of reordered.
• What this means: A chain with 10 hotels isn’t placing 10 different orders for the same item. One purchase, optimized across locations.

They Track Reusable Assets—Because “Lost” Shouldn’t Be a Line Item

Hotels don’t just lose money on consumables. They lose it on misplaced assets—rollaway beds, AV equipment, event supplies.

• What top hotels do: Use check-in/check-out tracking for high-value items.
• What this means: No more “Where did that projector go?” or rebuying an item that’s been in storage all along.

The Hotels That Fix Inventory First Will Win Big

The future of hotel inventory management isn’t about better tracking—it’s about getting ahead of the problem before it happens.

• Hotels will integrate inventory, workforce, and budgetingtools for a single source of truth.
• AI will make ordering smarter, faster, and cheaper—completely eliminating guesswork.
• Automated stock replenishment will prevent over-ordering and shortages—without human intervention.

Hotels that embrace this will run smoother, save money, and outperform competitors who are still stuck in reactive mode.

Is Your Inventory Helping You Run a Smoother Operation—Or Slowing You Down?

The best hotels don’t wait for problems to arise—they eliminate inefficiencies before they impact operations.

So, be honest:

Is your hotel’s inventory working for you? Or are you stuck in a cycle of over-ordering, stockouts, and wasted spending?

If your system isn’t saving money, improving efficiency, and making life easier for your team, then it’s time to rethink how you manage inventory—before it costs you more.

Credit Hospitalitynet

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March 29 2025

Hotel openings done right: A digital strategy for maximum visibility

Building your hotel’s digital presence requires meticulous planning and execution across various channels to ensure maximum visibility and seamless operations. From GPS submissions to paid marketing and content optimization, here’s how to effectively position your property for success.

GPS: Getting Your Hotel Found

Ensuring your hotel can be easily located is a foundational step in the launch process. Submitting your property’s details to GPS sources ensures accurate mapping and helps resolve any directional challenges. Consistency in UNAP (URL, Name, Address, Phone) information across all online channels is crucial. Listing your property on as many websites and OTAs as possible is not only going to improve visibility but also address issues arising from rebrands or flag changes if another business previously operated at your address.

Press Release: Spreading the Word

A thoughtfully crafted and strategically distributed press release can amplify your hotel’s opening. Targeting a nationwide audience without overlapping with brand-level press releases ensures unique exposure.

Photo Shoot: Visual Storytelling

Captivating imagery is key to attracting guests. Work with professional photographers to create on-brand imagery for your hotel. Pre-opening, utilize a mix of stock or brand imagery to build anticipation. Post-shoot, distribute high-quality images across all major channels, ensuring your visual story aligns with your brand identity.

Paid Marketing: Accelerating Initial Growth

The first 90 days post-opening can be challenging. A targeted paid marketing strategy can bridge the gap while sales gain accounts. Plan campaigns through platforms like Google AdWords, MetaSearch, Travel Ads, CVB, and other local opportunities to align with your revenue goals.

Linking the Cogs: A Coordinated Approach

A seamless digital launch involves interconnected strategies. Make sure you have a team who will help you ensure a smooth digital opening.

Content: Telling Your Unique Story

Strong, consistent content is the foundation of your marketing strategy. Highlight your hotel’s unique selling propositions (USPs) with accurate, compelling copy. Review and update website content to ensure alignment with your brand and offerings.

Search Engine Optimization  – Optimize on-site SEO by researching market-specific keywords and incorporating them into title tags, headers, and meta descriptions. These strategies improve click-through rates and search rankings.

Local Optimization – Audit and optimize your local listings on platforms like Google My Business, Apple Maps, Bing, TripAdvisor, and Yext. This ensures accurate and prominent visibility in local searches.

Social Media – Streamline your social media presence by optimizing your Facebook page and merging any duplicate pages. Start scheduling engaging and relevant posts to kickstart your online activity.

Imagery – Ensure your property’s imagery showcases multiple images per room type. Maintain consistency across Expedia, Booking.com, and other channels.

Online Travel Agencies – Since most OTAs pull content from platforms like Expedia and Booking.com, achieving a 90% or higher content score on these platforms is critical. Cross-check your hotel and room amenities for accuracy to enhance booking appeal.

Collateral – Tell the same story offline by creating materials like custom fact sheets, rack cards, review solicitation cards, or meeting space diagrams. These tools help maintain a cohesive brand image.

Reputation Management – Encourage guest reviews across platforms to boost exposure and SEO. Perform sentiment analysis and secure logins for all channels to monitor feedback effectively.

Competitive Audit – Analyze your top three competitors to identify opportunities for differentiation. Evaluate backlink profiles, domain authority, and referral sources to improve your off-site SEO and support your sales team’s efforts.

Reports – Regularly review reports to identify trends and anomalies. Track website traffic, channel mix, referring domains, and the usage of group/LNR booking tools. These insights enable data-driven decisions for continuous improvement.

Brand.com – Maximize your brand’s direct booking potential by leveraging brand-specific marketing opportunities. This ensures higher revenue retention through direct sales.

These are the crucial steps that Cogwheel Marketing always focuses on when launching a digital presence for a new hotel. Every aspect of your strategy should drive traffic and revenue to your lowest cost of sales channel – your website. By aligning your strategies and leveraging integrated solutions, your hotel will achieve a successful and impactful opening.

Credit eHotelier

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March 27 2025

Cocktail Trends: Drink Ideas to Lift Your Spirits in 2025

By Michel Magada, Lecturer at EHL, Switzerland

Cocktail trends are a marker of the times we live in and a fascinating phenomenon for mixologists serving on the front line as well as customers at the front of the bar line! So, whether you’re looking for cocktail menu ideas for your bar or restaurant or perhaps you’re looking for ideas for your own weekend tipple, we’ve got you covered in our yearly round-up of the most popular and upward-trending cocktails.

This year our cocktail shakers are going to be filled with bold new taste combos, fresh takes on the classic martini, high-tech and mastery-level mixology, and a return to the roots of the DIY cocktail-making experience.

We’ve spoken to the EHL mixologists and scoured the internet to gather this list of eight trending cocktail styles that will be filling our cups in 2025. Here are the drinks you’ll be raising up to toast with this year, along with some tips and tricks to try if you want to make them yourself.

The Savory & Spicy Cocktail Trend: Bold Flavors on the Rise

As seen in 2024, cocktails are moving beyond the traditional sweet and sour spectrum, with savory and spicy drinks gaining popularity among adventurous drinkers. These cocktails offer complex, layered flavors that appeal to those looking for something unique.

• Savory Cocktails: Inspired by umami-rich ingredients, these drinks incorporate miso, seaweed, mushrooms, and even anchovy essence to create unexpected depth. Classic examples include the Bloody Mary and the Dirty Martini, but modern mixologists are pushing the boundaries with innovative twists. Imagine a gin martini infused with a subtle briny touch from anchovy or an earthy umami boost from shiitake mushrooms.
• Spicy Cocktails: Heat is rising in trending cocktails, with spicy cocktails becoming a staple in high-end bars and social clubs. The Picante—a spicy tequila-based drink—has become an icon, while classics like the Jalapeño Margarita and Ginger Basil Smash continue to thrive. From chili-infused syrups to wasabi-laced spirits, there are endless ways to add a fiery kick.

Tips & Recipes for Savory and Spicy Cocktails

• Balance is Key: When crafting a savory cocktail, pair umami flavors with bright citrus, like lime juice, or herbal notes to maintain drinkability. Try a Miso-Infused Old Fashioned by blending miso-washed whiskey with a touch of honey and bitters.
• Spice it Up Thoughtfully: Heat should enhance, not overpower. Experiment with jalapeños, habaneros, or Sichuan peppercorns, adjusting the level of spice to suit different palates. A Cucumber Wasabi Martini—mixing gin, cucumber juice, and a hint of wasabi—delivers both heat and freshness.
• Classic Twists: Upgrade traditional favorites by adding a savory or spicy twist. Swap the Worcestershire sauce in a Bloody Mary for soy sauce or try a Spicy Margarita with a smoked chili salt rim.
• Infuse Your Spirits: Create custom infusions by steeping tequila with chili peppers or vodka with sun-dried tomatoes for an extra punch of flavor.

With endless possibilities, the world of savory and spicy cocktails is perfect for those seeking a bold and unforgettable drinking experience.

Martinis Revisited: A Classic with a Modern Twist

The martini is making a strong comeback, with bartenders reinterpreting this iconic cocktail for today’s drinkers. While the classic gin or vodka martini remains timeless, new variations featuring infused spirits, mini martinis, and unexpected garnishes are taking center stage. This revival pays homage to the martini’s sophisticated past while introducing bold new flavors.

• The Espresso Martini Evolution: A staple for those looking for both elegance and energy, the espresso martini remains a top choice. However, fresh takes on this caffeinated favorite include high-quality local cold brew, hints of vanilla, and vodka alternatives like scotch for a richer, smokier profile.
• The Apple Martini Comeback: This 90s favorite is returning in a more refined, natural form. Instead of artificial flavors, expect fresh-pressed apple juice, tart green apple liqueurs, and a crisp, well-balanced finish that feels both nostalgic and classy.

Tips & Recipe Ideas for Modern Martinis

• Experiment with Bases: Try swapping vodka for scotch in an Espresso Martini, or use aged gin for a richer, more herbal take on the classic dry martini.
• Infusions & Garnishes: Upgrade your martini with infused spirits—think rosemary gin, truffle vodka, or black tea-infused vermouth. Garnish with pickled vegetables, citrus peels, or even edible flowers for a modern touch.
• Mini Martinis: Perfect for those who love variety, smaller martini servings allow you to sample different styles in one sitting. Try making a batch of these classics and serving them in shot glasses as a trio: Mini Dirty Martini, a Tiny Espresso Martini, or a Mini Apple Sour.
• Make it Umami: Add intrigue to a Dirty Martini by swapping traditional olive brine for pickled caper juice or miso-infused water, enhancing the depth and savoriness.

Minimalist Cocktails: Quality Over Quantity

In 2025, less is more when it comes to cocktails. The minimalist cocktail trend is a bit like the quiet luxury phenomenon of interior design, it emphasizes quality over quantity, bringing three-ingredient cocktails back into the spotlight. Inspired by sustainability, this cocktail trend aligns with the movement toward hyper-seasonal cocktails by focusing on a few high-quality ingredients while minimizing waste.

But minimalist cocktails aren’t just about sustainability—they also enhance the drinking experience. With fewer ingredients, each element has the chance to shine, allowing drinkers to truly appreciate the depth and balance of every sip.

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March 27 2025

Hotel Amenities That Increase Bookings and Improve the Guest Experience

Turn hotel amenities into a competitive advantage.

Amenities aren’t just perks — they shape the guest experience, build loyalty, and turn first-time visitors into repeat guests.

Introduction

A traveler’s search for the perfect hotel often involves scrolling through endless options before making a decision. With so many choices available, what makes a hotel stand out? More often than not, it’s the thoughtful details — an amenity that enhances comfort, adds convenience or makes a guest feel valued.

Today’s travelers expect more than just a clean room and a comfortable bed. They seek experiences, personalization and seamless service. The right amenities transform an ordinary stay into something exceptional, leading to better reviews, stronger guest loyalty and increased bookings.

Amenities influence traveler accommodation choices

From boutique stays to global chains, travelers have an abundance of options. When narrowing down their final choice, amenities often tip the scale. If a hotel fails to offer the perks guests prioritize, it risks being overlooked in favor of competitors.

Strategic amenity planning requires a long-term approach. When you align the right amenities with the right audience on the right channels, you don’t just attract bookings — you create relationships, reduce marketing costs and gain broader visibility. Smart hoteliers go beyond guesswork, using data on guest demographics, booking trends and loyalty behaviors to fine-tune their offerings and stay ahead of shifting expectations.

For instance, a hotel might offer certain amenities on its website rather than on online travel agency (OTA) platforms to encourage direct reservations and avoid OTA commission fees. Another hotel that sees most of its bookings through OTAs might highlight high-value amenities on those platforms to improve visibility and conversions.

Hotels can personalize offerings by segmenting guests based on preferences and booking channels. VIP guests might receive premium in-room perks via email promotions, while general loyalty members gain access to exclusive experiences through social media campaigns. A thoughtful approach to amenities keeps experiences engaging and fosters repeat bookings.

Differentiating your hotel to stand out

Amenities do more than just add convenience — they help make your hotel memorable. Whether it’s popcorn at turndown or a rooftop cocktail hour, thoughtful perks create experiences that stick with guests long after checkout. Even one standout amenity can set you apart from competitors, helping you secure bookings in a crowded market.

Understand what your competition is doing

Every hotel has its own strategy for attracting guests, and amenities play a major role in that positioning. To differentiate yourself, start by analyzing market insights — data that reveals what your competitors offer, how they’re performing, and what travelers in your area value most.

Ask yourself:

• Do your competitors capitalize on their location, or are their amenities more generic?
• How do their amenities impact their market position, and are they consistently winning more bookings?
• What gaps exist in the market that your hotel could fill?

No single amenity works for every hotel. A perk that attracts travelers to a ski resort may not hold the same value as a beachside retreat (think in-room fireplaces versus waterfront massages). The key isn’t just adding more amenities — it’s ensuring they deliver real value based on guest expectations.

Guests don’t just want amenities for the sake of having them — they want meaningful enhancements to their stay. A gym only stands out if it meets the fitness habits of its guests. Valet service is a major perk in a busy urban area, but in a quiet suburb with ample parking, it’s unlikely to move the needle.

By leveraging market insights, you can move beyond guesswork and focus on amenities that set your hotel apart. If your competitors offer standard amenities without clear differentiation, you have a unique opportunity to introduce standout benefits. If they focus on curated experiences, it may be time to rethink your strategy and highlight your unique value proposition.

Cater to the needs of your ideal guest

Before adjusting your amenities, start by defining your business goals — whether it’s increasing revenue by 30%, attracting a new type of traveler, or enhancing the overall guest experience. Once your goal is clear, compare your current clientele to your ideal guests to identify amenities that will bridge the gap.

For example, if your hotel currently welcomes a diverse mix of travelers but you want to appeal to more young families, consider adding amenities that make their stay easier. On-site childcare, kid-friendly dining options or dedicated play areas can be compelling incentives for parents trying to balance relaxation with family responsibilities.

Amenities must make financial sense. Popular perks like late check-outs or dog walking can attract guests, but if they strain resources, they may do more harm than good.

Many hotel operators find success by offering amenities with strategic restrictions to manage demand while still providing value. For example:

• Room upgrades exclusively for guests staying five nights or more
• Complimentary childcare for families who book a designated package
• Free airport shuttle service for those who booked directly through the hotel’s website

Just keep in mind that too many restrictions can backfire if they create confusion or frustration. Clear communication with both guests and staff ensures that restrictions enhance the experience rather than complicate it.

New amenities should be treated as an experiment, with expiration dates, phased rollouts, or seasonal availability to test their impact. As you introduce new offerings, track guest responses and demand to determine what resonates most. This approach allows you to refine your amenities over time, ensuring they make a meaningful impact.

Tried and true amenities

Classic amenities have stood the test of time, becoming major factors in a traveler’s decision to book. However, popular amenities aren’t always essential. Guests value perks that make their stay easier or more enjoyable, but the right offerings will depend on who your guests are and what they need.

Flexible check-in and check-out

Flexible check-in and check-out times have become increasingly rare, with many hotels pushing back check-in and moving up check-out, limiting the time guests have to enjoy their stay.

While offering flexibility presents operational challenges for front desk and housekeeping teams, it’s a valuable benefit for travelers with unpredictable schedules, long-haul flights, or early meetings. If your competitors don’t offer this perk and you have the resources to manage it, this can be a key differentiator that drives booking and guest satisfaction.

Fitness and wellness centers

Fitness centers can range from a simple set of weights to a high-tech wellness space. While they naturally attract dedicated fitness enthusiasts, they can also intrigue travelers looking to stay active or try something new on vacation.

Wellness amenities give guests an opportunity to relieve stress, maintain their routines and enhance their overall stay. Whether it’s a fully equipped gym, yoga classes or spa-adjacent recovery spaces, leveling up your current facilities can help position your hotel as a destination for health-conscious travelers.

Pools and hot tubs

Pools and hot tubs are universally appealing — kids splash around, couples unwind, and senior travelers have a low-impact way to stay active. Whether your property features an Olympic-sized pool or a more modest facility, tailoring the experience to your ideal guest can elevate its value.

For example, you might staff a lifeguard for families with young children or offer complimentary water aerobic classes to attract older guests. Thoughtful programming and well-maintained facilities can turn this standard amenity into a key selling point.

Spas

On-site spas typically cater to affluent guests looking to escape the daily grind, offering calming massages, facials or other treatments that enhance well-being. More than just a luxury, a well-executed spa experience can leave a lasting impression, making travelers more likely to return.

A spa can be a powerful differentiator, transforming a regular stay into a rejuvenating experience. When thoughtfully integrated, it reinforces your brand as a destination for relaxation and indulgence. However, before committing, ensure your guest demographics and pricing strategy can support a profitable spa operation.

Airport shuttle services

A free or low-cost airport shuttle is a high-value amenity for weary travelers arriving in an unfamiliar city. Instead of navigating public transportation or arranging a car, guests can simply look for your hotel’s name on the side of a waiting vehicle.

Shuttle services provide more than just convenience — they bookend the guest experience with a positive touch. A seamless airport pick-up sets the tone for the stay ahead, while a smooth departure leaves a lasting final impression. This thoughtful service increases the likelihood that guests will rebook when returning to the destination — or choose another property within your brand’s portfolio.

Beyond airport transfers, expanding shuttle services to include popular local attractions, business districts, or convention centers can further differentiate your hotel and add value for guests.

Self-service experiences

With 75% of millennials and Gen Z travelers preferring hotels with self-service options, features like self-check-in, mobile apps and automated service kiosks are becoming increasingly valuable. These conveniences allow guests to handle tasks on their own schedule — whether it’s checking in, ordering room service or accessing hotel amenities — without waiting in line or calling the front desk.

Self-service technology streamlines operations, letting staff focus on high-value interactions like guest inquiries, special requests and problem resolution. Automation improves efficiency but shouldn’t replace meaningful face-to-face service.

Amenities for families

Family-friendly amenities cater to both children and parents, making travel easier and more enjoyable for everyone. While general conveniences like flexible check-in/check-out and airport shuttles are helpful, hotels that truly prioritize family experiences can carve out a competitive niche.

On-site childcare

For hotels that already attract families, whether due to location, room layouts or pool facilities, on-site childcare can be a game-changer. Giving parents dedicated time to relax while their children enjoy supervised activities adds immense value to their stay.

Since childcare requires an operational investment, hoteliers can start small before committing to full-time services. Hosting group activities like a story hour, craft session, or movie time can test demand and introduce families to your offerings.

To build trust and encourage participation, carefully vet staff and provide parents with clear guidelines on supervision, schedules and age requirements.

Kid zones

Designated kid zones immediately signal to parents that your hotel welcomes families. Depending on your available space and budget, these can range from a splash pad or toddler wading pool to a playground or game room.

Larger properties may only need to convert an underutilized area into a simple play space with swings or slides. If space is limited, consider designating specific areas — like a roped-off shallow section of the pool — for kids and families.

Activities for the whole family

Family-friendly activities appeal to travelers looking to spend quality time together. Offering movie nights under the stars, putt-putt golf, scavenger hunts or all-ages fitness classes can set your hotel apart.

As with childcare, you may want to test interest with pop-up events before making a long-term investment. Renting an inflatable movie screen for weekly outdoor films or setting up a temporary putt-putt course can gauge demand while creating memorable experiences for guests.

Amenities for pet lovers

As younger travelers are more often choosing pets over parenthood, pet-friendly amenities have become a compelling addition to hotels. In fact, 22% of pet owners took their cat or dog on three or more flights last year, citing the high cost of animal care and their reluctance to leave their pets alone. Much like family-friendly perks, any service that makes their pets happy can inspire repeat bookings.

Pet-friendly welcome

A thoughtful welcome can set the tone for a pet owner’s stay. Small touches — like a cushion at the foot of the bed, fresh food and water dishes, or even a welcome chew toy — make pets (and their humans) feel at home.

However, consistency matters here. If you provide food and water dishes, consider replenishing them daily to meet guest needs and expectations.

Pet relief areas

Traveling can be stressful for pets, often leading to restlessness and accidents. A designated pet relief area provides a safe, convenient space for owners to take care of their pets’ needs while keeping hotel grounds clean.

Whether you cater to small dogs or welcome pets of all sizes, a thoughtfully-placed relief area can make a significant impact — whether it’s a simple patch of artificial turf or a fully enclosed dog park. If your hotel allows cats, consider litter box stations in pet-friendly rooms or out of sight in communal areas.

Pet washing stations

For outdoor-loving pets and their owners, a pet washing station is a small but valuable amenity. After a beach day, hiking trip or muddy walk, guests appreciate a convenient way to rinse off their pets before heading back to their rooms. This feature encourages more adventurous travel plans since guests won’t have to worry about cleaning up messes later.

A pet-washing station doesn’t need to be an elaborate grooming facility. A pet-friendly nozzle on an outdoor hose, a non-slip surface and a simple awning for shade can make all the difference.

Dog walkers and pet-sitting

Routine is essential for pets, and travel often disrupts their schedules. Offering dog walking or pet-sitting services can ease owner concerns while making their stay more enjoyable.

To offer these services, hoteliers may need to hire trained staff, obtain liability insurance, or convert a space into a pet daycare. Some hotels choose to limit services based on pet size or breed, such as restricting dog walking to pets under 25 pounds to ensure manageable staffing.

A well-run pet program can encourage longer guest stays, higher satisfaction and repeat visits — especially for travelers who might otherwise hesitate to bring their pets along.

Business travel amenities

Work-related trips demand thoughtful amenities that cater to professionals. Of course, a junior associate attending their first conference will have different needs than a seasoned CEO closing a multi-million dollar deal. Regardless of who you cater to, the right amenities can position your hotel as a go-to destination for business travelers.

Business centers

Business centers provide essential resources like printing stations, staplers, scanners and office software (e.g., Microsoft Word). If you don’t have a dedicated space for a full business center, consider converting a section of your lobby or another common area to offer these conveniences.

A well-equipped business center can make all the difference in the middle of a hectic work trip. If an executive needs to print last-minute handouts or scan an important document, having these resources readily available eliminates stress. Reliable Wi-Fi and ergonomic workspaces further encourage repeat business from corporate travelers and companies.

Private meeting rooms

Private meeting rooms offer professionals a distraction-free space for calls, presentations or in-person discussions. Unlike open workspaces in a business center, these rooms provide a quiet environment for sensitive conversations or high-stakes negotiations.

Many hotels integrate private meeting rooms into their business center, but it’s important to distinguish the two. Whether guests need a place for a virtual sales pitch, emergency strategy session or a one-on-one meeting, having designated spaces can attract business travelers.

Conference space

Conference rooms appeal to both travelers and local businesses that need event space, providing an extra revenue stream through corporate and networking functions.

If business travelers are part of your target audience, a well-designed conference space can set you apart from competitors while bringing in high-value bookings. Converting underutilized areas or designing flexible event spaces that can scale based on group size allows you to accommodate various business needs.

Additionally, offering event packages that include catering, AV support, and business concierge services can further position your hotel as a top choice for corporate gatherings.

Luxury travel amenities

Luxury travel has surged in recent years, prompting many hoteliers to invest heavily in upscale amenities. As a result, traveler expectations have risen, and standard luxury offerings no longer feel special.

Luxury travelers expect more than just high-thread-count sheets or designer furniture — they crave exclusive, one-of-a-kind experiences. If your property already boasts a stellar location, well-curated luxury amenities can enhance its appeal to affluent travelers while driving higher revenue.

Bespoke welcome gifts

Luxury guests pay a premium for their stay, and in return, they expect a higher level of service. Personalized welcome gifts go beyond standard hospitality, reinforcing the value of their investment and setting the stage for an exceptional experience. Thoughtful, customized touches create a sense of exclusivity while strengthening your hotel’s reputation as a premier destination.

To tailor bespoke gifts effectively, staff can use guest data — both new and historical — to craft experiences that resonate. For instance, when a traveler books, you might ask if they’re celebrating a special occasion and customize their gift accordingly.

If a couple regularly visits an area for the local coffee scene, a curated selection of high-end coffee beans and a handwritten note could be the perfect welcome. Whether it’s a kid-friendly birthday basket, locally sourced artisanal treats, or a celebratory bottle of champagne, these small gestures can strengthen guest connections.

High-end dining

High-end dining plays a significant role in attracting luxury travelers, with many choosing hotels based on signature restaurants, exclusive menus, and premium service. These guests expect more than just a meal — they seek a curated dining experience that aligns with their refined taste.

Elevate dining by using seasonal menus and local ingredients and offering impeccable service. If exclusivity is the goal, limiting reservations, offering private dining experiences or prioritizing hotel guests for peak dining times can create a sense of prestige that enhances guest satisfaction and your hotel’s reputation.

Unique hotel amenities

Unique amenities have the power to surprise and delight guests, making their stay more memorable and distinctive. The best part? Standing out doesn’t have to mean overspending. Thoughtful, creative touches — whether simple or extravagant — can elevate the guest experience.

For budget-conscious hotels, small but unexpected perks like board games at turndown or a themed welcome drink can add charm without adding significant costs. More luxurious properties might go all-in with show-stopping offerings, like champagne sabering, in-room mixology kits, or cooking classes with renowned chefs.

Setting up these amenities requires coordination across departments. Consulting with your finance team ensures the investment aligns with your budget, while marketing and operations teams can help position the offering effectively. If you’re introducing high-end or niche amenities, you may need to adjust your marketing strategy to appeal to the right audience and communicate the added value.

Themed experiences

Themed experiences transport guests beyond the typical hotel stay, immersing them in a setting that feels extraordinary and unique. Some themes are naturally tied to location — such as a Pixar-themed hotel near Disney or The Top Hat in Atlantic City, a Monopoly-inspired bar that gives a nod to the city’s real estate history.

Even without a location-based hook, a creative theme can help you distinguish your property. A hotel near an IMAX theater might embrace an action-movie motif, while a boutique inn could cater to book lovers by theming each room after a literary classic.

Executing themed experiences requires careful attention to detail. This could mean redesigning common areas, introducing themed staff uniforms or offering immersive packages. The key is cohesion — every touchpoint, from décor to amenities, should contribute to the experience.

Final thoughts

Amenities play a bigger role in the guest experience — and ultimately bookings — than many hoteliers realize. However, rolling out new perks or incentives without a clear strategy can lead to wasted resources. The key isn’t just offering high-value amenities but offering the right ones to the right guests through the right channels.

To make the most of your amenity strategy:

• Track your amenities: Use Channel Manager to accurately show which amenities you offer across 200+ channels (including your own site).
• Understand your audience: Segment your guests based on demographics, booking behavior (e.g., booking through an OTA vs. a hotel website) and travel preferences. Identify which amenities will attract your ideal travelers and drive loyalty.
• Take a data-driven approach: Avoid guesswork when introducing new amenities — track their impact, test variations and refine your offerings based on performance.
• Evaluate your competitive position: Use Pricing Manager to optimize room rates at any given time. With the latest AI insights, even the smallest hotels can better estimate the value of their rooms the same way conglomerates do.

If you’re ready to refine your hotel’s amenities, gut instinct can only take you so far. A platform like Lighthouse provides real-time data to help you understand why travelers book with you or, perhaps more importantly, why they choose a competitor.

Designed for independent hotels, Lighthouse helps you track key performance metrics, analyze booking patterns, and measure the impact of your offerings. With data-driven insights, you can confidently introduce better amenities, optimize existing ones and maximize your return on investment — without relying on trial and error.

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.

This article originally appeared on Lighthouse.

Credit HNR Hotel News

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March 21 2025

Accor’s ALL is first non-US hotel loyalty program to hit 100 million members

ALL grew by 11 million members in 2024.

By Terence Baker, Hotel News Now

French hotel giant Accor’s loyalty program ALL, or Accor Live Limitless, has reached its 100-millionth member, making it the fifth hotel firm to reach the milestone and first non-U.S. company to cross the line.

In a news release, Accor said its program provides members “access to [more than] 5,600 hotels and resorts, 45 hotel brands from economy to luxury and more than 7,700” experiences. ALL began in 2019, and in the following years, Accor saw membership thrive, with the program adding 11 million new members in 2024.

Marriott International has the global hotel industry’s largest loyalty program, Bonvoy, with approximately 203 million members.

Both companies operated loyalty programs before the creation of ALL and Bonvoy in 2019.

As of June 2024, the largest seven hotel-loyalty programs by member count, from highest to lowest, were: Marriott with 203 million; Hilton with 190 million members; IHG Hotels & Resorts at 130 million; Wyndham Hotels & Resorts with 108 million; Accor at 89 million; Choice Hotels & Resorts with 65 million; and Hyatt Hotel Corp. with 46 million.

Alix Boulnois, Accor’s chief business, digital and technology officer, said “[Accor is] immensely proud to be celebrating this milestone. … ALL is at the heart of our augmented hospitality strategy, delivering incremental growth for our hotel owners and our group.”

Accor has more than 40 hotels brands, including Raffles, Novotel, MGallery, Mercure and Ibis.

Credit Hotel News Now

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March 17 2025

Pet-Friendly Hotels: Stand out and win over traveling pet owners

When I think of pet-friendly hotels, I can’t help but remember how important my pets are to me and how they can affect my personal travel decisions. Years ago, my husband and I were traveling home to Ohio from North Carolina for Christmas with our dog when we hit the aftermath of a blizzard in West Virginia. It was a tough drive, and eventually, we had to throw in the towel and find a hotel to stay in for the night.

Sounds simple, right? It wasn’t.

We were exhausted, frustrated, and desperate to find a place that would let our dog stay with us. The search felt hopeless, one hotel after another wouldn’t allow pets. That frustration has stuck with me to this day.

Fast forward to the present, and thankfully, things have changed. More hotels have opened their doors to four-legged travelers, making it easier than ever to bring pets along for the adventure. However, with more pet-friendly options comes more competition. It’s no longer enough to just allow pets. Now more than ever it is important for hotels to actively market their pet friendly amenities.  So how can hotels ensure travelers know they are pet friendly and set themselves apart? Here is a guide to help you position your hotel as a top choice for travelers with pets.

The Basics

Make sure your property’s pet-friendly status is clearly highlighted on your website, as well as on Online Travel Agency sites like Booking.com and Expedia, and local listings such as Google and TripAdvisor. Additionally, regularly audit your information to ensure all pet-friendly amenities and fees are accurate and up to date.

Optimize Your Website for Pet Owners

Your hotel website should showcase your pet-friendly status. Consider creating a dedicated page highlighting your pet policies, available amenities, and nearby pet-friendly attractions.

If a separate page isn’t feasible, ensure details like pet fees and amenities are clearly displayed in relevant sections of your site. To enhance this messaging, include images of pets enjoying your property to visually reinforce your welcoming, pet-friendly environment.

Digital Advertising

Increase your pet-friendly hotel’s visibility through digital advertising. Use social media to highlight your pet-friendly amenities, such as pet beds, locally crafted treats, and outdoor spaces. Target audiences like pet owners, travelers interested in pet-friendly destinations, and those searching for pet travel options.

Leverage Paid Search Ads with keywords like “pet-friendly hotels near me,” “dog-friendly hotels,” and “hotels that allow pets.” Complement these efforts with Display ads to visually showcase your property’s pet-friendly features.

Consider using Google AI’s Performance Max Campaigns. These ads are shown across Search, Display, YouTube, and Gmail, connecting with pet owners actively seeking accommodations.

Pet Friendly Listings

Get your property listed on sites like BringFido and Petswelcome to connect with pet owners actively searching for pet-friendly accommodations. While your property may already be listed on these platforms, it’s important to verify that your information and images are accurate and up to date.

Packages & Promotions

Create a Pets Welcome Package that includes things like a pet welcome kit (bed, bowl, and treats) along with a waived pet fee or consider a Dog Day Out Package that includes transportation to and from a local dog park, dog-friendly snacks and exclusive discounts at pet-friendly local businesses.

Get Creative

Get creative by offering unique experiences and partnerships. Partner with local pet businesses to offer exclusive deals or promotions, such as discounts on pet grooming, doggy daycare or pet supply shopping.

Host events like Pups on the Patio or Pet Adoption Days to bring the community together but also create memorable experiences for guests and their pets.

Highlighting nearby pet-friendly attractions in your area can also provide guests with great ideas for outings, whether it’s a visit to a local dog park, pet-friendly trails, or a local restaurant patio.

Create a pet welcome procedure such as a welcome kit, pre-placed bed and bowls in the guest room, or a pet-friendly amenity such as a treat made in house or a hotel branded toy.

Conclusion

Looking back at that frustrating night in West Virginia reminds me of how much of a difference it can make when a hotel truly welcomes pets. What was once a stressful and exhausting search for a pet-friendly hotel has now become a much easier and more enjoyable experience for pet owners. By thoughtfully marketing your pet-friendly amenities, creating unique packages, and offering a welcoming atmosphere, your hotel can make a lasting impact on travelers like me who never want to leave their furry companions behind. With a little extra effort, you can ensure that your hotel stands out as the go-to destination for both pets and their owners, making traveling with a furry companion less stressful and more memorable.

Credit eHotelier

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March 12 2025

The Hotel Design Secrets That Attract the Ultra-Wealthy

Ultra-luxury hotels set themselves apart from even the most refined five-star properties by crafting an experience that embodies exclusivity, bespoke craftsmanship, seamless technology, and holistic wellness. These elements define the ultra-wealthy traveler’s expectations, creating an environment that feels both indulgent and deeply personal. Progressive luxury is emerging as a key driver in shaping these high-end experiences, integrating innovative design with curated, meaningful experiences.

This article explores the design elements and strategies that define ultra-luxury hospitality and how they appeal to the most discerning travelers.

Privacy Is the Ultimate Luxury

Seclusion has become one of the most coveted aspects of ultra-luxury hospitality. Elite guests expect discreet, seamless experiences from the moment they arrive. Private entrances, hidden driveways, and secure access floors ensure that their presence remains unobserved. Many of these properties also offer stand-alone villas or residences, creating an atmosphere of exclusivity while providing guests with the comfort of home.

Furthermore, architecture and landscaping are meticulously designed to enhance privacy. Strategic placement of structures, lush greenery, and natural barriers ensure guests feel entirely removed from the public eye, even in a bustling city or resort environment.

Personalized service remains paramount, yet it must be delivered with precision and discretion. Staff members are trained to anticipate needs without being intrusive, offering a seamless, intimate, and respectful experience. Exceptional customer experience in these hotels is defined by the ability to provide high-touch service while maintaining the highest level of privacy. The world’s best hospitality brands excel at balancing these elements, ensuring that luxury remains effortless.

Ultra-luxury hotels often embody the principles found in companies with fantastic customer service, where every interaction is designed to enhance guest happiness and satisfaction. Attention to detail in guest preferences, from personalized amenities to curated dining experiences, ensures unparalleled service.

Bespoke Craftsmanship and Timeless Elegance

True luxury is found in the details. Ultra-luxury hotels incorporate one-of-a-kind elements that distinguish them from standard high-end accommodations. Every design decision reflects an appreciation for artistry, from custom-made furniture crafted with premium types of wood to hand-painted murals and intricate mosaic flooring.

These properties collaborate with world-renowned designers and artisans, ensuring each space tells a unique story. Tailor-made furniture enhances the guest experience by marrying functionality with aesthetic appeal. Sensory details also play a critical role in evoking emotion. The right textures, lighting, and curated scents elevate a space, transforming it into a sanctuary of refinement.

The commitment to quality extends beyond furnishings. The materials used, such as Italian marble, handcrafted leather, and silk drapery, enhance the timeless elegance of these properties. These meticulous choices contribute to a cohesive aesthetic that remains sophisticated for years to come.

Seamless Technology for Effortless Comfort

Technology in ultra-luxury hotels must enhance rather than disrupt the experience. Smart room automation intuitively adjusts lighting, climate, and entertainment preferences, ensuring maximum comfort without requiring manual adjustments. In-room tablets or voice-activated assistants allow guests to control their environment effortlessly, setting a new standard for convenience.

Fast, reliable connectivity is non-negotiable. A hotel’s reputation can be damaged if its network is sluggish or unreliable, leading to guest frustration and potential revenue loss. Unreliable internet directly impacts the guest experience, making high-speed access a fundamental requirement.

Moreover, smart hotel technology trends continue to evolve, incorporating AI-driven concierge services that learn from guest preferences. This personalization extends to dining, wellness, and entertainment recommendations, crafting an experience that feels effortless and uniquely tailored.

Discreet integration of technology is also a defining feature. Hidden speakers, seamless climate control, and intuitive lighting systems ensure that automation enhances rather than overwhelms the luxurious ambiance. The goal is to provide guests with convenience without compromising the elegance of the space.

Wellness-Centric Spaces for Holistic Rejuvenation

The integration of wellness within luxury hospitality has changed from an amenity to a necessity. Ultra-luxury hotels offer comprehensive wellness programs, complete with bespoke spa treatments, specialized nutrition plans, and fitness regimens tailored to each guest’s needs. Wellness-focused design is at the core of these properties, ensuring that relaxation and rejuvenation are embedded into every stay.

Additionally, biophilic design principles create tranquil environments that promote relaxation and well-being. Natural materials, indoor greenery, and expansive views of nature enhance the connection between guests and their surroundings, fostering a sense of balance and tranquility. Exclusive experiences such as cryotherapy, guided meditation retreats, and infrared therapy sessions further add to the holistic approach, ensuring that guests leave feeling renewed.

Many hotels integrate advanced sleep technologies, such as circadian lighting systems and high-tech mattresses that adjust to body temperature, to enhance wellness. These innovations ensure that guests experience deep, restorative rest, an essential aspect of luxury hospitality.

Conclusion

Ultra-luxury hotels craft experiences beyond opulence, embracing elements of privacy, artisanal craftsmanship, intuitive technology, and holistic wellness. These properties set the global exclusivity benchmark, ensuring guests feel uniquely valued and immersed in an environment designed for ultimate comfort and sophistication.

Emerging trends indicate that ultra-luxury hospitality will continue evolving, with greater emphasis on sustainability, hyper-personalization, and immersive wellness experiences. As the industry advances, the most prestigious hotels will prioritize eco-conscious design, AI-powered customization, and an increased focus on mental and physical well-being. The world’s most elite hospitality brands are not merely meeting expectations but redefining indulgence for the modern traveler.

Credit eHotelier

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Feb 28 2025

The top traits of exceptional hospitality professionals

The hospitality industry thrives on people. Behind every memorable guest experience is a team of dedicated professionals, each bringing unique skills and qualities to the table. 

Whether you’re a hotel manager, concierge, or front desk staff, cultivating the right traits can set you apart in this competitive field. Here are the top traits that define exceptional hospitality professionals and why they matter.

10 essential traits of exceptional hospitality professionals

1. Empathy: understanding guests’ needs

The ability to understand and anticipate guests’ emotions and needs is key to delivering top-notch service. Exceptional hospitality professionals put themselves in the guests’ shoes, ensuring every interaction feels personalized and thoughtful.

Example: A guest celebrating a birthday might find a complimentary dessert or room upgrade waiting for them—a small touch that creates unforgettable moments.

2. Adaptability: thriving in a dynamic environment

Hospitality is unpredictable. From last-minute bookings to handling unexpected challenges like weather delays, adaptability ensures that professionals can remain calm and resourceful under pressure.

Pro tip: Stay flexible and always have a Plan B. This keeps operations smooth and guests happy, even when surprises arise.

3. Tech-savviness: staying updated with innovations

In today’s digital-first world, hospitality professionals who embrace technology stand out. From leveraging property management systems (PMS) to using online distribution platforms, staying updated ensures you can offer faster, more efficient service.

Why it matters: Guests today expect seamless digital experiences, such as easy direct online bookings and mobile check-ins. Professionals who understand and use these tools effectively are invaluable.

4. Attention to detail: perfecting the little things

The devil is in the details—and in hospitality, it’s the details that make a guest’s stay extraordinary. Professionals who notice and act on even the smallest elements (like refilling coffee pods or providing a requested pillow type) ensure guests feel truly cared for.

5. Passion for learning: constantly growing

The hospitality industry evolves rapidly. Exceptional professionals are always eager to learn, whether it’s exploring new trends in guest services or gaining expertise in software solutions like booking engines or channel managers.

A quick tip: Sign up for webinars, industry newsletters, and workshops to stay ahead. 

6. Communication skills: building connections

Clear and effective communication builds trust and ensures smooth operations. Hospitality professionals need to master both verbal and non-verbal communication to interact with guests, colleagues, and vendors.

7. Problem-solving skills: turning challenges into opportunities

Challenges are inevitable, but exceptional professionals view them as opportunities to shine. Whether it’s finding an alternative room when overbooked or handling a guest complaint gracefully, quick thinking and problem-solving make all the difference.

8. Teamwork: the backbone of hospitality

Hospitality is never a solo act. It takes a cohesive team to deliver seamless experiences. Professionals who collaborate and support their colleagues foster a culture of excellence and mutual respect.

9. Cultural awareness: embracing diversity

With guests and team members from all over the world, cultural awareness is essential. Being respectful and knowledgeable about different customs, languages, and preferences makes interactions more meaningful and avoids misunderstandings.

10. Commitment to guest satisfaction: going the extra mile

At the heart of hospitality is an unwavering commitment to guest satisfaction. Exceptional professionals always go the extra mile, ensuring guests leave with smiles and stories worth sharing.

Final thoughts

Hospitality is more than a job, it’s a calling. The best professionals continually refine their skills, adapt to change, and embrace opportunities to learn. 

As the saying goes,“Service is black and white. Hospitality is colour,”a powerful insight from Will Guidara, co-owner of Eleven Madison Park and The NoMad in New York. This simple yet profound statement captures the essence of hospitality. While the traits above are the foundation, exceptional hospitality lies in how you bring them to life. It’s about adding your personal touch, passion, and creativity to every guest interaction. After all, hospitality isn’t just a checklist—it’s an art.

Credit eHotelier

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Feb 27 2025

7 Important Things Hotel Salespeople Should Do With Every Inbound Lead

By Doug Kennedy, President of the Kennedy Training Network

As demand improves for most hotels, the volume of incoming sales leads for groups, events, and functions continues to increase, especially with the ever-increasing number of online platforms for planning events and meetings. These days, with a few strokes at a keyboard or taps on a smartphone, one planner’s RFP immediately sends 10 or more salespeople scrambling to reply. Here are some essential “best habits” from Kennedy Training Network’s hotel group and event sales training workshops and conference presentations to help everyone embrace new sales habitudes for a new sales habitat.

1. The first and most important habit for responding is to personalize the reply and contextualize the wording of the proposal or response. Now, I am sure many readers are thinking that #1 should always be responding promptly. The idea of being first has been oversold by tech companies pushing sales automation to the point that it has become somewhat of an urban legend. Unfortunately, brands seem to be buying into these myths too.

• However, meeting planners I have spoken with say that too many salespeople do not pay attention to details they have carefully included in RFPs. Instead, they simply reply with a generic PDF or a link to an online proposal. Instead of rushing to be the very first, take a little more time to customize and contextualize the response, while still replying the same day or next. If more time is needed, or if you must comply with a brand requirement, send an initial reply indicating your full proposal will follow shortly.

2. Pick up the phone and/or send an email to further discover their needs. Most planners will recognize that salespeople who ask intelligent questions are detail-oriented and thus more likely to help collaborate on a smooth-running meeting or event. Avoid annoying “textbook” questions such as “Walk me through your ideal meeting….” Instead, ask questions that show you actually read the RFP. For example: “I just had a couple of quick questions so that I can respond more precisely, such as about the theme for your closing reception.” If no phone number is provided, ask these questions via email. In either case, if they do not reply right away, proceed with the initial proposal knowing that you have at least stood out by taking this extra step.

3. Confirm receipt of the proposal. After responding, reach out a day or two later to confirm receipt, rather than relying on app tracking and/or an Outlook delivery receipt. In a practical sense, this is necessary because many emails are accidentally deleted by recipients who read emails on multiple devices, but it also once again shows prospects you have astute attention to detail and want their business bad enough to go after it.

4. Make it easy to meet and have a real conversation. Rather than saying, “Call me if you have any questions…”, send a link to an online scheduling app such as Calendly. Include an explanation such as: “It would be wonderful to connect for a brief conversation so I could learn more about your program and walk you through these options. Let me know some days and times that work for you, or just click on my link to grab a time on my calendar.”

5. Respond even if you are sold out and the dates are indicated as “not flexible.” When I conduct KTN’s “sales process assessments,” looking at the timeliness and personalization of actual responses sent by the sales teams, I sometimes see that there was no reply whatsoever. When I ask, “Why not?” salespeople often say, “Well, I didn’t reply because we are sold out for their dates…” Instead, always reply even if you are sold out and even if the sender says their dates are not flexible. For one, it shows goodwill and creates a positive first impression for future business. Secondly, it may turn out that other hotels are also sold out and therefore the prospect will have to become “date flexible.”

6. Respond even if your rates are above their stated budget. Similarly, another reason salespeople give me for not responding is that the planner indicated they are looking for rates well below the hotel’s range. Again, a personalized, prompt reply will create goodwill for future business. Secondly, it may turn out that the other hotels are also charging rates that are higher than what the RFP states, so the planner eventually realizes they will have to increase their budget.

7. Follow-up at least two times beyond the initial response. Based on my in-person sales process assessments, the majority of hotel salespeople do not follow up more than once after their initial response to the inbound lead. One reason may be that they have not organized their sales CRM’s “task list” or “lead stream” function. Yet tenacious and personalized follow-up shows interest in hosting the meeting or event.

• Use a “tech for touch” approach and personalize follow-up messaging. Vary your medium from voicemail to email, or really stand out by sending personalized video email messages. Rather than using a generic, “I’m just following up to see if you have any questions” statement, express interest, commitment, and gratitude such as: “We would be grateful for the opportunity to host your important (event or meeting) and our entire team is committed to ensuring its success.”

Credit hospitalitynet

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Feb 25 2025

Influencer Marketing 101: B2B Edition

By Jennifer Nagy, President of JLNPR Inc.

If you’ve been working in any B2C industry for the past 10 years, you’ve now heard the term “influencer marketing” (and probably rolled your eyes) more times than you can count. The number of online influencers in every B2C industry, in every corner of the world, has skyrocketed – especially post-COVID, as more people started looking for ways to earn income remotely.

Luckily though, the B2B hospitality industry is one with very few online influencers, which has created a HUGE opportunity for anyone who wants to boost their visibility and credibility with potential hotel clients; if that speaks to you, then keep reading because I’m going to break down the value of becoming a B2B online influencer on LinkedIn and how to get started today.

First though, it’s important to understand what I mean when I speak about “influencer marketing” in the B2B sense, as it’s very different than what you picture when you think of B2C influencers.

This isn’t about brand partnerships or sponsored posts…

This isn’t about clickbait content…

This isn’t (only) about making sales…

In the B2B world, being an “influencer” is about building a personal brand for yourself (as a representative of your company), based on sharing your personal knowledge and expertise, plus a bit about who you are as a person. This combination of knowledge + expertise + personality is key, as it will help put a face to your company in the minds of potential customers, effectively personalizing your brand.

In the B2B sales world, people buy from people, not brands, so building this personal connection between potential clients and your company is key to your company’s ongoing success in our increasingly competitive and highly digital hospitality marketplace.

Let’s get started with a few FAQ about B2B influencer marketing…

Why is Linkedin the Best Channel for B2B Sales and Marketing Outreach?

Unlike other social media platforms, LinkedIn was designed for professional, B2B outreach and, in 2024, there were “more than 1.15 billion monthly active users worldwide,” giving your company access to many top prospects in the industry. According to the platform’s own statistics, “more than 65 million users are business decision-makers – and 80% have some influence on those decisions.“

LinkedIn is a highly effective channel for helping companies gain visibility and credibility in their industry and in converting sales; in fact, “50% of B2B buyers consider LinkedIn to be a trusted resource for making purchasing decisions,” making LinkedIn a VERY important and effective marketing channel for your hotel tech company.

Why Should I Build My Personal Brand if My End Goal is to a Technology Solution? Wouldn’t a Company Page Be More Effective?

A company page can be a valuable resource for B2B businesses but it’s not the most effective way to build visibility and, even more importantly, credibility with potential hotel clients.

Here’s why…

The power of LinkedIn is its ability to connect people with other people – not connect people with companies. A company page is a great way to share company information, news and updates but it’s not as effective at creating an emotional connection that results in action, as an employee sharing the same content through their personal profile would be; for example, an IBM study showed that “content shared by employees received 8 times more engagement than content shared through the brand’s official channels.”

That’s not to say that you can’t be successful using a company profile to generate leads. Generally, to be successful at generating leads using a company page alone, a company would need to create new thought leadership content consistently and, to maximize the content’s visibility, the company would need to invest heavily in paid LinkedIn advertising.

If you don’t have the resources to invest in consistently creating new thought leadership content or advertising to buy eyeballs on LinkedIn, building a personal brand on LinkedIn for someone in your leadership team is the perfect way to maximize your company’s visibility and credibility with potential B2B customers and generate more leads, without a huge marketing budget.

What About Tiktok and Instagram? Wouldn’t My B2B Business Also Benefit from Having A Presence on These Channels?

While you could devote time and resources to posting on these channels, there is no real benefit to doing so – and more importantly, there are many reasons NOT to. Here are two very important reasons NOT to invest in these B2C channels…

1. Many companies believe that they must post on the B2C channels because of the number of users on Insta(gram) and TikTok, across all demographics; however, companies who think this way are forgetting one very important fact: people are more likely to be interested in learning about work-related topics on a business-related social networking channel.

When people are scrolling TikTok, they want to be distracted and entertained by cute dog videos or memes, not to learn about operational technology for their hotel. When they’re ready to focus on work or if they are looking to buy an operational solution, LinkedIn will be the first social channel place that they will go to do research and start their buying journey, as “80% of B2B social media leads are generated through LinkedIn.”

2. In the back of your mind, you’re probably wondering: “Well, couldn’t I just cross-post my content from one channel to the other two? Isn’t that better than not having a presence on all the channels at all?!”

The answer is, quite simply, no. Cross-posting the same content across the different channels won’t result in success on any of them, as the users on each platform are looking for different types of content and are (often) from different demographics. To be effective, your strategy and content must be different for each channel, which means it will cost your company 3x as much (in terms of time and resources) to post on all three channels.

Alright, now that we’re all on the same page (yes, ONLY LinkedIn!), let’s get started looking at how to develop your personal brand on LinkedIn.

7 Tips to Launching Your Personal Brand on LinkedIn

One of the most important things in effectively leveraging LinkedIn to build your personal brand (and, as a result, build your company’s visibility and credibility) is staying on top of the best practices in LinkedIn marketing, which can change very quickly as the algorithm is updated or changed.

That’s why I went straight to the LinkedIn expert who taught me everything that I know about the channel (and who I trust to handle all of the LinkedIn marketing work for JLNPR’s clients), Zoe Koumbouzi, to ask her advice on the 5 steps that you can take today to start building your personal brand on LinkedIn.

STEP 1: Figure Out Who You Are (or Who You Want to Communicate) on LinkedIn

A very important part of your LinkedIn strategy is having a profile that attracts attention from the right people, and that communicates messaging that will resonate with your target audience, inspiring them to take action.

To do this effectively, it’s important that you first decide what you want to be known for on LinkedIn, how you can offer the most value, and identify your goals and your Ideal Customer Profile (ICP).

Answering these 6 questions will help you determine how best to position yourself:

1. What do you want to be known for professionally?
2. What are you comfortable being known for personally?
3. What are a handful of values that define you (3-4)?
4. What is your goal (are you looking for a new job seeker/selling a product or service/looking to develop your personal brand)?
5. Who is your ideal audience? Who are you speaking to?
6. What are their interests and concerns, and what can you provide to help them?

STEP 2: Identify Your Content Pillars

Next, decide on 3 to 5 content pillars (topics that you want to talk about on LinkedIn) that combine your professional area of expertise with what your ICP needs to hear and learn. Each pillar can have a few sub-pillars, if necessary.

The combination can be personal (20%) and professional (80%) but, combined, they should share a mosaic of who you are and lead back to the messaging and goals that you are attempting to achieve using LinkedIn.

Here are my content pillars, along with the sub-pillars that I use in my LinkedIn posts:

PILLAR 1: LinkedIn Marketing

• Thought leadership
• Profile/posting tips
• Tips for company pages
• LinkedIn Employee advocacy programs to maximize a company’s visibility on the channel

PILLAR 2: Travel and Hospitality Technology

• AI
• Trends
• News and information related to the industry

PILLAR 3: Personal Branding

• Trust and authenticity
• Brand building
• Micro-influencers
• In-house influencers

PILLAR 4: Personal Well-Being

• Gratefulness
• Tips and tricks to boost physical and mental health at work
• The importance of having an appropriate work-life balance

STEP 3: Optimize Your Profile

Once you’ve determined what you want to achieve, who your ICP is and decided on your content pillars, you should update your profile accordingly.

Your profile should tell a story of who you are. It should invite and encourage people to connect with you, follow you, find out more about your services…

Your profile is your calling card and needs to be kept up to date to ensure you’re always putting your best foot forward.

Here are some key profile elements that are important to review/update before starting on your outreach to maximize your ROI on LinkedIn:

• Photo: Ensure that your photo is recent and has a clear background. If you can’t get professional photos taken, a selfie will work too. Canva has a tool to remove the background from selfies so use this tool and replace a busy background with a color that represents your company’s brand to make your photo stand out.
• Title: This section of your profile should clearly outline what you want to be known for; the first 54 characters are seen everywhere so make them count! Include keywords that your ICP would search for when trying to find you/your solution, as this section is searchable and is a great way to attract potential clients. For example, my LinkedIn title reads: “LinkedIn for Travel & Hospitality | GAIN Advisor | Fractional CMO | Ethical Marketeer “When we are at our best, we do our best work.” DM me to get started.”

See how I used keywords that refer to or include elements of my content pillars? This helps reinforce my brand and will help people who are looking for the types of services that I offer to find my profile.

• Add a Custom Button or CTA Link: Share a link to your Calendly, direct visitors to your website or a sign-up form/landing page.
• About Section: Tell the reader what you do, what problem you solve and who would benefit most from your product/service. Use lots of white space to make it easier to read, include bulleted lists and include a clear call-to-action.
• Featured Section:Share snippets of who you are and what you offer. You can include documents, links, posts or even recommendations so choose what you feature strategically to help you accomplish your business goals.
• Work History:For each section in your work history, write one paragraph that tells a story about what you did, why and what you achieved in the role. For each, you can also include 3-5 bullets of key responsibilities/goals achieved. Add documents to support your work experience and expertise if possible.

STEP 4: Develop a Monthly Content Calendar

It’s a good idea to plan your content out in advance, both to make it quicker to post daily (and avoid reasons for why you “don’t have time to post” on a given day) and to ensure that you are sharing content from your pillars in the right ratio (personal/professional) and being consistent in your messaging.

Only share posts on topics that are part of your content pillars. You may worry that it will seem repetitive but not every one of your followers will read every post you publish so you need to be consistent with the subject areas you want to be known for so that you become recognized for them.

STEP 5: Post, Post & Post Again

Here are some best practices for planning and creating your posts:

• Determine how many days per week you want to post, and at what time, and stick with that schedule. Experiment with different days and times to see what resonates best with your ICP (don’t forget about time zones!).
• Depending on your daily schedule, you can schedule your posts in advance (directly through LinkedIn) or put together posts each day, according to your content calendar.
• The visuals that you share with each post can make or break the post’s success. A few important things to keep in mind when selecting visuals for your posts:
  • Video is a fantastic way to stand out on your followers’ feeds and tends to get higher engagement than images.
  • Don’t underestimate the power of your face in catching people’s attention. (It’s worth repeating… people want to buy from people, not companies, so show your potential customers who they will be buying from!)

STEP 6: Interact, Engage, Comment, Message… & Repeat

The LinkedIn algorithm prioritizes what content is viewed on your follower’s newsfeeds according to various criteria, including (but not limited to):

• How often you post – This is why it’s important to post regularly.
• The value that you offer in your posts – Content that receives higher views and engagement (likes, reposts, comments) will be prioritized by the algorithm, giving your posts more visibility.

These are both very important but one of the most important (and underused) ways to use the algorithm to your advantage is based on your ENGAGEMENT.

LinkedIn is all about making connections and building personal relationships so the algorithm prioritizes content from people who interact (liking AND commenting, messaging their connections regularly, following or connecting with new people, etc.) with others’ content.

Here’s the best way to make the algorithm work in your favor…

• Immediately before posting, spend 20 mins commenting and liking other people’s content. Leave thoughtful comments that offer value and start conversations.
• After you post, spend another 20 mins (or more) continuing to engage with other people’s content.
• Always respond to any comments on your post with both likes and replies as quickly as possible, especially in the 20-30 mins immediately after you post; the more conversation that happens in your post’s comments, the more visibility the post will earn with other followers. Don’t post & ghost!

As you can see, becoming a B2B LinkedIn influencer is a powerful way to build trust and strengthen relationships with potential hotel clients, and ensure that your company stands out in the highly competitive hospitality marketplace. The key is to focus on authenticity, partner with other experts who share your brand’s vision and offer real value; by doing so, your leads list will grow exponentially as your list of followers does!

Credit hospitalitynet

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Feb 21 2025

Chinese New Year Hotel Performance 2025: Market Trends and Standout Cities

• Despite a general economic slowdown, several Chinese cities saw positive hotel industry performance during the Spring Festival, with Shenzhen, Zhengzhou and Wuxi standing out.
• Japan emerged as the top performer in the overseas market, while snow and ice tourism and intangible cultural heritage tourism surfaced as new growth areas.

During the Chinese Spring Festival, a peak period for tourism, the hotel industry in Mainland China faced a series of challenges due to an economic slowdown. The market experienced a slight decrease in average daily rates (ADR) and a more significant drop in occupancy, leading to a 12% decline in revenue per available room (RevPAR) compared to 2024. However, mid-range, economy, and luxury hotels displayed resilience, with the latter maintaining steadier occupancy rates.

Despite a generally stagnant first half of the holiday, the latter half saw a surge in demand, with occupancy and room rates surpassing the previous year’s figures. Notably, only 25% of secondary markets exceeded their prior occupancy levels, and a mere 28 surpassed last year’s RevPAR.

Several cities, including Shenzhen, Zhengzhou, and Wuxi, emerged as strong performers, showing year-on-year growth in both occupancy and ADR. Shenzhen, in particular, benefited from a range of cultural and tourism activities, attracting many visitors and boosting the overall performance of the hotel market.

Snow and ice tourism markets, particularly Harbin, were popular during the festival, while Fuzhou and Quanzhou saw increased RevPAR due to the festival’s recognition by UNESCO as an “Intangible Cultural Heritage.”

Among popular overseas destinations, Japan experienced significant growth, driven by a rise in ADR.

Credit HNR Hotel News

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Feb 20 2025

How to use ChatGPT to create hotel guest journeys and save time

By Willem Rabsztyn, CEO and co-founder at Bookboost

Imagine this, a couple books a weekend stay, and instead of a generic confirmation from the hotel, they receive a tip about a hidden sunset spot or a breakfast-in-bed option. Small touches like these can transform a regular visit into a memorable experience, making guests feel more special and making your brand stand out.

You might think that achieving this requires complex tech, lengthy setup, or even specialised training. Here’s the good news: with ChatGPT, you can get started quickly, with no technical know-how required.

By following these 5 simple steps, soon you’ll have ChatGPT working as your own personal assistant, delivering exactly the experience you want.

1. Start with your brand: setting the foundation

To use ChatGPT effectively, the AI needs to understand what makes your hotel unique. You need to provide a background so it can adapt to the vocabulary you use, the services you have, and more.

Think of this as laying the groundwork that will guide ChatGPT’s tone, language, and response style. People often complain about ChatGPT providing general answers and using language that is not common for humans. That is because they haven’t trained it.

Start by defining your hotel’s personality. Provide insights into its unique qualities, such as the atmosphere, core values, and guest experiences you aim to deliver. For instance, is your hotel known for its luxurious ambiance, eco-conscious design, or cozy, family-friendly charm? This context ensures that the AI generates responses that feel authentic and aligned with your brand.

Next, establish your brand voice. Specify whether ChatGPT should adopt a friendly and approachable tone, a formal and luxurious style, or perhaps something playful and vibrant. Consistency in tone across all guest interactions strengthens your brand identity and leaves a lasting impression.

Tip: You can even mention words that should not be used (to avoid sounding like a robot).

2. Identify and segment guests

Personalisation starts with understanding your guests. To make journeys resonate with each traveller, segment your audience based on their unique needs and preferences.

Break down your guests into meaningful groups, such as business travellers, families, couples, solo travellers, and more. Each group has distinct priorities and expectations, which should shape their journey.

You can even feed ChatGPT with some statistics and numbers from your guest data, so it can understand what are the most common guest groups in your property, establish priorities and identify highly valuable groups of guests.

3. Map key milestones and touchpoints for each segment

Once you’ve segmented your guests, it’s time to outline their journey. Mapping key milestones ensures ChatGPT’s responses are relevant and impactful at every stage.

Map out all the critical points in the journey, such as booking, pre-arrival, check-in, in-stay, and post-stay, and think about how ChatGPT can support every stage. For example, perhaps you need help crafting the message, putting together an attractive offer based on your services or understanding what other type of messages and interactions you could create based on your brand’s essence.

A well-trained ChatGPT can help you with all of that. But it is crucial that you set clear objectives for each stage. Do you want to make the experience more personalised? Or do you want to increase your upselling revenue? Define what you want to achieve at each touchpoint.

Clear objectives guide ChatGPT’s interactions to be helpful and intentional.

4. Create specific prompts for each segment and stage

Tailored prompts are at the core of using ChatGPT to create personalised guest journeys. With well-designed prompts, ChatGPT can generate responses that feel customised and relevant for each guest group.

Here’s how you design targeted prompts:

Let’s say you’re a boutique hotel located in Berlin, Germany, and you’ve already completed steps 1 to 3 to help ChatGPT understand your brand and guest needs. Now you want to send a personalised pre-stay message to a business guest arriving soon.

The Prompt could be:
“Create a pre-stay message for a business guest arriving in two days. Highlight our business-friendly amenities and recommend nearby spots for a quick coffee or a lunch meeting.”

Example response generated by ChatGPT:
“Hello [Guest Name],

We’re excited to welcome you to [Hotel Name] soon! To make your stay as comfortable and productive as possible, we wanted to share a few details that might be useful.

Our hotel offers high-speed Wi-Fi throughout, along with quiet, comfortable workspaces that are perfect for catching up on projects or hosting small meetings. If you need any assistance with meeting room arrangements, just let us know – we’re here to help.

For a quick coffee or a relaxed business lunch, we recommend [Café Name], just a short walk away, known for its calm ambiance and exceptional coffee. If you need any further recommendations or assistance before you arrive, don’t hesitate to reach out.

Wishing you smooth travels, and we look forward to your arrival!

Best regards,
[Your Name] [Hotel Name] Team”

Keep adjusting prompts until ChatGPT’s responses align with your brand voice and meet guest expectations.

Tip: Consider using different voice tones. Responses to families can be friendly and casual, while interactions with business travellers might lean more formal.

5. Measure feedback and continuously improve

The final step is to monitor guest feedback and use it to refine your approach. ChatGPT is a flexible tool that can be continuously adjusted to better meet guest needs.

Analyse engagement rates, feedback, and common guest questions to identify areas for improvement. High open and response rates indicate effective messaging, while feedback helps pinpoint areas for adjustment.

Use this feedback to refine prompts and further tailor ChatGPT responses. This ensures the guest journey evolves in line with changing preferences, providing an even more seamless and personalized experience.

Scaling personalisation without losing authenticity

ChatGPT gives hoteliers the ability to scale personalisation like never before while staying true to their brand’s authenticity. By automating repetitive tasks and tailoring interactions to guest preferences, ChatGPT helps ensure every guest feels recognized and valued.

However, personalisation doesn’t have to come at the expense of genuine hospitality. When paired with your team’s human touch, ChatGPT becomes a powerful tool to enhance, not replace, authentic connections.

Credit eHotelier

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Feb 18 2025

6 social media trends hoteliers must leverage in 2025

Social media in 2025 isn’t just about posting stunning property photos, it’s about crafting immersive experiences that drive bookings and loyalty. The digital landscape is evolving rapidly, and hoteliers who stay ahead of these trends will see higher engagement, increased brand awareness, and ultimately, more direct bookings.

Here’s what’s making waves in social media and how you can use these trends to elevate your hotel’s online presence.

1. Hyperlocal storytelling: creating authentic connections

Travelers crave authentic experiences, and hotels can capitalize on this by showcasing the local culture, hidden gems, and unique community events. Instead of generic travel content, share stories about your destination’s lesser-known spots, collaborations with local artisans, or behind-the-scenes glimpses into your property’s connection with the community. Guests don’t just want a place to stay; they want to feel part of the destination.

2. Short-form video is king

TikTok, Instagram Reels, and YouTube Shorts continue to dominate the digital space, with algorithms favoring engaging, bite-sized videos. Hoteliers should focus on creating short, compelling content that highlights unique experiences whether it’s a mesmerizing sunrise view from a suite, a time-lapse of an extravagant breakfast spread, or a quick tour of on-site wellness facilities. Videos should be dynamic, visually appealing, and designed to capture attention within the first three seconds.

3. UGC: turning guests into your best marketers

User-Generated Content (UGC) is more powerful than ever. Encouraging guests to share their experiences through photos, videos, and reviews on social media builds trust and enhances your hotel’s credibility. Hotels that actively engage with UGC by resharing, featuring guest testimonials, or even running contests will create a sense of community and increase organic reach. In 2025, authenticity sells and nothing is more authentic than a real guest’s experience.

4. Micro and nano influencer marketing: the smart approach

Gone are the days of relying solely on celebrity influencers with massive followings. Hotels are now leveraging micro and nano influencers (those with smaller but highly engaged audiences) to drive targeted traffic. These influencers provide genuine recommendations, and their followers trust them more than traditional advertisements. Partnering with local travel bloggers, lifestyle influencers, and niche content creators can amplify your brand’s reach and credibility in a cost-effective way.

5. Evolving culinary and wellness experiences: social media’s new goldmine

Food and wellness trends are redefining travel decisions, and hotels must tap into this by showcasing their evolving culinary experiences and wellness offerings. From farm-to-table dining and plant-based menus to luxury spa treatments and fitness retreats, social media is the perfect platform to highlight these experiences. Use engaging formats like live cooking demonstrations, chef takeovers, or behind-the-scenes wellness content to attract travelers looking for indulgent yet mindful experiences.

6. Virtual tours and immersive storytelling

With advancing technology, virtual tours are becoming more interactive and immersive. Hotels can use augmented reality (AR) and virtual reality (VR) on social media to offer prospective guests a taste of the experience before they book. Imagine a 360-degree room tour on Instagram or a behind-the-scenes walkthrough of your resort on Facebook—this type of content builds excitement and trust, helping to convert lookers into bookers.

What’s new in social media for February 2025?

• Instagram’s AI-Powered Content Suggestions: Hotels can now leverage AI-driven insights to optimize content for higher engagement.
• TikTok Travel Hub Expansion: TikTok is doubling down on travel content, making it a prime platform for hoteliers to showcase their offerings.
• Threads Integration with Instagram: Meta’s continued push to enhance Threads could provide new ways for hotels to engage in real-time conversations with travelers.
• Google’s AI Video Search: A game-changer for hospitality brands, SEO-optimized video content will play a bigger role in discoverability.

The hospitality industry is undergoing a social media revolution, and staying ahead of these trends is no longer optional, it’s essential. By leveraging hyperlocal storytelling, UGC, influencer collaborations, short-form videos, and evolving travel experiences, your hotel can create compelling, shareable content that resonates with modern travelers.

It’s time to take action and start implementing these trends today and watch your social media presence thrive in 2025!

Credit eHotelier

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Feb 17 2025

How to increase hotel revenue: Why ancillary revenue is key

By Karen Stephens, Chief Marketing Officer, Revinate

“You have blinders on!” That’s the last thing you want to hear when you’re trying to determine how to increase hotel revenue.

If anyone has said that to you before, you know you’re being called out for how you’re doing things because it prevents you from seeing the full picture. You’re too focused on one thing.

In the evolving world of hotel revenue management, you don’t want to have blinders on. In other words, relying solely on room bookings is no longer enough if you’re trying to find out how to increase hotel revenue. To truly thrive, hoteliers need to diversify their income streams — and that’s where ancillary revenue comes into view.

The reality is that surviving off occupancy alone leaves money on the table. Hoteliers are seeing a major shift in how revenue is generated, with a growing emphasis on ancillary revenue. And this is one trend you don’t want to miss out on.

Hoteliers who have removed the blinders and led with personalized guest experiences and strategic upselling have unlocked significant value that goes far beyond room rates — increasing their NOI and ensuring long-term success in a competitive market.

Do you want to be one of those hoteliers without blinders? Keep reading to learn how you can start increasing ancillary revenue today.

The problem with ‘heads in beds’ revenue models

Traditional hotel revenue management was all about “heads in beds” — filling as many rooms as possible at any given time. While that approach may have worked in the past, fluctuating demand, competition from OTAs, and changing economic conditions are now making this model completely unreliable.

Fluctuating demand will be an ever-present challenge for hoteliers as seasonal changes and unpredictable booking patterns put occupancy levels in a vulnerable spot. And a growing reliance on OTAs means that hotels are sacrificing a large portion of their revenue to commission fees. Continued economic shifts and global disruptions further add to the revenue uncertainty — leaving hotels exposed to external factors beyond their control.

Here’s what you can do to take control. Diving into how to increase hotel revenue starts with maximizing your guests’ wallet. As Jan Freitag, National Director, Hospitality Analytics at CoStar Group, points out on the Hotel Moment podcast, “There’s something that revenue managers together with marketing people need to figure out: Where is the customer going to pay additional? What can we just throw in to create the value equation?”

And when guests book direct, you can easily increase guest spend. Why? Because you provide value that OTAs can’t — personalized recommendations for a better guest experience.

How to increase hotel revenue: focus on ancillary revenue

You likely have a good idea of what ancillary revenue is and where it comes from at your hotel, but if you haven’t tapped into this river of hotel revenue goodness, then a refresher couldn’t hurt.

Ancillary revenue refers to any income generated from services or products beyond the room charge. From spa treatments to food and beverage sales, you have plenty of choices on how to increase hotel revenue.

Examples of ancillary revenue:

• Spa services: Offering packages, treatments, and wellness services that guests can add to their stay.
• Food and beverage: Upselling premium dining options, in-room snacks, and beverage packages.
• Room upgrades: Offering guests the option to upgrade their rooms for a more luxurious experience.
• Experiences: Providing curated local tours, private events, or unique experiences that guests can purchase during their stay.

And what’s the conduit for ancillary revenue? Hyper-personalization. As Marc Winchell, Corporate CRM at PHG Hospitality shares on the Hotel Moment podcast, “I think we’re gonna have guests looking for even deeper personalization, and hopefully in a way where we’ve convinced them to continue to book direct because we know that we can deliver a better guest experience for them if they do.”

Technology that supports hyper-personalization in your marketing communications on-property, or even pre-arrival, opens the door to upsell opportunities that guests feel are actually relevant to them. Know that your guest loves mocktails? This is how to increase hotel revenue — with an upsell for happy hour mocktails at your hotel restaurant. And when your guest books direct, you’re more likely to collect preferences like that to use for future upsells.

How hyper-personalization unlocks ancillary revenue

The fuel for hyper-personalization is your guest data. And more hoteliers are waking up to the fact that guest data informs which hotel offerings to present to the right guest at the right time to drive additional spending. Carlo Del Mistro, Chief Digital Officer at Ennismore, predicts on the Hotel Moment podcast, “The other thing that we are seeing is hyper-personalization” when comes to hotel revenue trends for 2025.

How you store, action, and manage that guest data determines the success of your upsells. With technology like a Customer Data Platform, all of your guest data is stored in one place, and ready for you to segment appropriately. So the next time you go to promote your new spa package, tapping into your guest’s profile that loves your spa’s coconut facial will be seamless. And because a CDP makes it easy to keep track of your guests’ preferences, it will also be easier to set up automated emails to let that coconut facial-loving guest know their favorite spa treatment will be available at your hotel again soon.

It’s that touch of hyper-personalization that drives hotel ancillary revenue and makes every guest stay memorable. John Burns, President of Hospitality Technology consulting urges hoteliers to ask themselves, “What would I do in terms of personalization of my property? What could I be doing to say, ‘Hello. Welcome back. We appreciate you. We’re glad you’re here.’” When you manage your guests’ data the right way, you can easily answer that question and generate an endless supply of hotel ancillary revenue ideas.

Direct bookings: The key to unlocking higher revenue per stay

Let’s be clear: Out of all the strategies to increase hotel revenue, direct bookings should be the cornerstone. Unlike bookings made through OTAs — the ones that eat up your marketing spend and hit you with commission fees — direct bookings allow your hotel to retain a higher percentage of revenue. But the true value of direct bookings lies not just in the immediate room rate, but in the long-term relationship that can be built with guests. That’s the answer for how to increase hotel revenue.

Remember when we mentioned NOI earlier? Well, the best way to increase that number and increase hotel ancillary revenue is with direct bookings. As we discussed, direct bookings are a clear path to personalization, allowing you to accumulate guest data that would otherwise go to OTAs. That kind of first-party data you get from guests is what you’ll use to turn them into loyal bookers that take advantage of your ancillary services.

Jan Freitag, National Director, Hospitality Analytics at CoStar Group, explains it best when he says, “An interesting word there – book direct. I think that is critical for the hotel. I don’t want you to come from any other channel. I want you to come to me directly, and then I’m willing to value that loyalty.” The value-add is your hotel’s superpower. In fact, 76% customers gravitate towards brands that personalize offerings because guests notice when brands notice them, and that’s a loyalty bond that’s hard to break.

Find out how you can drive more direct bookings at your hotel.

Smart upselling strategies for maximizing total stay value

“It’s absolutely critical to understand — what’s the total spend? We’ve talked about the total lifetime value of a customer, but I think there’s a total stay value of a customer. Yes, they pay for the room, but then what else can we offer them where they’re like, ‘Oh, I don’t want to go off-site, let me just eat right here,’” Jan shares. And this is exactly what we mean by “revenue beyond the room.” Hoteliers must shift focus to ancillary services for effective hotel revenue management because there’s more money to be made outside of room bookings.

So when it comes to elevating ancillary revenue, remember that upselling, timing, and personalization are everything. The right offer at the right moment can significantly increase total guest spend. And if we think about the stages of the guest journey, there’s a touchpoint to insert an upsell at every stage as you work through how to increase hotel revenue:

• Pre-arrival offers. Send guests tailored room upgrade offers or experience add-ons prior to their arrival, which is when they are most likely to consider them. These guests just made their booking, so leverage their guest data with offers that will get them even more excited that they’ll be receiving a personalized stay.
• On-property upselling. Did you know your guests are just a text away? Nearly every guest has a smartphone in their hand. As a result, a hotel messaging app like Revinate Ivy is a primary hotel ancillary revenue tool you can use to offer real-time upgrades or experiences during the guest’s stay.
• Post-stay upselling. Your guests just wrapped up a memorable stay with you. So, while that experience is fresh in their minds, consider sending an automated email not only encouraging them to review their stay but also offering a discount to book again. Or maybe present a free meal offer at your restaurant next time they book because you noticed they were frequent in-house diners.

5 steps to implement an ancillary revenue strategy

If you’re not used to leaning on ancillary revenue, then starting that process can be daunting, but here are five actionable steps to implement a successful ancillary revenue strategy:

1. Audit your current revenue streams

Take stock of all the revenue opportunities beyond room bookings. Identify which hotel services or amenities are underperforming or could be enhanced. Do you notice a large percentage of your business travelers taking advantage of your golf course? That’s a sizable guest segment for upsells to maximize their on-property spending.

2. Leverage guest data for hyper-personalization

Guest data is the fuel for hyper-personalization. You can’t effectively create a unique experience for each guest without it. Utilize your hotel CRM or CDP along with a consistent segmentation strategy to ensure that the right offer reaches the right guest at the right time.

3. Encourage direct bookings

Direct bookings is the ticket to stronger guest loyalty. The connection you can establish and the guest data you can collect from a direct booking is far superior than what you can outsource to an OTA. Use your guest data from direct bookings to further personalize the upsells you aim at each guest so that they’re more likely to book with you again having realized their unique preferences.

4. Align sales, marketing, and revenue teams

Ensure that all departments work together to create a unified approach across every touchpoint to drive ancillary revenue. Each department should understand how guest data is being used to capitalize on guest preferences to drive on-property spending.

5. Measure and optimize

Track your revenue per guest beyond just room revenue. That way, you can see how your ancillary revenue strategy is performing and determine which hotel amenities guests are most interested in. Use those analytics to continuously optimize your strategy and feed future marketing communications as you continue to refine upsells offers so that they resonate with each guest.

Key takeaways

As you work out how to increase hotel revenue, it’s essential to look beyond the traditional model of filling rooms.

• The path to sustainable profitability includes a deliberate focus on driving ancillary revenue by upselling guests on hotel amenities like spa services, food and beverage, and personalized experiences.
• Hoteliers who prioritize direct bookings, not only increase their bottom line revenue, but also lend themselves more opportunities to use the guest data collected from direct bookings to craft targeted upsells.
• Hyper-personalization is a must-have for any ancillary revenue strategy in order for the right guest to resonate with the right upsell.

For more insights on optimizing your hotel revenue management strategy, listen to the latest episode of the Hotel Moment podcast and hear firsthand from industry leaders.

Credit hospitalitynet

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