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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