March 6 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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