Expedia Group Expands B2B Platform and Launches GenAI Partnerships to Enhance Travel Discovery
As the leading B2B travel platform, Expedia Group is investing to help partners grow faster and serve travelers better. With our new APIs, as well as expanded tools in Expedia Group Advertising, we're giving partners the technology, reach, and intelligence they need to compete at scale. At the same time, we're harnessing the power of GenAI to transform how travelers discover, plan, and book their next trip. Ariane Gorin, CEO of Expedia Group
Connect Smarter with B2B APIs:
Expedia Group is scaling its leading B2B segment, Private Label Solutions, by piloting a new generation of APIs that lets partners — including some of the world's largest brands — unlock the power of travel packages. Fueled by AI, automation, and continuous innovation, the new APIs will drive deeper customer engagement, stronger loyalty, and new revenue streams. New APIs include:
Car API: Access inventory from more than 110 brands across 190 countries and territories, including exclusives from 43 providers.
Access inventory from more than 110 brands across 190 countries and territories, including exclusives from 43 providers. Activities API: Offer more than 170,000 unforgettable bookable experiences worldwide.
Offer more than 170,000 unforgettable bookable experiences worldwide. Insurance API: Testing first on Expedia TAAP, our travel agent booking platform, partners will be able to offer trip protection in the booking path.
Testing first on Expedia TAAP, our travel agent booking platform, partners will be able to offer trip protection in the booking path. Air API: Will soon enable seamless integration of air travel with lodging and car rentals, for an all-in-one booking experience.
Private Label Solutions continues to deliver record-breaking growth because partners trust our technology to power their travel ambitions. We've built the largest connected B2B travel network in the world, and it's the strength of those connections that drive real results. Our newly announced APIs take that even further, making it easier for partners to access more supply and leverage our intelligence. We delivered more than 135 million room nights globally in 2024 and we're just getting started. Alfonso Paredes, President of Private Label Solutions at Expedia Group
B2B partners can now also access Expedia Group Advertising's Sponsored Listings solution, creating new revenue streams for them and providing hotel-advertising partners with access to new audiences.
Reduce Costs with the Reservation Management API:
As automation optimizes supply operations, Expedia Group empowers hoteliers to focus on high-impact operations through Connectivity partners. This new solution aims to significantly reduce the estimated 8 million hours and $120 million in annual operational costs that partners currently spend servicing manual workflows.
Expedia Group's new Reservation Management API provides 15 new features to streamline hotel operations. Built with GraphQL for enhanced performance and simplified development, this API enables hotel partners to manage bookings, management, data recovery, streamline payments, and elevate the traveler experience – all within their own software systems.
Real-time issue resolution boosts operational autonomy, advancing Expedia Group's vision of Autonomous Supply, dedicated to delivering a more efficient, tech-enabled industry operating model.
Redefine Discovery with GenAI: Expedia Group is harnessing the power of GenAI to reimagine how travelers discover, shop, plan, and service trips -shifting the journey from traditional channels to more immersive, personalized experiences through chat, agents, creators, and short-form video.
Through Expedia Trip Matching, launching in early June on Instagram, travelers can share any publicly available travel-related reel — whether from content creators they follow or trending reels — directly with Expedia and receive customized itineraries, destination ideas, and travel tips based on the reel. Powered by AI, this new experience transforms inspiration into real-world travel plans, making it easier than ever to book travel directly from Instagram. Expedia Trip Matching is now open for beta access by visiting www.expedia.com/tripmatching.
The company is expanding its search and discovery capabilities beyond its owned platforms by integrating with OpenAI Operator and Microsoft Copilot Actions. Today, there is a significant gap between consumers discussing travel plans on GenAI platforms and actually booking a trip with a brand. These integrations bridge that gap, ensuring the company's brands are where travel planning increasingly begins.
The latest release of the new AI Agent on Hotels.com app brings together conversational discovery, shopping and servicing into a seamless end-to-end experience with a single-entry point on the homepage. If a traveler is planning their next trip, the AI Agent will tap into Expedia Group's rich travel data to deliver smart recommendations with real-time pricing, guest reviews and contextual imagery. If a traveler already has a booking, the AI Agent will offer contextual prompts that guide them through any changes to their travel plans.
Behind the scenes, the company's proprietary Artificial Creative Intelligence (ACI) system enhances personalization and scale by moderating more than 400 videos daily, generating content, and optimizing engagement across channels. These advancements are part of Expedia Group's broader effort to modernize travel discovery, making inspiration more dynamic, data-driven, and instantly actionable.
New Solutions for Travel Advertisers: Expedia Group Advertising, formerly Media Solutions, also revealed a suite of media upgrades focused on helping partners reach travelers during the critical inspiration phase, long before they land on a booking page.
Creative Collaboration and Extended Reach with Beautiful Destinations : Partners are able to co-create viral, shoppable travel content at speed and at scale, which can reach more than 50 million followers of Beautiful Destinations.
: Partners are able to co-create viral, shoppable travel content at speed and at scale, which can reach more than 50 million followers of Beautiful Destinations. Enhanced Offsite Targeting via The Trade Desk: Partners can leverage Expedia Group's robust first-party data in a more precise way to target high-intent audiences in a privacy-first, post-cookie world off the Expedia Group sites.
In addition to new creative, offsite solutions, Expedia Group Advertising announced a new loyalty offering for advertising partners:
Advertiser-Funded Loyalty: Destination Marketing Organizations (DMOs) can now sponsor bonus OneKeyCash rewards for travelers, incentivizing visits to their destinations, driving higher-value bookings and increasing loyalty from our members.
We're helping partners reach high-intent travelers with the right message at the right moment.Through our travel media network, we continue to launch new solutions across data, loyalty and strategic partnerships to drive results and deliver more value for travelers. Rob Torres, SVP of Expedia Group Advertising
Launch of Powering Travel Podcast: Guests taking the stage at EXPLORE will also be featured in the highly anticipated fifth season of the Powering Travel podcast, which launches this July. Powering Travel explores innovative ideas and provides inspiration for anyone working in travel. With her deep journalism experience and longtime travel expertise, Elisabeth Goodridge, the new host, promises to make this season bigger and bolder. Listeners can expect thought-provoking conversations with Expedia Group CEO Ariane Gorin, actor and global entertainer Jaime Camil, renowned happiness expert Arthur Brooks, Amazing Race host Phil Keoghan, and acclaimed Seattle-based chef Julian Hagood. This season also puts a spotlight on rising star Tayme Thapthimthong, breakout actor from the recent season of 'The White Lotus.' Listeners can subscribe anywhere they listen to podcasts, including Spotify and video content will be released on Expedia Group's partner blog.
About Expedia Group
Expedia Group, Inc. companies power travel for everyone, everywhere through our global platform. Driven by the core belief that travel is a force for good, we help people experience the world in new ways and build lasting connections. We provide industry-leading technology solutions to fuel partner growth and success, while facilitating memorable experiences for travelers. Our organization is made up of three pillars: Expedia Product & Technology, focused on the group's product and technical strategy and offerings; Expedia Brands, housing all our consumer brands; and Expedia for Business, consisting of business-to-business solutions and relationships throughout the travel ecosystem. The Expedia Group family of brands includes Expedia®, Hotels.com®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, CarRentals.com™, and Expedia Cruises™.
© 2023 Expedia, Inc., an Expedia Group company. All rights reserved. Trademarks and logos are the property of their respective owners. CST: 2029030-50
Follow Expedia on Instagram , TikTok , Pinterest , Twitter and YouTube .
View source
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hospitality Net
14-07-2025
- Hospitality Net
The Surrey, a Corinthia Hotel Unveils Opulent Signature Suites Inspired by the Grandeur of Central Park and Upper East Side Elegance
The Upper East Side's newest luxury destination, The Surrey, A Corinthia Hotel, is proud to introduce a collection of signature suites that seamlessly blend New York's storied elegance with the refinement of residential-style living. Designed by renowned interior designer Martin Brudnizki of MBDS, the four newly launched suites - The Pine Bank Bridge Suite, Bethesda Grandeur Suite, Greywacke Heritage Suite, and The Surrey Suite - pay homage to the architectural beauty of Central Park's most iconic bridges. The Surrey's signature suites embody the enduring spirit of quiet luxury synonymous with the property's legacy. Just steps from Madison Avenue's renowned boutiques, the cultural institutions of Museum Mile, and the tranquil expanse of Central Park, the suites serve as an elegant retreat from the city's energy; while speaking to the rich tapestry of the neighborhood they call home. Their design, complete with refined architectural details and thoughtfully curated furnishings, creates an atmosphere where heritage and modernity coexist in perfect harmony. Each suite embodies the spirit of its namesake landmark, incorporating bespoke details that echo each bridge's intricate ironwork, stone carvings, and timeless charm. From sculpted crown moldings to opulent finishes and furnishings, these thoughtfully designed spaces immerse guests in a world where heritage meets modern sophistication. By weaving in subtle nods to the surrounding bridges of Central Park, the suites create a seamless connection between the timeless beauty of their interiors and the prestigious locale that defines The Surrey experience. The hotel has collaborated with the expert team at Paris-based VISTO Gallery to curate an art collection across the property, with the suites serving as no exception. Each is complete with an array of artworks that represent different artists who have had an impact on New York's artistic landscape. Spanning 1,200 to 1,300 square feet, the Bethesda Grandeur, Pine Bank Bridge, and Greywacke Heritage Suites offer expansive one-bedroom accommodation, complete with king-size beds draped in sumptuous linens, elegant living areas, and ensuite bathrooms featuring deep soaking bathtubs and double vanities. For the ultimate indulgence, the 2,130-square-foot, two-bedroom Surrey Suite - inspired by Central Park's Bow Bridge - presents an unparalleled sanctuary of timeless beauty and contemporary luxury. All signature suites include well-appointed desks and exclusive Antica Farmacista bath amenities, alongside a host of thoughtful touches designed to elevate every stay. Guests enjoy complimentary in-suite snacks and soft drinks, priority access to The Surrey's house car, and dedicated tables held nightly at Casa Tua. Additional benefits include complimentary pressing, packing services, and a curated Casa Tua Sommelier experience. For wellness-minded travelers, an enhanced bathing ritual in partnership with Sisley Paris and exclusive access to The Surrey Spa - including a 60-minute treatment for two and complimentary use of the salt room - offer restorative indulgence. Throughout the year, surprise-and-delight amenities inspired by the seasons of Central Park add a whimsical, deeply local layer to the guest experience. Bethesda Grandeur Suite A masterclass in quiet luxury, the Bethesda Grandeur Suite blends timeless Upper East Side elegance with rich, residential detail. Warm-toned silk wallcoverings by Phillip Jeffries, trimmed with Samuel & Sons, and Lee Jofa, pair with tailored drapery from Colefax and Fowler and Rubelli. A Garrison Rousseau shagreen desk anchors the space, complemented by lighting from Soane and Vaughan. The suite's art collection includes works by Helen Frankenthaler (Tales of Genji), Richard Lindner (Der Rosenkavalier), and Kelly Beeman, alongside abstract pieces by Holly Addi and Kazaan Viveiros - a curated mix that reflects both legacy and contemporary influence. Calacatta Lincoln marble in the primary bath and vintage marble sinks in the powder room complete this sophisticated retreat. Pine Bank Bridge Suite A richly atmospheric space, the Pine Bank Bridge Suite draws inspiration from the ornamental elegance of its namesake bridge, layering floral motifs and artisanal craftsmanship. Drapery by Nobilis and The Sign, all lined in James Hare, frames expansive windows in both bedroom and salon. The lighting design features Visual Comfort wall and bath sconces, offering a soft glow that enhances the palette of deep neutrals and foliage-inspired hues. A warm timber writing desk anchors the living space, while silk wallcoverings and intricate trims add texture and depth. The suite includes pieces sourced to reflect the bridge's filigree ironwork and historic charm. In the bathroom, Calacatta Oro marble and Visual Comfort sconces continue the narrative of effortless sophistication. Greywacke Heritage Suite Geometric and grounded, the Greywacke Heritage Suite is defined by strong architectural lines and a curated sense of history. Parchment-finished furnishings by Garrison Rousseau pair with Phillip Jeffries wallcoverings and Nobilis drapery. Anchoring the suite's art story are a signed lithograph by Richard Lindner (Lollipop), screenprints by Kazaan Viveiros, and a minimalist piece by muralist Tony Sjöman (Rubin). Contemporary works by Karli Henneman, Arlina Cai, and Helen Frankenthaler round out the thoughtful curation. The primary bath features Calacatta Lincoln marble, reinforcing the suite's refined sensibility. The Surrey Suite The crown jewel of The Surrey, this expansive two-bedroom suite blends discreet opulence with residential grandeur. Inspired by the gentle arches of Bow Bridge, the design integrates softened geometry, graceful curvature, and luminous materials to create a sense of timeless romance. Bedrooms feature silk wallcoverings by Phillip Jeffries, trimmed with Samuel & Sons and Lee Jofa, while drapery by Colefax and Fowler and Jim Thompson lends a formal yet relaxed elegance. The concealed study, hidden behind a seamless paneled door, was designed as a quiet discovery - a secret chamber that transforms a stately corridor into something unexpectedly personal. A Garrison Rousseau desk in calfskin and timber, custom furnishings, and hand-applied finishes add layers of artisanal richness. The dual primary bathrooms are appointed with Calacatta Oro and Calacatta Lincoln marble, double vanities, soaking tubs, and expansive walk-in rain showers. In the dressing room, walls are drenched in Sherwin-Williams' "Rainwashed" lacquer - a serene, watery hue that softens the space. Throughout, Vaughan sconces and Visual Comfort lighting complete the mood. This suite is not only a statement in design, but a sanctuary of refinement and calm. The suite's museum-worthy art program features Jasper Johns (Cups 2 Picasso), Helen Frankenthaler, Milton Hebald, and Elizabeth Gregory-Gruen, along with works by Bruce Porter, Mori Shizume, and Arlina Cai. Officially opened in late October 2024, The Surrey marks Corinthia Hotels' first property in North America. Set within a 16-story building owned by the Reuben Brothers, global leaders in real estate development and private equity, the hotel features striking interiors by Martin Brudnizki of MBDS. Prior to opening under the Corinthia flag, the property underwent a full transformation to include 70 guest rooms, 30 suites, and 14 private residences. It is also home to the first New York outpost of beloved eatery Casa Tua and the tranquil Surrey Spa, featuring treatments by Sisley Paris. With this stunning new collection of suites, The Surrey, A Corinthia Hotel, reinforces its place as an icon of bespoke luxury and quintessential New York sophistication. For more information on The Surrey, A Corinthia Hotel and to book a stay in a signature suite, view here. Hotel website
Hospitality Net
14-07-2025
- Hospitality Net
Dusit International expands across the lodging spectrum, launches ninth hotel brand
Bangkok, Thailand – Dusit International, one of Thailand's leading hotel and property development companies, has expanded its global hospitality portfolio with the official launch of Dusit Hotels – its ninth hotel brand – designed to deliver tailored upper-upscale experiences that balance brand consistency with the unique needs of each market in strategic city and leisure destinations worldwide. Already introduced at three operating hotels – Dusit Hotel Doha, Qatar; Dusit Le Palais Tu Hoa, Hanoi, Vietnam; and Dusit Hotel AG Park, Chengdu, China – with another distinctive property, Dusit Hotel Greenhills, Manila, Philippines, signed and set to open in 2026, the new brand has already marked its presence in key markets across Asia and the Middle East, laying a strong foundation for future growth. Created in response to the growing demand from hotel owners and developers for distinctive properties that combine international standards with a strong sense of local identity, Dusit Hotels is positioned to deliver memorable guest experiences rooted in the unique cultural and physical context of each destination – all underpinned by Dusit's signature Thai-inspired gracious hospitality. Defined by a timeless, warm, and welcoming aesthetic, and guided by the tagline 'Distinctly Elevated, Perfected by Place,' Dusit Hotels are crafted with the soul of each location in mind and designed to offer superior levels of comfort for business and leisure travellers of all generations. Public spaces feature curated art and locally inspired details that enhance the sense of place, while integrated smart technologies enrich the stay experience. With a target range of 120 to 300 keys per property, Dusit Hotels is ideally suited for conversions and purpose-built developments that seek to balance refined comfort and contemporary design with market-relevant facilities, such as destination dining, multi-functional event spaces, and wellness offerings tailored to today's travellers. At each location, Dusit Hotels has demonstrated its ability to deliver refined, upper-upscale experiences rooted in local character and contemporary elegance. Located by Hanoi's West Lake, the 207-key Dusit Le Palais Tu Hoa, Hanoi blends Thai-inspired gracious service with Vietnamese heritage, drawing inspiration from the legacy of Princess Từ Hoa, who famously left the royal court to teach silk weaving to the local people, to offer a unique cultural connection through its design, storytelling, and curated dining experiences. In Chengdu, the 248-key Dusit Hotel AG Park, Chengdu embraces its natural setting amidst the scenic surrounds of Tianfu Agricultural Expo Park with guided nature-based activities, farm-to-table dining, and sustainability-led programming aligned with Dusit's group-wide sustainability initiative, Tree of Life, all contributing to a guest experience that's both mindful and memorable. Dusit Hotel Doha, meanwhile, with 261 well-appointed guestrooms and suites, plus 96 elegant apartments in the heart of Doha's vibrant West Bay area, has carved a niche in the Qatari capital's competitive hospitality landscape by offering warm, personalised service, a variety of international dining options, and wellness experiences delivered through Dusit's signature Devarana Wellness concept. From in-room rituals to a full-floor spa, the hotel demonstrates how Dusit Hotels can thoughtfully integrate well-being into the guest journey in a way that is meaningful, accessible, and market-relevant. The latest signing under the Dusit Hotels brand – Dusit Hotel Greenhills, Manila – is set to open in Q4 2026. Occupying the top 10 floors of Primex Tower, a landmark 50-storey mixed-use development in Metro Manila's San Juan City, the 200-key hotel will feature premium facilities, including Benjarong Thai restaurant, an all-day dining restaurant, a rooftop bar, a rooftop swimming pool, and a ballroom with spectacular city views. Together, these properties illustrate the brand's versatility and appeal – bringing Dusit's gracious hospitality and service excellence to life in distinctive ways, guided by a consistent upper-upscale positioning. Our latest brand has been carefully developed to meet the evolving needs of both hotel owners and modern travellers alike. As we continue to reposition the Dusit Thani brand firmly within the luxury segment, Dusit Hotels marks a strategic expansion of our presence in the upper-upscale space, reinforcing our evolution across the lodging spectrum. This new brand allows us to bring our unique Thai-inspired gracious hospitality to a broader range of properties, while giving owners the scope to tailor experiences to their specific markets – all backed by our proven systems, global distribution, and operational excellence. With a strong focus on comfort, character, and locality, each hotel will resonate deeply with domestic and international guests seeking purposeful, memorable stays. Mr Gilles Cretallaz, Chief Operating Officer, Dusit International Dusit's global portfolio currently comprises 294 properties across 18 countries, including 55 hotels and resorts and 239 luxury villa rentals. The company's nine brands span the lodging spectrum from affordable lifestyle to bespoke luxury. Alongside Dusit Hotels, the group's other brands include Devarana – Dusit Retreats (Wellness Luxury), Dusit Thani (Bespoke Luxury), Dusit Collection (Character Luxury), dusitD2 (Lifestyle Upscale), Dusit Princess (Upper Midscale), ASAI Hotels (Lifestyle Midscale), Dusit Suites (Lifestyle Long Stay), and Elite Havens (Luxury Villa Rentals). Across its portfolio, Dusit has already signed 14 new properties this year and has over 60 in the pipeline, reflecting strong demand for its distinctive hospitality offerings worldwide. Dusit Hotels is expected to continue this momentum, with strong developer interest in key markets. With three Dusit Hotels already in operation and another distinctive property in the pipeline, our newest brand has already resonated strongly with our target market as well as development partners. Reflecting strong demand for this offering, we anticipate signing eight additional Dusit Hotels within the next two years, in key gateway destinations, both cities and resorts. For developers seeking a refined, versatile, and future-ready concept with proven performance and global support, Dusit Hotels presents a compelling opportunity. Mr Siradej Donavanik, Vice President – Development (Global) About Dusit Hotels and Resorts Dusit Hotels and Resorts is the hotel arm of Dusit International, one of Thailand's leading hotel and property development companies. With a heartfelt belief and commitment to introducing Thai-inspired gracious hospitality to the world, Dusit Hotels and Resorts offers guests a uniquely special stay in high-style surroundings and a personalised approach to service. The group's portfolio of hotels, resorts and luxury villas includes more than 300 properties operating under a total of eight brands (Devarana – Dusit Retreats, Dusit Thani, Dusit Suites, Dusit Collection, dusitD2, Dusit Princess, ASAI Hotels, and Elite Havens) across 18 countries worldwide. For more information, please visit About Dusit International Established in 1948, Dusit International or Dusit Thani Public Company Limited (DUSIT) is a leading hospitality group listed on the Stock Exchange of Thailand. Its operations comprise five distinct yet complementary business units: Dusit Hotels and Resorts, Dusit Hospitality Education, Dusit Foods, Dusit Estate, and Hospitality-Related Services. Dusit International's diversified investments in real estate development, hospitality-related services, and the food sector are part of its long-term strategy for sustainable growth, which focuses on three key areas: balance, expansion and diversification. For more information, please visit Sureerat Sudpairak Corporate Manager – Public Relations +66 (0) 2200 9999 ext. 3321 Dusit
Hospitality Net
14-07-2025
- Hospitality Net
The Evolving Commercial Landscape: Key Takeaways from HSMAI's 2025 Strategy Conference
Three members of our leadership team from Cogwheel attended The HSMAI Commercial Strategy Conference in Indianapolis in June 2025. The conference was dominated by three major themes: artificial intelligence's impact on marketing, the realignment of commercial strategy through data storytelling, and the growing need for authenticity in audience segmentation. Each insight reflects not only where the hospitality industry is headed but also what hotel marketers and revenue teams must do now to remain competitive. Here are our three top takeaways, with context, facts, and Cogwheel's evolving approach to each. AI, AI, AI… and Yes, More AI—But SEO Is NOT Dead Let's address the elephant in the conference hall: if you didn't hear the term 'AI' at least 15 times per session, were you even paying attention? The HSMAI event made it clear that artificial intelligence is top of mind across all commercial functions, but particularly in marketing and sales. That said, the chatter often masked a more balanced reality—AI is here, but SEO is far from obsolete…and AI is NOT destroying marketing. For starters, what AI giveth, it doesn't always giveth accurately. Studies by Stanford in 2024 show AI language models can deliver factual correctness only around 52%–60% of the time when asked direct queries—a coin toss at best. And while AI is great at binary questions ('Does the Marriott Chicago offer parking?'), it's nearly useless at context-heavy, personalized travel planning. For example, try asking ChatGPT, 'what's the best pet-friendly hotel in Chicago?' At best, you'll get a generic list that you could have gotten through a regular Google search. AI doesn't—and won't for some time—know what is 'best' for you or what you mean by 'nearest' or 'luxury'. Make no mistake…AI HAS and WILL get better. But then there's Google's rollout of Search Generative Experience (SGE) that we have all seen. It gives AI-generated answers into search results, and early data suggests this has triggered traffic declines for hotel brand sites. Some hotels have been quoted they are experiencing a 19% drop in organic search traffic. But we have always known that part of our organic SEO traffic was attributed to simple, black-and-white answer queries like: 'Is the spa open past 9pm?' or 'What's the valet fee at Hotel X?' These queries do not contribute meaningfully to driving new business. With our own Cogwheel Analytics data of the past two years across hundreds and hundreds of branded properties, we are seeing an organic drop…BUT…we are also seeing an INCREASE in 'direct' traffic. This is traffic that comes to a property page with no other link or search assistance. This all combines to point towards the need to focus on ensuring hyper-accurate content, but NOT panicking about a meaningful loss of exposure and awareness. At least not if you prep your property correctly. At Cogwheel, we've been guiding our clients toward GEO With SEO: Generative Experience Optimization with Search Engine Optimization. We're adjusting content strategies to be AI-friendly while still rooted in traditional SEO best practices. That means structured data, schema markup, DEEPLY informative landing pages, and more human-readable content that answers both AI and user intent. Our enhanced SEO packages are future-proofing visibility in both search engine results and AI-fed experiences. Hotel Commercial Strategy Must Be Integrated and Data-Driven One of the most refreshing shifts at this year's conference was the focus on true cross-functional integration. No longer can sales, marketing, revenue, and distribution operate as isolated departments with overlapping agendas. Today's commercial leaders are expected to lead a holistic strategy, and storytelling is their most effective tool. The message was clear: KPIs like ROAS (Return on Ad Spend), once considered the pinnacle metric of performance, are now just one (small!) part of a broader dashboard. Speakers Derek Brewster from Lotte Hotels & Resorts and Dan Fernandez from Concord Hospitality emphasized more multidimensional metrics like booking lift, channel mix, and campaign traffic quality as top indicators of success. These are better aligned with long-term profitability and owner value creation, which is increasingly under scrutiny. Another recurring theme was the misused (but real) concept of the funnel. While some of you roll your eyes at this cliché, the data supports its continued SIGNIFICANT relevance. Expedia's 2023 Path to Purchase report shows that U.S. travelers visit an average of 277 pages of travel content over a 70+ day booking journey…and then take an additional 60 days before their check-in date. The conference presentations backed this up! And while last-minute bookings exist, they're the exception, not the rule. Marketing strategy must reflect this longer research-to-booking cycle. Ownership of results also stood out as a leadership principle. Several panelists shared both wins and failures, emphasizing the importance of learning from both. Campaign didn't meet its goals? Great—what insight did we gain? Campaign exceeded expectations? Perfect—how can we replicate that performance next quarter or next year? At Cogwheel, we're merging storytelling with data through customized analytics dashboards. We help clients visualize multi-channel performance over time, not just week-to-week or month-to-month. And by integrating campaign data with operational results, we're telling stories that resonate with asset managers, ownership groups, and stakeholders—not just marketing teams. Audience Segmentation and the Call for Authenticity The third key takeaway—one still evolving into a broader theme—was the critical importance of segmentation and authenticity. The days of creating marketing for 'everyone' or assuming internal stakeholders know 'our guest' better than the data are over. Let me say that again…they…are…OVER. At HSMAI, several sessions stressed that brands must reassess their true audience. Are your campaigns designed for your loyal customers, or are they reaching potential new ones? The difference is huge and usually overlooked. The key is moving from assumption-based or opinion-based personas to data-defined segments. That means pulling insights from booking trends, user behaviors, geographic origin data, and campaign engagement, not just gut instinct or what your brand-book wants you to be. It also means tailoring tone and content accordingly. Today's traveler is allergic to anything inauthentic. Your messaging can't sound like a brochure for a unicorn petting zoo. It has to be real, grounded, and aligned with the motivations of the customer. Multi-channel engagement is critical here. Effective segmentation doesn't stop at knowing who your audience is—it's about delivering personalized content across platforms where they spend time. Paid media, especially targeted paid social, plays a growing role in this. Simple creative—when it's specific and audience-informed—often outperforms elaborate campaigns. And of course, none of this works if organic and paid channels aren't aligned. At Cogwheel, we're refining our audience segmentation models using both first-party analytics and third-party insights. We're combining that with tailored creative strategies across display, search, paid social, and email, always anchored in authentic messaging. Whether it's a simple story about why a boutique hotel matters to a certain neighborhood or a short-form video on Instagram, the voice must be real. Final Thoughts And, our very own CEO, Stephanie Smith, spoke about the tried and true creation of hotel marketing budgets, which still has a ways to go to truly be done to solve commercial strategy issues. The HSMAI Commercial Strategy Conference reinforced that while technology is changing the landscape, the fundamentals of hospitality marketing remain constant: know your audience, align your strategy, and tell the truth, backed by data. AI is transforming how travelers access information, but it isn't replacing the need for a deep search strategy. Commercial leaders are being asked to connect the dots across departments and timeframes. And marketing content, more than ever, must reflect not just what the brand wants to say, but what the customer needs to hear. At Cogwheel, we're committed to helping our clients navigate all of this change with clarity, creativity, and measurable impact. Because while the tools may evolve, the mission remains the same: reaching the right guest, at the right time, with the right story. About Cogwheel Marketing Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests. View source
