Latest news with #commercialstrategy
Hospitality Net
06-07-2025
- Business
- Hospitality Net
Crafting a Hotel Marketing Budget: Goldilocks and the 3 Bears
At the HSMAI Commercial Strategy Conference on June 17, Stephanie Smith of Cogwheel tried to change mindsets about how backwards most hotel marketing budgets are created. There are 3 ways to create a hotel marketing budget: Too Little – Take last year's budget and add 10% Too Much – Take your top line forecast then budget 3-8% towards marketing Just Right – Follow the following steps to property justify a targeting hotel marketing budget Steps to Creating a Hotel Marketing Budget Without following this framework as a hotel commercial team, you will never be able to solve issues or reach team goals. Otherwise, we are left trying to stretch dollars across various tactics too thin. Define Gaps and Goals Determine a Strategy (as a team) Solve with Specific Tactics Allocate funds and budgets — Source: Cogwheel Marketing & Analytics Sample Hotel Commercial Scenarios and How to Solve with Hotel Digital Marketing Then, Stephanie walked through 6 different commercial strategy scenarios and how to plan against them for marketing. Each of these gaps or goals are generally sales or revenue problems that hotel marketers need to plan to help solve. In each scenario, we walk through the steps above to see how different strategies and budgets can solve various gaps or achieve specific goals. Scenario 1: Our market is heavily saturated with hotels of the same brand, we are not getting our fair share Scenario 2: Group PACE has dropped, so we are relying more on transient in specific quarters Scenario 3: Demand in the market has softened, everyone is fighting over the same business Scenario 4:We have a newly rebranded hotel, RAMP is slow, no one knows us as the new name. Scenario 5: It is the middle of the month, and we are not going to meet this month's budget. Scenario 6: Profit is low due to OTA commissions. To see the sample strategies, tactics and budgets used to solve against these scenarios, please review the entire deck presented at the conference: Download here Lastly, a chart of digital marketing KPIs, not just ROAS and cheat sheet to align the customer journey funnel and their aligned tactics, KPIs and costs. 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
Zawya
12-06-2025
- Business
- Zawya
Signia by Hilton Amman welcomes Waddah Dabbas as the new Commercial Director
Amman, Jordan – Signia by Hilton Amman is pleased to announce the appointment of Mr. Waddah Dabbas as its new Commercial Director. With over 23 years of distinguished experience in the hospitality industry, Mr. Dabbas brings a wealth of knowledge and leadership that will further strengthen the hotel's commercial strategy and support its continued growth. Mr. Dabbas most recently served at Hilton Amman, where he played a key role in shaping and executing commercial strategies that delivered outstanding results. His career spans several prominent international hotel brands, including IHG and Accor, where he developed deep expertise in commercial management, sales, and business development across a range of dynamic markets. Renowned for his strategic mindset and results-driven approach, Mr. Dabbas has consistently demonstrated a strong ability to drive revenue, build lasting client relationships, and lead high-performing teams. His deep understanding of both regional and international markets positions him perfectly to lead Signia by Hilton Amman's commercial efforts in today's competitive landscape. Commenting on the appointment, General Manager of Signia by Hilton, Luca Crocco, said, 'We are thrilled to welcome Waddah Dabbas to the Signia by Hilton family. His impressive track record and industry insights make him a valuable addition to our leadership team as we continue to elevate our brand and deliver exceptional guest experiences.' Commenting on his new role, Mr. Dabbas said, 'I am honored to join Signia by Hilton Amman during such a pivotal time. I look forward to contributing to the hotel's ongoing success through innovative strategies and strong industry partnerships.' As Signia by Hilton Amman continues to set new benchmarks in luxury hospitality, Mr. Dabbas' leadership is set to play a key role in achieving the hotel's ambitious commercial goals and expanding its market presence.
Al Bawaba
12-06-2025
- Business
- Al Bawaba
Signia by Hilton Amman Welcomes Waddah Dabbas as the New Commercial Director
Signia by Hilton Amman is pleased to announce the appointment of Mr. Waddah Dabbas as its new Commercial Director. With over 23 years of distinguished experience in the hospitality industry, Mr. Dabbas brings a wealth of knowledge and leadership that will further strengthen the hotel's commercial strategy and support its continued Dabbas most recently served at Hilton Amman, where he played a key role in shaping and executing commercial strategies that delivered outstanding results. His career spans several prominent international hotel brands, including IHG and Accor, where he developed deep expertise in commercial management, sales, and business development across a range of dynamic for his strategic mindset and results-driven approach, Mr. Dabbas has consistently demonstrated a strong ability to drive revenue, build lasting client relationships, and lead high-performing teams. His deep understanding of both regional and international markets positions him perfectly to lead Signia by Hilton Amman's commercial efforts in today's competitive on the appointment, General Manager of Signia by Hilton, Luca Crocco, said, 'We are thrilled to welcome Waddah Dabbas to the Signia by Hilton family. His impressive track record and industry insights make him a valuable addition to our leadership team as we continue to elevate our brand and deliver exceptional guest experiences.'Commenting on his new role, Mr. Dabbas said, 'I am honored to join Signia by Hilton Amman during such a pivotal time. I look forward to contributing to the hotel's ongoing success through innovative strategies and strong industry partnerships.' As Signia by Hilton Amman continues to set new benchmarks in luxury hospitality, Mr. Dabbas' leadership is set to play a key role in achieving the hotel's ambitious commercial goals and expanding its market presence. © 2000 - 2025 Al Bawaba ( Signal PressWire is the world's largest independent Middle East PR distribution service.
Travel Daily News
23-05-2025
- Business
- Travel Daily News
Commercial strategy in hospitality: Kerry Healy on brand differentiation and AI-powered personalization at Accor
Kerry Healy discusses Accor's commercial strategy in hospitality, emphasizing brand clarity, AI-driven personalization, loyalty ecosystems, and sustainable brand advocacy during Arabian Travel Market 2025 in Dubai. Commercial strategy in hospitality is evolving rapidly, and Accor is at the forefront of this transformation across the Middle East, Africa, and Asia-Pacific regions. During Arabian Travel Market 2025 in Dubai, Kerry Healy, Chief Commercial Officer for Accor's Premium, Midscale & Economy brands, provided deep insights into how the group defines and delivers value through brand differentiation, consumer-centric campaigns, and AI-enhanced performance. According to Healy, the cornerstone of a successful commercial strategy lies in ensuring each brand has a unique identity. With flagship brands like ibis, Novotel, and Pullman, Accor has relied on extensive consumer data from partners such as Travel Safari to tailor each brand's value proposition to customer expectations. This data-driven approach helps distinguish similar-tier brands like Mövenpick and Swissôtel, ensuring relevance for modern travellers whose preferences continue to shift. What truly strengthens Accor's commercial strategy in hospitality is its ecosystem model, built around the ALL loyalty program and the platform. This structure provides a safety net that enhances each brand's equity through targeted campaigns, dynamic search marketing, and post-stay engagement. Whether guests are booking based on convenience, family needs, or premium experiences, the commercial team's strategy ensures seamless transitions across brand tiers, driven by purpose-of-travel insights. Healy also emphasized the shift toward experience-led and value-led travel, especially among Gen Z and millennial segments. From branded room experiences with PSG football legends to curated local cultural offerings, Accor aims to extend brand value beyond the hotel stay. Partnerships with organizations like WWF further align the brand narrative with sustainability and advocacy, supporting eco-certifications and reducing environmental impact—criteria now embedded in most B2B RFPs. Technology and AI are integral to executing this sophisticated strategy. Healy revealed how machine learning is powering revenue optimization platforms like IDeaS, now deployed across Accor's global network. AI also supports CRM and campaign personalization using tools like Movable Ink, which tailors communication by channel, tone, and stage of the customer journey. The result is hyper-personalized messaging that drives higher engagement and conversion. Additionally, internal AI tools streamline business intelligence, enabling hotel teams to interpret performance metrics in real-time. While AI enhances automation, Healy underscores that human oversight remains critical for execution and strategic adaptation. Looking ahead, Healy advocates for greater system interoperability to reduce the complexity of integrating legacy and emerging tech platforms. She also anticipates expanded use of secure AI environments, such as private GPT applications, to maintain data privacy while enhancing productivity. Accor's commercial strategy in hospitality demonstrates how data, AI, brand clarity, and sustainable partnerships can coalesce into a high-impact, scalable model. With Healy's leadership, Accor continues to set benchmarks for adaptive, tech-enabled brand management in the global hotel industry.
Globe and Mail
21-05-2025
- Business
- Globe and Mail
Loyalty Industry Leader David Andreadakis Joins Loyalty Juggernaut as Chief Commercial Officer
PALO ALTO, Calif. , May 21, 2025 /CNW/ -- Loyalty Juggernaut, Inc. (LJI) announces the appointment of loyalty industry veteran David Andreadakis as its chief commercial officer. Andreadakis will lead commercial strategy and services expansion, accelerating growth across North America and global markets. Andreadakis brings more than 20 years of experience at the forefront of loyalty strategy, analytics and customer engagement. He has built and scaled award-winning programs at companies like Aimia and Kobie Marketing and is a well-known speaker and advocate for the industry. "Loyalty is at an inflection point," Andreadakis said. "Brands are demanding more agility, more data-driven intelligence and stronger ROI from their loyalty investments. Loyalty Juggernaut's GRAVTY ® platform is the most advanced system I've seen to meet those expectations. " Andreadakis' appointment marks a pivotal moment for Loyalty Juggernaut as it deepens its commitment to delivering the best value to its customers and intends to expand its footprint in the travel, retail and hospitality sectors. "David's addition to our executive leadership team is a game-changer," said Shyam Shah , CEO of Loyalty Juggernaut. "His strategic vision and real-world execution expertise will directly benefit our clients by helping them unlock the full potential of loyalty — not just as a program, but as a powerful engine for growth, engagement and customer value in a rapidly evolving landscape." About Loyalty Juggernaut Loyalty Juggernaut (LJI) is a leading B2B SaaS provider of next-generation loyalty and customer engagement solutions. LJI's flagship GRAVTY ® platform powers some of the world's most innovative loyalty ecosystems, enabling enterprises to elevate loyalty into a measurable, strategic growth engine. Headquartered in Palo Alto, Calif. , LJI serves leading brands across industries, including airlines, retail, hospitality and financial services. SOURCE Loyalty Juggernaut, Inc.
