Latest news with #hotelmarketing
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
Hospitality Net
30-05-2025
- Business
- Hospitality Net
The Shift in Hotel Visual Marketing: Why Emotion, Movement, and Drone Storytelling Are Defining 2025
What trends do I see in hotel visual marketing today? The biggest one is emotional presence. In 2025, guests no longer respond to static perfection — they seek atmosphere. They want to feel what it's like to be there before they ever arrive. That's why we're seeing a shift away from traditional photography and toward dynamic, immersive content — especially short-form videos and drone storytelling. As a drone content creator and hotel visual strategist, I've seen firsthand how this shift is influencing booking behavior. When hotels embrace this new format, they don't just enhance their visuals — they redefine how they connect with their audience. The Rise of Movement-Based Marketing The modern traveler isn't inspired by a perfect room photo — they want to see sunlight flooding the balcony, hear the ocean from above, and imagine themselves walking barefoot to the pool. This demand for authenticity is why platforms like Instagram Reels and TikTok have become the front lines of hotel discovery. Drone footage has emerged as a leading format because it offers something no other tool can: emotional scale and spatial context. It allows potential guests to understand not just the room, but the property, the surroundings, the feeling of arrival. This matters deeply, especially for resorts, nature retreats, and coastal hotels. From Flyovers to Storytelling: What Actually Works A common misconception is that a single drone flyover is enough. In reality, it's not about capturing a building from the sky — it's about crafting a visual experience that evokes emotion and tells a story. In my work with hotels across the U.S., I approach each shoot as a brand strategist would: Who is this property for? What is the unique mood or promise? What moments will resonate with the guest? Then I build a shot sequence: early morning coffee on the patio, the golden glow of sunset by the pool, the layout of the property from above. Every clip has a purpose — to bring the atmosphere to life. Real Results: Why Drone Content Drives Bookings The most successful hotels I've worked with use drone videos not just on social media, but also: on their websites, in booking platforms like Expedia and in digital advertising campaigns, and in email marketing. One client — a boutique hotel in California — reported a notable increase in direct bookings after incorporating my drone footage into a retargeting campaign. Why? Because it showed what static photos couldn't: mood, landscape, and an emotional preview of the stay. This kind of content isn't just visual — it's strategic. Relatability Over Luxury Another key trend: guests today respond more to relatable experiences than to opulence. Aerial shots of everyday beauty — swaying trees, quiet moments, golden skies — often outperform hyper-curated 'luxury' visuals. It's no longer about selling a product. It's about inviting someone into a moment. Final Thoughts: Drone Storytelling Is the New Standard As we look ahead, drone content is becoming essential for hospitality brands that want to stay competitive. It's immersive, emotional, and efficient — one shoot can produce dozens of reusable assets across formats and platforms. My advice to hotels: Don't just hire a videographer. Collaborate with a creator who understands marketing, storytelling, and your brand's soul. The future of hotel marketing is no longer static — it moves, breathes, and flies. Olha Kotova Freelance Travel Content Creator & Hotel Collaborator
Hospitality Net
22-05-2025
- Business
- Hospitality Net
Guest Segmentation Is Failing Hotels: 5 Ways to Do Better with Available Data
Breaking down your audience into different segments with specific messages and offers drives engagement, clicks, and bookings. Yet many hotels are still blanket sending the same messages to their entire database. And it's just not working. Segmentation can be simple and effective, capitalizing on the basic data you already own. With a shifting economic climate, now is the time to bolster your Find, Book, and Grow strategies. With marketing messages bombarding consumers across every channel, relevance is everything. People are increasingly immune to generic outreach. Research shows 81% of customers prefer to engage with companies that offer a personalized experience, both in-person and across digital channels. For hotels, segmentation is the key to delivering this level of personalization. By dividing a big audience into smaller, meaningful groups (segments) – based on booking characteristics, purchase preferences, and buying behavior – you can tailor communications that feel timely and personal, creating an instant connection with prospective guests. The best part? You don't need to ask for a vast amount of personal data to do it. Our new guide breaks down five simple ways to segment using the guest data you already collect. It's an easy way to improve engagement, boost conversions, and keep your emails out of the spam folder. Download the infographic and explore the full article to see what's working—and what's not—for hotels like yours. ABOUT CENDYN Cendyn is a global hospitality cloud-based technology company that enables hotels to drive revenue, maximize profitability, and create deeper connections with guests through its integrated solutions. Serving hoteliers for nearly 30 years, Cendyn drives commercial success for hotels through its Find, Book, Grow promise: find the right guests, drive them to book direct, and grow loyalty and revenue across the spectrum of digital guest interactions. Cendyn has over 35,000 customers worldwide in more than 150 countries generating more than $20 billion in annual hotel revenue. The company supports its growing customer base from locations across the globe, including the United States, France, the United Kingdom, Singapore, Bangkok, and India. To find out more, visit View source
Hospitality Net
07-05-2025
- Business
- Hospitality Net
AI-Powered Hotel Seasonal & Holiday Visuals: No New Photoshoots, Just New Vibes
You don't need new photoshoots to keep up with seasonal campaigns. Just use what you already have, and let AI do the rest. Takeaways AI refreshes visuals: No shoots, just smart edits. Custom for any occasion: Festive, romantic, event-ready. Omnichannel ready: Use on socials, email, screens. With generative AI tools, your existing hotel images (guest rooms, lobbies, restaurants, pools, and more) can be instantly adapted for any occasion. Add festive decor for Christmas, summer vibes for the holidays, romantic touches for Valentine's Day, or custom setups for weddings, birthdays, or local events. Instead of planning time-consuming shoots or relying on generic stock photos, you can generate tailored, on-brand visuals in minutes. These AI-enhanced images can be used across your marketing channels: social media posts, email campaigns, digital ads, in-house screens, and more. In the sections below, we'll show you how to remix your photo library with AI step-by-step, along with real examples of seasonal and event-specific transformations. The result: a fresh, engaging content pipeline that keeps your hotel relevant, without the hassle or extra cost. Ideas for AI-Powered Hotel Imagery Here are five examples of how we use AI to generate seasonal and occasional imagery based on original hotel photoshoots. 1. Christmas & New Year Original Photo — Photo by Shiji AI Prompt: Transform this elegant hotel lobby into a cozy Christmas scene, with a decorated tree, twinkling lights, garlands, and a warm fireplace ambiance. AI-generated Photo — Photo by Shiji 2. Valentine's Day Original Photo — Photo by Shiji AI Prompt: Add romantic touches to this hotel suite: rose petals on the bed, soft pink lighting, candles on nightstands, champagne on the table. AI-generated Photo — Photo by Shiji 3. Birthday Original Photo — Photo by Shiji AI Prompt: Transform this hotel room photo into a festive birthday celebration scene. Add balloons, streamers, and colorful decorations around the room. Make the lighting soft and warm. Include a small 'Happy Birthday' banner on the wall and perhaps some wrapped gift boxes on the bed. AI-generated Photo — Photo by Shiji 4. Halloween Original Photo — Photo by Shiji AI Prompt: Turn this hotel dining room into a stylish Halloween scene with carved pumpkins, cobwebs, black and orange table settings, and moody candlelight. Add subtle spooky touches like bats or ravens for an elegant, festive vibe. AI-generated Photo — Photo by Shiji 5. Easter Original Photo — Photo by Shiji AI Prompt: Add pastel Easter decorations to this garden terrace, with flower arrangements, Easter eggs, and springtime lighting. AI-generated Photo — Photo by Shiji Important Tips While AI-generated imagery is a powerful tool, it's important to use it wisely. DO: • Use with real hotel photos as the base for seasonal or event-themed edits • Clearly label AI-generated images if required by platform • Use AI visuals for marketing channels like email, social media, digital ads, and promotions • A/B test different styles to discover what best engages your audience • Watch out for inconsistencies new images (for example the fireplace added to our lobby above) DON´T: • Use AI-generated images in your official website gallery • Replace real photography for booking-related content • Ignore your brand's visual identity or consistency • Rely on vague or overly generic prompts Take control of your hotel's visual story AI-generated seasonal imagery is not about replacing traditional photography. It's about amplifying creativity, and delivering fresh content faster. For hotels, this can lead to better engagement, higher click-through rates, and more buzz across digital channels. When used responsibly, it's a valuable addition to your marketing toolkit. By combining AI-generated visuals with a powerful hotel content distribution platform like Iceportal Content, you can elevate your brand, stay relevant year-round, and connect with travelers in meaningful, visually compelling ways. Learn more: Iceportal Content: Simplify Content Distribution. View source
