Opinion Articles

Why Accurate Content Is a Hotel’s Most Important Amenity

A guest arrives at a hotel. They look for the fitness room they saw online. But they only find a locked door. This is not an isolated incident. It is a symptom of a deep, systemic ailment. Our industry suffers from content fragmentation. For too long, we have accepted this broken world. The information guests use is disconnected from reality. This disconnect erodes trust. Trust is the very currency of our business. This is why accurate content is the first amenity guests notice. Its presence signals reliability. Its absence signals a broken promise.

By Natalie Kimball, Vice President Strategic Account Management – Distribution a, Shiji

Five Common Myths of Hotel Revenue Management

Despite its critical role in hotel profitability, revenue management remains one of the most misunderstood functions in hospitality. Often considered a dull, technical aspect of occupancy metrics for large chains, hotel revenue management has easily been written off as being just about numbers and pricing. In reality, it is a strategic, creative discipline that can unlock significant value across all types of hotels and operations.

By Cindy Heo, Associate Professor of revenue management, EHL

How to Make a Hotel Feel Like Home

There are few hotels in the world that stop you in your tracks. Not because of over-the-top opulence or theatrical design, but because the experience just feels right. Ett Hem, a stunning townhouse tucked away in residential Stockholm, is one of those rare places.

By Tom Brown, Principal Copywriter, Mews

Lighting Up Hospitality with AI

If you’re in hotel media and communications—part storyteller, part strategist, part brand builder—you likely thrive when 1000 things come at you at once. The work spans digital campaigns, brand storytelling, content creation, social strategy, reputation management, and internal communications. It might feel like drinking from a fire hose at times, but that’s the thrill of the ride.

By Kirsten Mosco, CHDM, Vice President of Media and Communications, Newport Hospitality Group

Why It’s Time for Boutique Hotels to Flip the Tech Stack

Independent hoteliers are bombarded daily with technology vendors pitching miracle solutions. Everywhere you turn, there’s another acronym, another platform, another promise to "transform" your property—if only you buy their product first.

By Pedro Colaco, CEO, GuestCentric Systems

How to transform your hotel's marketing with storytelling

Let’s be honest, a lot of hotel marketing sounds the same these days: “Luxury rooms”, “Friendly staff”, “Perfect location”, “Nestled”. Yawn! In the modern world, where copy-and-paste templates and AI-generated copy are everywhere, it’s easy to create content, but all it does is blend in. When every hotel sounds alike, it becomes harder to stand out and truly connect with guests. Writing content that resonates with audiences is about bringing them into your hotel’s world through the age-old power of (good) storytelling.

By Nick Donaghy, Digital Marketing Specialist, GuestRevu

How to get a "WTF" from your Revenue Manager :-)

Let’s play a game. It’s called: “How many times can one person say WTF in a single workday without combusting?”

By Fabian Bartnick, Founder, Infinito

Lead Drought Got You Parched? Here’s How We Refill the Hotel Sales Pipeline

Booked, Busy, and AI-Ready: The New Playbook for Hotel Group Sales Success

If you’ve noticed a slowdown in inbound RFPs lately, you’re not imagining things. In fact, you’re likely in the middle of what I call the Great Lead Drought of Hospitality. I recently sat down with hotel sales trainer and certified Gap Seller, Celeste Berke Knisely, on the InnSync Show, and she confirmed what so many of us are seeing: inbound leads are drying up in some markets by as much as 30%. That’s not a seasonal slump. That’s a crisis. And what’s worse? Many hotel sellers are doubling down on hope as a strategy. Hope isn’t a strategy. It’s a symptom. Let’s unpack what’s really going on … and more importantly, how we turn this around. What’s Drying Up the Pipeline?

Watch this InnSync episode here >>

Celeste and I uncovered four major culprits: Vanishing International TravelHotels that relied heavily on overseas business are still feeling the sting. In some U.S. cities, travel from abroad hasn’t bounced back, creating huge revenue gaps, especially for properties near convention centers and major tourist destinations. The Work-From-Home HangoverThe pivot to remote work wasn’t temporary; it’s a cultural shift. Companies slashed travel budgets, killed in-person meetings, and many never looked back. The result? Fewer conferences. Fewer corporate off-sites. Fewer inbound leads. The Rise of Agentic SearchPlanners—especially non-professionals like executive assistants and even sports moms—are using AI tools like ChatGPT to bypass the traditional RFP process entirely. Celeste planned a 30-person hotel block in minutes using a prompt. No RFP. No brand website rabbit hole. No delay. “Once you get a taste of this,” she said, “why would you go back?” She’s right. I’ve done it myself. I was able to source hotels, compare pricing, and get recommendations in under five minutes using AI. We’re Not Talking to the Right BuyersAccording to Cvent, up to 80% of smaller meetings (under 75 attendees) are now planned by non-professional planners. Most branded hotels? They aren’t even speaking their language. These buyers need hand-holding and clear, simple answers, not a maze of RFP forms and PDFs. Traditional RFPs Are Dying (And Yes, We’re Part of the Problem) We have to own this: bad seller behavior has eroded trust in the RFP process. Year after year, planners are ghosted, spammed with “just checking in” emails, and sent template-filled proposals that don’t reflect their needs. No wonder they’re opting for a rep-free, instant-results experience powered by tech. Celeste suggested this: “Go ask ChatGPT why RFPs are down. It’ll tell you it’s seller behavior.” What This Means for You This isn’t just about sales teams. Owners still have notes to pay. Investors want ROI. Management companies have financial targets. If lead volume is down and pipeline isn’t being proactively built, it starts a chain reaction of lower RevPAR, slashed GOP, and, let’s be honest, headcount cuts. If you’re a seller making $60K/year, leadership is expecting you to carry at least a $250–300K pipeline. That doesn’t happen by waiting around. How We Turn the Faucet Back On 1. Make the Mental Shift: From Farmer to HunterWe’ve gotten soft. Hospitality has been spoiled by a steady stream of inbound leads. But now? It’s time to hunt. Not with desperation but with relevance, confidence, and intention. 2. Get Uncomfortable (and Stay There)Cold calling might not be your jam, but outbound doesn’t mean just calls. It can be:

A thoughtful DM to a LinkedIn contact A short, value-packed email to a dormant lead A quick video answering a common question A personalized intro based on mutual connections

Comfort won’t build your pipeline. Curiosity will. 3. Speak to Your Buyer’s RealityDo you know your ideal buyer’s KPIs? Their pain points? Their decision-making process? Celeste and I agree: modern selling means showing up with solutions before the buyer even says a word. Instead of “Do you have need dates?” ask, “Are you planning a team offsite with limited time and budget? Here’s how we can help.” 4. Show Up Where They’re SearchingIf planners are using AI tools to plan, will your hotel show up? Are your answers clear, crawlable, and written in plain language? Update your FAQs. Refresh your “Meet the Team” pages. List your pricing ranges. These aren’t just SEO tactics, they’re trust signals. 5. Use Your Hidden GoldGot an old CRM? A dusty list of lapsed clients? Mine it. Add value. Send monthly check-ins with tips, resources, and examples of recent wins. Not everyone is ready to buy, but you’ll be top-of-mind when they are. The Big Shift: Sales Is Now 80% Marketing Here’s the truth: by the time a planner reaches out, they’ve already shortlisted you, or they haven’t. That means your visibility online, your thought leadership, your LinkedIn activity, and your response speed are the new front desk. Sellers who don’t embrace this new ecosystem will get replaced, either by tech or by competitors who do. A Better Way Is Coming That’s why Celeste, Susan, and I are building something different. We’re developing a community-driven, AI-enabled, snackable training program to help hotel sellers build pipeline, stay visible, and grow in a rapidly shifting market. It’s not a one-time workshop. It’s a mindset. A motion. A movement. If you’re a hospitality seller who wants more control, more confidence, and more commission, we’re building this for you. Because no one should be stuck waiting on leads that never come. Let’s refill the pipeline—together. Discover our WINning method >>

By Cory Falter, Partner, Lure Agency

Five Smart Strategies to Future-Proof Your Hotel Against Shrinking Booking Windows

The world economy continues to serve up dishes we would all prefer to send back. Marriott CEO Anthony Capuano told Skift recently that booking windows are now typically “sub-three weeks,” meaning under 21 days. This reflects the ongoing popularity of last-minute bookings and may indicate an even tighter window than that experienced during the post-pandemic period.

By Nicola Graham, Chief Marketing Officer, Cendyn™

The Hotelier’s Guide to Stay Restrictions: Tips and Tactics from a Revenue Manager

One tool that revenue managers and commercial strategists at larger hotels and chains have long relied on are stay restrictions. When operating on your own or with a small team, however, implementing these strategies can feel overly complex, time-consuming or perhaps too trivial to even think about.

By Laure Cremers, Content Specialist, Lighthouse

Did Revenue Management kill hospitable in hospitality?

Let’s talk about the elephant in the lobby. It’s this:

By Fabian Bartnick, Founder, Infinito