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Opinion Articles

Opinion Article

If Hotel Website Sales Only Grow When You Run Ads, Something’s Missing

Many hotel managers today aim to shift more bookings to their website — and rightly so. But in practice, website sales often come in short-lived spikes, driven almost entirely by paid campaigns. When ads are the only traffic source, the website becomes a temporary landing page, not a stable sales channel. And while the numbers might look good in the moment, the ROI rarely holds over time.

Anna Belash
By Anna Belash, Chief Marketing Officer, Exely
Opinion Article

Crafting Magical Events at the Rosewood Baha Mar with Tekeyo Bodie

Each of us remembers that one event we attended where every detail was flawlessly executed and the setting was so perfect that, in hindsight, the only word that describe it all is ‘magical’. Behind the scenes, as anyone working in hospitality knows, the crafting of a lifelong memory for attendees requires meticulous planning that starts months, or even years, ahead of the big day or multi-day conference.

Larry MogelonskyAdam Mogelonsky
By Larry Mogelonsky and Adam Mogelonsky
Nassau, Bahamas
Opinion Article

Reviews and the promise of AI SEO ranking

We’re still in the early days of figuring out how generative AI, LLMs, and search engines are index hotels. Everyone has their theories, and I’m sure thousands of actual SEO experts are running experiments as we speak. But one area where I’m increasingly convinced we’ll see a seismic shift is in reviews. I wrote about this some months ago, but with Google adding review summaries I think it bears repeating.

Martin Soler
By Martin Soler, Partner, Soler & Associates
Ad #1 Hotel PMS
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Mews
HN Original
Opinion Article

How Much Should Hoteliers Be Spending on Marketing?

With the 2026 budgeting season around the corner, the question of marketing investment has once again become front and centre. In a recent Hospitality Net Viewpoint, Max Starkov set the stage by highlighting a striking imbalance: while U.S. hotels typically spend less than 2.5% of room revenue on marketing (including payroll), OTAs invest billions — Expedia alone allocated 54% of its 2024 revenue, or $6.9 billion, to marketing. Collectively, major OTAs spent $17.8 billion in a single year, dwarfing the combined marketing budgets of hoteliers worldwide.

By Henri Roelings, Founder, Hospitality Net
Opinion Article

Quiet Luxury: The Art of Understated Wealth

In the world of luxury, ostentatious logos and loud statements of wealth are becoming rather ‘has been’. A quieter form of luxury is increasingly making waves based on more discreet messages that signal sophistication through subtlety and experience over item. This article explores the socio-economic forces driving ‘Quiet Luxury’ and its powerful evolution in high-end consumption.

Florent Girardin
By Florent Girardin, Assistant Professor, EHL
Opinion Article

Hotel Budget Season: Are you Ready for 2026?

How far are you with your targets, budget, and plan of attack for next year? What REVPAR and GOPPAR do you need to achieve? Have you gone over what next year will look like in terms of performance, and does it describe all actions in detail? Does everyone on the team know what the objectives are and which steps to take to get there? Did you make your new hotel budget already or are you right in the middle? What methodology are you using? Are you simply adding 3% to 5% each month based on last year’s performance? Or are you really putting your teeth into it and drilling down per segment, per channel, per account, and per day?

Remko West
By Remko West, COO & co-founder, Xotels
Ad AI Hospitality
Ernest - Lighthouse's AI for hoteliers

"Just tell me why my weekend pickup dropped." With Ernest, now you can ask your commercial data anything, and act on the answer. 
Lighthouse
Opinion Article

How AI is Reshaping Guest Engagement and Hotel SEO

The hospitality search experience has undergone a quiet revolution. Where travelers once Googled their way to vacation options, many now turn to AI assistants like ChatGPT, Copilot, and other “agentic” tools to dream, plan, and book. With tools like Google’s Search Generative Experience (SGE), users receive detailed answers, trip summaries, and personalized insights based on conversational prompts.

Debbie Miller
By Debbie Miller, Digital Marketing and Communications Professional and member of Cayuga Hospitality Consultants, Cayuga Hospitality Consultants
Opinion Article

Revenue Management: Squid Game Style

Let’s be real: if revenue management were a reality show, it would definitely be Squid Game, minus the violence, hopefully. But let’s break it down: the high-stakes drama, the tense moments, and the sense of “I swear this is going to ruin my entire month if I don’t get this right.”

Fabian Bartnick
By Fabian Bartnick, Founder, Infinito
Opinion Article

How Agentic AI Is Rewriting Venue Marketing

A recent article puts Agentic AI in perspective. The author wrote: Would you hire an electrician to fix your toilet? Of course not. Yet that’s exactly what hospitality is doing when we rely on general-purpose AI to solve industry-specific problems. You end up with the wrong tool solving the wrong problems, and the results show it.

Tracee Nalewak
By Tracee Nalewak, Chief Growth Officer, UrVenue

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