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Opinion Articles

Opinion Article

Peak Experiences at Hotels Mean Peak Wellness

A question that guides our approach when the two of us are working with hotel owners and executives to achieve their financial goals is: What’s your property’s reason to visit? Traditionally, this has been a feeling or a desired emotional outcome, while more recently centralized and structured data from across the guest journey can allow a hotel or brand to quantity this reason to visit in order to use data to guide operational improvements or capex. The acronym for this that we are promulgating is R2V.

Larry MogelonskyAdam Mogelonsky
By Larry Mogelonsky and Adam Mogelonsky
Opinion Article

The Five Stages of Rate Parity Acceptance

Rate parity is an evergreen topic. I wrote an article on rate parity for hotels in 2023, and all the way back in 2015. It’s an issue that seems to stir up a lot of concern at the asset management and property levels. Even as I write this, there are hotel industry professionals Googling rates and taking screenshots in the Google Hotel ads section to bring to their next revenue management meeting. Seasoned revenue managers are mostly ignoring these emails loaded with screenshots, as we have already addressed rate parity to the highest degree possible. Plus it’s hard to explain to our bosses that their belief that “we control our rates and distribution” is not quite true.

Vikram Singh
By Vikram Singh, Global Hotel Commercial Leader, Vikram Singh
Opinion Article

Don't worry, it's just a tracking problem

Recent changes by Apple are sending a bunch of marketers into a frenzy (again). UTMs might be cut off, attribution windows might shrink, and everyone’s scrambling to figure out how they’ll “track the funnel.” It’s like every year we’re surprised that privacy is making tracking harder, and yet somehow we still act shocked.

Martin Soler
By Martin Soler, Partner, Soler & Associates
Opinion Article

15 Revenue Management Myths & Misconceptions

Think revenue management is just for the big hotel chains or that it's all about jacking up prices? Believe me when I say, as the COO of a revenue management consulting firm, that at least one of these misconceptions is draining your hotel's profits faster than a leaky faucet. Let's debunk some of these myths and set the record straight.​

Remko West
By Remko West, COO & co-founder, Xotels
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Opinion Article

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.

Natalie Kimball
By Natalie Kimball, Vice President of Strategic Account Management for Horizon Distribution and Iceportal Content, Shiji
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Opinion Article

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.

Cindy Heo
By Cindy Heo, Associate Professor of Revenue Management, EHL
Opinion Article

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.

Tom Brown
By Tom Brown, Principal Copywriter, Mews
Opinion Article

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.

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

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.

Nick Donaghy
By Nick Donaghy, Digital Marketing Specialist, GuestRevu

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