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Opinion Articles

Opinion Article

The Shift in Hotel Visual Marketing: Why Emotion, Movement, and Drone Storytelling Are Defining 2025

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.

Olha Kotova
By Olha Kotova, Freelance Travel Content Creator & Hotel Collaborator, Olha Kotova
Opinion Article

Maximizing Hotel-Influencer Partnerships: A Marketing Director's Perspective

In today’s digital landscape, influencer marketing has evolved from an experimental tactic to an essential strategy for hotels looking to reach engaged audiences. As a marketing director with years of experience in the hospitality industry, I’ve witnessed first-hand how the right influencer partnership can transform a property’s online presence and drive meaningful bookings. However, not all collaborations yield equal results, and the difference often lies in the approach.

Kara Freedman
By Kara Freedman, Complex Director of Marketing, Conrad New York Downtown & Conrad New York Midtown, Hilton
Opinion Article

AI caution and skepticism

Speaking at a conference in Paris on AI in travel and hospitality, surrounded by experts, tech firms, AI researchers, airlines, and more. A great event in a great hotel. What surprised me was the atmosphere of some: cautious, skeptical, even mildly dismissive when it came to AI. A recurring attitude? “Let’s be careful,” or “Don’t change too much” sprinkled with a bit of annoyance by some. I think that is a counter-productive angle to AI.

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

The Power of Ten

It probably all started with our fingers and toes. We have ten of each. Then there are ten pennies in a dime and ten dimes in a dollar. We count ten years in a decade, cheer for ten events in a Decathlon and count ten tentacles on a squid. Even in religious contexts, famously there are ten.

Bonnie Knutson
By Bonnie Knutson, Professor in The School of Hospitality Business in the Broad College of Business, Michigan State
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The next-gen metrics that move hotel P&L

Hotel tech has changed what's possible – and measurable. RevPAR and ADR aren't enough; discover the metrics that really matter. 
Mews
Opinion Article

Where is this Image Coming From?!?!

Do you ever feel like you are playing a game of whack-a-mole with your images when you go through a hotel renovation? Your hotel just went through a beautiful renovation. You hired the best brand-approved hotel photographer in the business and had your entire hotel re-shot. The new, high-quality photos are in hand and showcase your rooms and spaces perfectly.

Sonya Taylor
By Sonya Taylor, Director of Operations and Marketing, Cogwheel Marketing & Analytics
Opinion Article

How Guest Feedback is Powering AI-Driven Personalization

Artificial intelligence is rapidly changing how hotels engage with visitors. From my perspective, it offers powerful new avenues for personalized connection. At a recent Radisson Hotels event, RADFEST, I shared compelling insights on the pivotal role of guest data, including reputation, review, and survey information. This data, I believe, is becoming the cornerstone of effective AI-driven personalization in hotels. Understanding this is key to crafting truly resonant guest experiences and helps us maintain a competitive edge in a dynamic market.

Wolfgang Emperger
By Wolfgang Emperger, SVP For Europe, Africa, And UK & Ireland, Shiji

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