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Opinion Articles

Opinion Article

Stand Out or Fade Away: Rethinking Hotel Search and Distribution in the Agentic Era

Recently, I was planning a vacation to Portugal. Not having the time necessary to sift through endless options and reviews, I found myself looking to my travel companions Chat GPT and Perplexity to do some of the research and help me build just the right experience that allowed my wife and I to focus on the experiences that mattered to us.

Timothy Wiersma
By Timothy Wiersma, Principal | Revenue Generation, Revenue Generation LLC
Opinion Article

Volume Without Profit: The Strategic Mandate for Total Business Optimization (Beyond RevPAR)

The current industry dialogue confirms a harsh truth: a strong top-line no longer guarantees a healthy bottom line, and the painful truth is: Volume without profit is just activity. The era of RevPAR as a sole performance indicator is over. It has to be over, because if this is the only thing we are truly capable of optimizing today, the industry is structurally broken. The industry has been discussing this strategic migration for some time now, yet the tension between this ambition (talk/ideas) and the current systemic reality (action/capability) is the core structural challenge. The new scoreboard demands Total Profit Optimization (TPO), driven by metrics like GOPPAR. This is the goal of Total Profit Optimization Hospitality.

Mark Fancourt
By Mark Fancourt, Co-Founder & Principal Consultant, TRAVHOTECH
Opinion Article

The Brand Name Myth

One of the most common conversations I have with founders is about brand names. What to call the company, how much meaning it should have, whether it needs to be clever, memorable, descriptive. I get it. I’ve been there myself, naming things is hard. But here’s the uncomfortable truth: the name itself doesn’t matter nearly as much as people think.

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

Digital Transformation & Operations: The Imperative of Hospitality Unified Selling

When we hear the term Digital Transformation, it can be daunting and confronting. Yet another new term that can make us feel inadequate or that we are in some way falling behind. Digital Transformation is really a term that describes operational transformation. It means moving your business processes from manual or behind-the-scenes activities to technology-enabled processes for both staff and the customer. Ultimately, it’s all about how you operate your hospitality operations.

Mark Fancourt
By Mark Fancourt, Co-Founder & Principal Consultant, TRAVHOTECH
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Why Hospitality Net Leads B2B in Hospitality

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Hospitality Net
Opinion Article

The Russians

When heads of state come to visit your hotel they usually make a bit of a show. The Russians are no exception; they even bring their own warship, the KGB and a wad of cash!

David Lund
By David Lund, The Hotel Financial Coach, David Lund
HN Original
Opinion Article

Why your upsell strategy is failing: When digital & voice live in different worlds

Upselling should be a seamless part of the guest journey, elevating the experience for guests, while strengthening the bottom line. Yet many properties invest heavily in offers, scripts, and campaigns — only to see limited return. The root cause is rarely the quality of the upgrade itself, but the disconnect between digital browsing behavior and voice-channel conversations.

By Shira Wilkofsky, Marketing Performance Manager, Main Street Hospitality Group