Insights into branded residences as a key driving force in new hospitality developments from a virtual event from
C9 Hotelworks and Delivering Asia Communications held on Wednesday 9th November. Look at any hotel
development pipeline and you will see how branded residences are a prolific global trend. While the legacy of the
offerings has been most often in the luxury tier, today we are seeing more traction in upscale, lifestyle and even
serviced residence offerings. This is a hospitality-focused virtual event that provides learnings for developers,
owners, operators and others in the industry who want a deeper understanding of how the sector is moving
ahead. Our dynamic set of speakers include leading global chains focusing on Asia markets. We will have a special
segment on Europe and the state of branded residences across this space. There will be a legal expert providing
insights into contracting issues and highlight key learnings in this complex environment that merges hotels and
real estate. Hear from a developer who opted to grow an independent brand in the resort space and their journey.
We will close out on the evolving path of service apartments and residences emerging into property offerings.
This is part of a continuing series of virtual hospitality events from Delivering Asia Communications and C9
Hotelworks which is intended to create forward looking conversations, promote a critical rethink and offer
learnings for the hotel industry. Speakers· Shan Tjio – Chief Development Officer at AMAN Resorts· Jeff Tisdall –
Senior Vice President, Development, Residential and Extended Stay, ACCOR· Ananth Ramchandran – Head of
Branded Residential, InterContinental Hotels Group· Chris Graham – Managing Director, Graham Associates· Lada
Shelkovnikova – Partner, Withersworldwide· Andrew Corkery – Group Chief Executive Officer, Selo Group · Pekka
Hirvi – Assistant Vice President – Franchise (Global), The Ascott Limited · Bill Barnett - Managing Director, C9
Hotelworks Moderator· David Johnson – CEO, Delivering Asia Communications
C9 Hotelworks Ltd.
C9 Hotelworks is led by founder and Managing Director Bill Barnett, who brings over 30 years' experience in the Asian hospitality and real estate sectors.
In this insightful interview, Scott Dahl and Mercedes Blanco discuss the evolving landscape of upselling and cross-selling in the hotel industry heading into 2026. They highlight how traveler preferences have shifted away from just prices and views toward meaningful, personalized experiences, emphasizing the emotional story behind offers. Mercedes shares her extensive expertise in digital marketing and hospitality technology, underscoring the fast-paced integration of AI in enhancing guest experiences, marketing strategies, and direct booking channels.Scott and Mercedes explore the challenges hotels face, including data ownership conflicts between hotels and OTAs, the generational and cultural differences in traveler behavior, and the critical need to balance personalization with privacy and regulatory compliance. They also note how AI, particularly channels like ChatGPT, is rapidly transforming travel research and hotel distribution, urging the industry to adapt quickly or face disruption similar to the past digital revolutions.Throughout the conversation, the importance of putting the traveler at the center, embracing technology while not losing the human touch, and experimenting with new solutions is emphasized. Scott Dahl and Mercedes Blanco provide rich, practical examples of AI applications in upselling, operational efficiency, and guest engagement, leaving a clear call to action for hospitality professionals to move decisively with innovation to thrive in a complex and changing market.TIMELINE00:10 Introduction, theme of upselling/cross-selling in hotels01:00 Mercedes’ background and path to current role02:14 Analysis of adding value in the industry through AI/data04:15 State of personalization in hotel marketing06:24 Generational/cultural travel trends and localization08:35 Impact of AI (e.g., ChatGPT) and new digital channels09:59 Distribution channels and new booking modes via AI agents13:21 Data, privacy, and friction in guest experience17:04 Personalization limits, privacy, regulation, GDPR18:54 Practical AI applications in hotels: upselling/cross-selling27:31 Combatting silos, total revenue management, team alignment31:11 Future outlook: booking through AI agents35:11 Trust in AI recommendations, consumer adoption39:58 OTA competition, partnerships, and industry initiatives44:47 Language barriers, AI concierge, global reach45:22 Final advice, embracing experimentation, closing remarks
Loyalty is not bought with plastic or points; it is earned through attention, presence, memory, and the feeling of being recognized. Today’s travelers are weary of diabolical complexity: shifting valuations, tight expirations, inbox noise, and mirage-like rewards, so brands must move from arithmetic to symbolism, from diabállō to symbállō. As Ellis Connolly notes, loyalty is an experience, not an infrastructure; emotions scale through stories, not bureaucracy; and technology should expand choice, not enforce rules. Begin by offering first-party value with immediate benefits, give guests simple choices and instant recognition, and let rewards spill beyond the hotel walls into the life of the destination. Future programs should feel like a living script, collapsing the time between action and acknowledgment through micro-rewards, visible member value, and local partnerships. The hotels that win in 2025 will make recognition a form of grace, keep fewer promises but keep them well, and prove, right away, that guests are seen.
Cybersecurity in hospitality is becoming more dangerous, with hotels especially exposed due to sensitive data and increasingly complex systems. Aleksander Ludynia, Chief Security Officer at Shiji Group, explains that the greatest risk often lies with people. Leaner teams mean less time for vital processes, and moving to all-in-one platforms with automation can help ensure that essential tasks are not overlooked.In conversation with Adam Mogelonsky, Aleksander also warns that artificial intelligence makes phishing attempts far more convincing, raising the stakes for hotels. The best defense is a strong security culture, supported by training, resources, and leadership. Watch the full conversation now to learn how hotels can turn cybersecurity into a shared strength for their teams.
Email fatigue is a growing challenge for hotel marketers, as overwhelmed consumers increasingly tune out impersonal, high-frequency messages. In this interview for the Direct Booking Mastery Certification, Jonathan Holcomb, VP of Commercial Strategy at Storey Hotel Management Group, shares with Adam Mogelonsky how his team combats this trend by leveraging Revinate-powered microsegmentation and CRM-integrated marketing journeys across their independent hotels. By aligning personalized content with smart data flows, contextual guest insights, and well-paced delivery, Storey achieves stronger engagement, fewer unsubscribes, and measurable increases in direct bookings, all supported by a modern OBE that captures and activates guest data throughout the booking journey.
