Hotel Strategy
The Door, the Rate, and the Red Line of Hotel Positioning
Hotel positioning becomes real when it defines the demand you want to attract, the price that protects your proposition, and the business you are…
Hotel Marketing
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Hotel CRM
Your CRM Knows Too Much—and the Guest Is Starting to Notice
Hotel CRM can strengthen recognition and loyalty, but outdated, excessive or context-free guest data can turn personalization into discomfort. I examine where useful memory…
Operational Performance
One Request, One Time
A guest should not have to repeat the same request to Reception, Housekeeping, Maintenance or F&B. I examine the operational cost of repetition and…
Hotel Strategy
The Invisible Guest: Why the Hotel Experience Belongs to More Than the Booker
A hotel stay rarely belongs to one person alone. The booker may not be the payer, decision-maker, primary user of services or the person…
Strategic Planning
The Real Cost of Lacking a Hotel Identity
Trying to appeal to everyone is one of the most expensive decisions a hotel can make. When a property fails to define what it…
Strategic Planning
The Ideal Guest Strategy
Defining the ideal guest is one of the most important strategic decisions in hospitality. This article presents a practical framework to identify the guest…
Digital Marketing
How and When to Put Hotel Marketing at the Heart of the Business
Marketing is essential for any hotel or hotel group. It builds demand, strengthens the brand and improves long-term guest relationships. Here I look at…