Advertising: selling more than a room
Advertising in hospitality is about selling an idea, a dream or even an escape. More than showcasing a room or a meal, it’s about evoking emotions, sparking nostalgia and creating a deep sense of longing for the experience.
One of my most memorable campaigns was for a boutique eco-friendly hotel that was struggling to find its identity. We didn’t just market their services – we told a story. Using video ads, we captured real moments, like guests practicing yoga by the sea at sunrise, indulging in farm-to-table meals and exploring curated local tours.
These visuals did more than sell the property – they inspired wanderlust. The authenticity of the experience resonated deeply with eco-conscious travelers, turning the boutique hotel into a sought-after destination. What did I learn? That in hospitality advertising, storytelling isn’t just important – it’s everything.
Marketing: understanding the guest journey
Marketing in hospitality goes far beyond advertising. It’s about understanding every step of the guest’s journey and ensuring each touchpoint feels personalized and memorable.
One of my proudest moments came while consulting for a global hotel chain. Using data analytics, we segmented guests into groups based on their travel motivations. For business travelers, we promoted efficient meeting spaces and quick check-ins. For families, we highlighted kid-friendly activities and family suites.
This strategic segmentation didn’t just boost bookings, but also built loyalty. Repeat bookings increased by 25 percent within a year. Marketing isn’t just about attracting guests; it’s about creating connections that keep them coming back.
Social media has also become an essential part of hospitality marketing. I’ll never forget the time a single Instagram post by a travel community influencer led to a 30-percent spike in bookings for the resort we were promoting. Platforms like Instagram and Pinterest are visual playgrounds, where travelers search for inspiration, and brands need to deliver breathtaking imagery to meet that demand.
Product claims management: building and maintaining trust
In hospitality, product claims management is critical. Whether it’s ‘ocean-view rooms,’ ‘24/7 concierge service’ or ‘sustainable tourism practices,’ every promise a brand makes must be backed by reality. Guests trust these claims and that trust is fragile.
One particular instance stands out. A luxury hotel I worked with faced severe backlash for advertising ‘sustainable tourism practices’ that were later found to be exaggerated. It was a painful lesson, but one that reinforced the importance of transparency.
To rebuild trust, we created a campaign showcasing tangible eco-friendly efforts, such as solar-powered facilities and partnerships with local conservation organizations. We also secured third-party certifications, which provided credibility. Over time, the brand recovered and the experience solidified my belief that honesty is non-negotiable in marketing.
Effective claims management isn’t just about avoiding mistakes – it’s about consistently reviewing marketing materials and aligning them with reality. If a spa is under renovation or certain amenities are unavailable, communicate that upfront. Guests value transparency far more than empty promises.
Bringing it all together
The true power of advertising, marketing and claims management lies in their integration. When these elements work together, they create a seamless experience that guests can trust and enjoy. Advertising, marketing and product claims management aren’t just tools – they’re the foundation of successful hospitality brands. Together, they can create experiences that exceed guest expectations, build lasting trust and foster unforgettable memories.
My 29-year journey has shown me that success comes down to three things: focusing on the guest; being transparent; and embracing change. In a world where innovation and integrity are paramount, these principles have never been more important.
