The approach and resources available to market hotels and hotel brands have shifted dramatically since the onset of the COVID-19 pandemic in 2020, and experts said the industry is only now starting to reach a level of normalcy.
Steven Gottlieb, executive vice president for commercial strategy at Graduate Hotels and Marine & Lawn Hotels & Resorts, said the industry simply doesn’t have the cash at its disposal that many others do, which doesn’t lead to a lot of research and development. Michael Innocentin, senior vice president of commercial projects for Fairmont Hotels & Resorts, said staffing in marketing is only now approaching the levels of early 2020, and the COVID-19 pandemic forced hoteliers to shift what marketing power they had left behind to local campaigns. Dawn Gallagher, chief commercial officer for Crescent Hotels & Resorts, agreed that innovation is going to be key for the long-term health of the industry, which will mean finding new ways to personalize and tailor messaging.
Innocentin said he does take solace in the fact that there are some fundamental tailwinds supporting hotels and the broader travel industry, not the least of which is some companies and hotels have existed for more than a century and are proven commodities.
Source Article: In Catch-Up Mode, Hotel Marketing Too Often Relies on ‘Muscle Memory,’ Experts Say
Who is the executive vice president for commercial strategy at Graduate Hotels and Marine & Lawn Hotels & Resorts?
A) Michael Innocentin
B) Dawn Gallagher
C) Steven Gottlieb
D) Trevor Simpson
What did the COVID-19 pandemic force hoteliers to shift their marketing power to?
A) International campaigns
B) Online campaigns
C) Local campaigns
D) Social media campaigns
What does Innocentin consider as a fundamental tailwind supporting hotels and the broader travel industry?
A) The rise of digital marketing
B) The existence of companies and hotels for more than a century
C) The increase in travel due to the end of the pandemic
D) The increase in hotel construction
The Bottom Line:
The hotel industry is in a state of catch-up mode in terms of marketing, with a need for more resources and innovative strategies. Marketers should be aware of this and focus on personalization and tailoring messaging to meet the needs of the current market.
Answers to the Multiple Choice Questions:
C) Steven Gottlieb
C) Local campaigns
B) The existence of companies and hotels for more than a century
Michael J. Goldrich, Vivander Advisors: A leading consultancy enterprise specializing in comprehensive hospitality services, including digital marketing, generative AI consulting, media strategy, and project management. Our aim is to empower hotels and brands to increase their revenue and cut costs through a unique approach to profit optimization.