At the HSMAI Marketing Advisory Board, leaders discussed how today's travelers are looking for more than just stays. They crave meaning, self-discovery, and connection with their surroundings. This is no longer the preserve of luxury hotels. Even budget properties are generating value with small actions and community engagement.
As one Advisory Board member noted:
“The value isn't just about providing great stays… it's about helping guests see themselves and the world differently.”
1. Local collaboration and operational alignment
Partnerships with neighboring businesses transform the stay. Some hotels promote tastings at nearby restaurants or offer exclusive discounts. It's not just an experience for the guest; it's an integration with the local culture. Getting guests out of the hotel is a win-win.
But beware: creative ideas only sustain themselves if there is synergy between marketing and operations from the outset, with organized strategies behind each activation.
2. Strategic disclosure and smart measurement
Visibility is key. To achieve this:
- Activate actions at the booking stage
- Send pre-check-in messages highlighting events
- Use in-room communication to reinforce the experience
An improvised experience may not be sold in advance, but it generates memory and desire:
"Pop-ups work even if the guest hasn't booked it before. Sometimes they see it and look for it on their next visit."
Measurement must go beyond revenue. Immerse yourself in metrics like total cost, uptime, and qualitative learnings in a single summary. This ensures that every reported contact inspires the next action.
3. Clear purpose, even without direct sales
Not every action needs to generate immediate revenue. What matters is that each project has a well-defined purpose: whether it's loyalty, differentiation, or brand storytelling. As one member emphasized:
“It seems like this is becoming something more travelers are looking for.”
There is a growing movement that independent hotels and more agile chains are already implementing:
- Collaborative events with local chefs or producers
- Digital and in-person actions that enhance the destination
- Simple measurement of initiatives such as cost, time and qualitative return
And the result is felt: more authentic loyalty, a stronger local reputation, and hotels perceived as an active part of the community.
In summary:
- The public doesn't just want to sleep in their hotel, they want to connect. Think global, act local.
- It all starts with internal synergy. Marketing, operations, and reception are united before going to the POS.
- Measurement is essential. Cost, time, learning. Everything is on the radar.
- Brand prominence requires purpose. Every action must say something: about your brand, for your guests, and for your destination.
True luxury in the future of hospitality will be the ability to provoke a "rethinking" in the guest, in themselves, and in the world. If you make your operation a stage for this, you not only build loyalty, but you also build lasting relevance.
