I came away from the Hotel Marketing Conference feeling both energised and reassured. It was also refreshing to be amongst like minded people who really value ‘their brand’ and are not just thinking short term tactics.
There’s a huge amount of change, particularly around AI, but the fundamentals of what makes great marketing, especially in hospitality and wellness, haven’t really changed at all.
AI is a tool, not a voice
There was a lot of discussion around AI, and rightly so. It’s extremely useful, particularly when you’re starting something new or need to scale content quickly (like translating into different languages). But the advice was clear: if you rely on it too heavily, you risk sounding like everyone else. For brands in our sector, where tone and personality matter hugely, that’s something to be careful of. It’s also interesting that while AI is changing how people discover brands, it’s not necessarily changing what they ultimately choose.
Discovery is evolving
The booking journey is shifting. OTAs are still dominant, and many travellers believe they offer the best value. At the same time, more people are using AI tools to plan trips, which means we need to think differently about how we show up, structuring content clearly, answering real questions, and ensuring our voice is consistent wherever we appear. Trust still plays a huge role here, and that’s where PR, reviews and endorsements really come into their own.
Bringing emotion into B2B
One of my favourite sessions focused on humanising B2B marketing. It was such a good reminder that even corporate buyers are driven by emotion. They’re not just booking rooms, they’re imagining experiences. The work that resonates is the work that makes people feel something, builds trust, and reflects real human moments rather than overly polished perfection.
Social media needs a reset
We talked a lot about how easy it is to get caught up in metrics. But numbers don’t build connection, people do. The most effective content is the kind that makes someone pause, feel something, or picture themselves there. Nostalgia, personality, even a bit of humour, these are the things that cut through and now more than ever.
Partnerships and experiences that mean something
The best collaborations aren’t just about visibility, they genuinely enhance the guest experience. When partnerships are aligned, thoughtfully executed, and integrated into the journey, they create something much more memorable (and valuable) than a simple campaign.
A more personal way to connect
There was also a really interesting conversation around WhatsApp as a marketing tool. It sits somewhere between email and social, offering a more personal, two-way connection. When used well, it can build loyalty and keep guests engaged in a much more natural way.
In the end…for me, the biggest takeaway was: technology will keep evolving, but people still choose brands based on how they feel. The opportunity is in using these new tools to deepen that connection, not lose it.