Most hotels aren’t losing because they’re bad at hospitality, they’re losing because they’re irrelevant.

If I was made your Director of Sales and Marketing tomorrow, I wouldn’t start with a logo, a tagline, or a new campaign. I’d start by tearing down the weak foundation you’ve been standing on for years.

Most hotels are not failing because of bad service. They’re failing because they’re invisible, irrelevant, and too slow to adapt. You can’t win a modern game with an outdated playbook.

Here's exactly what I would do:

1️⃣ Audit the digital footprint. I’d rip through every corner of your online presence like a guest who doesn’t care about your excuses. If your story doesn’t show up where they search, you don’t exist.

2️⃣ Build a content machine. One shoot should fuel 3 months of storytelling. Reels, photos, drone, behind the scenes, interviews. Every piece must make people feel something and push them closer to booking.

3️⃣ Put employee culture front and center. Your people are the heartbeat of your brand. I’d build campaigns that celebrate them and show the world the soul behind the service.

4️⃣ Create a real influencer and creator strategy. No random invites. No free nights with zero ROI. I’d bring in the right creators, with the right audience, tied to measurable goals.

5️⃣ Train the front line in storytelling. Every check-in is a branding moment. Every conversation shapes perception. I’d make sure your team knows how to own those moments.

6️⃣ Build a real-time data loop. I’d know what content moves the needle and what doesn’t. No guessing. No gut feelings. Every decision would be backed by numbers that don’t lie.

7️⃣ Own the first touchpoint. If OTAs control the first impression, you’ve already lost. I’d build a booking journey that makes third parties irrelevant.

8️⃣ Turn guests into your media team. I’d create a clear strategy that turns stays into stories. Photo-worthy spaces, branded hashtags, QR prompts, smart incentives. When guests share, your reach multiplies.

9️⃣ Use LinkedIn like it actually matters. Most hotels ignore it. I wouldn’t. I’d position leadership, employees, and the property itself as trusted voices in hospitality. That builds authority faster than any ad spend.

🔟 Speed over perfection. You can’t out-market the competition if every idea dies in a meeting. I’d build a system where good ideas move fast. Attention waits for no one.

This industry isn’t losing to competitors. It’s losing to its own comfort. You can’t talk about innovation in boardrooms while running 10-year-old strategies in the field. The brands that win aren’t louder. They’re faster, sharper, and more honest about where they’re falling short.

If you like the way I look at the world of hospitality, let’s chat: scott@mrscotteddy.com

Scott Eddy
Hospitality’s No-Nonsense Voice | Speaker | Brand Strategist | Building Loyalty & ROI Through Real Storytelling | #15 Hospitality Influencer | #2 Cruise Influencer |🌏86 countries |⛴️122 cruises