Are your Black Friday/Cyber Monday/Travel Tuesday campaigns buttoned up and ready to go? Every hotel I work with, and hotel marketer I’ve spoken to, has a cyber offer geared up to go for this year, and everyone is putting a lot of pressure on building up their base for 2026. It will be interesting to see how the campaigns perform this year.

I’m on a fanatical Gwyneth Paltrow kick right now, binging her podcast, and watched her husband’s production, Famous Last Words, on Netflix. I highly recommend a watch.

And finally, the results of last week’s poll:

Hotel Marketing 5.15 Poll: Are you looking for a new job in 2026?

Thanks for reading.

☞ Help keep this newsletter running by forwarding it to your favorite hotel marketer.

⚡️ Off-site commerce media overview // Koddi

Koddi’s October 2025 report defines off-site commerce media as campaigns that use commerce first-party data to reach audiences beyond retail platforms, across social, CTV, DOOH, and other channels. While adoption is growing, the space faces major hurdles in measurement consistency, fragmented workflows, and unclear objectives. The next phase focuses on centralization, AI-driven activation, and stronger governance for non-endemic advertisers.

BONUS: New company on my radar, VIBE.CO. I haven’t personally used it yet, but the ad spend minimum is low and seems to be more in line with hotel budgets. If you end up testing VIBE for your CTV efforts, please let me know your thoughts!

⚡️ Unpack ‘26: Trends in Travel // Expedia

Expedia Group’s Unpack ’26 report identifies five major travel trends shaping 2026. Fan Voyage spotlights travelers chasing live events and fandom experiences. Hotel Hopping captures the rise of multi-stay itineraries within one trip. Readayways reflects travelers booking trips inspired by books and storytelling. Salvaged Stays celebrates heritage and repurposed properties with character. Farm Charm highlights demand for agritourism and countryside immersion. Together, they show travelers seeking experiences that feel connected, creative, and authentic rather than transactional.

Trending news, marketing news, and reports:

▶️ Why incrementality is the only metric that proves marketing’s real impact // Search Engine Land
“Every channel claims credit. Incrementality testing reveals what really drove growth – and what just took credit for it.”

▶️ 36 Predictions for Social Media Marketing in 2026 // Social Media Today

▶️ 2026 Travel Trends Report: Where to Next // Priceline

▶️ Travel Trends 2026 // Skyscanner

▶️ Missed IMEX 2025? Here’s What Every Hotel Sales Leader and Meeting Planner Is Talking About // Hospitality Net

▶️ Netflix Jumps Into Podcasts With Spotify Deal // New York Times

▶️ Luigi Romaniello, managing director of the Waldorf Astoria New York, reflects on the biggest takeaways from the hotel’s epic reimagining. // Boutique Hotelier

▶️ Google Maps Ads get scrollable sitelinks boost // Search Engine Land

▶️ Why the ultra-rich are giving up on luxury assets // Economist

▶️ Top 4 hotel trends from 2025’s Lodging Conference // HotelDive

▶️ Kayak launches an ‘AI Mode’ for travel questions, search, and bookings // TechCrunch

▶️ YouTube Launches Brand Pulse Report to Measure Full Brand Impact // Search Engine Journal

▶️ What to know about the three visa fee increases that went into effect on September 30. Plus, the latest on the forthcoming $250 “visa integrity fee.” // Condé Nast Traveler

▶️ An F&B related marketing post, because I’m hungry and seeing savory s’mores all over TikTok. Have savory s’mores made it to your restaurant or beach menus? // Delish

Tracking the agencies shaping the hospitality industry’s biggest moments while building an ever-growing resource list for hotel marketers.

Did your agency land a new client, or are you working with a new hospitality-focused agency at your hotel that you want to highlight? Tag me in your announcements, add me to your press release distribution list, or reply directly to this newsletter.

✅ Modern Currency PR is named the PR agency of record for Waldorf Astoria Beverly Hills and its soon-to-be-launched and re-launched dining venues.

✅ via O’Dwyer’s: Lou Hammond Group adds Peru, Discover Lancaster, and Holiday Inn Orlando Suites Waterpark to its client roster.

Up Next:

A weekly round-up of fresh inspiration and a closer look at experiential design, sensory branding, and the quiet details that define unforgettable spaces.

culinary // Buddy Buddy Paris
In Paris’s 10th arrondissement, Buddy Buddy transforms nut butter into a design-led café experience. Founded in Brussels by Julien Gaucherot and Matt Samra, the concept blends specialty coffee with artisanal nut butters to create drinks like the signature peanut butter latte, Le Buddy. The minimalist, neon-accented space pairs craftsmanship with comfort, offering indulgent pairings such as almond butter doughnuts and praline mocha spreads. As the brand expands to Manhattan, Buddy Buddy captures the new luxury of taste.

experience // Chasing the Sunrise
From the dunes of Namibia to Japan’s Mount Fuji, National Geographic highlights the transformative beauty of sunrise travel, revealing the world in its most intimate light. Whether viewed from desert, mountain, or sea, sunrise experiences embody the essence of slow travel: connection through stillness.

wellness // ClassPass x The Manner SoHo
ClassPass enters the hospitality world with its first hotel partnership at The Manner SoHo, giving guests credits to access New York’s top fitness, spa, and wellness experiences. The collaboration redefines urban stays through movement and mindfulness, integrating local culture into travel routines. Paired with The Manner’s understated design, chef-driven dining by Alex Stupak, and private guest lounge The Apartment, this partnership signals a shift toward hospitality that nurtures both body and mind.

art & culture // Frieze London
At the center of London’s contemporary art calendar, Frieze transforms Regent’s Park into a global hub of creativity and conversation. The fair unites leading galleries, emerging artists, and cultural institutions in a setting that blurs commerce and curation. From immersive installations to thought-provoking public programs, Frieze London captures the energy of the city’s art scene.

experience // The Rise of the Runcation
Strava and Airbnb spotlight the growing “runcation” movement, where travelers plan getaways around scenic running routes and wellness-focused stays. Data shows runners are seeking destinations that combine fitness, exploration, and local culture, transforming travel into an active ritual of discovery. From sunrise jogs through city parks to coastal trails paired with boutique accommodations, the runcation reflects a shift toward purposeful travel that connects body, place, and community.

I’m Rachel Watroba, a passionate hotelier and luxury hotel marketer, and publisher of The Hotel Marketing 5.15.

Based on a communication method developed by Patagonia founder Yvon Chouinard, the 5.15 is a weekly format designed to synthesize key insights in 15 minutes or less and be read in five minutes. This newsletter applies the same principle to hotel marketing: concise, actionable trends and opportunities curated for industry professionals.