The Hotel Marketing 5.15 | Weekly Brief: July 21, 2025

I spent too much time reading Skift’s State of Travel report this morning.

Which leads me to Sahil Bloom’s newsletter reminder, which, paraphrased, said: “We think we need more information to solve our problems, when all we really need is more action. We've become conditioned to get our dopamine from information gathering. But information alone is never enough. Information is nothing without action. Never allow information-gathering to get in the way of action-taking.”

With that, here’s to acting on one of the pieces of content you read today, whether it be Skift’s report or brainstorming based on one of the fabulous experiential travel highlights.

Thanks for reading.

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Table of Contents

State of Travel 2025 | Skift

Skift's State of Travel 2025 report was published on Friday. Packed with over 300 travel related insights, the report shows a travel landscape balancing optimism with caution, including growth across leisure travel niches, a preference towards flexible booking, and a transition to an experiential economy.

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Hotel Marketing Takeaways:

Prices down, expectations up. Showcase value, not just price.
Emphasize exclusivity, privacy, and effortlessness. Luxury travelers want frictionless stays, not just lavish spaces.

Highlight the human touch in a digital world
As AI tools scale, remind guests that personalized, real service is your signature.

Lean into storytelling
Guests are craving connection. Use UGC, guest testimonials, and narrative-driven content to showcase not just what your hotel offers, but how it makes people feel.

Of Note:

▶️ MICHELIN Guide to unveil first-ever global hotel Key selection on October 8, 2025 // Michelin Media

▶️ 2025 Edelman-LinkedIn Thought Leadership Impact Report // Edelman

↳ Forward this to your GM / Chef / Sales Team:

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LinkedIn Shares New Report on the Value of Thought Leadership Content; 73% of hidden decision-makers say that an organisation's thought leadership is one of the best ways to get a sense of the type and caliber of thinking it is likely to deliver to clients.

▶️ How Much Should Hoteliers Spend On Marketing? // Max Starkov

▶️ Closing the Budget Gap: A Hotelier’s Guide to 2026 Planning // Hotel Data

▶️ USA Adds A $250 Visa Integrity Fee // Condé Nast Traveler

Job Postings

Awards

Conferences

Holidays and Activations

  • Black Friday/Travel Tuesday | November 28, December 2

With the second half of the year now underway, it’s the perfect moment to reflect on your property’s ESG efforts and kick off a few high-impact tactics before December rolls around. Guests expect hotels to act responsibly, investors reward sustainable operators, and your brand reputation benefits when you lead on environmental and social initiatives.

Here’s what to keep on your radar:

  1. Audit Your Core Metrics
    • Revisit year-to-date energy use, water consumption, waste-diversion and community engagement numbers
    • Compare against industry benchmarks such as Green Key, EarthCheck or local tourism board goals so you know where you stand

  2. Partner and Collaborate
    • Bring together engineering, food & beverage and purchasing teams to scope quick wins like swapping to low-flow fixtures or optimizing linen usage. Document them as they are fresh on each department’s mind versus scrambling for intel in Q1.
    • Tap into local NGOs or artisans for pop-up events that showcase community culture and drive guest engagement

  3. Roll Out a Newsworthy Pilot
    • Explore collaborations you’ve been eager to try or tap into team-member passions that could evolve into standout guest programs

  4. Turn Stories into Social Content
    • Highlight volunteer days, hyper-local sourcing wins or how you’re reinvesting solar savings

  5. Set H2 Stretch Goals
    • Commit to one new innovation by year’s end
    • Assign internal team members and external partners to each deliverable, complete with deadlines

By reviewing what has worked so far, prioritizing cross-functional support, and piloting a standout initiative, you will close out the year with measurable wins and lay the groundwork for even greater ESG impact in the year ahead.

following the vibe // fresh inspiration
a closer look at experiential design, sensory branding, and the quiet details that define unforgettable spaces.

activation // Heavensake Sake as Atmosphere
A moody, multi-sensory omakase experience where every element, from custom soundscape to branded vessels, builds an intentional emotional tone.

activation // Christmas in July at Arizona Biltmore
A playful, poolside take on holiday nostalgia, where snow cones, Santa sightings, and summer lights bring a chill to the desert heat. With festive spa treatments, themed cocktails, and retro glam touches, it’s equal parts whimsical and well-executed.

activation // Grand-Hôtel du Cap-Ferrat, A Four Seasons Hotel, unveils Sweet O’Clock, an elegant new afternoon ritual celebrating haute pâtisserie
An afternoon ritual reimagined with pastry chef Nicolas Lambert, where delicate creations meet garden views and Riviera rhythm. It’s a moment of light, craft, and sweetness served with coastal elegance.

scent // Waldorf Astoria New York Unveils Exclusive Signature Scent from Fueguia 1833
An exclusive signature fragrance rooted in timeless glamour, crafted with rare botanicals to reflect the rebirth of an icon. Subtle and sensual, it is a scent designed not just to be worn, but remembered.

experience // Coastal Stargazing at The Ritz-Carlton Bacara, Santa Barbara
Following a multi-million dollar transformation, this coastal retreat invites guests into a deeper connection with place through guided eco hikes with a naturalist, meditative sound baths, and coastal stargazing. A grounded, sensory-rich escape shaped by land, sky, and stillness.

wellness // BASIN Glacial Waters Sensory Thermal Bathing Experience at Fairmont Chateau Lake Louise
Rooted in alpine tradition and fed by natural springs, The Basin is a thermal wellness sanctuary where hot pools, forest steam, cold plunge, and mountain air create a restorative rhythm. Designed for all five senses, it’s a quiet immersion in warmth, stillness, and the scent of nature itself.

sense of arrival // 75% of consumers form an immediate negative impression when greeted by 'tired or uninviting' hotel receptions

I have a slight infatuation with Virtuoso and their amazing advisors, who offer a wealth of insights into the world of Luxury Travel, well beyond what any hotel marketer will tell you. With Virtuoso Travel Week Las Vegas approaching August 9 - 15, here are some of my favorite accounts to follow for Virtuoso insights:

Virtuoso Focused

Luxury Travel Focused

And…why it’s good to always go with a reputable consortia or Travel Advisor. This article caught my attention right away:

  • Dark Web Travel Agencies Take Flight // WSJ (gated)

  • Dark Web Travel Agencies Fuel $37B Fraud Crisis // TravelPulse

Based on a communication method 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. This newsletter applies the same principle to hotel marketing: concise, actionable trends and opportunities curated for industry professionals.

ADCOTO Hotel Marketing partners with luxury hotels during moments of transition as a contracted Director of Marketing, including openings, leadership gaps, or times when everything needs to keep moving without missing a beat. From strategy to execution, I help maintain momentum, align agencies, and keep your marketing engine running smoothly.

If you’re navigating a gap in marketing leadership or planning for a transition, I step in quickly and seamlessly.

[email protected]

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