Lots of recaps are coming in still from last week’s Virtuoso Week in Vegas. Some of the most eye-opening stats came from Luxury Travel Advisor, including:

Thanks for reading.

⚡️ TikTok Launches Simplified Affiliate Program for Hotel Promotions // Social Media Today

⚡️ TikTok is rolling out a new way for creators to make money from travel videos // Business Insider

This one was fun to dive into last week. TikTok made a soft announcement through their product managers, and while a few outlets started picking it up, most of the news came directly from creators who already have access to the new rollout.

To recap, TikTok had previously launched an in-app direct booking partnership with Booking.com. Within the past month, they added a program called TikTok Go, which lets creators earn commission for promoting select hotels and helps drive affiliate bookings in-app. TikTok Go is part of TikTok’s broader effort to grow e-commerce activity on the platform.

As of last check, TikTok had more than 14 travel-related job postings on LifeatTikTok.com. This signals they are likely coming for your 2026 budget, so plan to include the line item now.

⚡️ LinkedIn Enables Brands To Sponsor User Posts for LinkedIn Events // Social Media Today

⚡️ LinkedIn Expands Newsletter Access, Teases Premium SMB Package // Social Media Today

⚡️ LinkedIn Adds More Post-Level Analytics Updates // Social Media Today

LinkedIn continues to expand its revenue streams. On its Q4 FY25 earnings call, the platform reported 9% year-over-year growth, which trails the performance of Microsoft’s other products. Top revenue drivers for LinkedIn include ads and Premium Memberships, and with this rollout, users have access to the new Sponsored User Posts (similar to boosting a Collaboration Post on Instagram), along with a Premium Page business package. LinkedIn also upgraded its Post-Level Analytics and introduced monetization opportunities for select top voices to encourage more creator activity.

Trending news, marketing news, reports:

▶️ Skift IDEA Awards 2025: Meet the Winners // Skift

▶️ Airbnb planning “aggressive” expansion into hotel market // Boutique Hotelier

▶️ Are Fashion and Hospitality Collabs Reaching a Tipping Point? // Condé Nast Traveller (gift link)

▶️ The Long View by Vogue Business: Key trends shaping hospitality // Vogue Business

▶️ Insights from Virtuoso Week // Hospitality Net

▶️ Virtuoso Travel Week 2025: Top 5 Issues Facing Luxury Travel Advisors // Luxury Travel Advisor

▶️ Connection is the Most Valuable Currency: Highlights from Virtuoso Travel Week 2025 // Hertelier

▶️ The sights and sounds of Virtuoso Travel Week // Travel Weekly

▶️ Virtuoso Keynote PDF: State of Travel // Virtuoso

🌎 Vice President, PR & Communications (Travel + Consumer) | Remote | Praytell Agency

🌎 Paid Media Manager - Boutique Hotels | Vancouver or Remote - Canada or US | Lark Hospitality

🌎 Manager of Marketing Research | Remote | Penn Entertainment

🌎 Freelance UX Website - User Experience | Remote | King & Partners

🌎 Director of Markerting | Remote | Lark Hospitality

🌎 Senior Marketing Manager | Remote | CBRE

🌎 Vice President of Marketing | Remote | Lodging Dynamics

Tracking the agencies shaping hospitality’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? Reply directly to this newsletter. I read every email.

✅ Magrino Public Relations selected as PR Agency of Record for El Encanto Santa Barbara.

✅ Visual House Launches CGI Renderings, Hero Photos, and Cinemagraphs for the soon-to-be-open Naples Beach Club, A Four Seasons Resort.

✅ The newly opened Waldorf Astoria New York worked with a number of agencies to re-open the iconic hotel, including J/PR for social and PR, and Once Upon A Time Agency for its residences, including branding.

✅ Naumi Hotels selects Cendyn as Digital Agency of Record for website, rebranding, and digital strategy.

✅ Hospitality agency, Tambourine, introduces native website personalization, eliminating pop-ups.

✅ Buel Creative Design launches website for Capri Laguna Hotel

✅ Velvet Badger launches website for SAii Hotels & Resorts. Check out some of Velvet Badger’s other work, including their previous CGI campaign with Gucci Beauty.

Continuous learners: make sure to put some space in your budget for learning opportunities next year! Some options to consider:

Disney Institute // Not solely marketing focused, but highly recommended and courses include business creativity, leadership, and quite a few operational excellency courses. Master the art of reframing the no, ignite new ideas, and become a better leader.

eCornell Certifications // I’ve personally taken the Hospitality Digital Marketing Certification via eCornell, but the certifications continue to grow. If you’re a “seasoned marketer” (I hate the term seasoned, but it certainly gets a point across), I’d recommend taking one of the courses that expands your knowledge across departments - asset management, revenue, even AI.

HSMAI Certifications // CHDM, CHBA, CRME…so many labels, but well recognized in the industry. If you’re a hotel marketer and don’t have your Certified Hospitality Digital Marketer certification, start there.

CXL Courses // CXL came recommended as a go-to jump starter course from some friends in the tech industry who seem to be on top of everything. There are courses to audit GA4, a deep dive into GA4, digital persuasion, SEO, and more.

Google Certifications // And finally, if your hotel includes Google in their Tech Stack, renewing your yearly Google Certifications is always a good idea. Start with Google Analytics and Google Ads certifications via Skillshop, or Google-endorsed courses via Coursera covering Project Management, Analytics, and more.

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

experience // Exclusive Members’ Clubs
Blending luxury, privacy, and curated culture, the world’s most elite members’ clubs offer more than access—they create a self-contained atmosphere where design, dining, and community are meticulously crafted. From art-filled lounges to discreet networking spaces, each club cultivates a distinct identity that turns membership into both a status symbol and a lifestyle.

activation // LondonHouse Chicago Wooftop Pawty
A pawsome rooftop celebration for Chicago’s canine crowd, this annual event pairs skyline views with dog-friendly treats and pupacinos, photo ops, and playful programming. It’s a mix of luxury hospitality and pet-friendly charm, designed for guests who travel with four-legged companions, welcoming in like-minded community, and benefiting PAWS Chicago.

festive // Holidays with Four Seasons
Four Seasons transforms the season into a global celebration of connection and joy, blending local traditions with signature luxury. From alpine escapes and sunlit beach retreats to culinary feasts, kids’ programs, and dazzling décor, each property creates a holiday atmosphere rooted in place yet elevated by service and design. The result is not just a getaway, but a festive memory that lingers long after the season ends.

LinkedIn Posts That Caught My Attention Span My Eye This Week

✪ Google Hotels Ads have now made it into AI Search results. // Craig Carbonniere Jr.

✪ Revive A Struggling Meta Ad Account // Jake Abrams & Dara Denney

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. The newsletter was born from my passion for hotels, shaped by over 20 years in hospitality, driven by a desire to grow my network, and as a self-created outlet to put the constant stream of information I consume into practice.

ADCOTO is a boutique hotel marketing consultancy run by myself, Rachel, supporting luxury hotels with interim, ad-hoc, and project-based marketing.