booking

What the industry calls guest acquisition is, actually, something closer to guest conversion i.e. travelers who have already been identified by a 3rd party

Hotels are realising activity alone doesn’t equal growth. Strategy does. The focus now? Performance-driven marketing that aligns with revenue and operations

A forecast graded with the wrong scoreboard is worse than no forecast. It punishes the team that changes the future but rewards the team that documents it

Many hotels invest in marketing but still struggle to grow direct bookings. The issue is rarely effort. It is usually strategy

While discovery has historically been about inspiration and branding, consideration is where OTAs, metasearch engines, and hotels compete aggressively

Hotels invest in SEO. Hotels invest in content. But rarely a strategy that connects the two in a way that actually drives bookings

This metasearch feature is different from TikTok’s Travel Ads product, which are traditional video or carousel ads with targeted audiences

TikTok Ads have matured significantly. You’re no longer limited to awareness. You can now optimise for direct bookings

When agents rely on stale batch data, poorly structured APIs, or inconsistent schemas, the result isn’t just minor errors; they misinterpret and hallucinate

There is a risk the hotel industry has this backwards and we run the risk of automating away the exact moments a guest actually values