Most hotel marketing teams treat reviews like a video game score. Higher is better, perfect is best, and the goal is to climb. It’s an instinct that makes sense and is also, in 2026, working against direct booking conversion. Travelers researching hotels have become sophisticated. They’ve been burned by fake reviews on Amazon, manipulated ratings […]
Hoteliers today are facing a range of significant challenges, from rising operational costs and digital transformation to the growing demand for hyper-personalization and rapidly evolving guest expectations. In this context, it’s more important than ever to rethink their distribution strategies in order to remain competitive. Here are four key trends every hotelier should keep in […]
Wellness and spa are definitely reasons to book a hotel. But do guests select a property based on its gym facilities? Let’s fire off two examples off the top to support the affirmative: EVEN Hotels: an upscale brand under IHG that’s pivoted against the K-shaped barbell distribution problem of hotels gravitating towards select service and […]
A growing number of UK travellers are now choosing destinations based on what they have watched on screen. From Saltburn driving interest in country estates to The Traitors boosting Scottish castle stays, “set jetting” has quickly become a key commercial opportunity for independent hoteliers*. According to recent research, a quarter of Brits have travelled to […]
Maintaining the efficiency of hotels is crucial for keeping guests happy. When processes are inefficient, it can lead to frustration, miscommunication, and dissatisfaction from guests, which can affect your reputation. Luckily, there are a number of things hotels can do to increase efficiency in key areas. With that in mind, here are just a few […]
