Opinions

Time to go head-to-head with your chain competitors

May 3rd, 2016 by John Fareed

Time to go head-to-head with your chain competitors. Now is the time to beef up your sales and marketing efforts if you’re an independent hotelier. From a sales and marketing perspective, there’s never been a better time to be an independent hotelier. Internet marketing and distribution continue to level the playing field for independents, while […]

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Beyond millennials: Traditional demographics don’t work

April 11th, 2016 by John Fareed

Beyond millennials: Traditional demographics don’t work. The hotel industry has been quick to shift marketing and design to the millennial guest, but as consumers across generations have changed what they want in a hotel stay, the lines between traditional demographics are blurring. Are there any new hotel brands not focused on millennials? For decades hotel […]

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It’s Time To Beat Our Branding Addiction

March 8th, 2016 by John Fareed

It’s Time To Beat Our Branding Addiction. Hoteliers need to stop branding for the sake of branding and replace that addiction with fewer, more meaningful, consumer-focused brands. Picture it: I’m standing at the head of the table in a hotel boardroom. Sitting around the table are the regional team of a major hotel brand, the […]

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The Evolution of Hotel Marketing

January 20th, 2015 by John Fareed

The Evolution of Hotel Marketing. For many years, Alex Gibson and I have shared the marketing lectern teaching students pursuing their MBA in Hospitality Management at the Institut de Management Hôtelier International (IHMI) at the École Supérieure des Sciences Economíques et Commerciales (ESSEC), one of Europe’s preeminent business schools, just outside Paris, France. As part […]

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