01 / 10 · Industry intelligence

Hospitality & Travel

Guests book a feeling, then check it against everyone else’s photographs.

Who decides
Couples, families, groups and planners choosing an experience, often with several people in the decision.
What creates trust
Recent, specific reviews; consistent imagery; fast, human answers.
What creates friction
Rate disparity, slow replies, unclear inclusions, booking flows that break on a phone.

What is changing

Shift 01

Discovery has moved toward short video and creators, while booking still runs through OTAs, search and the property’s own site.

Shift 02

Reviews are read closely and compared across platforms before anyone commits.

Shift 03

The conversation before arrival, often on WhatsApp, has become part of the stay.

Observed category patterns. Sourced figures are added only where a primary source supports them.

The customer

How hospitality isactually chosen.

Discovers through
Short video, creators, friends’ stories, search and OTA browsing.
Evaluates on
Photographs, reviews across platforms, rates, location, and how the property’s own channels feel.
Buys through
An OTA, the direct website, or a conversation that ends in a booking link.

Customer journey

7 stages, and whereMaer intervenes.

Select a stage to see what the customer is doing and what we would change.

Channels that matter

Instagram & short videoDiscovery
Google & Business ProfileValidation
OTAsDistribution
WhatsAppConversation
Own websiteDirect booking

KPI tree

From business objectiveto the decision.

Likes and reach are not a measurement system. Every metric here exists to change a decision.

Business objective
Grow profitable occupancy
Marketing objective
Increase direct-booking share
Customer behaviour
Arrives from social or searchAsks a questionBooks direct
Metrics
Direct booking shareWebsite booking conversionEnquiry-to-booking rateADR by channelRepeat guest rate
Decisions
Shift spend between OTA and directChange the direct-booking reasonFix booking-flow drop-off

Illustrative operating model

  1. 01Research guests and competitive set
  2. 02Define the feeling
  3. 03Build the direct-booking path
  4. 04Content and creator rhythm
  5. 05Review system
  6. 06Seasonal campaigns
  7. 07Monthly review

A public, illustrative sequence. Not a client SOP.

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Building inhospitality?

If the product is worth building, the market around it deserves the same level of thought.