Learn more about current hospitality industry trends with these curated articles.
Commercial Strategy Accelerates
HSMAI Americas
Commercial excellence is increasingly prioritized in the hotel industry, focusing on aligning all aspects of sales generation. While Europe leads in this area, many North American HSMAI members report making progress in commercial effectiveness. Leadership plays a crucial role in navigating this shift, with two pathways to commercial excellence: evolution (incremental improvements) and revolution (transformational changes).
Recent trends have led to consolidating sales, marketing, and revenue management under one umbrella. However, challenges persist, and many executives face complications from multiple reporting systems that generate inconsistent data. As teams come together, strong management and a clear vision are essential for overcoming initial challenges. Ultimately, a robust commercial strategy enhances effectiveness, efficiency, and innovation, leading to significant ROI on technology investments.
Summer of 2025: Navigating the economy, finances, marketing and operations in the hotel industry
CoStar, By Robert Rauch, Brick Hospitality
The hospitality industry is navigating a complex landscape as it heads into summer 2025, marked by both opportunities and challenges. Economic factors such as stabilized inflation, high disposable income, and strong employment levels coexist with concerns about geopolitical uncertainties and rising interest rates. Demand for lodging remains strong, but hotels face stiff competition from alternative accommodations, necessitating a focus on superior guest experiences.
While group and business travel is slowly recovering, it has not yet returned to pre-pandemic levels. A growing supply of new hotel properties contrasts with labor shortages in key areas like housekeeping and food service, pressuring hotels to enhance their recruitment strategies. Rising operating costs and economic uncertainty are driving difficult financial decisions for many hotel owners.
To differentiate themselves, hotels are embracing personalization through advanced technologies like property management systems, AI for event booking, and local engagement opportunities. AI is also being utilized for revenue management, customer service, and operational efficiency. Emphasizing experiential marketing, hotels are crafting unique narratives, optimizing digital engagement, and catering to younger generations’ preferences to enhance guest experiences.
Why a Hotel Commercial Strategy is Non-Negotiable
Hospitality New, By Melissa Rodrigues
The hotel industry is shifting towards a unified commercial strategy that integrates all departments—such as front office, revenue management, sales, and marketing—to enhance guest experiences and improve business performance. Modern consumers expect seamless digital interactions, personalized experiences, flexibility in booking, and effective communication. These trends necessitate a holistic approach that aligns various functions within hotels to meet the evolving demands of travelers.
Research from Deloitte indicates that companies that consolidate these functions can achieve up to 15% higher revenue growth by being more responsive to market changes. Direct revenue growth is essential, as direct bookings are significantly more profitable than those generated through online travel agencies (OTAs).
To successfully implement a unified strategy, all departments must work together towards enhancing direct guest relationships. Overall, a comprehensive commercial strategy is crucial for hotels to thrive in a competitive landscape.
