AAHOACON 22 - Marketing Panel

Mindful Marketing: Innovative Ways to Market Your Select and Midscale Hotel

Wednesday, April 13, 2022 | 1 PM – 2 PM Eastern

Moderator:        Susan Barry

Panelists:             Janel Allen

                              Leticia Proctor

                              Stephanie Smith

Welcome, introduction and description.                                                                                           Susan

OPENING QUESTIONS – SETTING THE STAGE

1.      I’m hearing from a lot of hotel owners that they don’t see value in investing in marketing, and they are putting their dollars into revenue management instead.  Why should a hotel owner invest in marketing? What are the top things hotel owners should focus on and pay attention to in marketing?                                                                                                    LETICIA | STEPHANIE | JANEL

2.      What is the highest priority marketing expense in Q2 2022? Where should hoteliers put their dollars right now?                                                                                    JANEL | LETICIA | STEPHANIE

TACTICS FOR TODAY

3.      Hotel owners pay significant fees to the brands.  What are some ways to get the most out of those fees from a marketing perspective?                                                  JANEL | STEPHANIE

4.      With leisure still leading the post-pandemic mix of business, how can marketing best support a shorter booking window and capture of a leisure customer who may be driving in same-day?

LETICIA | STEPHANIE

5.      How can hotels convert OTA guests to direct bookers?                                  STEPHANIE | JANEL

LOOKING FORWARD

6.      What new consumer buying behaviors and expectations have arisen over the last two years that need to be incorporated into our marketing strategies moving forward?                            LETICIA | JANEL

7.      Some reports have estimated a permanent 25% reduction in business travel going forward? How can hotels make up the difference?                                                         JANEL | STEPHANIE

8.      What are some new marketing innovations that you’re excited about?  What are the roles of big data, AI, and machine learning in marketing?                                                            STEPHANIE | LETICIA

AUDIENCE Q&A | If we don’t have questions from the audience, I’ll have some one-word answer questions ready to fill in the time.