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How to Optimize Your Hotel for AI Search Like ChatGPT

It hardly seems possible, but there was a time before search engines. And then the 90s came along and the likes of Yahoo! Search, Ask Jeeves and Google sprang into action. They revolutionized how we use the internet and created a whole new headache for marketers all over the world: how to beat the algorithm.

ALIS 2025 CBRE Takeaways

It was wonderful to see everyone at ALIS in Los Angeles. The conference went off without a hitch, meeting rooms were full, and although the outlook for fundamental performance remained muted, investor sentiment was strong, echoing what we saw in our recently released second annual U.S. Hotels Investor Intentions survey.

Top 10 Trends in Property Management Technology for 2025

Property management systems (PMS) are evolving at an unprecedented pace, driven both by technological advancements and changing guest expectations. It’s now more important than ever for hospitality businesses to adopt solutions that best align with these shifts. Here are the top 10 trends redefining property management technology in 2025.

7 Ways AI is Transforming Personalization in 2025

The personal touch has long been at the heart of what defines hospitality. However, delivering personalization at scale is now critical to not only differentiate from the competition, but also meet the demands of today’s discerning guests. Hotels that don’t adapt risk falling behind, and therefore increasingly need to leverage AI to understand guest preferences, anticipate needs, and tailor every interaction. Below are the key ways that AI is reshaping personalization in 2025:

Hotel PMS Systems: 8 Features to Look For in 2025

Running a successful hotel today involves more than just offering comfortable rooms and friendly service. You also need the right technology behind the scenes. A Hotel Property Management System (PMS) is the central hub that keeps everything running smoothly—from tracking reservations to managing housekeeping and billing. This article will outline the eight core features any modern PMS should have and explain how each feature can help boost metrics like RevPAR (Revenue per Available Room), Occupancy, NOI (Net Operating Income), and CPOR (Cost Per Occupied Room). By understanding these features, you’ll be better equipped to invest in a system that enhances both guest experiences and your bottom line.

6 Game-Changing Sales Strategies for Hotel Pros in 2025

Ditch the cookie-cutter approach. It’s time to stand out, sell smart, and win big in the year ahead. As someone who lives and breathes the hospitality industry, I’ve seen firsthand how rapidly things are changing. From groundbreaking technologies to shifting customer expectations to cutthroat competition, success today requires more than staying the course—it demands innovation, creativity, and a little bravery. But let’s not just talk about it. Let’s back it up with numbers: 90% of decision-makers don’t answer cold calls. 75% of B2B buyers use social media to inform their purchasing decisions. 87% of business customers expect a delightful experience both before and after purchase. And 77% of consumers prefer to buy from brands they know and trust. If you’re a hotel sales professional reading this, here’s the reality: staying ahead means stepping out of your comfort zone. It means thinking differently, using the right tools, and focusing on smarter—not harder—work. That’s why I’ve compiled insights from some of the best in the business to help you redefine your sales strategy for 2025. Let’s dive into these actionable tips and trends so you can exceed your goals and thrive in the year ahead. 1. Build a Personal Brand That Sells Let me tell you, building a personal brand is no longer optional—it’s the secret sauce to standing out. My good friend Celeste Burke Kneisley, a certified sales trainer and strategist, puts it perfectly: “Double down on building a personal brand, building a network, [and] building credibility.” Hotel sales aren’t just about selling rooms—it’s about solving problems. Your clients aren’t looking for another seller; they’re looking for someone who understands their unique challenges and has the solutions to match. My Pro Tip: Start by sharing value-driven content on LinkedIn or writing guest posts on industry blogs. Share your insights, success stories, and case studies. Build that trust, one post at a time. By the end of 2025, your personal brand could be your most valuable asset. 2. Differentiate with Unreasonable Hospitality Don Barnett, the Director of Sales and Marketing at LondonHouse Chicago, nails it when he says: “How are you staying top of mind with your clients and guests? Are you practicing unreasonable hospitality?” Inspired by Will Guidara’s book, I’ve made it my mission to weave those small, unexpected moments of generosity into every interaction. Whether it’s sending a handwritten note or curating a surprise local experience for a client, these touches don’t just build loyalty—they make you unforgettable. If you want to stand out, you’ve got to go beyond what’s expected. 3. Go Big on Video to Build Trust Here’s the deal: in 2025, video isn’t just a nice-to-have—it’s a must-have. My colleague Mercedes Montijo, Director of Sales and Events for the WoodGroup, says it best: “When people see you on video, they know you’re real and authentic, and they build trust with you.” Video puts a face to your name and adds that human element we all crave in business. Whether it’s a quick Instagram reel, a polished client intro, or a property tour, video accelerates trust like nothing else. Pro Tip: Don’t overthink it. Grab your phone, hit record, and let your personality shine through. Use video to highlight your property, share client testimonials, or host Q&A sessions. It’s about being authentic and approachable. 4. Let Automation Be Your Secret Weapon This one’s close to my heart. Susan Tucker, my partner here at Lure Agency, is always preaching about the power of automation. I couldn’t agree more: “Use automation tools to handle repetitive tasks like follow-ups, appointment scheduling, and email sequences.” Why spend your precious time on admin when technology can handle it for you? Imagine this: a client fills out a group inquiry form on your website. Within minutes, they receive an automated email with your venue details, pricing, and even event planning tips. While automation keeps them engaged, you’re free to focus on building relationships and closing deals. Automation doesn’t replace the human touch—it amplifies it. 5. Make It Easy for Prospects to Connect Let me ask you something: When’s the last time you looked at your hotel’s website from a client’s perspective? If it’s like most, it probably has a long, cumbersome RFP form that scares people away. Here’s the thing—your prospects aren’t looking for homework. They just want a simple way to reach out. That’s why I always recommend adding a short, user-friendly inquiry form with only four fields: name, email, phone, and a quick question. It’s such a small tweak, but it can dramatically reduce friction and increase direct leads. Sometimes, less really is more. 6. Innovate or Stagnate Finally, let’s talk about mindset. The hospitality sales landscape is changing faster than ever, and if you’re not evolving with it, you’re falling behind. 2025 is the year to lean into new strategies like social selling, unreasonable hospitality, and streamlined communication. Whether you’re experimenting with video, automating your processes, or rethinking your website, the key is to stay curious and open to change. As Don Barnett says, “Differentiate, my friends, and have a great 2025.” So, what’s it going to be? Will you play it safe, or will you embrace the opportunity to innovate and thrive? Let’s make 2025 your best year yet. Ready to take the leap? Let me know which strategy resonates with you most—I’d love to hear how you’re making waves in hotel sales this year.

LLMs: The Utility We Won’t Even Notice

I wasn’t sure I wanted to comment on the DeepSeek vs. OpenAI debate. To be honest, there’s been so much said, it feels boring. But not addressing it feels like avoiding the topic, so here we go.

Top 10 CRS Technology Trends Revolutionising Hospitality in 2025

The hospitality industry is undergoing a major technological revolution. As a vital part of that transformation, Central Reservation Systems (CRS) technology is evolving to meet the increasingly complex guest demands. Here are the top trends set to redefine CRS technology in 2025, along with actionable tips for hoteliers to capitalise on them.

Meeting the Moment: How Sustainability Data Is Reshaping Corporate Travel

As the year 2025 unfolds, the business events sector—encompassing corporate travel, conferences, and other significant gatherings—finds itself at a critical juncture. The global imperative to address climate change and social equity has shifted market dynamics, compelling hotels and venues to provide ever more detailed sustainability data in response to corporate Requests for Proposals (RFPs). This “new normal” places higher expectations on hospitality providers to demonstrate robust environmental policies, socially responsible practices, and transparent reporting.

The Big Game: The Real Action Is Off the Field

The Super Bowl is more than just a game. It’s a cultural moment. It’s a money-moving machine. It’s the ultimate playbook on how to maximize revenue from engaged audiences—and it doesn’t just belong to the NFL anymore.

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