Blog Stories

Hotel websites bring in valuable traffic every day. Potential guests browse rooms, compare dates, check rates, start reservations, and, very often, leave before they book. That abandoned booking activity has immense value. That value is lost if your booking recovery program isn't working or is non-existent. HMA’s Boomerang hotel booking recovery helps hotels reconnect with travelers who start the booking process but do not finish. Boomerang identifies abandoned bookings in re

Hotel marketing operations depend on more than campaign strategy. When front desk capture, reservations tagging, PMS data, and property execution are disconnected, marketing teams lose the guest data they need for segmentation, automation, reporting, and repeat guest marketing.

Hotel marketing platforms can give your team access to CRM tools, email builders, automations, and reports. That access matters, but it does not automatically solve the technical and operational work required to run a healthy hotel marketing program. HMA acts as a fractional hotel marketing partner for hotels, resorts, and management groups that need deeper support behind the scenes. That includes continuous DNS alignment, deliverability monitoring, Google Postmaster Tools re

Mid-year is the right time to clean up your hotel CRM before fall planning, holiday campaigns, and budget conversations begin.

Hotel CRM marketing gets weaker when every campaign, automation, and audience decision is treated like a neutral choice. It isn't. The choices your team makes about data quality, segmentation, send volume, and automation relevance directly affect revenue, guest engagement, deliverability, and the long-term value of your database. In the spirit of the “5 Hills We’re Willing to Die On” trend, here is HMA’s version for hotel marketers, resort teams, and property management group

Same-Time-Last-Year campaigns give hotels a reliable way to turn past guests into repeat revenue. You are not trying to create demand. You are reconnecting with guests at the exact moment they previously chose to travel. That timing matters. It aligns with habit, memory, and intent. When the message reflects the experience they already had, engagement increases and booking friction drops. This is one of the most efficient lifecycle programs a hotel can run. What Is a Same-Tim

OTA winback strategies for hotels are shifting. The fundamentals still work, but the environment around them has changed. AI is now influencing how guests discover, compare, and book. OTAs are tightening their position in that process. If you rely on OTA bookings and do not have a structured winback strategy, you are giving away repeat revenue. This roadmap breaks down what is changing, what is not, and how to build OTA winback strategies that convert in today’s environment.

Hotels collect large volumes of guest data, but most teams still treat their audience as one group. That approach limits relevance, weakens engagement, and leaves revenue on the table. When you define clear guest ICPs and map tailored journeys to each one, your marketing starts to reflect how guests actually travel, book, and experience your property. That shift improves conversion, strengthens loyalty, and creates a more consistent guest experience from the first interaction

When multiple properties target the same guest with the same message, you create internal competition that reduces engagement, lowers revenue per send, and weakens your overall brand performance. Hotel management companies often operate multiple properties within the same market, targeting similar guest profiles. Without coordination, those properties end up sending overlapping campaigns to the same audience at the same time. That creates unnecessary competition inside the i

Smarter targeting drives engagement, deliverability, and direct bookings without sending more emails. Many hotels still believe revenue growth requires sending more emails. Often, it requires sending fewer, but smarter. If your idea of “CRM strategy” is still batch and blast to the entire database, you are working harder, paying more, and getting less than you should. Why “Batch and Blast” Is Quietly Taxing Your Revenue The old playbook was simple: send every campaign to eve

Email hygiene for hotels is not optional maintenance. It is the ongoing process of removing invalid, risky, and unengaged email addresses that quietly damage inbox placement and direct booking revenue. Most CRMs and PMS platforms do not detect these threats. Clean data protects margin.

This post explains what booking recovery is, why abandoned bookings matter, and how booking recovery supports stronger direct booking performance.

Learn hotel segmentation strategies that increase ROI, improve behavioral targeting, and strengthen guest segmentation for better campaign performance.

Overview This case study focuses on hotel email send time optimization, using guest behavior and performance data to determine when email timing influences engagement and booking outcomes. HMA Intelligent Marketing partnered with a luxury California resort to understand whether email send timing influenced engagement and revenue performance. Creative, offers, and segmentation were already actively optimized. Send timing, however, followed generalized industry guidance rath

Learn how automated guest journeys improve hotel marketing performance, increase direct bookings, and strengthen segmentation with accurate guest data.

Spring demand rewards hotels that target the right guests with the right message at the right time. Spring remains one of the strongest booking windows for hotels and resorts. In 2026, successful spring email marketing relies less on volume and more on relevance, timing, and clean data. These 2026 spring email marketing campaign ideas for hotels focus on segmentation, lifecycle timing, and clean first-party data to help teams drive direct bookings during a competitive season.

How clean data and direct communication help hotels stay visible, protect bookings, and reduce commission exposure in the age of AI search. AI search is changing how travelers discover and book hotels. Many AI summaries rely on structured data from large OTAs, especially Booking.com , and frequently route travelers to third-party booking pages. Even when a hotel appears in an AI summary, the booking path often leads to an OTA, forcing the hotel to pay a commission and lose fi

HMA’s data-first model combines technology, analytics, and human expertise to run lifecycle marketing, booking recovery, and VIP recognition as a true extension of your team. The result is higher direct revenue, fewer silos, and reporting owners can trust.

Threat Analysis protects your email marketing database from harmful data that lowers deliverability and revenue. The review identifies unsafe, invalid, or risky addresses and gives your team a clear suppression file to improve CRM accuracy. You receive a full report and a cleaned file with each record labeled by status, ready for use in any system.

Every brand floods the airwaves during Black Friday and Cyber Monday. Hotels that blast louder don’t win - those that tune in to the right audience do. HMA’s data-first model combines technology, analytics, and human expertise to run lifecycle marketing, booking recovery, and VIP recognition as a true extension of your team. The result is higher direct revenue, fewer silos, and reporting owners can trust.