Blog Stories

Managing marketing across a hotel portfolio creates an interesting challenge. Corporate teams need consistency, visibility, and efficiency, while individual properties still need the flexibility to market around their own demand patterns, guest mix, geography, events, and revenue goals. Effective multi-property hotel marketing campaigns require a structure that connects portfolio-wide planning with property-level execution. That includes a shared marketing calendar, clear bra

A Cyber Week promotion should be a campaign, not a single email competing for attention on Black Friday morning. A well-planned Cyber Week hotel marketing strategy can begin before the offer launches and continue after the sale ends. Teaser campaigns build awareness. VIP early access gives valuable guests a reason to pay attention. Launch emails introduce the offer. Reminders and urgency messaging keep the campaign moving. Post-sale analysis and follow-up help hotels turn cam

Holiday campaigns often get most of the attention during planning season. Offers, creative, subject lines, send dates, and booking windows all matter. But the quality of the data behind those campaigns has a much larger role in determining who receives the message, how relevant it is, and what the hotel can learn from the results. Guest profiles, stay history, booking behavior, geography, repeat visitation, and household information can help marketers build campaigns around r

Cyber Season can generate a lot of attention for hotel marketing teams, but the campaign itself is only one piece of the work. Your guest database needs to be ready. Segments need to be built. Automations need to know what happens after someone clicks, books, abandons, or does nothing. Landing pages need to work. Tracking needs to work. Emails need to render correctly. Suppression logic needs to be checked. And all of that should happen before the first Cyber offer goes live.

A hotel marketing calendar should do more than organize email sends, promotions, social campaigns, and seasonal offers. It should help the property generate demand when demand is needed, support revenue management goals, and make better use of the guest data already sitting in the CRM and PMS. Building an effective hotel marketing calendar starts with understanding the property's occupancy patterns, booking behavior, local demand drivers, historical guest activity, and period

Hotel holiday marketing starts well before Black Friday. Learn how to build your 2026 strategy around the right offer, guest segmentation, booking flexibility, early-access campaigns and a timeline that prepares your property to compete through Cyber Monday and Travel Tuesday.

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 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

Your ability to market, personalize, and drive direct revenue depends on the data you actually own. First-party data is the foundation. It feeds your CRM, supports segmentation, improves deliverability, and gives you control over the guest relationship. Many hotels still rely too heavily on OTA data, partial guest profiles, or outdated records. That creates gaps. It limits what you can do with automation, AI, and lifecycle marketing. This post breaks down five practical ways

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

Many hospitality marketing decisions rely on raw PMS data. That data often contains duplicates, OTA email addresses, placeholder records, and inconsistent address information. When marketing teams rely on that data, segmentation becomes broad, reporting becomes unreliable, and campaigns lose precision. HMA’s DataView solves this problem by cleansing, structuring, and analyzing PMS data so that hotels, tourism organizations, and agencies can understand guest behavior with cla

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 poor hotel data quality lowers revenue, weakens segmentation, and reduces email performance. See how clean, accurate data improves campaigns and guest targeting.

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.

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.

This post breaks down the key differences between CRMs and CDPs and shows why clean, structured guest data is the foundation of every high-performing hotel marketing strategy.

A Guest History Analysis (GHA) isn’t a one-off report; it’s the blueprint for your hotel’s data strategy.

By the time you add up salaries, benefits, and software tools, you’re looking at hundreds of thousands of dollars a year. For most hotels and resorts, that’s just not realistic. That’s why more and more properties are turning to fractional marketing.

A hotel CRM that’s slow, cluttered, or unreliable isn’t a minor inconvenience. It drags down campaign performance, inflates costs, and blocks revenue you should already be capturing. Most legacy hotel CRMs weren’t designed for today’s guest data, booking behavior, or cross-channel marketing needs. You can fix that. Here are five ways to diagnose what’s going wrong and how to get your hotel CRM back on track. Why Your Hotel CRM Isn’t Delivering Results A sluggish, messy, or un