Catégorie : Strategy

#2 The ‘we care’ doggy bag 🛍️ Three very real and common hotel scenarios: Construction across the street Guests with babies A 30-strong bachelor party checks in for two nights None of these are your fault; it’s just part of the hotel game. But they’re all chances to show guests you care. Rather than brushing it…

Formula One in 2016 was dying. This new Brand Strategy made it worth $30B. In 2016, F1 was irrelevant: – Lost over 150M viewers. – Average fan age 40+. – Digital presence? Non-existent. – U.S. engagement? Almost zero. Brand perception? “Elitist”, “boring”, “outdated”… “not me” And the CEO, Bernie Ecclestone, couldn’t care less. He famously…

RIP SEO. Today was the first time Google automatically pushed me into AI Mode for a basic search. I wasn’t on Labs. I didn’t opt in. No blue links. Just a clean AI-generated answer, with no website listings in sight. This isn’t an experimental feature hidden away anymore. It’s becoming the new default in our…

SEO 📉 GEO 📈 In the age of ChatGPT, Claude, and Perplexity, brand visibility no longer depends on gaming an algorithm. It’s about being cited by it. GEO (Generative Engine Optimization) is the emerging playbook for brands that want to be: 👉 Referenced in LLM outputs 👉 Included in AI assistants’ summaries 👉 Embedded in…

What if we’ve been looking at OTAs all wrong? Most hotels see them as the middleman. Necessary, but annoying. A cost of doing business. But what if they’re something else entirely? Not just distribution channels. Not just a place to dump inventory. But behavioral labs. Every search. Every scroll. Every filter. Every abandoned cart. It’s…

We researched 44 sports brands from highly technical performance-ware to athleisure, from independent studios to group-owned giants to highlight a potential gap in the market: performance-first, independent brands designed specifically for women* Men have SATISFY, SOAR Running, #UVU and countless others. But what culturally coded, performance-first independents have been built for her, by her? At first…

Consistency. It’s a word many marketers struggle with. In particular, the way in which, little by little – through cuts, or edits, a little design tweak here or there, a switch out of this or that, that marketers and creative noodlers erode the impact your #brand has in cementing itself in the minds of your…

Max asked. I replied. Should the government regulate the commissions hotels pay to OTAs? I am always cautious when the State intervenes in the dynamics of the private sector. History teaches us that once regulation begins, it rarely stops where it should. That said, the Preisüberwacher’s decision to label Booking.com’s commissions as “abusively high” feels…

The hotel industry is not designed for the dispassionate or detached. It’s a world built for people who notice everything, who obsess over ambiance, who analyze lobby lighting and critique playlist choices. For those individuals, this business isn’t simply a job. It’s an identity, a persistent mental framework that shapes how they move through the…