The emergence of AI-powered search and discovery tools poses a significant challenge for hotel marketers. While building a strong brand remains crucial in an era dominated by agentic AI, the attraction of quick, measurable tactics may lead hotels to prioritize short-term gains. Mark Weinstein, Hilton’s chief marketing officer, highlights how AI accelerates performance marketing by enabling automated systems to identify issues, create ads, and place them without human oversight, yielding immediate results. However, it’s essential to remember that marketing strategies that drive immediate bookings, like flash sales, differ from those that foster long-term guest loyalty, such as memorable branding campaigns. For effective hotel marketing, a balance between performance-driven tactics and brand-building efforts is vital to ensure sustainable growth and repeat guests. By integrating these approaches, hotels can leverage the power of AI while maintaining their brand integrity and customer loyalty.
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