Quiet Luxury in Hospitality: How Four Seasons, Dior, and Aman Set the Standard for Authentic Experiences

As summer invites us to slow down and savor life's finer moments, the luxury hospitality industry finds itself at a fascinating crossroads. The once-dominant trend of loud, logo-heavy brand collaborations is giving way to a more refined, subtle expression of luxury—one that resonates deeply with today's discerning clientele and represents a fundamental shift in how authentic luxury experiences are created and delivered.

The Evolution of Luxury in Hospitality: From Ostentatious to Discreet

The luxury hospitality market has undergone a profound transformation in recent years. What once defined luxury—ostentatious displays, prominent logos, and flashy collaborations—no longer resonates with today's sophisticated travelers. The market has decisively moved toward quiet luxury, a refined, understated elegance favored by "old money" sensibilities and discerning consumers who inherently understand what true luxury means.

This shift reflects a deeper change in consumer behavior and values. Modern luxury travelers don't need a billboard on the hotel façade to confirm quality; they feel it in the seamless service, the thoughtful details, and the meaningful experiences. They seek authenticity over visibility, substance over spectacle, and lasting value over momentary impressions.

Case Studies in Successful Brand Partnerships in Luxury Hospitality

The Four Seasons and Dior Collaboration: A Masterclass in Authenticity and Sophistication

From my perspective as a CMO in the industry, the landmark partnership between Four Seasons Resort The Nam Hai and Dior represents a masterstroke in luxury brand collaboration. This partnership succeeded because the brands' clientele and values were perfectly aligned, creating an authentic foundation for meaningful engagement.

Importantly, the collaboration was launched with the clear purpose of promoting Dior's popular summer canvas bag, the Dior Book Tote, as part of Dior's Dioriviera summer capsule collection. This strategic move married fashion and hospitality in an authentic way, creating an immersive, elegant experience that felt seamless rather than forced.

The partnership wasn't just about slapping a designer label on a hotel; it was about crafting a world where Dior's timeless sophistication met Four Seasons' legendary service, a "Diorized" realm of understated opulence. From Dior mosaics in the pools to exclusive pop-up boutiques and sensory workshops, every detail was thoughtfully curated to elevate the guest experience without overwhelming it. The Dior Book Tote and other summer pieces were integrated naturally into this environment, inviting guests to live the brand's lifestyle during their stay.

Aman Hotels and Their Wellness-Focused Approach with Novak Djokovic

Aman Hotels exemplifies the quiet luxury approach through their strategic partnership with tennis legend Novak Djokovic as Global Wellness Advisor. Rather than focusing on branding overload, Aman invests in what their clientele truly values; privacy, wellness, and curated experiences.

Djokovic has co-created a Detoxification Programme available at seven Aman properties worldwide, an immersive, holistic wellness journey blending physical, mental, and spiritual renewal. This partnership is less about logos and more about lasting value and authentic engagement.

This collaboration reflects Aman's commitment to quiet luxury: offering exposure through meaningful experiences rather than loud branding. It's a reminder that luxury hospitality today is about listening to your clientele, anticipating their desires, and delivering subtle yet profound moments of excellence.

Strategic Marketing Lessons for Contemporary Luxury

Prioritizing Brand Values and Clientele Alignment

The Four Seasons and Dior partnership succeeded because their target audiences and brand philosophies naturally complemented each other. When considering collaborations, ensure authentic alignment to avoid confusing your clientele or diluting brand equity. Success in luxury partnerships requires more than surface-level appeal. It demands deep compatibility in values, aesthetics, and client expectations. As a marketing strategist, I emphasize that this foundational alignment is non-negotiable for true impact.

Focus on Experience and Storytelling Rather Than Visibility

Luxury consumers seek meaningful, immersive experiences rather than overt branding. Aman's partnership with Novak Djokovic exemplifies how wellness programs and personalized offerings create lasting emotional connections without the need for loud logos or signage.

Quiet luxury thrives on storytelling that whispers rather than shouts. Use design, atmosphere, and curated moments to communicate exclusivity and craftsmanship, allowing guests to discover luxury organically. The most powerful luxury experiences are those that feel effortless and naturally evolved.

The Critical Importance of Authenticity and Consistency in Partnerships

However, as often happens in luxury, success breeds imitation. Since these pioneering examples, many brands in hospitality have rushed to replicate the fashion-hospitality crossover, with mixed results. Some have managed to capture the spirit and values of their partners, creating authentic, memorable experiences. Others, unfortunately, have produced disjointed activations that confuse their clientele by diluting brand identity or prioritizing visibility over substance.

Imitations that prioritize logo placement over substance risk alienating loyal customers. Authenticity is key. If a partnership doesn't make sense or align with your brand's DNA, it's better not to pursue it. This is a core principle I advocate for as a Chief Marketing Officer.

Building Long-Term Client Relationships

Luxury marketing isn't about one-off activations. Focus on building ongoing, trust-based relationships through consistent quality, personalized service, and meaningful engagement that extends beyond the stay. The most successful luxury brands understand that their reputation is built on cumulative experiences, not singular moments.

Trends and Future of Luxury in Hospitality

The luxury hospitality industry continues to evolve rapidly, with authenticity and personalization becoming increasingly central to success. The loud, flashy collaborations of the past are giving way to a more refined, authentic expression of luxury that prioritizes genuine connection over superficial attraction.

Future success in luxury hospitality will depend on brands' ability to understand and anticipate their clients' evolving needs while maintaining the timeless principles of exceptional service and attention to detail. The brands that thrive will be those that can seamlessly blend innovation with tradition, creating experiences that feel both fresh and enduring.

Final Thoughts

The pioneering Four Seasons and Dior partnership demonstrated how aligned values and thoughtful integration can create timeless experiences that resonate with discerning travelers. Meanwhile, Aman's collaboration with Novak Djokovic highlights the power of focusing on client needs and wellness over mere visibility.

For luxury brands looking to thrive in this new era, the message is clear: real luxury doesn't shout—it whispers. Embrace quiet luxury by prioritizing authenticity, subtlety, and meaningful experiences that truly connect with your clientele. In a world where true luxury is increasingly rare, those who master the art of understated excellence will command both respect and market leadership.

As a CMO specializing in luxury hospitality, I partner with brands to develop marketing strategies that drive real results. If you're ready to elevate your marketing approach, visit our Contact Us page to schedule a quick scan call. We'll explore your challenges and see how we can help you achieve your objectives.

Summer: Trampoline or Trap for Your Tourism & Wellness Brand? Avoid These 3 Crucial Strategic Mistakes

Summer, with its vibrant energy and influx of visitors, often sweeps us up in the whirlwind of daily operations. For many tourism and wellness brands, and especially for the hospitality sector, it's a season of peak activity. However, behind the apparent calm of the sun and holidays, lies a common trap that CMOs and marketing teams should not overlook: the tendency to push strategic planning for the future to the back burner. If you're looking to move beyond daily operations, discover how our strategic consulting can boost your brand.

While it's easy to get caught up in the "here and now" of the high season, now is precisely the ideal time to plant the seeds for next season's success. How we manage summer can determine not only our immediate results, but also the resilience and revenue growth of our brand in the coming months, whether we operate in APAC or EMEA.

Avoiding the following three common mistakes can be the difference between thriving and watching valuable opportunities slip away. Is your tourism and wellness strategy ready for the challenge?

The 3 Profit Killers Your Hospitality Brand Must Avoid:

1. Forgetting Your Local Audience When International Season Slows Down

When the international high season begins to slow, it's tempting to focus exclusively on attracting the few remaining travelers. However, many hospitality brands make the mistake of neglecting their local audience. This is a lost golden opportunity. Your local community is a base of loyal customers, a driver of word-of-mouth, and a constant source of business throughout the year, especially during low seasons for international tourism.

What to do? Keep the connection with your local audience alive through special offers, exclusive events, loyalty programs, and continuous communication. They are your ambassadors and your vital support when tourist flows decrease, and a key for hospitality customer loyalty.

2. Failing to Analyze Summer Data: Your Goldmine for Off-Season Planning

Summer generates an immense amount of data: which services were most popular, where your customers come from, which promotions worked best, demand peaks, operational pain points, etc. Not thoroughly analyzing this information is like leaving a goldmine untapped. This data is key to understanding your customers' behavior and optimizing your off-season strategies or post-season planning, as highlighted by recent UNWTO reports on tourism resilience. Hotel operations optimization directly depends on this analysis.

What to do? Dedicate time to review sales metrics, customer preferences, the effectiveness of digital marketing campaigns for hotels, and feedback. Identify patterns, what worked well, and what needs improvement. Use this information to refine your services, adapt your messages, and plan your promotions for the slower months, thus boosting hotel performance and wellness revenue growth.

3. Pausing Content Creation During Summer, Just When Your Audience Is Most Receptive to Stimuli

With daily activity at its peak, content creation is often perceived as a secondary task that can be postponed. Big mistake! During summer, many people have more free time, are more relaxed, and are therefore more receptive to consuming inspiring, educational, or entertaining content. It's the perfect time to capture their attention and keep your brand on their radar. This is vital for your tourism branding and positioning.

What to do? Plan your content strategy in advance. Even if you're busy, you can schedule posts, repurpose existing content, or create light, seasonal content that resonates with your holiday audience. Maintain consistency across your social media, blog, and newsletters. Remember, the engagement you build now can translate into future bookings and visits, contributing to tourism digital transformation and effective hotel management.

Is Your Strategy Ready for Success in APAC and EMEA?

Summer is not just a season for working hard, but also for working smart. By being aware of these common tourism strategy mistakes and taking proactive measures, you can transform this season into a springboard for continued success. Don't let opportunities slip away while you're busy; instead, use them to strengthen your brand and secure a prosperous future. If you need support with APAC tourism strategic planning or EMEA hotel marketing consulting, do not hesitate to contact a specialized hospitality consultant like us.

From Challenge to Opportunity: How fCMOs Transform Talent Scarcity and Rising Costs into ROI

The hospitality, tourism, and wellness sectors find themselves at a crossroads. On one hand, demand for authentic and personalized experiences continues to rise. On the other, companies face the dual pressure of a growing shortage of qualified talent and operational costs that keep escalating. Finding and retaining marketing professionals with the necessary vision and experience can be a costly and time-consuming challenge. For owners, CEOs, and investors, the key question resonates strongly: how can we ensure a solid return on investment (ROI) in our marketing strategies in this complex environment?

The Dual Challenge: Scarce Talent and Rising Costs

The reality is that the job market for marketing professionals specialized in hospitality, tourism, and wellness is increasingly competitive. Attracting and retaining quality talent involves significant investments in salaries, benefits, and professional development. For many companies, especially small and medium-sized ones, this can be a considerable financial burden.

This trend is backed by recent data: according to Marketing CMO Insights, 62% of marketing departments now have fewer than 25 employees, while only 6% operate with teams of more than 100 people. Even more revealing: 9% of CMOs are already working fractionally. This isn't just about budget cuts, but a strategic evolution toward more agile and specialized models.

Additionally, general operational costs, from technology to advertising, continue to increase. This demands even more rigorous financial management and an imperative need for every dollar invested in marketing to generate significant returns.

The Transformation is Already Happening

The data speaks for itself: we're witnessing a fundamental shift in how companies structure their marketing teams. The era of bloated departments is over, giving way to smaller, specialized, and strategic teams.

This transformation isn't coincidental. Companies have discovered that quality trumps quantity: small teams of high-impact specialists consistently outperform large generalist departments. The fractional model isn't an emerging trend; it's an established reality that's transforming the marketing industry.

The fCMO as Strategic Leverage for Optimal ROI

A Fractional Marketing Director brings a series of key advantages that can help companies overcome these challenges and optimize their ROI:

Access to High-Level Experience at a Fraction of the Cost: Imagine having an expert with years of strategic marketing experience leading your initiatives without the financial commitment of a full-time employee. An fCMO offers precisely that, allowing you to access experienced and strategic talent in a flexible and cost-effective manner.

Marketing Strategies Directly Tied to ROI: An fCMO isn't simply executing tasks; they're developing comprehensive strategies with a clear focus on results. Their experience allows them to identify the most effective tactics to achieve your business objectives and ensure that every marketing investment translates into measurable returns.

Agility and Adaptability in a Changing Market: Hospitality, tourism, and wellness markets evolve rapidly. An fCMO can bring a fresh perspective and quickly adapt to new trends and challenges, adjusting marketing strategies as needed to maximize their impact.

Optimization of Existing Resources: An fCMO can evaluate your current marketing efforts, identify areas for improvement, and help you optimize your existing resources, whether they're your internal team, external agencies, or technological tools. This ensures you're making the most of every investment.

Leadership and Mentorship for Internal Teams: If you already have a marketing team, an fCMO can provide the strategic leadership and mentorship needed to elevate their skills and ensure they're working in the right direction to achieve company objectives.

Global Competitive Advantage: For hospitality and tourism companies, mixed teams (internal + external + remote) bring cultural perspectives and market insights that no local team can match. This diversity of thought translates directly into more effective strategies and campaigns with greater global resonance.

When is the Ideal Time to Hire an fCMO?

• Consider an fCMO if your company finds itself in any of these situations:

• The current stage of your company requires strategic marketing oversight but not a full-time CMO

• You need immediate strategic leadership for a launch or repositioning

• Your current team lacks experience in advanced digital marketing or brand strategy

• You're looking to optimize the ROI of your current marketing investments

• You want access to international networks and expertise without associated costs

How to Choose the Right fCMO: Industry Experience is Key

Not all fCMOs are equal. In sectors as specialized as hospitality, tourism, and wellness, specific industry experience isn't negotiable, it's fundamental. Why and what to look for:

Beyond Google: The Value of Lived Knowledge

Anyone can do an exhaustive search about market trends or industry key players. But what really makes the difference is having navigated these waters in different seas, oceans, and weather conditions. An fCMO with genuine experience in your sector understands:

The Complete Industry Ecosystem

• Intimately knows who the real market leaders are, not just the most visible ones

• Understands power dynamics between different segments (luxury vs. budget, leisure vs. business travel, wellness vs. medical tourism)

• Has witnessed and participated in the transformations that have shaped the industry

Specialized Team Architecture

• Knows exactly which positions you need on your marketing team and when to incorporate them

• Understands the differences between a Revenue Manager and a Marketing Manager in hospitality

• Knows the specific profiles that work in experiential tourism vs. traditional tourism

Strategic Relationship Network

• Maintains active contacts with key associations

• Has witnessed successful collaborations, mergers that transformed markets, and alliances that failed

• Understands the historical context behind current market dynamics

Invest Smartly, Grow Sustainably

In today's environment, hospitality, tourism, and wellness companies need to be smarter and more strategic than ever in their marketing approach. Hiring a Fractional Marketing Director isn't just a way to address talent scarcity and control operational costs; it's a smart investment that can generate significant ROI by providing the strategic leadership and experience necessary to achieve long-term success.

The question is no longer whether the fractional model is viable, but whether your company can afford to fall behind while the industry evolves toward more efficient and specialized structures.

Ready to Optimize Your Marketing ROI?

Discover how an fCMO can transform your marketing approach and help you achieve your business objectives in today's challenging landscape.

We offer a 30-50 minute Quick Scan where we analyze your current situation, identify what stage your business is at, and determine exactly what you need to maximize your ROI. Based on this analysis, we present you with a personalized action plan.

Schedule your Quick Scan today and discover the specific opportunities to drive sustainable growth for your business.


Marian Gomez
Fractional Chief Marketing Officer (fCMO) Agency | Strategy Consultant | Hospitality, Tourism & Wellness Industry
www.mariangomez.com

Why Leading Tourism Brands Are Already Implementing These Strategies

The tourism and hospitality sector is undergoing its most significant transformation in decades. While some brands struggle to adapt, others are already capitalizing on the trends defining the industry's future. The difference lies not in budget, but in strategy.

As a specialized marketing strategy consultant in hospitality, tourism, and wellness at Marian Gomez Consulting, I've identified four key trends that leading brands are implementing now to stay competitive and build deeper connections with their clients.

Immersive Integration: Travel and Wellness in Unison

According to the Global Wellness Institute, 76% of global travelers seek experiences that combine tourism and wellness. It's no longer just about a separate hotel or wellness center. Successful brands are creating integrated ecosystems where every touchpoint contributes to the guest's well-being.

Hotels like Six Senses, resorts like COMO Hotels, and the exclusive Aman chain have revolutionized their offerings by combining yoga retreats, functional gastronomy, outdoor adventures, and personalized therapies. The result: guests willing to pay up to 40% more for transformative experiences.

How you can leverage this: My strategic consulting helps hotels, resorts, and tour operators design and communicate these integrated experiences, creating value propositions that justify premium pricing and generate long-term loyalty.

Personalization Driven by Data and Artificial Intelligence

Industry studies show that AI-powered personalization programs increase customer satisfaction by up to 23% and direct sales by up to 15%. Personalization is no longer optional; it's the basic expectation of the modern consumer.

Leading brands use data to anticipate needs, from recommending travel experiences based on previous behaviors to adjusting room temperature before a guest's arrival. This technology allows for the creation of connections that feel human, even if they are driven by algorithms.

How you can leverage this: My expertise in brand auditing and digital marketing guides businesses to implement personalization solutions ethically and effectively, optimizing both the customer experience and the ROI of their technological investments.

Authentic Content and Human Storytelling

In a world where 92% of consumers trust peer recommendations more than traditional advertising, successful brands have pivoted towards authentic narratives. Airbnb built a $75 billion empire primarily through real stories from its hosts and guests.

User-generated content and emotionally connecting narratives are no longer supplementary tactics; they are the core strategy. Brands that master this space understand that they don't sell services; they sell transformations.

How you can leverage this: My expertise in helping brands discover their unique voice is key here. I develop content strategies that transform service experiences into powerful stories, building trust and emotional connection that translates into loyalty and organic recommendations.

Sustainability and Purpose: The New Competitive Standard

Booking.com reports that 83% of travelers consider it important to stay in sustainable accommodations, and 61% are willing to pay more for it. Brands leading the sector no longer view sustainability as a cost but as a competitive advantage.

Patagonia, while not a pure tourism brand, demonstrated that a clear purpose can generate unwavering loyalty. In tourism, brands like Intrepid Travel have built their differentiation entirely around responsible travel and have seen 300% growth in five years.

How you can leverage this: My expertise in brand repositioning helps integrate sustainability and purpose into the core of business strategy. Not as a cosmetic addition, but as a fundamental pillar that attracts today's conscious customer and builds brand value for tomorrow.

The Competitive Advantage Is in the Execution

These trends represent more than market shifts; they are opportunities to create sustainable competitive advantages. Brands that implement them now will be defining the standards that others will follow tomorrow.

Is your brand ready to lead instead of follow? At Marian Gomez Consulting, we transform these trends into concrete strategies and measurable results.

Schedule a free strategic consultation and discover how to apply these strategies to your specific business. Because the future of tourism is already here, and successful brands are already living it.

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Photo credit: Antonio Araujo @antonioaaaraujo

The Art of Resilience for Leaders: Flourish in the Hospitality, Tourism and Wellness Industry

In the last decade, few industries have been as hard hit and transformed as hospitality, tourism, and wellness. From global pandemics to economic crises, natural disasters, technological changes, and transformations in consumer values, sector leaders have navigated more than turbulent waters.

And yet, here they remain. What's the key to their success? Reinventing, sustaining teams, redesigning experiences and, in many cases, emerging stronger. They have achieved this through a competency that is no longer optional: resilience.

Why is resilience a critical topic today?

Because the unexpected is no longer the exception. It's the norm. Economic volatility, climate change, destination saturation, regulatory pressure, new consumption habits and digital acceleration have redefined the context. And in this context, leading is not just about resisting. It's about anticipating, adapting and evolving with purpose.

For sector leaders, resilience is not just an emotional or personal matter: it's a business strategy. And like any strategy, it can be designed, activated and strengthened with the right tools.

Strategic Marketing: Pivot, purpose and positioning

A resilient brand is not improvised. It's built with strategic vision.

Having a clear, adaptable, and purpose-oriented marketing strategy allows companies to:

• Reposition their value proposition in the face of new realities.

• Communicate with empathy and forcefulness in times of crisis.

• Recover customer trust and strengthen their community.

• Identify differentiation opportunities in saturated markets.

Strategic marketing acts as a compass: it aligns operations with vision and emotionally connects with increasingly demanding customers.

Fractional CMO: Flexible leadership, external perspective, real results

In uncertain contexts, many brands cannot afford a full-time Chief Marketing Officer. But what they cannot afford is not having leadership in marketing.

This is where the role of the fractional CMO comes in: a strategic figure, with senior vision, who joins as part of the team without the structural weight of a permanent hire.

With more than 15 years of experience working with hospitality and tourism brands, I have seen firsthand how companies that maintain strategic leadership in marketing manage not only to survive crises but also to turn them into growth opportunities.

As a boutique strategic and digital marketing agency, our approach as fCMO is precisely that: we help brands get their heads above water, recover long-term vision, and activate opportunities that perhaps are not being seen from within. Without losing the pulse of day-to-day operations, but with strategic perspective and a complete team behind us.

Strategic Consulting: Diagnosis, design and action

When we work with hospitality, tourism or wellness brands, we start with a premise: resilience is also designed. And for that you need:

• Diagnose blind spots in the value proposition, communication or experience.

• Design contingency scenarios (because plan B is no longer optional).

• Detect innovation opportunities: new products, services, audiences or channels.

• Strengthen the employer brand and care for the internal team, because a resilient company needs sustained people.

Real cases of resilience in action

• Boutique hotel in Bali that transformed its communication to attract local tourism when borders closed - result: maintained 70% occupancy during the pandemic.

• Wellness center in Mexico that digitized its services and today combines in-person and online therapies - grew its client base by 40% in two years.

• Resort in Ibiza that bet on real sustainability and managed to position itself in front of an increasingly conscious traveler - increased responsible tourism by 60%.

These are not miracles. They are strategies activated with intelligence, sensitivity, and focus.

What about the team? The heart of resilience

Resilience is also cultivated from within. A strong, aligned, and cared-for team is the first shield against any crisis. And that is also part of strategic marketing. Communicating purpose, reinforcing internal culture, activating a sense of belonging, and caring for the team's emotional health are fundamental to building a sustainable brand.

Is your brand ready to flourish in the storm?

Resilience is not enduring. It's leading with vision and purpose in the midst of change. If you lead a hospitality, tourism or wellness brand and feel that the time has come to not only resist, but transform and advance, we help you design that resilience strategy that your brand needs.

Our services as a boutique agency specialized in Fractional CMO and Strategic Marketing are designed specifically for brands that want to grow with intelligence, empathy, and impact in this sector.

Do you want to discover the key points that are holding back your brand's growth? We invite you to schedule a free Quick Scan. It's a personalized session where we will delve into your business's challenges and opportunities to understand how we can help you build a truly resilient marketing strategy.

Schedule the free Quick Scan at Marian Gomez Consulting

3 Critical Digital Marketing Mistakes Your Hotel Can't Afford to Make This High Season (And How to Avoid Them)

The tourism high season is just around the corner! Whether it's Europe's vital summer, the Caribbean's winter peak, or the festive travel surge, it brings a massive wave of opportunities. But it also brings an ever-evolving landscape. Competition is fierce, travelers are more demanding, and digital marketing, more than ever, is your greatest ally... or your worst enemy if not handled well. We've identified three common mistakes many hotels make that, if not corrected in time, can cost you thousands in bookings and reputation. Are you sure your hotel isn't falling into these traps just when you need to shine the most?

Mistake 1: Obsession with 'Direct Booking' Without a Solid Brand Strategy (And Why It's Costing You More)

Many hotels focus only on direct sales through their website, neglecting to build a strong, differentiated brand that justifies that direct booking. They rely too heavily on promotions and discounts, which reduces their margins and leads to you being perceived as a commodity. You lose the opportunity to build long-term loyalty, as travelers don't know why to choose you over an OTA if you don't have a clear value proposition. In fact, hotels lose up to 20% of potential revenue by not balancing their brand strategy with direct sales.

The key is to invest in a powerful brand narrative and an impeccable user experience on your website, using content marketing, email marketing, and social media to tell your unique story. Do you need expert leadership to develop and execute this strategic vision? Discover how our Fractional CMO Services can transform your marketing.

Mistake 2: Ignoring the Power of User-Generated Content (UGC) and Reviews (And Why It Makes You Invisible)

Actively failing to prioritize the collection, management, and promotion of guest reviews and photos/videos is a costly mistake. Thinking that "if they look for us, they'll find us" is enough, but in a world where trust is built on social proof, a lack of UGC makes you less credible. Professional photos are necessary, but real user content is what sells. Plus, you lose local SEO positioning and visibility on review platforms. It's estimated that over 90% of travelers trust UGC more than traditional advertising.

It's crucial to have an active strategy to incentivize and manage reviews (Google My Business, TripAdvisor, Booking.com, etc.) and republish UGC across your channels, in addition to responding promptly to reviews (both positive and negative). To understand how to integrate this into a cohesive plan, we invite you to explore Our Process, How We Work.

Mistake 3: Underestimating Personalization and the Post-Stay Customer Journey and Why You Lose Repeat Guests

Viewing the customer relationship as something that ends when they check out is a big mistake. If there's no follow-up, no personalized offers, and no incentives to return, you're missing out. The cost of acquiring a new customer is much higher than retaining an existing one. If there's no well-thought-out customer journey after their stay, you're leaving money on the table and losing a valuable database. In fact, increasing customer retention by just 5% can boost profits by 25% to 95%.

Implement segmented email marketing strategies post-stay, offer loyalty programs, and use guest data to personalize future offers. To discuss how to implement these and other tailored strategies for your hotel, don't hesitate to Contact Us.

Avoiding these mistakes isn't just about following trends; it's about ensuring the sustainability and growth of your hotel in an increasingly complex market. At Marian Gomez Consulting, we understand these challenges because we are immersed in the hospitality, tourism, and wellness sectors.

If you identify with any of these points, or simply want to ensure your digital marketing strategy is ready for the high season, I invite you to a free Quick Scan session. This is a 30 to 60-minute call where we'll analyze your current situation and give you a clear perspective on how we can help you avoid these mistakes and boost your brand. Have questions about what to expect from this call? Visit our Frequently Asked Questions (FAQ) about the Quick Scan.

How to Work with Mr and Ms AI: Your Smart Assistant to Boost Your Productivity

AI has become a handy helper for businesses and professionals alike. However, there’s a lot of confusion about what AI can do, what it shouldn’t, and how to really partner with it in your daily routine.

Think of AI as your trusty sidekick, not a replacement

First off, dear lovers of ChatGPT, Claude, Gemini, or any AI, it’s crucial to see AI as a smart assistant, not a boss, coach, or your free employee. Picture it as a virtual secretary that can help you organize ideas, write rough drafts, and handle repetitive tasks. It can make your work faster and help generate ideas or content. But it’s not a replacement for your judgment or oversight.

The real limits of AI’s knowledge

AI has a limited understanding of your world. Even if you give it an ultra-detailed briefing, it will still miss plenty:

• Casual conversations or unspoken nuances that only humans catch.

• The inner workings and relationships within your team.

• Events shaping your industry, both big and small.

• The specific history or context of your company and clients, which isn’t in the data it was trained on.

That’s why AI is an assistant, not an executive. It needs a human to keep an eye on things, review, and correct and basically, to make sure it’s doing what you want and that it’s right.

What can Mr and Ms AI actually do for you?

• Brainstorming and structuring ideas: Helping you organize your thoughts, outline projects, or draft initial text.

• Writing and editing content: Generating emails, reports, organizing ideas, among others. But here’s the catch: if you just hand it over and step back, you’ll notice many outputs start sounding very familiar—“Where X meets X,” “In these days,” or overusing the dash “-” to fill space. That’s your cue to review, tweak, and add your personal touch. Also, don’t rely on AI to solve personal or emotional issues; that’s a shortcut to trouble. There are memes and jokes about this, and Meta even launched AI personas like “Mom,” “Astrologer,” or “Psychologist.” But beware: those third-party AI tools are not part of Meta, and what they offer or advise can sometimes be risky or misleading.

• Data analysis and summaries: Processing tons of info and giving you quick insights or reports.

• Automating routine tasks: Managing FAQs or standard responses so you don’t have to do it manually.

What AI just can’t do

• Fully understand or interpret the nuances of your environment.

• Know internal details that aren't documented or in its training data.

• Make strategic decisions or handle relationships with emotional intelligence.

• Create creative and on-brand social media posts. Don't cry when your copy meets the exact copy from other brands (note the irony).

• And overall, repeat as a mantra: never ask for something that you don't know how to evaluate. You will never know if you are making a silly (expensive and embarrassing) decision.

The secret sauce: human supervision

The magic happens when you review, verify, and adjust what AI produces. Without your oversight, it can spit out incorrect or incomplete info, which can be a costly mistake. Think of AI as your collaborative tool, not your autonomous boss. For example, if you give it a briefing, you need to review and tweak its output to make sure it’s aligned with your reality and goals.

AI doesn’t act on its own—only on your commands

It’s not proactive. AI only works when you tell it what to do. Someone needs to be there to check that its results are accurate and useful. If you step away on vacation and leave the AI running, it will keep waiting but won’t manage anything by itself or adapt to unexpected changes. It’s an assistant (a very lazy one), not a manager.

To wrap it up

Mr and Ms AI can be your powerful helpers, making you more productive. But remember: they have a limited awareness of your actual world. They need your supervision to get things right. The best success comes when humans and AI work side by side, your judgment, creativity, and emotional intelligence in control, while AI speeds up routines and scales your efforts.

Looking for strategic insights to grow your business in tourism, hospitality, and wellness?

Connect with us on LinkedIn and discover how we can help you transform your brand and accelerate your growth.

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Marian Gómez

CMO & Strategic Consultant for Hospitality, Tourism & Wellness

Connect with me on LinkedIn

Interested in luxury hospitality and tourism solutions? Follow us at Company LinkedIn

www.mariangomez.com

The True Luxury in Hospitality: Beyond the Shine, the Power of 'Apapacho'

After 16 years traveling from Europe to North America, North America to Europe, Europe to Asia, Asia to Europe, and Europe to Asia again, I've learned a lesson that's worth its weight in gold: true luxury isn't found in what shines, but in what is felt. Because the most important things can't be touched, they must be felt with the heart. And in the world of luxury hospitality, tourism, or wellness (or all of the above), I'm sure this resonates with you.

This revelation didn't come all at once, but formed gradually with each journey, each experience, each encounter. Lesson number 1: learned during my first continental shift: "apapacho."

If you're Mexican or have spent time in Mexico, you know what I'm talking about. You can look it up on Wikipedia, but I promise you that only if you've felt it in your heart, if you've experienced it, do you truly understand what I mean. For me, this is what every brand in the industry should offer to their clients.

Beyond Brilliant Marketing

You can have the most brilliant marketing campaign in the world, but if you don't touch the heart of your visitor, you haven't accomplished anything. I'm serious: I've seen spectacular hotels, restaurants, social clubs, and wellness centers sit empty because they forgot the most important thing: human connection.

The Superficial Luxury Trap

It's easy to fall into the trap of thinking that luxury is just about high thread counts, Italian marble, and French champagne. Don't get me wrong, those things are great. But if you stop there, you're missing the essence.

I've seen places that invest millions in décor but skimp on staff training. The result? Beautiful but cold spaces where clients feel like they're in a museum rather than a place to connect.

The Search for Authenticity

People are tired of the artificial, the canned. They seek something real, something that makes them feel part of something bigger. When we travel, don't we all want to feel a bit like locals? To connect with the culture, the people, the place.

You don't even need to go far, don't you love going to that restaurant or café where they know you, treat you well, understand your tastes, and go beyond just making a sale? That's "apapacho." It's that warmth and care that makes you feel at home without invading your space. That's true luxury, the magic that human environments create.

As Maya Angelou said: "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." There lies the key.

"Apapacho" in Action

I remember a small boutique hotel in Sri Lanka. It didn't have the most luxurious facilities, but every morning, the manager remembered my exact preferences: decaffeinated coffee, golden milk with almond milk, and toast with tomato (something only a Spaniard can truly understand). He prepared yoga classes for me in different corners of the hotel and genuinely asked about my plans for the day, offering personalized suggestions that no tourist guide mentioned. When I left, he gave me a small handwritten note with recommendations for my next destination. Years later, I still remember that experience above the luxury hotels where I stayed during the same trip.

Sustainability: Apapacho for the Planet

True luxury in hospitality must also extend to how we treat our environment. We don't need more megaprojects or theme parks that deplete resources and territories. What the tourism industry really needs is an approach where existing spaces become sustainable: clean beaches and seas, well-maintained green spaces, and infrastructures that embrace eco-friendly technologies. Sustainability isn't just a trend; it's another form of "apapacho," this time for the planet, but also for ourselves. The impact we have on our environment is the quality we receive back from it. Today's conscious travelers seek experiences that respect the environment, preserve local authenticity, and have a positive impact on the communities they visit. True luxury lies in offering experiences that nurture both the guest and the place that hosts them.

Authentic Differentiation

Want to stand out in a saturated market? Forget about copying what others are doing. Focus on the authentic, the genuine. Know your guests, respect the identity of the place, and cultivate that authentic connection, the one that isn't forgotten, the one that generates bonds and loyalty.

The major hotel chains already understand this—they're creating smaller boutique hotel brands under their umbrellas specifically designed to cultivate this essence of personalized care and authentic experience. They recognize that what truly resonates with today's travelers is not just luxury amenities but meaningful connections and memorable moments.

The Power of Collaboration

A crucial aspect we cannot ignore is the importance of collaboration between the private sector and government institutions. Medium-sized companies, especially those with deep and genuine knowledge of their local environment, have the opportunity to generate significant impact when working together with public entities. An interesting example is the Los Cabos Trust in Baja California Sur, which has created important synergies, although its potential impact could be amplified even further. These collaborations allow "apapacho" to extend beyond individual experiences and become an integral part of the sustainable development of tourist destinations.

The true difference in luxury resides in the human element and what is experienced from the heart. AI is here to help you, but it's human warmth that connects us. "Apapacho" is that magical touch that transforms a service into a memorable experience.

In an increasingly digitized world, those who know how to cultivate this art of "apapacho" will be the ones who truly stand out in the luxury, hospitality, and wellness industry.

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Photo credit: Jeremy Bishop (@jeremy_bishop)
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Marian Gomez
CMO & Strategic Consultant for Hospitality, Tourism & Wellness
Connect with me on LinkedIn
Interested in luxury hospitality and tourism solutions? Follow us at Company LinkedIn
www.mariangomez.com

Transform Your Brand: Strategies for Hospitality, Tourism, and Wellness Success

Businesses are constantly evolving, but sometimes these changes don’t benefit the sustainable growth of hospitality, tourism, or wellness brands. With a myriad of tools, technologies, and emerging expectations, it’s easy to get swept away by the latest novelty. The reality is, not all trends deserve your attention. So, which strategic marketing trends truly matter, and how can you implement them without losing the essence of your brand or your peace of mind?

Human-Centered Marketing: From Personalization to Genuine Connection

Forget hyper-automated emails and robotic social media messages. While tools like ChatGPT can be helpful, don't leave everything in their hands. If you’re looking to create a brand with a unique voice that stands out from competitors, relying too much on AI can lead to clichés like "when X meets Y," which are already overused. It’s vital to avoid your brand adopting a similar tone and message as others in the market. What really matters today is connection, not conversion; your guests and customers want to feel seen and understood. Whether you manage a boutique hotel, a luxurious wellness retreat, or a vibrant social club, human-centered marketing involves creating meaningful interactions both online and offline.

Practical Idea:

Organize micro-experiences that blend digital and in-person elements, like pre-arrival WhatsApp check-ins along with a handwritten welcome note. Consider using voice notes or short personalized videos instead of standard email replies.

Strategy over Tactics: The Power of Long-Term Thinking

Brands that will thrive in hospitality, tourism, and wellness aren’t the ones chasing the latest TikTok trends; they are the ones with a clear, adaptable strategy. In uncertain times, reactive marketing drains your team and budget. Strategic clarity creates focus and calm. Avoid the mindset of “everyone else is doing X,” because you are not everyone else. Your target audience, location, purchasing behavior, business management, and brand approach are all different. Blindly following what others do is like jumping off a high cliff.

Practical Idea:

Review your brand’s positioning and core values. Does your current marketing reflect those principles across all channels? Develop or update your strategic plan, beyond just a simple content calendar. Strategic marketing is about understanding the big picture of all your online and offline marketing actions.

The Return of Offline: The Power of Real-World Marketing

In this era of digital fatigue, offline experiences present a strategic advantage. Direct mail, sensory branding, community events, and partnerships with local businesses are not things of the past; they are smart decisions. Wellness centers, resorts, and travel brands that create tangible moments will earn their customers' trust and loyalty. It’s not about putting all your eggs in one basket; it's about knowing which baskets to use and when. This is why it's crucial to work with a strategic marketing professional who helps orchestrate what, when, and how. Many companies hire digital marketers and social media managers but often need a marketing director or CMO to design the overall strategy.

Practical Idea:

Consider co-creating a limited-edition physical product, such as a wellness kit or local map, in collaboration with a partner brand. Alternatively, launch a local ambassador program to promote your venue offline.

Conscious Brands Are Winning: Sustainability and Values Aren't Optional

Today's travelers and consumers care about more than aesthetics or discounts; they seek authenticity and alignment with their values. Brands that prioritize sustainability, inclusiveness, and transparency are gaining market share and, most importantly, customer loyalty. However, be careful not to jump on every trend. If you market yourself as sustainable but produce hazardous waste or have more plastic than refillable water bottles, your message will be misaligned. 

Practical Idea:

Communicate your values clearly, but don’t just say it—show it! Highlight your initiatives with pride and clarity, whether it’s sourcing local products, supporting community projects, or using renewable energy.

Consistency Across All Channels: One Story, Many Touchpoints

Guests don’t differentiate between “online” and “offline”; they see you as one entity. Every touchpoint—from your Instagram bio to the signage at your front desk—needs to tell the same story. Consistency builds trust, leading to bookings, repeat visits, and referrals. While it may seem repetitive to a business owner, remember that you’re building a brand that should be recognizable across all channels.

Practical Idea:

Conduct a simple brand audit: Are your tone, design, and message consistent across your website, booking platforms, printed materials, and physical spaces? If not, align everything before scaling any new campaign.

Strategic marketing isn’t about doing more; it’s about doing what truly works for your brand, your values.

www.mariangomez.com
Fractional Chief Marketing Officer and Strategy Consultant Agency | Hospitality, Tourism & Wellness industry

Strategic Pause: Leading with Soul

The Paradox of Slowing Down to Move Forward

We live immersed in a culture that glorifies speed. In business, this translates into quick decisions, packed agendas, and a constant sense of urgency. But what if taking a pause was precisely the most strategic act we could allow ourselves? In this article, we'll explore how stopping, breathing, and reflecting can become a real competitive advantage in today's leadership landscape.

The Hidden Power of the Strategic Pause

Marcus Aurelius wrote in his Meditations: "Retreat into yourself. Within you lies a source of good, always ready to spring forth if you know where to look." This invitation to look inward isn't just a philosophical practice; it's also a powerful leadership tool.

Taking a moment to think before reacting and to feel before deciding can prevent mistakes, unlock innovative ideas, and strengthen teams. In my experience working with brands and leaders, I've seen how rushing often clouds strategic vision. The pause, instead, creates space for deeper questions: Is what we're about to do aligned with our purpose? Are we reacting or acting with intention?

The Science Behind Mindful Leadership

Research increasingly supports what ancient wisdom has taught for centuries. A 2019 Harvard Business Review study found that leaders who practice mindfulness and intentional pausing demonstrate:

• 22% higher leadership effectiveness scores

• Teams with 19% lower turnover rates

• Better decision-making under pressure

These benefits stem not from avoiding action, but from creating the mental space needed for clearer, more purposeful direction.

Practical Applications for Today's Leaders

Leading from the pause doesn't mean halting progress—it means guiding it with greater clarity. Here are concrete ways to integrate this idea into your daily leadership practice:

Conscious Breaks Between Meetings: Especially after sessions where you've been presenting, explaining, problem-solving, or brainstorming, try taking at least 15 minutes between meetings to rest both mind and body.

• Strategic Journaling. Set aside time to note ideas, doubts, or intuitions at the end of the day. Not everything needs to be resolved in the moment—sometimes the best insights emerge when given space to breathe.

• Mindful Walks. Take walks without your phone, allowing your mind to breathe alongside your body. Some of the most significant breakthroughs come during these moments of apparent "non-productivity."

• Structured Reflection Time. Schedule weekly blocks of uninterrupted thinking time. Protect these moments as you would your most important meetings—because they are.

These practices aren't a luxury; they're an investment in clarity, focus, and mental well-being that pays dividends in better leadership decisions.

The Pause That Transformed a Company

One client we worked with—the CEO of a mid-sized firm—was facing burnout and making increasingly reactive decisions. After implementing structured pause practices, including a mandatory "think day" each month and 10-minute buffers between all meetings, the results were remarkable:

• Employee satisfaction scores increased by 27%

• The executive team reported higher quality strategic decisions

• The company launched their most successful product to date—one conceptualized during a deliberate pause session

Leading with Soul in a Speed-Obsessed World

The pause isn't a distraction—it's a direction. Leading from the pause means leading with soul, purpose, and humanity. In a world that's constantly running, perhaps the bravest thing is to stop for a moment and reconnect with what's essential.

What about you? Where can you make a pause today to reconnect with what truly matters in your leadership journey?

*About us: Marian Gomez Consulting helps leaders and organizations find their authentic purpose and translate it into meaningful action. Discover more insights at www.mariangomez.com