Digital and AI are transforming how hotels do business.
You need a new playbook.
Whether you're a hotel group seeking differentiation beyond price, an independent wanting to attract next-gen travellers, a boutique exploring digital nomad opportunities, or a C-suite sensing the market has fundamentally shifted, this is for you.
Common Challenges & Solutions
Example 1
Challenge: Distribution Strategy Misalignment
3rd party agency dominance remains a fact post-pandemic. Hotels revert to old habits and conversion stays low.
What this means for you: Your distribution strategy hasn't kept pace with how planners and travellers actually book.
How we approach it: Reduce 3rd party reliance and attract new business through diversified channels that drive direct bookings.
Example 3
Challenge: Meeting Space Underutilisation
Meeting spaces sit empty on shoulder nights. No proactive strategy to fill or reposition them.
What this means for you: Significant revenue opportunity you're leaving on the table.
How we approach it: Reimagine meeting space as a strategic asset serving multiple revenue streams (corporate meetings, digital nomad workspace, wellness retreats).
Example 2
Challenge: Positioning Lag
Remote work, bleisure, and sustainability expectations are reshaping your customer. Your website, imagery, and positioning still reflect travellers from five years ago.
What this means for you: You're getting traffic but not bookings.
How we approach it: Reposition your property to capture the market that's actually walking through your digital doors.
Example 4
Challenge: Technology Fragmentation
Your booking systems, CRM, website, and analytics are siloed. You're managing integrations instead of strategy.
What this means for you: You're losing competitive advantage and operational efficiency.
How we approach it: Build an integrated tech stack that supports both guest experience and strategic decision-making.
The Shift…
Millennials and Gen Z now drive travel spend, and what they want is fundamentally different…
Wellness. Sustainability. Connection. Authenticity. Hotels responding with surface-level additions are missing the real opportunity.
…And Why This Matters
“61% of Gen Z prioritize travel plans that include wellness experiences”
Hotels that understand this shift and adapt their strategy accordingly will capture new revenue streams and protect their profitability and bottom line. Hotels that don't become increasingly commoditised and uncompetitive.
Digital nomads + bleisure = new booking patterns
Meeting spaces repositioned = untapped revenue opportunity
Direct booking capture = margin recovery
What We Do
Distribution & Conversion Strategy
Reduce OTA dependency and build direct revenue streams
Targeted OTA dependency reductions (12-15% within 12 months is achievable)
Direct booking growth driven by positioning, not just ad spend
Internal teams aligned on a unified roadmap with metrics everyone trusts
Guest Experience & Positioning
Capture new market opportunities through strategic repositioning
Positioning adapted to capture generational shifts (wellness, sustainability, remote work)
Meeting space revenue growth by repositioning for how companies actually work now
Sales team equipped to sell relevance, not just availability
Tech Assessment & Partner Selection
Build a technology ecosystem that actually supports your strategy
Technology stack that works together
Team time freed from admin work
Clear ROI on tech investment instead of fragmented tools
Typical Engagements
Strategic audit (4-6 weeks)
Fractional advisor (ongoing, 2-3 days/month)
Specific project work (tech, partnerships, positioning)
About Alan
25 years in agencies, hotels / hospitality, and tech
14 years negotiations with hotels as a procurement leader and operator
11 years building hospitality software
Contributor to hotel advisory boards: Marriott, IHG, Hilton, Four Seasons, Accor, Jumeirah
I’ve seen what hotels say they want vs. what they actually ‘do’.
Let’s define your future together