On May 1st, 2025, the Punch Hospitality team were invited to attend the National Hotel Marketing Conference as Principal Sponsor at The Hilton at St. George’s Park.  This annual gathering brought together a vibrant community of hospitality marketing and sales professionals to explore the fast-evolving landscape of hotel marketing. 

Embracing the Future of Hotel Marketing  

The conference opened with a series of thought-provoking sessions that set the tone for the day. Victoria Hughes from HotStats provided a comprehensive overview of market trends, highlighting the importance of data-driven decision-making in today’s competitive environment. Sam Weston of 80 DAYS delved into the benchmarks for successful UK hotel websites, emphasising the need for user-centric design and compelling content.  

Chloe Parry from Carden Park offered an engaging roundup of essential social media channels, reminding us of the power of storytelling and authentic engagement in building brand loyalty. John Mullen of Revinate discussed the growing influence of voice technology in driving direct bookings, illustrating how AI-powered voice agents are reshaping guest interactions.  

Punch Hospitality’s Keynote: “Gen Zs Aren’t Broke – Your Marketing Is!”

One of the highlights was our own Head of Strategy, Jess Lowes, co-presenting the seminar “Gen Zs Aren’t Broke – Your Marketing Is!” alongside Yasmine Hammadache, General Manager of Hotel Indigo York. This session challenged people’s perceptions about Generation Z, emphasising that this demographic is not avoiding booking at hotels because they can’t afford them, but rather that they’re seeking value-aligned, authentic experiences.  

We explored how traditional marketing approaches often fail to resonate with Gen Z, who prioritise transparency, inclusivity, and social responsibility. They advocated for a shift towards community-driven marketing strategies that create genuine connections and encourage direct bookings. 

AI, Personalisation, and Data Integration in Hospitality

A recurring theme throughout the conference was the potentially transformative impact of AI on hospitality marketing. From personalised guest experiences to predictive analytics, AI is enabling hotels to deliver tailored services at scale. Discussions highlighted how hotels can integrate AI tools to improve operational efficiency and guest satisfaction.  

The emphasis on data integration and personalisation demonstrated the need for hotels to use their data more effectively. By understanding guest preferences and behaviours, hotels can activate personalised, targeted marketing campaigns that drive engagement and loyalty. It’s important that hotels understand their data of course (and have it segmented!), with many delegates reflecting that a confusing tech-stack can muddy the picture further and create blind spots when trying to review the complete guest journey and understand what has or has not worked. 

Building Owned Communities and Improving Direct Hotel Bookings

The conference also addressed the pressing challenges of reducing reliance on third-party booking platforms and prioritising building an owned community. Strategies discussed included leveraging proprietary technology to build brand communities, offering exclusive incentives for direct bookings, and curating engaging content that resonates with what your guest really wants – think mindset, not demographics.  

These approaches resonate with our own commitment to help hotels take control of their guest relationships and revenue streams. Our focus on revenue optimised marketing aims to support hotels in building loyal communities and maximise direct bookings. 

A Shift in Hospitality Marketing in 2025 – 26

One of the most thought-provoking reflections we brought back from the National Hotel Marketing Conference was the ongoing shift from the traditional marketing mix of the four Ps (Price, Product, Place, Promotion) to a more modern framework built around the four Es: Experience, Emotion, Engagement, and Exclusivity. 

This evolution is especially relevant in the hospitality sector, where guest expectations are rapidly changing. No longer is it enough to promote a product based on price or placement alone. Instead, successful hotel marketing now hinges on delivering meaningful experiences that resonate on a personal level, cultivating emotion that guests remember and share, building engagement that leads to community and loyalty, and offering a sense of exclusivity that reinforces brand value. 

For hoteliers and marketers alike, this shift demands a deeper understanding of the guest – again, think mindset not demographic. It’s about moving from transactional tactics to transformational storytelling, creating narratives that speak to identity, purpose, and aspiration. Whether it’s a hyper-personalised offer, a values-led campaign, or simply a surprising moment during a stay, the most impactful marketing today lives in the overlap of relevance and resonance. 

Collaborative Learning and Industry Networking

Beyond the great sessions, the conference provided the chance for conversation and collaboration. Engaging with fellow professionals – both client and agency side – allowed for the exchange of ideas, experiences, and best practices. These interactions reinforced the value of community in navigating the challenges of the hospitality industry. 

The Hotel Marketing Conference 2025 really offered us a range of valuable insights into the future of hospitality marketing through the challenges of today. Our big takeaway was the importance of agility, innovation, and authenticity in connecting with guest expectations – something we always champion in our client’s marketing and brand strategies.  

For more information on how Punch Hospitality can support you to increase your revenue, take a look at our Revenue Growth on this link.