In this episode of Hotel Moment, Brenna Turpin, Marketing Coordinator at Revinate, addresses one of hospitality's most pressing challenges: capturing and retaining loyal guests during economic uncertainty. With CoStar predicting a 0.1% year-over-year decline in US hotel RevPAR for 2025 and international inbound travel declining, hoteliers worldwide are asking how to maintain loyalty when guests tighten their wallets.

What you'll learn: 

● Why you should never panic or increase OTA dependency during market downturns—and what to do instead 
● How to leverage ancillary revenue as a cornerstone strategy for both revenue recovery and loyalty building 
● Why direct bookings are the "ticket to stronger guest loyalty" and provide crucial data for personalization 
● The missing loyalty segment: how kids and teens drive family booking decisions and long-term guest relationships 
● Why 76% of customers gravitate toward brands that personalize offerings and how to use guest data effectively 
● Practical strategies for using historical first-party data to create targeted offers that drive repeat bookings 
● How to build relationships with young guests that create "locked in" family loyalty for life 
● The framework for following your data to identify guest segments and create memorable experiences for all ages

Learn why Jan Freitag emphasizes "I don't want you to come from any other channel. I want you to come to me directly, and then I'm willing to value that loyalty," and discover how personalization becomes your hotel's superpower during challenging market conditions.

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[00:40] What NOT to do in tough markets - Brenna outlines the critical mistakes to avoid: panicking, scattering marketing funds everywhere, or pressing the "big red button" of increased OTA spending. While OTA distribution might seem like a quick guest acquisition fix, it's actually a more expensive long-term option that undermines direct relationships.

[02:57] Direct bookings drive loyalty - Jan Freitag from CoStar Group emphasizes the connection: "I don't want you to come from any other channel. I want you to come to me directly, and then I'm willing to value that loyalty." Direct bookings provide the guest data needed for personalization, which builds stronger loyalty bonds.

[03:36] The missing loyalty segment - Alicia Zur-Szpiro reveals how kids and teens are often the biggest decision makers for family trips: "If you've delighted the family and the kids, you've locked in that family for life... when you know that a holiday works for you and your children, you're just gonna go back time and time again, year after year."

00:00 - Intro 
00:40 - Market conditions and what not to do 
01:30 - Ancillary revenue as loyalty strategy 
02:57 - Direct bookings drive loyalty 
03:36 - The missing link: kids and teens 
04:36 - Data-driven personalization strategies 
05:30 - Direct Booking Mastery Certification overview