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

Do You Really Need a New Strategy… or Just More Focus?

There’s a moment—sooner or later—in which every business starts to feel stuck. The website is done, your socials are active, you’re creating content, the intention is there… but results aren’t showing up. And so the question comes up: Do I need a strategy?

But what if the problem isn’t the lack of strategy—but the lack of focus?

Strategy vs. Focus: Not The Same (Though Easily Confused)

“Strategy” has become a catch-all word. It’s used to justify a pause, to fill up a presentation, or to launch a new offer. But having a strategy doesn’t mean owning a nice-looking PDF full of buzzwords. A real strategy is a clear, intentional plan aligned with your business vision.

Focus, on the other hand, is what turns that strategy into consistent, meaningful action. It’s the filter that lets you say “yes” or “no” without second-guessing. Because a strategy without focus is like holding a map but not knowing which way you’re facing: you know where you want to go, but you’re not moving.

Signs You May Lack Strategy

Some red flags that point to the need for strategic clarity:

- No clear goals, or no idea how to measure them.
- Generic or inconsistent messaging.
- You're active on many channels, but none of them really work.
- You feel like you're constantly reacting, not intentionally deciding.

In this case, the best thing you can do is pause. Audit. Zoom out. Make structural decisions. And if your business already has momentum, this is where bringing in a fractional CMO can make all the difference.

Signs You May Lack Focus

Other times, the strategy is there but:

- You constantly change directions without letting ideas mature.
- You struggle to prioritize and end up half-executing many things.
- You feel overwhelmed by content, formats, platforms...
- You chase trends without asking if they fit your brand.

Here, you don’t need a new strategy. You need to simplify. Re-center. Create sustainable routines. And yes, a clear outside perspective can help immensely.

The Risk Of Confusing One For The Other

When we confuse a lack of focus with a lack of strategy, we fall into the trap of rebuilding everything every three months. A new website. A new claim. New services. New colours. But if the real problem was just not sticking to what you already had… you end up in an endless loop.

So here’s the question before redoing anything: “Do I really need a new strategy, or do I just need to hold my current one with more clarity and consistency?”

What Do You Need Right Now?

There’s no universal answer. But there is a way to figure it out: pause, observe, and assess. See your business as a system—not a to-do list.

That’s exactly what a fractional CMO does. I don’t come in to do more—I come in to help you do better. To co-create a strategy (if that’s what you need) or help you simplify and stick to the one you already have. Sometimes, it’s not about adding—it’s about letting go.

If you’ve been feeling like you’re doing all the things but still not moving… maybe you don’t need a new strategy. Maybe you just need focus. And if you’re not sure where to begin, I’m here to help you see it clearly.

Creative Tools for Tourism Marketing: A Practical Guide

In the competitive tourism industry, the right digital tools can make all the difference in how effectively you communicate with potential guests. Selecting appropriate creative platforms isn't just about following trends—it's about finding solutions that truly enhance your brand's visual storytelling.

This guide presents practical digital tools that can strengthen your brand storytelling and maximize visual impact without requiring extensive resources. Created specifically for tourism and hospitality professionals, we focus on accessible solutions that deliver professional results even without a dedicated design team.

Intuitive Visual Editors

Tools like Canva and Adobe Express have made design more accessible to everyone, allowing teams without formal design training to create professional-looking materials. While these platforms are powerful and user-friendly, it's important to recognize their limitations—they can't fully replace the strategic thinking and creative expertise of professional designers.

These tools work best as practical resources for day-to-day marketing needs, complementing the more sophisticated work that might occasionally require professional design assistance. For hospitality businesses with limited resources, platforms like Canva and Adobe Express offer an excellent balance of quality and accessibility.

Professional Creative Suites

For tourism and hospitality brands seeking to create truly distinctive visual content, professional design suites offer advanced capabilities—but typically require design expertise to use effectively. These powerful tools are best utilized by trained designers or marketing team members with design experience.

Adobe Creative Cloud remains the industry standard for professional designers, with its comprehensive suite of specialized applications for everything from photo editing to layout design. For businesses working with freelance designers or agencies, this is likely what your design partners are using. Affinity Suite offers a more cost-effective alternative with similar professional capabilities and a one-time purchase model instead of subscriptions.

Unlike intuitive editors like Canva, these professional tools generally aren't suitable for team members without design training. If your business doesn't have in-house design expertise, you'll typically need to partner with professional designers or agencies to leverage these powerful tools effectively. Dynamic Narrative Platforms

Videographic content has transcended its optional status to become a fundamental language of contemporary communication. The ability to articulate experiences through dynamic sequences determines perceptual relevance in saturated markets. Premiere Pro offers unmatched technical depth, while CapCut provides extraordinary accessibility for teams with no prior experience in dynamic visual narratives.

Keep in Mind

Choosing the right digital tools isn't about using everything available—it's about selecting what truly works for your specific hospitality business and team capabilities. Start by honestly evaluating your resources, both financial and in terms of team skills.

Many tourism businesses make the mistake of copying competitors' marketing approaches without considering their own unique situation. What works for a large resort chain may not work for your boutique hotel or local tour company.

The best approach is to start small with tools your team can actually master, focusing on consistency rather than trying to create occasional high-end content that's difficult to maintain. In hospitality marketing, regular, authentic content that accurately reflects your brand will always outperform sporadic, sophisticated pieces in building lasting connections with potential guests.

Choose tools that match both your marketing goals and your team's realistic capabilities—this balance will lead to sustainable, effective visual communication that genuinely represents your hospitality brand.

Connect via email or LinkedIn . The journey toward more authentic engagement begins with a moment of strategic clarity, and I welcome the opportunity to contribute to yours without any investment beyond your time and perspective.

Sustainable Gastronomy in Hospitality: Navigating Global and Cultural

When Identity Dissolves in the Global Menu

The revealing paradox materializes in the omnipresent "avocado toast," emblem of gastronomic globalization. Born in Australia but universalized by American culture, this dish occupies a privileged place in breakfasts at global establishments, despite requiring the importation of its main ingredient across oceans and continents. This juxtaposition reveals a fascinating dialogue between global and local when a Mediterranean establishment incorporates international culinary elements alongside the exquisite abundance of autochthonous products that define the gastronomic identity of the region.

This homogenization transcends borders and continents. From the skyscrapers of Dubai to the paradisiacal enclaves of Bali, we observe the systematic replication of a constellation of standardized dishes orbiting global menus.

The recent 2025 trends report from Baum+Whiteman illuminates this gastronomic duality, revealing how some market segments prioritize immediate sensory experience over considerations of cultural authenticity. This observation contextualizes the ease with which various global chains experiment with multicultural fusions that transcend geographical barriers and culinary traditions, while simultaneously Michelin-starred restaurants begin to revalue traditional preparations such as artisanal tacos at El Califa de León, Mexico.

The homogenization and authenticity transcends the purely gastronomic to become an existential question: Are we sacrificing cultural heritage on the altar of global accessibility? What implications does this uniformity have for environmental sustainability, product integrity, operational economics, and long-term financial resilience? How does this reshape the experiential authenticity that defines the transformative journey?

The Heritage into Competitive Advantage

Facing this homogenization emerges an equally powerful gastronomic counterrevolution. Australia presents a paradigmatic case: boutique hotels that have chosen to completely eradicate "international" gastronomic elements from their menus, reorienting their offering toward native Australian ingredients and ancestral aboriginal techniques. The result transcends the culinary to become a transformational experience that connects the traveler with the essence of the destination.

This strategic reorientation not only catapults the establishment toward a differential positioning in the hotel marketing ecosystem but simultaneously strengthens its sustainability credentials by significantly reducing its carbon footprint and catalyzing the economic development of the local environment.

The 2025 Baum+Whiteman report validates this emerging trend, signaling a renaissance of local and traditional flavors. The revaluation of ingredients like figs (proclaimed "fruit of the year") and the proliferation of concepts that celebrate culinary authenticity reveal a paradigm shift where local recovers its value as a strategic differentiator.

The UN Tourism initiative in Ubud, Bali, Indonesia, represents perhaps the most ambitious manifestation of this trend: an integral project that aspires to position the city as a global epicenter of sustainable gastronomic tourism, validating culinary heritage as a strategic asset with transformative potential for emerging economies.

Weaving Tomorrow's Gastronomic Ecosystem

Gastronomic sustainability, when conceived simply as an exercise in reducing environmental impact, loses its transformative potential. The truly visionary perspective recognizes that ecological, cultural, economic, and social dimensions do not exist as watertight compartments but as interconnected flows of the same vital ecosystem.

This organic interdependence manifests when a chef revalues an autochthonous variety in danger of extinction (environmental dimension), simultaneously preserves an ancestral preparation technique (cultural dimension), creates economic opportunities for local farmers (economic dimension), and democratizes access to culturally significant culinary experiences (social dimension). The magic resides not in each isolated dimension but in how these intertwine to create a regenerative fabric that transcends the sum of its parts.

The "Eco-Chic Diners" identified by Baum+Whiteman represent this integration in action: when renovating traditional establishments with contemporary sustainability approaches, these entrepreneurs are not simply implementing ecological practices — they are redefining the relationship between tradition and trend, creating spaces where cultural authenticity and sustainable innovation coexist in dynamic harmony.

The Ubud project exemplifies how this integrative vision can be systematically scaled: its approach does not segment sustainability into separate dimensions but recognizes how the preservation of Balinese culinary techniques (cultural heritage) simultaneously catalyzes inclusive economic opportunities while regenerating traditional agricultural practices that have maintained ecological balance for generations.

This holistic perspective invites us to reimagine sustainability not as a set of isolated practices but as an organizing principle that coherently integrates every aspect of the gastronomic proposition. From this perspective, the tension between global trend and local authenticity reveals itself not as a conflict to be resolved but as a creative field where truly regenerative gastronomic models can emerge.

The Trend Dilemma

The incessant pursuit of gastronomic trends represents a double-edged sword for contemporary hospitality establishments. From my perspective, this dynamic creates an existential dilemma: businesses find themselves perpetually obliged to choose between constantly transforming their offering to "stay relevant" or preserving their essence and risking perceived obsolescence.

However, this dilemma poses a false dichotomy. True strategic mastery does not reside in choosing between tradition and trend —between local cultural heritage or the ubiquity of avocado toast— but in the ability to navigate this creative tension to forge distinctive gastronomic identities that transcend this artificial polarization.

Visionary establishments are reimagining this tension not as conflict but as a generative opportunity. By integrating traditional and contemporary elements within a coherent gastronomic narrative, they create culinary propositions that respect cultural heritage while participating in the global dialogue, without diluting the fundamental concept that defines their value proposition.

Strategic resources such as the Food Sustainability Index, Baum+Whiteman analyses, or Slow Food International studies offer valuable conceptual frameworks, but true gastronomic wisdom emerges when these insights are filtered through the prism of an authentic brand identity and a clearly articulated gastronomic vision.

Designing the Sustainable Gastronomic Ecosystem

The UN Tourism project in Ubud, Bali, represents an inspiring archetype for destinations that aspire to develop a sustainable gastronomic tourism proposition. Its structured methodology comprises:

Holistic analysis of gastronomic resources that maps not only ingredients and techniques but also associated cultural narratives and traditional knowledge systems.

Design of gastronomic experiences that transcend the passivity of consumption to become transformational immersions where the traveler actively participates in the creation of value.

Development of business models that equitably distribute benefits among stakeholders, ensuring economic viability while maximizing positive impact on local communities.

Implementation of participatory governance systems through the Gastronomic Tourism Club, creating platforms for collaboration between public, private sectors and civil society.

Paradox into Opportunity: The Harmony of Intention

The transformative potential of sustainable gastronomy emerges not from rigid categorization but from intentional clarity. The strategic imperative isn't to universally embrace traditionalism or systematically reject global influence, but rather to orchestrate a coherent narrative where every culinary element serves the establishment's core identity and value proposition.

This clarity of intention manifests the reimagination of street food experiences across global destinations. These curated encounters don't merely juxtapose traditional recipes with contemporary presentations—they architect multidimensional immersions that collapse the artificial boundary between observer and participant. The traveler transcends passive consumption to become an active protagonist in a cultural narrative that feels simultaneously authentic and accessible.

What distinguishes visionary hospitality brands isn't their position on a simplistic spectrum between global homogenization and cultural preservation, but their capacity to create integrated experiences where every element—from ingredient sourcing to service choreography—reinforces a coherent brand philosophy. This alignment transforms seemingly contradictory elements into complementary expressions of a singular vision.

The emerging pattern suggests that tomorrow's most compelling hospitality concepts won't be defined by their adherence to tradition or embrace of innovation, but by the intellectual clarity with which they navigate between these polarities. When strategic intention replaces categorical thinking, the culinary experience transcends mere sustenance to become a transformative medium through which guests discover both destination and self.

Connect with me via email or LinkedIn to arrange your session. The journey toward more authentic engagement begins with a moment of strategic clarity, and I welcome the opportunity to contribute to yours without any investment beyond your time and perspective.

Hyperreal Authenticity: Experiences Designed to Appear More Authentic than Authenticity Itself

The Digital Transformation of Tourism Expectations

The contemporary traveler embarks on journeys shaped by a constellation of digital and cinematic influences that transcend mere destination selection to fundamentally transform how experiences themselves are perceived, valued, and ultimately remembered. Jean Baudrillard's prescient concept of "hyperreality"—where the simulation becomes more compelling than what it represents—finds perhaps its most vivid expression in today's tourism landscape, where destinations compete not merely with each other, but with their own idealized representations across expanding media ecosystems.

This phenomenon creates what Baudrillard might recognize as tourism's perfect simulacra: copies without originals, expectations without attainable realities. Consider how "The Secret Life of Walter Mitty" (2013) transformed Iceland's rugged landscapes into cinematic poetry—I need no statistics to know how many travelers have ventured to those same winding roads, longboard in hand, attempting to recreate that iconic skateboarding sequence without comprehending the careful orchestration behind such seemingly spontaneous perfection.

The traveler's journey now begins long before physical arrival, unfolding through carefully curated Instagram narratives, strategic influencer endorsements, and the emotional resonance of cinematic portrayals. These digital and cinematic appetizers promise an experiential perfection—sunsets mathematically timed for optimal color saturation, landscapes meticulously framed to exclude evidence of mass tourism, cultural exchanges choreographed to eliminate friction—creating parallel realities that physical destinations increasingly struggle to replicate.

The Architecture of Digital Desire in Destination Marketing

The transformation of destinations into their idealized digital twins reflects broader shifts in how cultural value circulates in our hyperconnected society. Sarah Banet-Weiser's analyses of brand culture illuminate how authenticity itself has become commodified, with destinations encouraged to frame their identity through marketable narratives of pristine experiences. This dynamic creates what Banet-Weiser describes as "economies of authenticity," where the perception of genuine experience becomes its own form of cultural capital.

Destinations now find themselves caught in a paradoxical bind: they must appear spontaneous yet reliable, exotic yet accessible, authentic yet comfortable. This has fundamentally altered the strategic imperatives of destination marketing. The most successful destinations no longer simply present their attributes—they craft immersive stories that resonate with travelers' aspirations while appearing organically discovered rather than commercially promoted.

Consider how certain locations have become pilgrimage sites not for their inherent historical or cultural significance, but because they served as backdrops for popular films, television series, or viral social media posts. These places exist in a curious liminal space between the fictional and the real—neither purely imagined nor entirely authentic in the traditional sense.

Staged Authenticity and the Performance of Tourism

The disjunction between digital representation and lived experience has transformed how both travelers and destinations behave. Joe Pinker's work on "Staged Authenticity" reveals how travelers increasingly engage in performances of discovery, even when following well-trodden paths illuminated by countless previous visitors. The modern tourist often participates in what Pinker calls a "choreography of spontaneity"—seeking experiences that feel authentic while simultaneously documenting them for digital audiences in ways that conform to established aesthetic conventions.

This performance extends to destinations themselves, which increasingly design experiences not just to be enjoyed but to be shared. Observation decks are positioned to capture perfect panoramas, breakfast presentations are arranged with "Instagrammability" in mind, and historical narratives are condensed into shareable moments. The result is a curious emergence of what might be called "hyperreal authenticity"—experiences designed to appear more authentic than authenticity itself.

The Recursive Architecture of Digital-Physical Experience

Ana María Munar's research on tourism social media provides crucial insights into how digital practices transform not just the representation of travel, but its lived experience. Munar identifies what she terms "digital mediation" as a force that doesn't merely document tourism but actively shapes it at every stage—from inspiration and planning to on-site behavior and post-travel reflection.

This mediation creates recursive loops of expectation and experience that fundamentally alter how destinations are both perceived and consumed. As Munar notes, travelers increasingly make decisions based on user-generated content, which itself is created with awareness of how it will be received by digital audiences. The result is a self-reinforcing ecosystem where experiences that align with platform-specific aesthetic norms receive disproportionate attention and thus become disproportionately sought after.

We're witnessing a profound transformation in how travel imagery operates within our cultural imagination. Where we once consumed travel magazines featuring natural landscapes and empty architectural spaces—inviting contemplation of place itself—social media has fundamentally personalized these environments. The contemporary traveler no longer simply observes destinations but seeks to insert themselves as protagonists within carefully constructed scenes, treating physical locations as stages for personal performance rather than contexts for authentic encounter.

This shift from observation to embodied replication represents a fundamental reorientation of the travel experience. Like actors following cinematic scripts, travelers increasingly approach destinations with predetermined choreography, seeking not to discover but to reproduce moments designed for digital consumption. The implications extend beyond individual satisfaction to how entire destinations develop, with locations that translate effectively to these personalized digital narratives flourishing, while those whose appeal is more subtle, contextual, or sensory struggle despite offering potentially richer experiences.

The strategic question becomes not whether to accommodate this performative dimension of contemporary travel but how to channel it toward more meaningful engagement with place and culture, creating frameworks where digital performance might serve as gateway rather than substitute for authentic connection.

Strategies of Integration in Practice

The evolution toward a more sophisticated integration between digital experience and authenticity is already manifesting in visionary destinations that have deliberately developed layered experience architectures. Japan offers a revealing example: while actively facilitating highly "shareable" experiences like the famous Shibuya crossing or cherry blossom season, they have simultaneously developed programs like "Stay Nagano" that invite visitors into deep rural immersion experiences with local families. This deliberate stratification allows travelers to move fluidly between digital documentation and cultural immersion, recognizing that both dimensions coexist in the contemporary traveler.

Copenhagen presents another notable approach with its "Localhood" strategy, which fundamentally redefines the aim of tourism as participation in everyday Danish life. While global destinations compete to create perfect photo opportunities, Copenhagen has invested in making its authentic everyday experiences more accessible—from programs connecting tourists with local homes for dinner to the "Meet the Danes" initiative linking visitors with locals who share interests. This approach recognizes that the most powerful authenticity emerges not from touristic performance but from genuine moments of human connection that, paradoxically, also create deeply shareable memories.

The Digital Authenticity Matrix: A Strategic Framework

To effectively navigate this complex territory, tourism organizations can benefit from an evaluative framework I've termed the "Digital Authenticity Matrix." This framework examines tourism experiences through two fundamental dimensions: the degree to which they are primarily designed for documentation versus immersion, and their level of structured performativity versus genuine spontaneity.

This matrix reveals four distinct strategic orientations:

The Simulacrum Quadrant (High performativity + Documentation focus): Experiences highly stylized and created primarily to be captured and shared digitally. Singapore's Museum of Ice Cream represents the epitome of this approach: a space explicitly designed for social photography with sprinkle pools and pastel backdrops that generate viral content but offer little contextual depth. Though frequently criticized for their superficiality, these experiences satisfy legitimate needs for social expression and can function as "gateways" to deeper engagements.

The Guided Participation Quadrant (High performativity + Immersion focus): Structured experiences requiring active engagement. The magical towns routes in Southern Baja California exemplify this approach: carefully organized visits to real ranches where travelers can learn traditional techniques and participate in homemade cheese making, interacting authentically with locals without turning the experience into an artificial spectacle. Another example is Japanese tea ceremonies adapted for tourists: though simplified from their most rigorous forms, they require attentive participation and offer a window into deep cultural values.

The Authentic Moments Quadrant (High spontaneity + Immersion focus): Genuine experiences prioritizing full presence. Traditional Ayurvedic retreats in Kerala, India perfectly represent this space: deep immersion experiences requiring genuine commitment to ancient healing traditions, where digitization is explicitly discouraged to facilitate inner connection. Similar is the experience of Cristina Maristany, a Spanish traveler friend of mine, who travels through countries like the United Kingdom and Malaysia on cycling tours completely removed from conventional tourist routes, finding spontaneous hospitality in rural communities and experiencing a type of travel resistant to continuous documentation.

The Capturable Authenticity Quadrant (High spontaneity + Allows documentation): Real moments that also translate effectively to digital media. Local festivals not modified for tourists but open to visitors, like Seville's Feria de Abril, exemplify this balance: genuine events that would occur regardless of visitors but offer naturally photogenic moments. Another example is farmers' markets primarily serving residents but welcoming visitors to observe and participate in authentic exchanges that also happen to be visually evocative.

Organizations that systematically evaluate their offerings through this matrix can develop more balanced experience portfolios that satisfy diverse engagement needs without sacrificing either authenticity or recognition of contemporary digital practices.

Toward a Synthesis of Digital and Authentic Experience

Rather than lamenting this transformation as a deterioration of "true" travel, a more productive approach recognizes the potential for creative synthesis between digital representation and authentic experience. The challenge for both travelers and destinations lies not in rejecting hyperreality, but in developing more sophisticated relationships with it. From my perspective, the new trends overall with the new generations, are more realistic, effortless, even creating more rejection to the typical perfect scenario/photo/content.

For travelers, this might involve cultivating awareness of how digital influences shape expectations, intentionally seeking experiences that resist easy digital capture, or approaching photography as a reflective practice rather than performance. For destinations, it suggests opportunities to design experiences that satisfy digital appetites while leading visitors toward deeper, more nuanced engagements with place and culture.

Cultivating Digital Literacy in Travel

Addressing hyperreality in tourism requires developing new forms of literacy among all participants in the tourism ecosystem. This literacy encompasses understanding how digital representations shape expectations, how algorithms curate what we see of potential destinations, and how our own documentation practices influence both our experiences and those of future travelers.

Tourism education increasingly needs to incorporate these dimensions alongside traditional hospitality training. Travelers benefit from resources that help them critically engage with digital representations while developing skills for more authentic connection. Destination marketers require frameworks that allow them to leverage digital platforms without sacrificing the distinctive qualities that make physical presence in a place irreplaceable.

This suggests a future where the successful navigation of tourism experiences involves not just geographical wayfinding but movement between layers of reality—the expected, the encountered, and the reflected. The digitally literate traveler develops capacity to appreciate both the perfect sunset captured on Instagram and the imperfect but present moment that exists beyond the frame.

The Evolution of Digital-Authentic Synthesis

Rather than viewing this transformation through a lens of cultural deterioration, forward-thinking strategists recognize the emergence of a more nuanced integration between digital representation and authentic experience. The challenge for both travelers and destinations lies not in futile resistance to hyperreality, but in cultivating more sophisticated relationships with our multi-layered reality landscape.

What's particularly noteworthy in this evolving terrain is the countercurrent emerging among younger generations—a deliberate pivot toward authenticity that represents not rejection of digital frameworks but their maturation. Where previous digital aesthetics privileged perfection and aspirational unreality, emerging trends reveal a strategic recalibration toward unfiltered representation, effortless documentation, and the deliberate subversion of previously dominant visual narratives.

This shift doesn't signal the death of digital mediation but rather its evolution toward more nuanced expressions. The carefully composed, oversaturated sunset gives way to grainy, imperfect moments; the meticulously staged "candid" yields to genuinely spontaneous documentation; the performance of discovery transforms into the architecture of presence. The aesthetic of effortlessness paradoxically requires its own sophisticated understanding of digital semiotics, representing not the absence of performance but its strategic refinement.

For destinations and experience designers, this evolution creates unprecedented opportunities to craft environments that honor both digital and physical engagement modalities. The most forward-thinking organizations are developing what might be called "layered experience architectures"—environments that satisfy immediate documentation needs while simultaneously inviting deeper, more contextual engagement with place, culture and self.

This integration transcends binary thinking that positions the digital against the authentic. Instead, it recognizes that contemporary experience unfolds across a continuous spectrum of engagement, with travelers moving fluidly between documentation and immersion, between sharing and private reflection, between performance and presence. The strategic imperative lies not in forcing travelers to choose between these modes but in designing experiences that accommodate their sophisticated integration.

By embracing this complexity rather than retreating to simplistic nostalgia, the tourism industry can transform the challenge of hyperreality into a catalyst for more thoughtful, intentional, and ultimately fulfilling forms of travel—forms that acknowledge digital influence while cultivating the irreplaceable value of being wholly present in an extraordinary world.

Does your tourism brand navigate effectively between digital representation and authentic experience? As a strategic consultant specializing in experience design and destination marketing, I offer services that help organizations reconcile digital expectations with authentic delivery. I invite you to explore how your destination or hospitality enterprise might develop more sophisticated approaches to this challenge through a complimentary Strategic Tourism Experience Session. This focused 30-minute virtual exploration—offered as a professional courtesy with no financial obligation—often reveals opportunities for meaningful differentiation in an increasingly hyperreal marketplace.

Connect with me via email or LinkedIn to arrange your session. The journey toward more authentic engagement begins with a moment of strategic clarity, and I welcome the opportunity to contribute to yours without any investment beyond your time and perspective.