The Battle Against Misinformation: The Cost of Leading in the Era of Fragmented Attention

Why luxury hospitality brands verify Michelin stars but not wellness credentials—and how new global regulations are about to force a reckoning.

Two international luxury hotel chains—if I told you the names, you’d fall off your chair—have in their roster of ‘wellness experts’ a holistic coach without verifiable medical training and a ‘holistic nutritional coach’ without nutrition studies. Both offer workshops to guests paying over €1,500 per night.

The selection criteria? Likes and engagement rate.

Credential verification? None.

Remember the meme of Snoop Dogg dressed as a surgeon in an operating room? It’s not far from reality. Except in this case, the ‘patients’ are paying luxury prices for the privilege.

The question nobody asks: Why do we verify Michelin stars but not wellness credentials?

In luxury hospitality, we’re obsessive about credentials where it matters. Executive chef: verifiable training, years of experience, perhaps Michelin stars. Sommelier: WSET certifications, Court of Master Sommeliers. Spa therapists: licenses, certifications in specific techniques. Concierge: Les Clefs d’Or, years of training.

But when it comes to wellness coaches, holistic healers, nutritional advisors, the selection criteria changes radically: Instagram followers plus engagement rate. Verification: do they have a professional website? Do their posts look good?

Why? Because we confuse reach with expertise.

The luxury problem is unique (and existential)

These hotels, tourist destinations, and lifestyle brands aren’t being malicious. They’re being human in 2025: information overload, scanning instead of reading, trusting vanity metrics (followers) instead of substance metrics (credentials).

It’s exactly the problem that Queen Letizia of Spain recently articulated: without the capacity for deep reading—in this case, deep due diligence—we cannot distinguish between what seems legitimate and what actually is.

And here’s the twist the industry doesn’t see coming: China saw it first. That’s why it’s now law that influencers in wellness, nutrition, and health must have verifiable credentials. It wasn’t moralism. It was consumer protection after documented cases of health influencers causing real harm.

Europe is heading in the same direction. Australia is protecting minors from the same ecosystem of unverified influencers.

And what are luxury tourism and lifestyle companies doing? Waiting to become the case study in the next regulation.

What Harvard Business Review doesn’t address

Harvard Business Review published in its September-October 2025 edition an article titled “How to Counter Fake News,” presenting a three-part framework for corporations: monitor social resonance to identify fake news early, ensure transparency with stakeholders before crises, and activate credible allies to reinforce the truth.

But there’s a prior problem the article doesn’t address: what happens when you yourself are amplifying unverified information?

When your hotel, tourist destination, or lifestyle brand promotes a wellness expert without verifying their credentials, you don’t need to monitor external fake news. You are the source. And no crisis management framework will save you when a client suffers harm following advice from your holistic nutrition coach without nutrition training.

The abandoned verification epidemic

Here’s the connection nobody is making: the same problem that makes your teams not read complete briefings is what makes them not verify influencer credentials.

I see this every day: I send a strategic plan and nobody reads it completely. I send 40-page brand guidelines and they run it through AI for a summary. They propose an influencer partnership and nobody verifies beyond the media kit.

The epidemic isn’t fake news. It’s abandoned verification. We’ve outsourced our critical thinking to metrics (followers equals credibility) and to AI (summary equals comprehension).

And in luxury, this is brand suicide. Because your client paying €2,000 per night or per experience will verify. Will investigate. And when they discover your wellness expert has a certificate from a 6-week online course, how much do you think your brand equity is worth?

The global signals marketing departments must understand

China now requires professional credentials for influencers on certain topics. Implication for brands: your brand ambassadors will need real validation. B2B isn’t exempt: does your company validate the credentials of its thought leaders? For hotels, tourist destinations, and luxury lifestyle brands that depend on the Chinese market—representing 40% of global luxury travel spend—this isn’t a suggestion. It’s law.

Australia has banned social media for minors under 16. Implication: forced segmentation, changes in acquisition strategies. Brands lose access to an entire generation in formation.

Queen Letizia of Spain’s quote about how reading doesn’t just give emotional vocabulary, it gives critical thinking. Without it, your audience is vulnerable to any narrative. In luxury, you sell articulated emotion: transformative experience, curated journey. If your audience cannot process complex narratives, they cannot genuinely aspire to your product.

Three real scenarios you face today

Scenario A: The wellness influencer without credentials promises healing retreats at your resort, transformative experiences at your destination, or workshops at your lifestyle brand. They have no medical training. Someone gets sick following their advice. Your brand appears in the lawsuit. Cost: Legal plus reputational equals incalculable.

Scenario B: The family that can’t research your experience receives 47 newsletters, 200 emails, infinite ads. They use AI to summarize reviews. The AI loses the critical nuance of “exceptional service but not recommended for small children.” They arrive with wrong expectations at your carefully curated experience. Cost: Bad review plus customer service nightmare.

Scenario C: Your own team doesn’t read your brand guidelines. You create a 40-page brand book (standard in luxury). Marketing team runs it through ChatGPT for summary. They lose the nuance between understated elegance versus ostentatious luxury. They launch a campaign that contradicts brand essence. Cost: Brand dilution. And I’ve been noticing this more markedly in recent weeks at a general level—this isn’t an isolated case, it’s a growing trend.

And then there’s the other side

I currently support as fractional CMO a company in its repositioning as a wellness and longevity center. It’s not a large corporation with infinite budgets. But every cent of investment includes a non-negotiable line item: certified medical consultants and verified professionals.

Every program. Every treatment. Every claim we make in marketing.

The owner has a clear philosophy: less ribbon cutting, fewer Instagram photos, more real action. And it shows, you can breathe it in what they offer.

The result? A slower process. Meetings where doctors review every word of copy. Budgets that include verification costs that other brands spend on influencer gifting.

But here’s the bet: when regulations arrive—not if, but when—this company won’t have to change anything. While competitors enter panic mode restructuring partnerships and withdrawing claims, they’ll simply continue.

Because they built right from day one.

And in 5 years, when wellness and longevity are as regulated as pharma (which they will be), this company will be the reference. Not by accident. By strategic decision today.

This is what separates real luxury from performative luxury.

The framework for leaders: three questions you can’t avoid

When you hire a fractional CMO, you’re not just hiring marketing expertise. You’re hiring a reality filter that audits your influencer partnerships under new regulations: do your KOLs in China have mandatory credentials? Do your wellness influencers have real training? Can your food bloggers justify their health claims?

That protects your brand from fragmented information: creates brand narratives that survive AI summarization, ensures your team reads (really reads) your brand essence, implements the HBR framework adapted to luxury: monitor social resonance especially on WeChat and Xiaohongshu for Chinese market, transparency with stakeholders before crisis, activate credible allies (do you have partnerships with hospitality schools? Real certifications?).

That builds brand equity that resists misinformation: in luxury, you can’t clarify quickly on Twitter. You need deep relationships with specialized press. You need clients who understand your complete narrative (not a bullet point).

For owners of hotels, tourist destinations, and lifestyle brands: ask your marketing departments: do our influencers comply with new Chinese regulations? Do we have a crisis plan for when a partner is discredited?

For investors: the next due diligence must include: influencer credential audit, brand narrative resilience test, regulatory compliance by market.

For boards: the question isn’t how much we spend on marketing. It’s how much a preventable reputational crisis costs.

Snoop Dogg in an operating room is funny because it’s obviously false

A holistic coach without credentials giving nutritional advice at your €1,500 per night hotel, at your premium tourist destination, or at your lifestyle brand isn’t funny. It’s your next crisis. And unlike the meme, nobody’s going to laugh.

China understood this. That’s why they put regulations in place. Australia understood this. That’s why they’re protecting minors. The EU is going to understand it.

The question is: will your brand be the case study that accelerates those regulations, or will you be the one who verified before it was mandatory?

Because in luxury, being reactive isn’t an option. It’s a death sentence.

As a CMO and Strategic Advisor, I know influencers sell. I know engagement rate moves needles. I know holistic wellness is trending and generates bookings.

But I also know what I saw on the other side. The company I support—even without being a large corporation—invests every cent in verifying: certified medical consultants, professionals with real credentials, claims they can defend under regulatory scrutiny.

It’s slower. It’s more expensive in the short term. It’s infinitely more complex from a marketing perspective.

But it will be the global reference in 5 years. Not because they have more budget than international chains or major tourist destinations. Because when China, Europe, and the rest of the world implement regulations (which they will), they’ll already be in compliance.

While others rebuild from scratch—with all the reputational cost that implies—they’ll only have to say: “We always did it this way.”

That’s brand equity you can’t buy. You build it.

In 2026, selling luxury isn’t showing amenities or perfect destinations. It’s building unassailable credibility when nobody reads completely, when influencers need titles, when your best Chinese clients only trust certified KOLs.

Before launching your next campaign with that 500K follower influencer, ask yourself: do they have the credentials China now requires? Do I myself understand my brand’s complete narrative, or just the bullets?

Because in luxury, you’re not selling nights or experiences. You’re selling trust. And that doesn’t recover with a press release.

Want to connect? Find me on LinkedIn.

To learn more about what I do and what I offer as a fractional CMO, visit my services.

Revenue Strategy from Marketing

This is the final installment in our methodological series guiding you from strategic positioning to brand expansion in luxury hospitality, tourism, and lifestyle. Here, we focus on directly linking marketing initiatives to financial metrics to optimize profitability and ensure sustainable growth.

In luxury markets, brands often focus solely on increasing bookings or immediate visibility. However, true market leadership requires designing a strategy where every marketing action drives measurable and lasting financial results. This demands a fundamental shift in perspective: marketing must be viewed not as a support function, but as a primary revenue driver with direct accountability to bottom-line performance.

The Four Pillars of Revenue-Driven Marketing

To build a truly profitable marketing strategy in luxury hospitality, you must align your efforts around four critical financial metrics:

• Average Daily Rate (ADR): The cornerstone of luxury positioning. This isn’t simply about raising prices—it’s about attracting guest segments who recognize and willingly pay for premium value. Through strategic storytelling, exclusive positioning, and carefully curated brand experiences, marketing must communicate the unique value proposition that justifies premium rates. Every campaign, every touchpoint, every message should reinforce why your property commands higher rates than competitors.

• Profitable Occupancy: Volume without margin is vanity. The goal isn’t to fill every room every night—it’s to maximize occupancy during strategic periods with high-margin segments while preserving the exclusivity and personalized service that define luxury. This requires sophisticated segmentation, dynamic messaging, and the discipline to say no to business that dilutes brand equity or occupies space that could generate higher returns.

• Repeat Customers: Acquiring a new luxury guest costs 5-7 times more than retaining an existing one. Yet many properties invest disproportionately in acquisition while neglecting the goldmine of past guests. A revenue-focused marketing strategy prioritizes loyalty through hyper-personalized communication, exclusive member benefits, recognition programs, and curated experiences that transform one-time visitors into brand ambassadors. The lifetime value of a loyal luxury guest often exceeds the revenue from dozens of transient bookings.

• Cross-selling and Upselling: Every guest interaction represents an opportunity to increase revenue while simultaneously enhancing the experience. Strategic marketing doesn’t end at booking confirmation—it extends throughout the guest journey. Pre-arrival communications about spa packages, private dining experiences, exclusive excursions, or suite upgrades should feel like personalized recommendations, not sales pitches. When done authentically, upselling becomes a service that enriches the guest’s stay while significantly boosting per-guest revenue.

From Theory to Execution: Building the Revenue Marketing Infrastructure

Understanding these metrics is only the beginning. Transforming marketing into a true revenue engine requires three foundational elements:

1. Data Integration and Analytics: Marketing decisions must be driven by financial performance data, not assumptions or vanity metrics. This means establishing direct data pipelines between your marketing platforms, CRM, property management system, and revenue management tools. Real-time visibility into which campaigns drive the highest ADR, which channels deliver the most valuable guests, and which messaging converts browsers into bookers is essential.

2. Cross-Functional Collaboration: The days of siloed departments are over. Revenue-driven marketing requires seamless collaboration between marketing, sales, and revenue management teams—orchestrated under the strategic leadership of the General Manager. Bi-weekly or monthly revenue meetings should include marketing leadership with the GM setting the strategic direction. This alignment ensures marketing complements overall revenue optimization strategies and property-wide objectives.

3. Agile Campaign Optimization: Traditional marketing plans rigid campaigns months in advance. Revenue-driven marketing embraces agility. Budgets shift based on real-time performance data, messaging pivots on the most converting value propositions, and audience targeting is continuously refined to optimize financial returns. This requires the right technology infrastructure and a culture of rapid data-driven decision-making.

The Financial Impact: Marketing as Strategic Investment

Properly implemented, this approach transforms marketing from a cost center into a strategic investment with measurable ROI. Every dollar spent is traced to revenue generated, ADR impact, or lifetime value creation. This creates a virtuous cycle: better financial performance allows increased marketing investment, driving stronger positioning, higher rates, improved margins, and more sophisticated marketing initiatives. Brands mastering revenue-driven marketing dominate their competitive set through superior profitability and sustainable growth.

Bringing It All Together: Your Complete Strategic Framework

This final piece completes a comprehensive methodology for luxury hospitality marketing excellence. To fully leverage this approach, explore the previous steps that build the foundation for revenue-driven success:

• Step 1: Competitive Positioning Framework

• Step 2: Media Portfolio Architecture

• Step 3: Ecosystem Partnership Strategy

• Step 4: Brand Expansion Roadmap

Together, these five components provide a clear path to transforming your marketing function and positioning your luxury brand with strategic vision and tangible financial outcomes.

Ready to Transform Your Marketing into a Revenue Engine?

If you seek personalized support to implement this vision and maximize your revenue potential, discover how my Fractional Chief Marketing Officer services can help elevate your marketing into a sustained engine of growth and profitability. Let’s build a strategy where every marketing dollar drives measurable financial returns.

Learn more: CMO Services | Marian Gomez Consulting

Brand Expansion Roadmap: A Strategic Path for Growth in Luxury Hospitality, Tourism, and Lifestyle

Beyond Incremental Growth: The Vision for Expansion

Growth in luxury hospitality and lifestyle is not just about securing a few more bookings or increasing short-term revenue. True expansion requires a deliberate, strategic roadmap that identifies new geographic markets, innovative service extensions, or adjacent segments that align authentically with the brand’s core.

A well-crafted Brand Expansion Roadmap allows brands to diversify revenue streams while reinforcing their core identity and values — protecting exclusivity even as they multiply touchpoints. This balance is vital in luxury markets where brand dilution poses a real risk when expansion is poorly planned or executed.

Defining the Right Opportunities

The journey of brand expansion begins with a deep understanding of both the brand’s essence and the evolving lifestyle preferences and expectations of its target clientele. This includes assessing:

• Emerging luxury destinations or underdeveloped markets with growing affluent populations seeking bespoke experiences.

• New product or service offerings that complement existing portfolio elements and elevate the brand promise.

• Adjacent categories where the brand’s identity and operational strengths can translate into competitive advantages.

For example, a luxury resort might explore branded private residences or curated wellness retreats as natural extensions. Each must be evaluated for authentic fit, market demand, and synergies with the existing brand ecosystem.

Sequencing and Timing for Sustainable Growth

A strategic roadmap sequences expansions to optimize market impact and operational excellence. Prioritizing initiatives based on rigorous market analysis, competitor benchmarks, and internal capabilities ensures that growth is measured and scalable.

Early wins should consolidate brand authority in key segments, building momentum and financial capacity for future, potentially riskier, expansions. This staggered approach safeguards brand reputation and ensures consistent customer experience standards.

Preserving Brand Integrity and Exclusivity

Expansion in luxury demands uncompromising attention to detail and quality. Every new market entry or product line must embody the brand’s distinctiveness and exclusivity.

This requires maintaining stringent controls over partner selection, service delivery, and communications, so that every touchpoint reflects the brand’s prestige. A Brand Expansion Roadmap is also a framework for governance, helping teams align on strategic intent and execution rigor.

Leadership Perspective: Orchestrating Growth with Strategic Foresight

From the vantage point of a CMO specialized in luxury hospitality and lifestyle, the Brand Expansion Roadmap is a dynamic tool that integrates market opportunities with brand stewardship. It demands both visionary foresight and tactical discipline, continuously calibrated against evolving market trends and consumer behaviors.

This roadmap empowers leadership teams to expand with confidence, transforming the brand from a luxury destination or service into a diversified lifestyle ecosystem with enduring appeal, resilience, and profitability.

This article is part 4 of my 5-part methodology series outlining how leading luxury brands architect sustainable growth. To revisit the foundational steps, explore:

• Step 1: Competitive Positioning Framework

• Step 2: Media Portfolio Architecture

• Step 3: Ecosystem Partnership Strategy

For brands seeking strategic marketing leadership, I offer Chief Marketing Officer (CMO) services that design and lead adaptive growth ecosystems tailored to luxury hospitality, tourism, and lifestyle businesses. Discover more at: CMO Services | Marian Gomez Consulting.

A strategic Chief Marketing Officer (CMO) designs and leads growth ecosystems, continuously adapting strategy to market dynamics and business goals. For luxury hospitality, tourism, and lifestyle brands, this leadership is essential to rise above the noise and build long-term value.

For deeper insights and practical case studies on transforming your marketing strategy, explore my blog with advanced hospitality and tourism marketing approaches:
Explore Hospitality & Tourism Marketing Strategies

This is part 4 of my 5-part methodology series. Next week, don’t miss the final installment: 5. Revenue Strategy from Marketing, where we link marketing initiatives directly to financial performance metrics to optimize profitability.

Ecosystem Partnership Strategy: The Key to Scaling Luxury Brands in Hospitality, Tourism, and Lifestyle

Strategic Alliances as Drivers of Authentic Growth

In the luxury hospitality, tourism, and lifestyle sectors, the value of any brand lies not only in its visibility but also in the authenticity and alignment of its partnerships. Strategic alliances must be carefully selected to mirror the essence and values of the brand, creating genuine connections that resonate deeply with the target audience. These partnerships do more than expand reach—they enrich the brand's story and foster sustainable growth.

Choosing the right partners involves understanding the emotional territory your brand occupies and identifying collaborators who can authentically extend that space. When executed well, these alliances amplify your presence in a way that feels natural and elevates the overall experience your brand offers.

Partnerships That Enrich the Customer Experience

Successful partnerships go beyond surface-level collaborations; they are about co-creating value that directly benefits and engages your customers. By aligning with complementary luxury brands, iconic ambassadors, or influential figures who embody your brand’s lifestyle and aspirations, you offer your clientele unique, curated experiences.

Whether through exclusive events, co-branded ventures, or bespoke programs, these collaborations deepen customer loyalty and foster a community of brand advocates. Well-crafted partnerships weave together various elements—products, services, and narratives—to create an enriched, seamless journey that feels personal and unforgettable.

Preserving Exclusivity in a Hyperconnected World

The digital age offers incredible opportunities for brands to reach wider audiences, but it also presents the risk of diluting exclusivity through overexposure or misaligned collaborations. For luxury brands, maintaining a sense of rarity and prestige is paramount, and this must guide every partnership decision.

From my experience as a CMO in luxury sectors, the challenge is striking a delicate balance: expanding brand visibility without sacrificing the unique appeal that sets the brand apart. Partnership strategies should prioritize relationships that reinforce quality and distinctiveness, rather than chasing quantity or broad but shallow reach.

Beyond Visibility: Creating Joint Value and Relevance

Visibility alone does not guarantee prestige or differentiation—true luxury partnerships create tangible value that enhances the entire brand ecosystem. This means designing collaborations that contribute meaningfully to the customer’s lifestyle, expectations, and emotional connection to the brand.

For instance, integrating partners into curated offerings, co-developing exclusive experiences, or shaping narratives together can transform a partnership from a marketing tactic into a strategic asset. This joint value resonates more deeply and fosters sustained engagement, reinforcing brand loyalty and advocacy.

Strategic Reflections on Luxury Partnerships

From the perspective of a Chief Marketing Officer with expertise in luxury hospitality and tourism, a successful ecosystem partnership strategy demands an integrated and consistent approach. It's not about isolated deals or short-term campaigns but about weaving an interconnected network of collaborators who collectively elevate the brand’s stature.

This strategic mindset helps brands navigate market complexities, leverage complementary strengths, and build a robust platform for long-term growth and leadership. Thoughtful partnership curation ultimately becomes a key pillar sustaining both the brand’s exclusivity and its expansion objectives.

This article is part 3 of my 5-part methodology series outlining how leading luxury brands architect sustainable growth. To revisit the foundational steps, explore:

• Step 1: Competitive Positioning Framework

• Step 2: Media Portfolio Architecture

For brands seeking strategic marketing leadership, I offer Chief Marketing Officer (CMO) services that design and lead adaptive growth ecosystems tailored to luxury hospitality, tourism, and lifestyle businesses. Discover more at: CMO Services | Marian Gomez Consulting.

A strategic Chief Marketing Officer (CMO) designs and leads growth ecosystems, continuously adapting strategy to market dynamics and business goals. For luxury hospitality, tourism, and lifestyle brands, this leadership is essential to rise above the noise and build long-term value.

For deeper insights and practical case studies on transforming your marketing strategy, explore my blog with advanced hospitality and tourism marketing approaches:
Explore Hospitality & Tourism Marketing Strategies

This is part 3 of my 5-part methodology series. Next week: 4. Brand Expansion Roadmap.

How Mapping Emotional Territory Transforms Luxury Hotel Positioning

Most luxury hotels make a critical mistake at the very start of their positioning efforts: they focus only on physical competition, never on the emotional landscape they need to own.

Why Physical Competition Maps Fail Luxury Hotels

When hotels look at competition, they usually draw geographic circles around properties down the street, on the same beach, or in the same city. This is a tactical, surface-level view that traps them in a race to the bottom on rate and amenities.

But your real competitors are not just the hotels near you. They are any brand that competes for the same emotional needs your guests seek to satisfy.

The Emotional Needs Driving Luxury Guest Decisions

Guests don’t just book a room; they buy the feelings and transformations a stay promises. What emotional territory does your hotel own?

• Is it status and social currency—the desire to be seen and admired?

• Or complete escape and personal transformation far from daily stress?

• Could it be deep cultural immersion that feeds curiosity and belonging?

• Maybe spiritual renewal or creative inspiration?

• Or a place that projects business power and success?

These emotional drivers are your hotel’s battlefield, yet so many brands cram themselves into the same exhausted spaces: best views, best service, best amenities.

Leading Luxury Brands and Their Emotional Positioning

Notice how leading luxury brands have mapped and claimed distinct emotional territories:

• Four Seasons owns flawless service anticipation—guests feel cared for before they even ask.

• Aman has positioned itself as a spiritual sanctuary—a retreat for restoration and mindful presence.

• One&Only stakes a claim as the home of rare hideaway experiences—secluded luxury off the beaten path.

• Capella captivates with curated cultural immersion—authentic stories woven into every guest moment.

How to Identify and Map Untapped Emotional White Space

Begin by plotting your competitors on a map of key emotional drivers relevant to your target market. Identify clusters where most brands live, and more importantly, discover the white spaces—emotional territories no one owns yet but your ideal guests deeply desire.

Ask yourself:

• What emotions are underserved in my destination or market segment?

• How can I authentically connect my hotel’s story to those emotions?

• Where can I create a unique promise that no other property can come close to replicating?

The Strategic Impact of Emotional Positioning on Profitability

Mapping emotional territory is not just marketing poetry; it’s a strategic compass that changes everything. When you claim the right emotional space, your hotel stops competing on generic battlefields like price and amenities. Instead, you become the only choice for guests seeking a specific transformation, transcending competition itself.

FAQs

Why is emotional positioning more important than physical location in luxury hospitality?
Because guests choose hotels based on how they feel and the experiences promised, not just location or amenities, emotional mapping captures that true competitive space.

How can CEOs and marketing directors identify their hotel’s unique emotional territory?
By analyzing guest motivations, studying competitors’ emotional claims, and discovering unoccupied emotional needs in the market.

What are common emotional drivers luxury hotels overlook in their marketing strategy?
Many overlook intellectual stimulation, creative inspiration, wellness innovation, and sustainable luxury as emotional positioning opportunities.

How does emotional landscape mapping translate into higher revenue and less price competition?
It creates distinctiveness that reduces guest price comparison, allowing premium rates and stronger loyalty.

Can a hotel change its emotional positioning after years of competing on physical attributes? How?
Yes, by authentic storytelling, redefining guest experiences, and investing in unique emotional drivers aligned with brand strengths.


This is part 2 of my 5-part methodology series. Next week: Discover Your Irreplicable "Reason Why".

___________________________________________

A strategic Chief Marketing Officer (CMO) designs and leads a growth ecosystem, continuously adapting strategy to market dynamics and business goals. For brands in luxury hospitality, tourism, and wellness, this leadership is essential to rise above the noise and build long-term value.


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

Why Your Luxury Hotel Is Competing on Price (And Losing): The Framework That Changes Everything

Most luxury hotels think they're competing against other hotels. Wrong.

You're competing for emotional territory in your guest's mind, and most properties are fighting over the same cramped space while vast territories remain unclaimed.

The Common Marketing Mistake in Luxury Hotels

Walk into any luxury hotel marketing meeting, and you'll hear the same conversation:

• "Our competitors dropped rates 15%."

• "We have to match them or lose bookings."

• "Let's push the spa and restaurant more."

If you're competing on price, you've already lost the positioning war.

After working with luxury hospitality brands across three continents, I've seen this pattern repeatedly: hotels with identical amenities, similar service levels, and comparable locations, yet one commands 40% higher rates with 85% occupancy while the other struggles to fill rooms. The difference? Strategic positioning.

The Competitive Positioning Framework: Four Steps to Premium Pricing Power

Step 1: Map the Emotional Landscape, Not Just the Physical

Most hotels map their competition geographically. Fatal mistake.

Your real competitors aren't the hotels within a 5-mile radius; they're any brand competing for the same emotional need your guest seeks to fulfill.

What does your guest truly seek beyond a bed?

• Status and social currency?

• Complete escape and transformation?

• Deep cultural immersion?

• Spiritual renewal?

• Creative inspiration?

• Business power positioning?

Study the masters:

• Four Seasons owns "flawless service anticipation"

• Aman owns "spiritual sanctuary"

• One&Only owns "rare hideaway experiences"

• Capella owns "curated cultural immersion"

Notice something? None of these brands compete on thread count or marble thickness. They've claimed distinct emotional territories.

The exercise: Create a positioning map plotting competitors on key emotional drivers. Where are the white spaces?

Step 2: Discover Your Irreplicable "Reason Why"

Every luxury brand needs an unassailable "reason why" they can deliver their emotional promise better than anyone else.

This isn't about what you do; it's about why you're uniquely qualified to do it.

Location alone isn't enough. Everyone has a view, a beach, or historic charm. The real differentiators:

• Unreplicable heritage: The Gritti Palace's 500-year history as a Doge's residence

• Founder philosophy: Aman's Adrian Zecha vision of creating sanctuaries, not hotels

• Exclusive access: Necker Island's private island status

• Proprietary methodology: COMO's wellness expertise from decades of innovation

• Cultural authenticity: A ryokan family's 15-generation hospitality tradition

The test: Could a competitor with an unlimited budget replicate your "reason why" in five years? If yes, it's not defensible enough.

Step 3: Explore Untapped Emotional White Space

Most hotels cluster around the same 3-4 attributes: service, location, amenities, and design. They're fighting a battle for the same overcrowded territory.

Meanwhile, entire emotional landscapes remain unoccupied.

Untapped territories I've identified:

• Intellectual stimulation: Hotels that make guests smarter (beyond basic cultural tours)

• Creative catalyst: Spaces designed to unlock artistic inspiration

• Wellness innovation: Beyond spa, hotels that genuinely transform health

• Business amplification: Environments that enhance professional performance

• Sustainable luxury: Guilt-free indulgence that makes a positive impact

• Intergenerational bonding: Experiences that create lasting family connections

The opportunity: While competitors fight over "best service" and "stunning views," smart brands are claiming entirely new emotional territories.

Step 4: Build Your Defensive Moat

What some luxury hotels get wrong: They think good service and beautiful architecture are differentiators.

They're not. They're table stakes.

In luxury hospitality, impeccable service and stunning design aren't value-adds; they're minimum entry requirements. If you don't have them, you're simply not in the game. But having them doesn't win you the game either.

Similarly, running a Google Ads or Meta campaign is an important marketing action, but it is not your strategy. Without a clearly defined strategy, one that establishes your core values, emotional positioning, and unique promise, such campaigns are just noise. True market leadership comes from a well-crafted strategy that guides every marketing action toward a coherent and authentic brand experience.

The real moat lives in the experiential details:

• HOW you deliver (not just what you deliver)

• WHAT you anticipate (not just what you react to)

• HOW you communicate (not just what you say)

It's not what you claim to offer; it's what guests feel you transmit.

Examples of real defensive moats:

• Exclusive partnerships that create unique access

• Proprietary rituals that guests expect only at your property

• Signature experiences that become part of your brand DNA

• Cultural connections that can't be replicated

The deeper the experiential moat, the higher the rates you can command.

The Real Result: Price Comparison Becomes Irrelevant

When you nail competitive positioning, something magical happens: price comparison becomes irrelevant.

Your guests don't evaluate you against competitors because competitors can't deliver your unique emotional promise. They either want YOU, or they settle for something else. Rate wars end. Premium pricing begins.

Case Study: How One Resort Increased ADR by 60%

A Caribbean resort I worked with was stuck competing with five similar properties on the same island. Same luxury level, same pristine beaches, same high-end amenities.

The problem: Generic "paradise" positioning led to constant rate pressure.

The solution: We discovered their unique "reason "why," the resort's marine biologist founder had created the region's most successful coral restoration program.

The new positioning: "Conservation luxury," where your stay directly contributes to healing the ocean.

The result:

• ADR increased 60% within 18 months

• Occupancy rose to 92% (from 67%)

• Guest satisfaction scores reached all-time highs

• Zero rate pressure from competitors (who couldn't replicate the conservation story)

Your Next Strategic Move

Stop competing on features everyone has. Start competing on emotional territory only you can own.

Ask yourself:

1. What emotional need do my best guests really come to fulfill?

2. What's my unassailable "reason why" I can deliver this better than anyone?

3. What competitive white space can I claim and defend?

4. What experiential details make my guests feel something they can't get elsewhere?

Remember: In luxury, guests don't buy hotels. They buy transformations, experiences, and feelings.

The question isn't whether you have marble bathrooms and Egyptian cotton sheets; everyone in luxury does.

This is stage 1 of my 5-part strategic methodology series that transforms marketing from a cost center to a profit driver. While I typically share articles on the 1st and 15th of each month, I'll be releasing each stage of this framework weekly over the next four weeks. Next week: Media Portfolio Architecture, how to allocate budget by customer journey moment, not just by channel. Want the complete framework overview? Link to the complete framework

_________________________________________

A strategic Chief Marketing Officer (CMO) designs and leads a growth ecosystem, continuously adapting strategy to market dynamics and business goals. For brands in luxury hospitality, tourism, and wellness, this leadership is essential to rise above the noise and build long-term value.


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

Building Identity and Connection: The Key Role of Brand Image and Tone of Voice in Luxury Tourism and Wellness

How a thoughtful communication strategy and coherent brand evolution drive loyalty and positioning in a highly competitive global market.

Brand image and tone of voice are essential pillars for building a solid and differentiated identity in the demanding luxury tourism and wellness sector. An attractive and consistent brand image not only captures attention but also builds trust in a sophisticated audience seeking exclusive and personalized experiences. In this context, brands must continuously evolve, adapting their image to align with emerging trends by integrating innovative technologies, sustainable practices, and offerings that genuinely and emotionally connect with their clients. This process not only strengthens brand perception but also expands its reach and creates a lasting presence against competitors.

The Evolution Paradox: When Change Isn't Always the Answer

It is important to clarify that this evolution does not necessarily imply a radical change in the logo or color palette. Recently, a client shared, with a mix of laughter and concern, that when someone takes over marketing leadership, the first instinct is often to change these visual elements. While sometimes necessary, in many cases it is not. Understanding the brand's priorities, customer behavior, and business objectives is crucial before making significant visual changes.

There are also clients who enjoy refreshing their logo every few years, driven by a constant desire for change. In conversations with fellow designers, we've observed that internal boredom can lead to premature decisions that don't allow the brand to settle or for the market to fully grasp its value and proposition. Every logo represents a value proposition, and every modification should be strategic. Notable examples like Jaguar's rebrandings reflect adaptations to segment changes or market expansion based on thorough market studies and analysis, rather than mere aesthetic needs.

Beyond the Basic Spa: Crafting an Authentic Voice

Regarding tone of voice, it is far more than just a communication tool; it is the genuine expression of the brand's personality. In luxury wellness, where emotional and sensory experiences are key, having a coherent, warm, and authentic tone creates long-lasting bonds with discerning clients. Recently, during an international conference with women leaders in luxury wellness and longevity, it was highlighted that in this segment, service quality is a given. The real question is: what does your wellness brand offer beyond the basic spa? What makes your brand and service truly unique? The tone of voice must reflect this differentiation, aligning with the brand promise and adapting authentically across every channel and context.

The Competitive Advantage of Meaningful Connection

Ultimately, the combination of an adaptive image and a well-defined tone of voice not only attracts and retains clients in luxury tourism and wellness but also builds meaningful experiences that are at the very heart of contemporary luxury. For brands, leaders, and decision-makers, this presents a unique opportunity to stand out in an increasingly competitive market, positioning themselves as pioneers of innovation, exclusivity, and authentic connection with their audience.

Want to stay up-to-date with the latest trends and strategies in luxury tourism and wellness marketing?
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Marian Gomez Consulting
Fractional Chief Marketing Officer & Strategy Consultant
Boutique Agency | Hospitality, Tourism & Wellness Industry
www.mariangomez.com

Beyond Feeling at Home: The Experience the Luxury Traveler Seeks

Is your brand truly connecting with the emotions and expectations of the luxury traveler?

In the luxury tourism industry, simply offering the comfort of "feeling at home" is no longer enough. Luxury travelers seek to break routines, discover new stimuli, and live authentic experiences that transform their perspective and invigorate their lives.

From my experience as a CMO and strategist in luxury travel marketing, I have observed this profile evolve towards an active quest for depth and genuine connection. This shift opens a unique opportunity for brands to lead with valuable, differentiated proposals that go beyond mere accommodation or service—impacting hotels, tour operators, agencies, and wellness spaces alike.

Breaking Routine: The New Luxury for the Premium Traveler

For the high-level traveler, a true premium experience is based on immersing themselves in the local culture, activating all their senses, and creating unforgettable memories. Offering "feeling at home" is no longer sufficient.

Highlighting local and cultural authenticity is key to designing highly personalized micro-experiences that reveal the unique essence of each destination. Creating transformative moments through innovative gastronomy, ancestral rituals, or genuine encounters with local communities adds deep emotional value. Perhaps nowhere is this transformation more profound than in longevity and active aging programs, where luxury travelers invest not just in a vacation, but in extending and enhancing their life's journey. These experiences combine preventive medicine, regenerative therapies, biohacking, and holistic practices to create the ultimate transformative experience: one that fundamentally changes how guests approach their health, vitality, and future — the foundation of wellness and conscious luxury tourism that the market demands.

Your strategy must challenge the ordinary and lead the traveler to discover the extraordinary hidden within every experience.

A pivotal reflection for brands in the sector is, "What sets our offering apart so that a luxury traveler chooses this corner of the world and trusts us over other options?” Our strength lies in the perfect fusion of local authenticity, integral wellness, and rigorously personalized attention, which together create deeply transformative experiences. All of this is built upon a foundation of constant innovation, commitment to sustainability, and a recognized prestige consolidated over time."

This reflection encourages brands to identify their true competitive advantage. One that not only attracts but builds trust and loyalty with a discerning, knowledgeable audience.

Nuances of the Asian, European, North American and Latin American Markets for Effective Strategies

Luxury tourism is global but shaped by cultural nuances that demand segmented approaches:

Asia: Countries such as China, Japan, and Southeast Asia prioritize spiritual harmony, discreet luxury, and holistic wellness with high personalization and digitalization. This is the fastest-growing segment and key for sustainable global expansion.

Europe: Known as a reference for luxury grounded in authenticity, sustainability, and cultural richness. European travelers seek genuine experiences blending tradition and innovation, with respect for the environment.

North America (U.S. and Canada): The North American market demands exclusivity, cutting-edge technological innovation, and wellness treatments with visible results. Advanced personalization and proven effectiveness in physical and mental wellness are key to attracting and retaining discerning clients. Canadian travelers often emphasize sustainability and immersive nature experiences, complementing the high expectations for luxury and innovation across the region.

Latin America (LATAM): An emerging luxury market defined by vibrant cultural richness, natural wonders, and growing investment in high-end wellness and tourism infrastructure. LATAM travelers and inbound visitors value authenticity, warmth, and deep connections with local communities and traditions. This region offers a unique blend of eco-luxury, cultural heritage, and innovative wellness experiences that appeal to both regional and international luxury travelers. Tailored strategies combining exclusivity with culturally resonant experiences are essential to unlock LATAM's potential.

Understanding these regional differences is essential to tailor offers, messages, and experiential marketing actions that build authentic, lasting connections with the luxury traveler.

Data Supporting This Evolution

The global wellness tourism market was valued at approximately $995 billion in 2024, projecting an annual growth rate above 13% through 2034. North America accounts for around 40% of the market, followed by Europe at 30%, with Asia-Pacific showing the highest growth rate of approximately 13.3%.

Australia also stands out with a wellness market worth about $18 billion in 2024, driven by demand for eco retreats and Indigenous cultural experiences integrated with sustainable luxury.

Additionally, the Global Wellness Institute estimated the global wellness economy reached $6.3 trillion in 2023, representing 6% of global GDP and growing at twice the rate of the overall economy—highlighting the strategic importance of luxury and longevity wellness tourism for high-end brands.

A Value Invitation for Luxury, High-end, and Premium Tourism Professionals

For those aiming to position their brand as a benchmark for authentic, transformative, and emotionally powerful experiences, implementing these strategies and staying updated with the latest trends and sector analyses is vital. Our Tourism Insights, delivered bi-monthly to CEOs, investors, and marketing and sales teams in luxury and wellness tourism, are designed precisely for this purpose.

The market demands innovation, authenticity, and real connection.



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

Five Emerging Trends Transforming Tourism

The tourism sector is evolving rapidly, driven by shifts that emphasize sustainability, authenticity, advanced technology, and new ways to experience travel. These five emerging trends are leading this transformation, offering travelers and tourism professionals fresh horizons to explore and communicate.

1. Alternative and Less Crowded Destinations

Travelers increasingly seek to escape the crowds and discover unique experiences in less saturated destinations. This trend meets the demand for genuine connection with the environment and aims to avoid overtourism, promoting equitable and sustainable tourism.

Some compelling examples include the Amazon and Pantanal in Brazil, rich in biodiversity and ideal for conscious ecotourism, and Kuelap in Peru, an archaeological site less visited than Machu Picchu that offers a living ancestral culture. In Iceland, Akureyri provides a peaceful alternative to more visited cities, surrounded by pristine nature, while Indonesia's Sumba offers authentic beaches and culture in contrast to crowded Bali. Asia also presents Penang in Malaysia with its colonial heritage and diverse gastronomy, and Greece's Koufonisia, a tranquil island with crystal-clear beaches away from the mass tourism of the Cyclades.

This geographical variety enriches the offer, connecting with travelers who value sustainable and authentic experiences.

2. Cultural Immersion Tourism

Travelers seek deep experiences that connect them with local culture, gastronomy, and daily life. Over 70% of young travelers, especially millennials and Gen Z, prefer to interact with communities and participate in festivals, cooking classes, or traditional activities that make travel meaningful and authentic.

Iconic destinations fostering this conscious tourism include France, Italy, Spain, Turkey, Mexico, and Japan. Places where history and cultural heritage take center stage.

3. More Conscious and Sustainable Tourism

Demand for responsible travel that minimizes environmental and social impact continues to rise. Growing modalities such as botanical tourism, birdwatching, and regenerative tourism aim to leave positive impacts on the visited sites.

Leading companies driving this transformation include Lindblad Expeditions, which specializes in scientific ecotourism with expeditions to remote areas like Antarctica, and Intrepid Travel, which promotes small group trips with local guides, environmental care, and community empowerment.

This approach encourages conservation and social justice, keys to the future of tourism.

4. Advanced Use of Technology in Tourism and Hospitality

Artificial intelligence (AI), automation, and real-time personalization are revolutionizing the tourist experience and hotel management.

Companies like Canary Technologies are leading this transformation by using AI to optimize resources and predictive maintenance in hotels, partnering with major chains including Marriott, Four Seasons, IHG, and Starwood. The increasing use of AI to personalize guest experiences, improve energy efficiency, and automate services represents one of the key trends shaping 2025.

Digitalization enhances comfort, sustainability, and operational efficiency in the sector.

5. New Ways of Traveling

Emerging travel styles prioritize wellbeing, authenticity, and sustainability, reflecting changing traveler profiles and motivations. These include MeMooners, young women traveling solo seeking enriching and safe experiences, and Silent and Slow Tourism, which emphasizes conscious, unhurried enjoyment of destinations. Regenerative Tourism focuses on trips that actively contribute to restoring natural and social environments, while Workcation combines remote work with leisure stays. Seasonal Decongestion encourages traveling off-peak to enjoy more genuine and less impactful visits, and Wellness 360º encompasses activities promoting physical, mental, and emotional health through natural resources and holistic therapies.

These trends reflect tourism's transformation into a more conscious, technological, and wellbeing-oriented model. Embracing them is essential for professionals and travelers aiming to contribute positively and experience meaningful journeys.

If you need professional support to design marketing strategies that leverage these trends, I would be happy to help you take the next step.

Marian Gomez


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

Social Responsibility in Summer: A Moment to Rethink Tourism and Wellness with a Regenerative Purpose

More Than Marketing: The Authenticity Your Brand Needs

Corporate social responsibility cannot be just a pretty slogan or a simple checklist. For hotels, resorts, and wellness centers—industries intimately tied to nature and human well-being—CSR must be embedded in the very DNA of strategy and decision-making.

How many times have you seen ecological promises that seem superficial? Greenwashing not only damages reputation but also erodes trust among clients, investors, and teams. That’s why coherence and courage to align words with actions are the true differentiators.

From Mitigation to Regeneration: The New Horizon for the Industry

Today, merely avoiding harm or consuming less is no longer enough. The standard has changed and challenges us to go beyond: to regenerate. To restore ecosystems, strengthen local communities, and innovate to close loops, making sure every action gives more than it takes.

What if instead of only caring, we sought to leave our destinations better than we found them? That is regeneration: an active commitment to positive transformation.

What Does Regeneration Mean in Practice?

Regenerative strategies in tourism can be summarized in five inspiring and actionable focus areas:

1. Rehabilitation and restoration of terrestrial habitats

2. Marine regeneration and ocean protection

3. Partnerships with local communities and authentic cultural respect

4. Zero Waste and responsible food management

5. Circular operations and holistic well-being (employees and community)

Leading the Way

Bambu Indah (Bali): Holistic Regeneration and Living Architecture.
This innovative project uses local bamboo and reclaimed wood to build sustainable structures, integrates permaculture that provides food for onsite consumption, and employs natural water filtration systems. It also trains staff and guests in sustainability with initiatives like “trash walks,” fostering a direct connection to an authentic regenerative living experience.

Radisson Net Zero (Manchester & Oslo): Certified Zero Emissions Hotels
Both hotels operate 100% on renewable energy and are independently certified Net Zero for scope 1, 2, and 3 emissions. They stand out for responsible supply chains using regenerative agriculture products and digital, efficient waste management, all without compromising comfort or premium guest experiences.

The Brando (French Polynesia): A Restored and Self-Sufficient Ecosystem
A pioneer in energy self-sufficiency (70% solar plus generators powered by locally produced coconut oil) and deep seawater air conditioning (SWAC) systems drastically reducing energy consumption. They recycle 100% of wastewater, protect island biodiversity, offer educational experiences on conservation and sustainability, and hold LEED Platinum certification.

Singapore: Marine Regeneration and Civic Awareness
Beyond hotels, regeneration encompasses oceans. Singapore is a stellar example, not only for urban green integration but also for ambitious coral reef restoration projects. Through initiatives restoring reefs, educating residents and visitors right on its beaches, and supported by corporate partners, Singapore shows how marine regeneration can engage and inspire an entire metropolitan community.

Zero Waste in Hotels: Innovation in Food Management
Chains like Six Senses and many leading independent hotels implement Zero Waste policies in food management. From precise demand forecasting to reduce surplus, transforming leftovers into compost, and donating edible excess, these programs minimize waste, optimize costs, and enhance reputation. Offering creative, seasonal menus based on locally sourced products, alongside staff and guest training, reinforces the commitment to conscious and circular hospitality.

These initiatives demonstrate that luxury hospitality and advanced sustainability can go hand in hand, combining terrestrial and marine regeneration, radical waste reduction, and genuine well-being where every action counts, and each project can leave a real positive impact.

The opportunity to leave a positive legacy is here with passion, strategy, and action. Let’s talk and make your project an inspiring, transformative example.

Marian Gomez


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