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.

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.

Let’s Talk P&L: Why Forecasting is Your Secret Weapon

In the world of luxury hospitality, tourism, and wellness, numbers tell a story—but not the WHOLE story. Profit & Loss (P&L) statements are the backbone of any successful business, yet many leaders focus solely on the quantitative side: revenue, expenses, and profit margins. What if I told you that the real magic happens when you combine those hard numbers with qualitative insights? That is where forecasting becomes your secret weapon.

Let me take you behind the scenes of how strategic P&L forecasting can transform your business, not just financially, but operationally and creatively too.

From Numbers to Narratives: The Power of Forecasting

Forecasting is not just about predicting the future—it is about shaping it. Think of it as your business’s GPS, guiding you through the twists and turns of the luxury hospitality industry. But here is the catch: a GPS is only as good as the data you feed it.

During a project with a high-end company in Europe, we noticed their P&L forecasts were consistently off. They were only looking at historical data—occupancy rates, average daily rates (ADR), and seasonal trends. What they were missing was the qualitative side: guest feedback, emerging wellness trends, and competitor moves. By integrating these insights, we not only improved their forecasting accuracy but also identified new revenue streams, such as personalized wellness packages that boosted their profitability.

The Art of Balancing Quantitative and Qualitative Data

Let us break it down:

• Quantitative Data: This is your foundation. Revenue, expenses, occupancy rates, and ADR are all critical. They tell you what is happening.

• Qualitative Data: This is your differentiator. Guest feedback, staff insights, market trends, and competitor analysis tell you why it is happening.

While working with a luxury hotel group in Southeast Asia, the forecasts were not accounting for a growing demand for cultural experiences. By combining quantitative data (booking patterns) with qualitative insights (guest surveys and local market research), we repositioned their offerings to highlight authentic cultural experiences, resulting in an increase in bookings from high-value travelers seeking unique, immersive stays.

Real-World Wins: When Forecasting Drives Innovation

Forecasting is not just about avoiding pitfalls—it is about uncovering opportunities.

Take the tourism holding in Southern Baja California that was struggling with seasonal fluctuations across their brands, which depended heavily on the season and their approach. By diving into their P&L and incorporating qualitative insights (such as guest preferences and local event calendars), we identified an untapped market: wellness-focused travelers during the off-season. We launched a series of eco-tourism and cultural programs, turning what was once a slow period into their most profitable quarter. By analyzing both financial data and guest sentiment, we shifted the marketing strategy to focus on domestic travelers, resulting in a 40% increase in bookings when international travel was down. This created consistency throughout the year.

Your Roadmap to Smarter Forecasting

Ready to take your P&L forecasting to the next level?

• Integrate Data Sources: Combine financial data with guest feedback, staff insights, and market trends.

• Leverage Technology: Use tools like predictive analytics and CRM systems to streamline your forecasting process.

• Engage Your Team: Involve staff from different departments to gain diverse perspectives and insights. Information from different areas is gold.

• Think Beyond Numbers: Look for qualitative insights that can reveal hidden opportunities or risks.

• Review and Adapt: Update your forecasts regularly to reflect changing market conditions.

Why Forecasting is More Than Just a Numbers Game

At its core, P&L forecasting is about understanding your business on a deeper level. It is about seeing the story behind the numbers and using that knowledge to make smarter, more strategic decisions.

And here is the best part: you do not need a massive budget or a team of data scientists to get started. Whether you are running a boutique hotel, a wellness club, or a luxury resort, the key is to start small, think local, and stay authentic.

Let’s Create Something Amazing Together

Forecasting is not just a financial exercise—it is a strategic tool that can transform your business. By combining quantitative and qualitative insights, you can unlock new opportunities, drive innovation, and create lasting impact.

So, are you ready to take your P&L forecasting to the next level? Let us connect and create something amazing together. Your business—and your community—will thank you.

If you would like to enjoy more insights for your marketing and business strategy, every week I share fresh, actionable content designed for you and your team. Feel free to share it with anyone who might find it valuable—because great ideas are meant to be shared. Let’s keep creating positive change together!

Defining The Target Audience: A Game-Changer for the Hospitality & Wellness Industry

Effective marketing is not merely about creating beautiful campaigns—it is about connecting with the right people. This is especially true in the dynamic worlds of tourism and wellness, where understanding your target audience can mean the difference between success and failure of a campaign. Through my 16+ years of experience in tourism and wellness marketing, I have witnessed firsthand the pivotal role a well-defined target audience plays in establishing brand strength and marketing success.

This article explores why defining your audience is essential, the common pitfalls businesses face without it, and actionable strategies to refine your marketing approach for the tourism and wellness sectors.

Why Defining Your Target Audience Matters

Marketing without a clearly defined audience is like navigating a boat without a compass—it might look impressive, but you are unlikely to reach your destination. Brands in the tourism and wellness industries must recognize that their campaigns, both online and offline, derive their tone, reach, and effectiveness by knowing exactly who they are speaking to.

Key benefits of a well-defined target audience include:

• Refined Messaging: A deep understanding of your audience helps establish the right tone of voice, whether it is sophisticated and luxurious or casual and inviting.

• Efficient Resource Allocation: Avoid wasting resources on misaligned advertising and platforms.

• Greater Impact Across Channels: From digital campaigns and influencer collaborations to billboards and press trips, audience insight ensures relevance.

Common Challenges 

Without clear audience definition, marketing strategies risk becoming scattered and ineffective. Here are some specific challenges many businesses face:

1. Tone of Voice Misalignment

When brands fail to define their audience, their marketing tone often becomes inconsistent. For instance, a luxury boutique hotel targeting high-net-worth travelers must convey elegance and exclusivity, while a wellness retreat catering to younger audiences should emphasize affordability and curated experiences.

2. Ineffective Advertising Plans

For digital campaigns, segmentation rules the day. A wellness club I once consulted was running ads with suboptimal results, because their audience had not been clearly defined. Without knowing their buyer persona or behaviors, their campaigns failed to resonate. Whether it is Facebook, Google Ads, or Instagram, digital success requires precise targeting.

3. Offline Missed Opportunities

Audience definition does not just apply to digital efforts. Offline initiatives like partnerships, sales channels, and press trips also depend on knowing your audience. I recall working with a global tourism company that attempted to modify their target audience for higher profitability, without considering the purchasing behaviors of their existing clientele. The result? Conflicting marketing materials and fewer conversions.

Case Studies of Success

1. Redefining for Digital Campaigns

Take a wellness brand that initially struggled with digital advertising due to an undefined audience. By analyzing their offerings and segmenting potential customers—health-conscious millennial and fitness enthusiasts—we shifted their campaign’s focus. Tailored messaging and precise targeting resulted in an improvement in click-through rates and increased memberships in 244% 

2. Consistent Messaging in Luxury Tourism

I once worked with a high-end travel company to broaden their audience without alienating loyal clients. By conducting a buyer persona workshop and market segmentation analysis, we redefined their customer base while maintaining an ultra-luxury tone. This consistency helped drive a 25% uptick in repeat customers.

3. The Power of Offline Alignment

A boutique wellness retreat effectively used audience insights to form partnerships with relevant influencers, ensuring these collaborations aligned with their base's interests. The result was a wave of user-generated content (UGC), which brought authenticity and increased social media engagement by 55%.

Steps to Define Your Target Audience

Wondering how to ensure that your tourism or wellness business’s marketing initiatives are hitting the mark? Here are actionable steps to define and connect with your target audience:

1. Conduct Market Research and Analyze Data

2. Create Buyer Personas

3. Tailor Your Tone of Voice

4. Segment Digital Campaigns

5. Refine Offline Strategies

6. Test and Iterate

Audience preferences can change over time. By regularly tracking performance metrics, such as engagement rates, website conversions, and surveys, you can refine your strategy accordingly.

Why Strategy is Crucial for Success

Every successful marketing campaign begins with a strong foundation. Without a clear strategy—or without audience definition—your brand risks diluted messaging and wasted resources. Whether it’s amplifying luxury through polished collaterals or leveraging health-conscious influencers for UGC, every tactic must stem from deep audience understanding.

Marketing with Expert Guidance

Navigating the complexities of target audience definition and marketing strategies does not have to be an uphill battle. With my tailored consulting services, whether through Fractional CMO support or consultancy sessions, I help tourism and wellness businesses refine their strategies and unlock new heights of success.

Are you ready to define your audience, refine your message, and elevate your brand? Contact me today to book a consultation or Fractional CMO services that will empower your business to thrive. Schedule a Consultation