Plus: A coastal classic brings its luxury to the mountains
Rooms, revenue and a little star power—that’s what we’re serving up this week. First up, a clever pricing hack to help fill your calendar while padding profits, proving that smart strategy beats chasing occupancy.
Then, TikTok Go takes center stage: this new program could turn social creators into your most cost-effective marketers, driving bookings straight from the app.
And finally, for those who love luxury, we’re heading West to Aspen, where a high-end brand prepares to make its debut. Smart moves, happy guests and bookings that actually stick—welcome to your weekly insider hospitality guide.
But first: the new travel trend that transports guests to another era.
Once more, with feeling. Square footage and a list of amenities. Accurate? Sure. Memorable? Nope. Here’s a better way to sell a small hotel.
Staaaaaayyyyy, just a little bit longer. It’s one thing to keep your rooms booked—it’s another to make those bookings really work for you. That’s where smart Length of Stay (LOS) pricing comes in, turning fuller calendars into fatter margins.
Alternative options. Out with the old? Not quite. Adaptive reuse is a smart, sustainable way to transform vacant offices and vintage structures into stylish stays, without the steep price tag of new construction.
Open for business. Greek getaways, Italian peaks, Paros retreats…summer’s hottest boutique hotel openings, all insider-approved.
The (White) Elephant in the room
Oceanview luxury brand White Elephant heads to the hills… or rather, the mountains of Aspen, to be precise. The property looks to be a fresh take on mountain chic, blending coastal vibes with alpine elegance. For operators, it’s a case study in smart, guest-centric growth that balances brand cohesion with geographic opportunity.
Why it matters: Aspen is a magnet for discerning travelers and a must-visit bucket-list destination, making it a logical choice for White Elephant’s first Western outpost. The new property taps into the same audience that already loves White Elephant’s coastal resorts, offering familiar luxury in a new setting. By bridging the brand to this iconic mountain town, White Elephant creates continuity for loyal guests while reaching new travelers seeking an elevated Aspen experience. (Boutique Hotelier USA)
Above: White Elephant Aspen lobby. (Courtesy)
From scrolls to stays
Think of TikTok Go as word-of-mouth marketing, but turbocharged and performance-based. The new program connects hotels with TikTok creators who can book a stay at a discounted rate, share authentic content with their followers, and drive direct bookings—all tracked through TikTok’s platform. Hotels gain fresh visibility and new guests without the hefty price tag of traditional promotions.
Why it matters: You’re not shelling out big bucks on ads; creators get paid only when they deliver results. That performance-based model makes it an efficient way to test new markets, reach fresh demographics or boost shoulder-season bookings. Plus, the variety of creators—many with modest but highly engaged followings—adds an authentic, relatable layer that big-budget marketing often lacks. (Social Media Today)
Digital wingman
Imagine your marketing running on autopilot. Shiji’s 50 ChatGPT prompts for hoteliers let you charm guests, upsell stays and streamline service. It’s AI-powered, guest-friendly and practically free. In plain terms: it’s a downloadable guide of ready-to-use ChatGPT questions you can drop into the tool to instantly generate emails, social posts and on-brand guest messages.
Why it matters: If you need a little help delivering top-tier guest engagement with seamless consistency, you can avoid the payroll bump and ad overhead while still delivering personalized, dynamic guest experiences that resonate. It’s a quiet game-changer for cost-conscious hoteliers looking to punch above their weight. (Shiji Group)
Beyond heads in beds
Deals get bookings, but experiences get loyalty. A recent Qualtrics survey revealed that 58% of travelers prioritize helpful customer service when choosing a hotel, and 51% value earning points and rewards.
Why it matters: Travelers notice and remember when service feels personal, thoughtful and genuinely attentive, making training and staff empowerment key. For indie operators, prioritizing experience isn’t just good service—it’s a growth strategy that turns your property’s unique character into a competitive advantage. (Customer Experience Dive)
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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.
