What Hit, What Missed & What’s Next
The only thing more overused than stock hotel lobby photos in 2025?
The word “AI.”
But before we pour one out for another year in hospitality tech, let’s rewind with some of the sharpest minds in the business.
Cory Falter of Lure Agency hosted a power trio on The InnSync Show: Jacki Schroeder Brown of Jacki Brown Marketing, Zoe Koumbouzi of GAIN Advisors, and Lure’s own Susan Tucker.
What got them buzzing?
What gave them headaches?
And more importantly, what’s the plan for 2026?
Let’s break it down.
Hospitality Tech Marketing Trends
The Buzz: More Self-Service and Way More Personal Branding
While the AI boom didn’t catch anyone off guard this year, its speed did.
Zoe Koumbouzi summed it up: “We’ve moved on at light speed within our industry… between AI tools and then giants like MEWS going on acquisition sprees.”
Jacki Brown, on the other hand, felt the excitement plateau. “Honestly, nothing really stood out to me this year,” she admitted.
And when Jacki, who lives and breathes hotel tech marketing, says that, you pay attention.
Instead, she championed the basics: “I like to go back to the fundamentals and make content that resonates.”
Susan Tucker highlighted a quiet revolution that’s gaining traction: empowering users with self-serve tools. ROI calculators, interactive pricing guides, and resource-rich web pages are giving buyers the clarity they crave.
“When a user comes, it’s so easy for them to make a decision to book a call,” she explained.
Meanwhile, LinkedIn became the unofficial conference room of the industry.
Zoe’s personal branding radar pinged big: “People are so much more active and there’s so much more storytelling. I absolutely love it.”
And Cory? Still buzzing about agentic search with tools like ChatGPT driving buyers through the entire funnel solo. “80+ percent of what was sales is now marketing,” he said.
Translation: if vendors don’t evolve, they’re invisible.
The Hangover: Content Without Soul, E-Blasts with Zero Flavor
If 2025 gave us a high, it also gave us a collective marketing migraine.
Zoe’s big grievance? Bland branding. “Nobody is standing out. Everybody’s still doing their marketing in blue.”
Jacki wasn’t far behind. What’s painfully boring? “AI-generated content,” she said. “It’s just a slog… and then when you read something that’s not AI-generated? It’s incredible.”
Her diagnosis? We’re drowning in dull.
Susan’s headache was delivered straight to her inbox.
“I’m tired of generic e-blasts,” she says. “If I see one more ‘Dear Valued Partner’… people are missing out on opportunities to have a human touch.”
Spoiler: your email shouldn’t sound like it was written by a polite robot with access to Shutterstock.
Cory echoed the theme of disconnect—this time between offline energy and online effort.
“Thousands of people spending six figures on their booth,” he said. “Then… no investment online.” No content, no proof, no trust.
Vendors: the trade-show handshake only works if it’s backed by a compelling digital presence. Otherwise, you’re just a blurry memory with a branded pen.
Big Wins, Better Strategy, and Fresh Tactics
Not everything was doom and deletion.
Jacki scored major wins for her clients by going back to the root: “Complete repositioning, new messaging, updated branding, updated product set… doubled site traffic by Q3.”
Proof that bold strategic changes still work in a sea of sameness.
Zoe took a personal and tactical pivot, moving into more of an advisory role: “I’ve coached myself, when I was in that position… helping in-house marketers who don’t have anyone else to bounce ideas off.”
And in 2025, that guidance proved gold.
Susan is cooking up confidence tools for sales teams: “Custom GPTs that they can share with prospects, resources so that they can do outreach that’s not just ‘checking in.’”
Translation: don’t pitch—serve.
And at Lure, Cory and Susan continued to refine their WINS Framework: four repeatable tactics to help vendors increase direct inquiries, qualify leads earlier, and arm buyers with exactly what they need.
Oh, and they’re launching Sales on Tap, a gamified sales training community that’s equal parts fun, smart, and bold.
Cheers to That: What’s Your Brand’s Drink of Choice?
When asked what cocktail best represented their brand, the answers didn’t disappoint.
Zoe and Jacki both went Espresso Martini—classy, buzzy, and ready to accelerate. “I help wake up your go-to-market strategy,” Jacki quipped.
Susan went with a Science & Soul Spritz—a fizzy blend of data-driven strategy and heart-centered storytelling. And she reminded us that Lucy’s Lounge, Lure’s cocktail-themed marketing guide, is still one of her favorite projects.
Cory? Four years sober and sipping on a crisp, brand-true Corona NA—a nod to his SoCal roots and no-nonsense clarity. “It has that distinctive Corona taste… and no hangover.”
Planning, Reflection & Connection
When asked how they’re wrapping up the year, no one said “coasting.” Jacki is deep in Q1 strategy mode. Zoe is reflecting on what worked (and what didn’t) in her whirlwind of a year. Susan’s making the rounds, reconnecting with clients to make sure support is personal—not just project-based.
As Cory said, “Bad habits are hard to break. But breaking them is exactly what 2026 demands.”
What’s Next? More Bold, Less Boring
Hospitality vendors are standing at a marketing crossroads. Will you keep blasting generic e-mails into the void? Or start building real, resonant content that connects?
Will you hope trade show charm is enough? Or back it up with a digital footprint that builds trust?
Will you outsource your voice to a robot? Or use AI with intention—not as a crutch?
If 2025 taught us anything, it’s that differentiation is currency. And fundamentals—those unsexy but essential elements like clarity, branding, and trust—are your edge.
Now’s the time to wake up your strategy… and maybe pour yourself a Science & Soul Spritz while you’re at it.
