1. When you look across dozens of hotels, what separates the ones that consistently outperform their competitors?

2. Tell us about a marketing initiative that didn’t go as planned and what you learned from it.

3. If you took over marketing for a 200-room independent hotel tomorrow with a very limited budget, where would you spend your first $10,000?

4. What are hotel owners asking for today that they weren’t asking for three years ago?

5. What’s one belief about hotel marketing that you think our industry needs to let go of?

6. If you could give every owner (or GM) one piece of marketing advice, what would it be?

ATTENDEES:
Evan Crawford, Pyramid Global Hospitality
Cory Falter, Lure Agency

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100-Word Summary

In this episode of the InnSync Show Client Spotlight Series, Cory Falter sits down with Evan Crawford to discuss how AI, hotel marketing, sales, branding, and guest expectations are rapidly changing. They explore why generic positioning no longer works, why proactive selling is becoming essential, and how hotels can prepare for an AI-driven buying journey without losing the human touch.

Chapters

00:00 Welcome and Introduction
Why Cory reconnects with Evan Crawford after nearly a decade and revisits one of their favorite hospitality topics.

01:45 What Separates High-Performing Hotels?
Why the best-performing hotels have a clear identity instead of trying to appeal to everyone.

05:15 Why Relationships Still Win
How authentic personal branding and proactive sales create a competitive advantage beyond the property itself.

06:45 Marketing Lessons From Campaigns That Failed
Why overcomplicating your message creates friction and what simple, clear marketing looks like.

08:30 The "Good Stuff" Campaign
Breaking down one of Benchmark's most memorable campaigns and why authentic storytelling worked.

10:00 Learning to Read the Room
Cory shares an important lesson about introducing video content and meeting people where they are.

11:00 If You Had $10,000 to Market One Hotel
Where Evan would invest first and why strong positioning matters more than buying more advertising.

12:00 AI Is Changing Hotel Discovery
How generative search is matching travelers with brands based on personality, positioning, and identity.

13:45 Why Warm Prospecting Matters More Than Ever
How AI will automate proposal creation while making relationship-building even more valuable.

17:00 What Hotel Owners Are Asking Today
Why AI, ownership involvement, and commercial strategy have dramatically changed since COVID.

20:45 One Marketing Metric Hotels Obsess Over Too Much
Why ROAS can become a vanity metric and what leaders should actually measure.

25:00 Eliminate Friction Everywhere
How reducing friction on hotel websites and RFP forms can dramatically improve conversion.

28:30 The Most Important Marketing Advice
Why brand awareness, authenticity, and consistency still outperform tactical marketing shortcuts.

31:30 Why Most Meeting Planners Never Complete Your RFP
How overly complicated forms drive away business before conversations even begin.

35:00 Looking Ahead
How Pyramid Global Hospitality is preparing hotels for an AI-powered future while staying focused on timeless marketing fundamentals.

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𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦?

Let’s fix the system, not just the symptoms.

At Lure Agency, we help hotel groups, hospitality brands, and vendors stop running sales and marketing in silos and start operating as one revenue engine.

Because today’s buyers aren’t waiting for your RFP response or to see you at a tradeshow.

They’re researching. Comparing. Deciding. Now, and they're using AI to help.

Long before your team even knows they exist.

Through hospitality-built strategies and tools like the WINS Method™, Warm Prospecting™, RevlyCRM™, and Sales on Tap™, we help teams:

➝ Build pipeline on purpose
➝ Identify demand before it raises its hand
➝ Nurture relationships with value, not spam
➝ Convert interest into revenue faster
➝ No more guessing who’s warm.
➝ No more chasing dead-end leads.
➝ No more disconnected systems.

Just a smarter, more proactive way to grow revenue in a world driven by AI and invisible buying behavior.

Whether you need the strategy, the system, or a team to run it with you, we meet you where you are and help you move forward.

Learn more: www.lureagency.com

RESOURCES TO GET STARTED

💸 Curious how you stack up? Try our AI Grader tools → https://lureagency.com/the-ai-bar/

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🍸 Prefer something more conversational? Step into Lucy’s Lounge → https://lureagency.com/lucys-lounge/

#hotelmarketing #hotelsales #hospitalitysocialselling #hospitalityb2b #b2bmarketing #revlycrm #Hoteltech #hospitalitytech

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