Many of us will have been in meetings over the past few weeks, analyzing the year just gone and considering what could be done differently in 2026. How can can successes be enhanced and lessons learned from our failures? Such events are a chance to understand that a new year means opportunities to do things differently. Key trends for our sector are already emerging, with hospitality set to be transformed by smarter technology, deeper personalization and a growing emphasis on wellness. Hotels will continue to adapt their operations, adopting flexible, guest-centric models. We anticipate customized stays, wellness-oriented amenities, and tech-enabled services will also stand out as demand shifts. My colleague Joerg Schuler took a closer look recently in a piece for PhocusWire. In the spirit of transformation, I’d like to highlight The Hospitality Demand Generation Playbook, developed by our teams at Amadeus. Rather than simply pushing to fill rooms, the report encourages hoteliers to think bigger, bringing marketing, sales, and revenue together into a single smart, connected approach to generating demand. Across Asia Pacific, demand generation is already breathing new life into hospitality. Here, I want to take a closer look at what that really means and share a few thoughts on how the industry can approach things differently as we move into 2026. Demand generation goes beyond the still vital work of attracting guests. This is about using all of the tools at our disposal to create a sustained cycle of interest in a property or brand. This is distinct from lead generation. The latter, more often, focuses on capturing immediate inquiries. At its core, demand generation integrates multiple marketing, revenue, and sales touchpoints to create a single, unified approach. It maximizes visibility and, therefore, revenue potential. It unfolds across five key stages, with each stage building upon the last, creating a holistic approach to driving revenue and guest loyalty. Let’s explore each in turn. First up, deepening our understanding of market dynamics and traveler behavior is essential, especially in a region as diverse as Asia Pacific. With traveler expectations varying widely from Singapore to Seoul, having the right insights can transform the potential of any hospitality brand. Hotels across the region can use predictive analytics and rich data visualizations to interpret global travel trends alongside local preferences, helping to anticipate demand, tailor guest experiences, and shape more effective commercial strategies. Next, to capture travelers’ attention, hotels require an omni-channel media strategy – one that delivers highly targeted, persuasive messaging to the right audiences, at the right time. Effective Search Engine Optimization (SEO) and Generative Engine Optimization (GEO), engaging social media content, exposure to travel sellers on GDS, and targeted digital advertising can all help drive demand by anticipating and responding to the specific needs of potential guests. For example, our own Travel Dreams research finds around a third (30%) of Chinese guests would be influenced in their choice of destination by travel celebrities, a figure well in excess of many other markets. To drive travelers from the inspiration phase toward the most profitable channels is the next priority. Hoteliers must strengthen their online presence and showcase a brand story through consistent, persuasive messaging tailored to regional audiences. This can involve social or video remarketing, pay-per-click (PPC), metasearch, and intent-driven SEO to stay visible as travelers compare options and guide them to direct booking channels. It is also vital to ensure the brand.com direct channel delivers an exceptional, customer-centric experience. To drive direct bookings, hoteliers must capture travelers with an enhanced online presence and dynamic content, while prioritizing conversion through one seamless shopping flow. They must focus on website excellence with a fast, mobile-friendly design, especially as mobile could account for half of all booking engine sales in the next few years. Finally, they should go beyond rooms by offering experiential stays, promotions, and merchandising opportunities that maximize revenue potential and personalize the booking experience. Lastly, hoteliers should focus on keeping guests coming back for more – engaging them across the entire journey with consistent, personalized communication that builds trust and loyalty. Before arrival, tailored offers, local tips, or itinerary ideas can spark anticipation. During the stay, highlighting loyalty perks and on-site benefits helps guests feel valued. After departure, following up with thanks, requesting feedback, and offering targeted promotions can help keep the relationship alive and encourage future bookings. Demand generation offers a path forward, whether boosting revenue for a single boutique hotel or scaling commercial strategies across a global portfolio. It brings together every part of the digital journey, from targeted marketing and seamless direct bookings to personalized offers and loyalty programs, into one synchronized ecosystem. In 2026, turn to demand generation to deliver a cohesive strategy where every interaction, from inspiration to loyalty, works in harmony.How does Amadeus Hospitality define demand generation?
Gaining market understanding is vital for success
Attracting travelers with a savvy media strategy
Engaging travelers where they are
Building a seamless booking experience
Encourage future bookings during every step of the journey
Transforming travel in 2026
Organization
Amadeus Hospitality
https://www.amadeus-hospitality.com/
75 New Hampshire Avenue
USA
- Portsmouth, NH 03801
Tollfree: 888-829-8871
Phone: 1 603 436 7500
Email: info@amadeus-hospitality.com
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