By Mark Lewis-Brown, CEO & President of

If you’ve been working in the hospitality industry for any time, I’m sure you’ve experienced the huge shifts and changes in the way that hotels operate, in how consumers select where to travel and stay, and how they prefer to book their hotel.

Staying on top of these changes can feel exhausting but, never fear, I’m here to update you on three key booking trends that hotels need to know today to make the operational (and technology) updates necessary to attract more guests, increase bookings and revenue and improve guests’ overall booking experience in 2025.

So, let’s get started…

TREND #1: The hard work that hotels have done to drive more direct traffic is starting to pay off (but the work is not done yet!)

For years, hotels have been working to direct more traffic and bookings via the direct channels but, due to the huge marketing budgets, innovative features and cost-saving loyalty programs offered by the OTAs, travelers have been slow to make the shift.

While the OTAs are still coming out on top, the tide is beginning to shift, signaling good news for hotels’ bottom lines in the future…

According to Skift Research's Hotel Distribution Outlook 2024, “, generating $409 billion in gross bookings, compared to $333 billion from OTAs.”

While this is a development that is just starting to take shape, it demonstrates a shifting preference among travelers for booking direct, likely because of the hard work that hotels have done in improving their direct rates, offering more personalized experiences, providing additional value and the development of loyalty programs that add even more value for repeat guests.

Hoteliers that don’t prioritize improving their direct booking channels will lose valuable business to savvy hoteliers who have already updated their revenue and reservation management strategies accordingly.

What can you do today to boost your direct bookings?

First, hotels must use a CRS with a built-in booking engine to offer the best booking experience to guests, while optimizing their reservation management and front-office operations. To encourage guests to book directly, hotels should offer value-added services, such as free breakfast, discounts on on-site amenities, free airport transfers or room upgrades.

Obviously, your website and booking engine needs to offer a frictionless booking experience, both on desktop and mobile, but that’s no longer enough. Integrated AI chatbots on your website can enable better customer service by automating the process of answering repetitive questions, making it possible for your staff to do more, with less.

Create a loyalty program that will provide exclusive incentives to members to encourage repeat customers and consider upselling pre-stay options, room upgrades, etc., thereby creating a new revenue stream.

Finally, retargeting previous guests (or those who visited your website previously) with social media ads and emails can also dramatically increase conversion rates and maximize the revenue earned via your direct channel.

TREND #2: Guests are looking for more flexibility in booking and payment terms

Immediately after the pandemic, last-minute bookings were at an all-time high but, today, hotels are experiencing a guest preference towards a longer booking window, With that increase in advance booking, guests now expect more flexibility in hotels’ cancelation policies to minimize their risk. While offering flexible cancellation terms may feel risky to hoteliers, recent statistics show that it’s a worthwhile risk as “” and, based on an industry report,  “.”

In addition to flexibility in cancellation, guests are also looking for flexible payment options that enable booking without paying upfront or which offer price alerts (and the ability to change the reservation) if the price of the hotel room decreases during the cancellation window.

If your property isn’t already offering flexible booking and payment options, you should update your policies across all channels to maximize conversions. Finally, making it easy for guests to modify or cancel their reservation online (if necessary) will go a long way towards encouraging guests to book early, as it will minimize their stress levels.

TREND #3: Modern revenue management strategies for modern guests

Revenue management is becoming more sophisticated every year, especially at the group level where cluster revenue management is being deployed with a few clicks across an entire portfolio of properties, enabling the implementation of brand-wide (rather than property specific) revenue management strategies.

Today’s guests are willing to be brand loyal, if they are offered valuable incentives to do so innovative cluster revenue managers should implement strategies to ensure that brand-specific strategies cultivate loyalty over the long term.

In the luxury and all-inclusive market, we’ve seen a growing trend of membership- or subscription-based travel, in which a guest earns stays at any of a group’s properties by paying a subscription or membership fee, either to get free stays at different locations or to receive a discount on all hotel bookings. For example, Accor implemented a subscription program in 2023, called , which gives members discounts of up to 50% on dining and hotel stays (with one free stay per year) at more than 1,000 participating Accor properties (under their various brand names) in 20 countries around the world.

If properly marketed and promoted, the subscription- or membership-based revenue model could prove very valuable for hotels because it incentivizes repeat guests (the guests who spend the most during their stay) and frequent travelers to fill rooms, especially valuable if implemented during slower travel periods.

Also, groups can leverage a brand-level revenue management strategy by offering portfolio-wide packages to loyalty members to book within a hotel group rather than switching to competitors’ properties when they visit a new destination.

Today, the guest booking journey is constantly evolving and hotels must evolve along with the trends to stay competitive. Hotels that don’t prioritize innovating to match guests’ changing needs, risk losing bookings and revenue to more savvy competitors.

So, is your property’s direct booking channel ready to welcome today’s modern guests?

NEW YORK, May 19, 2025 /PRNewswire/ -- World-renowned luxury hospitality brand, , today reveals its new global brand campaign, . Paying homage to the brand's centurion heritage as host to some of the world's most storied celebrations and history-making moments, as well as its legacy with the silver screen, the creative tells the story of the build-up to a grand celebration, capturing how Fairmont colleagues and guests come together to "Make Special Happen". The resulting campaign is Fairmont at its most captivating, elevating the art of making every moment a celebration.

Developed by King & Partners, the new campaign was directed by award-winning filmmaker Jean Claude Thibaut, and shot at Fairmont Royal York in Toronto. Stylistically, the creative evokes the charm of a classic film, a tribute to the refined elegance of a bygone era, where the North American spirit of allure and adventure on which Fairmont was founded, is reimagined for today. It was inspired by the brand's rich heritage of hosting some of history's most momentous occasions, from the signing of the United Nations Charter in San Francisco, to Truman Capote's Black and White Ball in New York City, to John Lennon and Yoko Ono's 'bed in for peace' in Montreal. The creative team was tasked with building upon this legacy to set the stage for a new era of celebratory moments at Fairmont, looking forward to some of the more modern design hotels which shape the skyline of the destinations they reside in, such as Fairmont Doha and Fairmont Tokyo.

"In creating this campaign, I drew inspiration from Fairmont's incredible heritage, with particular influence from the allure of the Truman Capote era. The focus was on capturing the essence of celebration, friendship, and togetherness—values that have always been at the heart of the Fairmont experience," commented Jean Claude Thibaut. "Through both the film and imagery, I sought to evoke the joy of gathering, with Fairmont as the incredible backdrop, always there to support and elevate special moments. It's been an incredible project to be a part of, and I'm excited to see it come to life."

Through a mix of film and stills, the artwork follows a charismatic cast of through a series of intriguing and playful moments, leading up to an unforgettable celebration. The audience follows along as "The Celebrationist", the Grande Dame of the story, carefully pens her invites, handing them over to "The Porter", always on a mission to "Make Special Happen" for Fairmont guests. He glides through the grand corridors of the hotel to hand deliver to "The Linksman", usually found out on the links or out on the town; "The Wellness Enthusiast", whose favorite places are in a Fairmont gym or on the dance floor; "The Muse & Her Makers", a family whose travels have taken them all over the world, always with their beloved Golden Retriever; and "The Legends in Leisure", still as in love as the day they met, and always ready for a night of cocktails and adventure. When it's officially time to "Make Special Happen", special guest and a legend in his own right, Tom Wolfe, America's first concierge, and Chief Concierge and Director of Heritage at flagship Fairmont San Francisco, appears, as a flurry of activity by both guests and staff ensues. Elegant attire and indulgences appear. Chandeliers cast a golden glow over a soirée. With anticipation rising, the celebration reaches its crescendo, bringing with it the realization: Fairmont Makes Special Happen.

"Make Special Happen isn't just a campaign, it's part of our brand DNA and is the sentiment we make our guests feel. Fairmont hotels are social epicenters that blend genuine encounters with the heart of the action, creating vibrant spaces where communities gather. Occasions are celebrated, milestones are marked, and history is made every day at our 92 properties in 30 countries globally," said Omer Acar, CEO, Fairmont Raffles. "Bringing to life our first new global brand campaign in many years marks another special, history-making moment. 'Make Special Happen' reaffirms Fairmont's core identity and what sets it apart in a way that reaches a new and discerning audience."

Upon launch, the campaign will leverage a blend of still imagery alongside video showcasing the Fairmont film. A 360-degree paid media plan comprising of global print, online and social titles are being activated in two phases commencing May-July and then September-October when all owned, earned and paid media channels will be fully live. Key regions for the campaign include North America, Canada, Asia, the Middle East and Europe with a particular focus on national, travel and lifestyle publications in these markets.

Though the first iteration of the campaign focuses on a party, it was important for Fairmont to demonstrate that making special happen isn't just about major galas and events, but it's also about making every moment of every day special in its own way. The brand is bringing this to life in the hotels with the concurrent launch of a collection of unique offerings which immerse a guest or local into their own unforgettable experience:

• Special Happens... After Dark – a series of nocturnal fetes and adventures, such as private access to the spa after hours for a wellness ritual under the stars at or , or an "anywhere dinner" on the lush grounds of .

• Special Happens... In the Wild – indulgent experiences in the heart of nature, such as ' famed afternoon tea on the beach, in a rain forest, or at the foot of a waterfall; or taking a seaplane from to do guided yoga and meditation under a waterfall.

• Special Happens... Around the Table – embracing the power of mixology and dining, from playing chocolatier for a day, crafting your own one-of-a-kind chocolate bar with , to participating in the ancient Hawaiian art of imu cooking, from private foraging experience to all-day roasting in an underground oven with .

• Special Happens... In the Spotlight – a vibrant tapestry of moments inspired by the arts, culture, music and performance, from being welcomed into the home of a local chef or artisan to learn a craft that has been passed down for generations with , to a visit to the private home of Claude Nobs, famed founder of the Montreux Jazz Festival, not normally open to the public, arranged by .

Fairmont will continue to add new experiences to the collection throughout 2025.

DUBAI, United Arab Emirates, 13^th May, 2025 - Fairmont Hotels & Resorts, one of Accor’s leading luxury brands, announces the appointment of Emma Darby as Global Vice President Spa & Wellness. In this role, Emma will assume overall responsibility for spa and wellness operations across Fairmont’s global portfolio of 92 properties. The diverse collection of luxury properties and flagship spas in iconic destinations worldwide, includes Fairmont Chateau Lake Louise, Canada, Fairmont Century Plaza, Los Angeles, Fairmont Mayakoba, Mexico, and Fairmont Riyadh, KSA, delivering a truly holistic wellness experience.

An inspiring leader in the wellness space, Emma Darby brings over two decades of hospitality experience, having held senior roles at Rosewood Hotels & Resorts and The Ritz-Carlton Hotel Group. Driven by a deep belief in the transformative power of wellness, an ethos that aligns closely with Fairmont’s commitment to making guests feel truly cared for, Emma has consistently delivered strategic growth, operational excellence, and elevated guest experiences. Most recently, as Chief Operating Officer at Resense Spas, she led a global portfolio of luxury spas, overseeing business expansion, spearheading new openings and renovations, and embedding a consistently high standard of holistic wellness across all touchpoints.

“Wellness has always been a personal passion of mine, so I’m thrilled to join a brand like Fairmont that shares this commitment to health and wellbeing and continues to build on such a strong foundation,” said Emma Darby, Global Vice President Spa & Wellness, Fairmont Hotels & Resorts. “What really excites me is Fairmont’s unique position at the intersection of heritage, innovation, and personalization.  There’s a real opportunity to take wellness beyond the spa and weave it more holistically into the guest experience, through movement, nourishment, rest, and connection.” 

Sami Nasser, Global Chief Operating Officer Fairmont Hotels & Resorts, commented on the appointment, “Emma’s deep rooted industry knowledge and experience sets the tone for a dynamic new chapter in the wellness space for Fairmont on a global level. As a passionate leader, I am confident Emma will drive operational excellence and strategic growth, with a personalized, hands-on approach, which has been a defining characteristic throughout her unique career.” 

As Fairmont continues its significant global expansion with 29 new hotels in the pipeline, including the highly anticipated Fairmont Red Sea in Saudi Arabia and Fairmont Hanoi in Vietnam, the brand reinforces its commitment to exceptional, wellness-driven guest experiences around the world. Emma’s appointment brings leadership continuity and a unified wellness vision across the growing portfolio. Her priorities will center on deeply understanding the current wellness landscape across Fairmont properties, identifying opportunities to elevate the guest experience, and implementing strategies that drive both innovation and consistency. This approach is designed to strengthen the performance of the Fairmont portfolio, driving financial growth, and expanding leadership pathways in the long term.

Her leadership philosophy is centered on clarity, collaboration, and a guest-first mindset. Emma believes in giving teams a strong sense of purpose, along with the tools and support they need to thrive. As a leader, Emma is values-driven - therefore building trust, encouraging innovation, and supporting both personal and professional growth. As Vice President, across Fairmont’s spa and wellness portfolio, Emma will champion integrity, inclusivity, and curiosity, building the foundation for a strong team structure throughout the business.

MONTREAL, May 15, 2025 /CNW/ - Knightstone Hotel Group and Urgo Hotels Canada are proud to announce the official opening of the AC Hotel Old Montreal, a sophisticated property where European elegance meets the rich heritage of Old Montreal.

Nestled in one of Canada's most iconic and historic neighborhoods, this new address invites travelers to enjoy a unique experience combining contemporary comfort with timeless charm. Just steps from the Notre-Dame Basilica, Place d'Armes, and the Saint Lawrence River, AC Hotel Old Montreal boasts a prime location that reflects the city's vibrant cultural soul.

The hotel proudly joins Marriott International's global portfolio under the AC Hotels brand, allowing Marriott Bonvoy® members to earn and redeem points while enjoying refined service and world-class hospitality. This strategic partnership further positions the property as a must-visit destination for modern travelers, whether on business or urban getaways.

A Blend of Modern Design and Historic Charm

With 124 spacious rooms and suites, the hotel embodies AC Hotels' philosophy: sleek design, harmonious lines, and a refined ambiance crafted for today's traveler. Spanish inspiration flows through every space, where minimalism blends with noble materials and upscale amenities. Guests are welcomed into a soothing and elegant atmosphere from the moment they arrive. In a nod to the brand's Mediterranean heritage, lavender features prominently in the sensory experience of the guest rooms.

Gastronomy is infused with Spanish flair. Breakfast features the signature Cazuela — a savory mix of eggs, prosciutto, and Manchego cheese. At the bar, guests will find signature tapas like Marcona almonds and Spanish tortilla. Each bite offers a taste of the Mediterranean, complemented by a carefully curated wine list and artisanal cocktails.

"We want every dish to evoke the true essence of the Mediterranean — in a spirit of simplicity and conviviality," says Marc Casolino, Executive Chef of the AC Old Montreal Restaurant & Bar, and also at the helm of Italian restaurant Il Soffio. "Our menu draws on the authenticity of Spanish flavors while adding a modern, local twist."

Modern Amenities, Thoughtful Services

Designed for comfort, rooms include luxury bedding, Nespresso machines, spa-style bathrooms, and even private terraces in select categories. All rooms come equipped with a sofa bed or futon.

Additional hotel features include:

• 24/7 indoor parking
• Electric vehicle charging stations
• 24-hour market
• Gym with state-of-the-art equipment
• 4,000 sq. ft. of elegant event space, including 5 adaptable meeting rooms

Just steps from the metro, cruise terminal, and Palais des Congrès, AC Hotel Old Montreal offers prime access to art galleries, renowned restaurants, local boutiques, and architectural treasures. It is the perfect destination for those looking to explore the cobblestone streets and soak in the area's one-of-a-kind atmosphere.

Whether for business, leisure, or a seamless blend of both, AC Hotel Old Montreal promises an unforgettable experience — where every detail is crafted with care and simplicity, in the inspiring and unique atmosphere of Old Montreal.