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As we continue to grow the Asia Sustainable Travel community, we want to ensure that everything we produce, from editorial insights to practical tools, directly supports your day-to-day efforts to integrate sustainability into your business.

This week, we’d like to ask for your input: What kind of content or support would be most useful to you?

Please reply to this email and let us know which of the following you’d find most valuable:

1. Practical training and upskilling programs

2. Templates, toolkits, and operational guides

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Your feedback will help us sharpen our priorities and create targeted content and solutions tailored to your needs.

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Hospitality’s Next Chapter: Sales, Marketing, and Leadership Redefined

What does it take to succeed in an industry where every guest expects more than just a room?

At the Hotel Sales & Marketing Association Summit (HSMA Summit 2025) in the Philippines, held on June 19, 2025, more than 300 industry professionals and leaders gathered to share insights on redefining sales, marketing, and leadership while preparing the next generation of leaders with purpose, innovation, and connection.

“Leading the Shift: Redefining Sales & Marketing for the Next Generation” was more than a banner. It was a challenge placed squarely before every delegate. 

What follows isn’t a recap, but a collection of ideas, firsthand lessons, and tested strategies drawn directly from the summit’s most honest conversations.

This article is for those who want their work to matter and their teams to excel, not just keep up.

From Transactional to Transformational Marketing

The consensus among speakers at the summit was clear—hospitality sales and marketing must move beyond transactional strategies and focus on creating meaningful, transformational experiences. 

Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board, set the tone early in her keynote address.

“Travelers today are more discerning, experience-driven, and increasingly mindful of sustainability and social impact,” she emphasized.

To connect with these travelers, hospitality professionals must cultivate authentic, people-centered experiences that resonate on a deeper, emotional level.

One key strategy discussed was the emphasis on personalized, purpose-driven marketing. Panelists agreed that understanding guest preferences and tailoring offers accordingly can elevate engagement.

For instance, a simple switch from generic pitches to highly personalized proposals can showcase that a hotel truly understands its clients’ needs.

Redefining Leadership and Talent Development

Leadership in hospitality is shifting away from rigid hierarchies and moving towards collaboration, openness, and genuine engagement.

Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts (MHR), spoke candidly about developing future leaders in the industry.

“Harness the power of mentorship,” she said. “What’s the value of your years of experience if you’re not able to pass them on to people who can carry the industry forward?”

MHR’s recently-launched Next Generation Leadership Council exemplifies this approach.

The program identifies and grooms high-potential talents aged 23 to 35, offering cross-department training, hands-on leadership opportunities, and mentorship. This initiative ensures young professionals see a clear career path, grow into leadership roles, and stay committed to the industry.

Actionable Tips:

• Develop comprehensive mentorship programs that enable seasoned leaders to impart their skills while allowing younger professionals to contribute fresh, innovative ideas. 

• Recognize and reward adaptability and collaborative problem-solving.

• Empower people by providing them with the tools, resources, and guidance they need to succeed independently and enabling them to create their own strategies.

Channel Optimization for Maximum Reach

The debate between online travel agencies (OTAs) and direct bookings took center stage during one of the sessions, with industry leaders emphasizing the importance of striking a balance between these channels to maximize growth.

→ Find out what Trip.com and Klook representatives said about this topic.

To balance these channels effectively, hotels should:

1. Leverage OTAs for discovery. Use OTAs to attract new customers and increase visibility especially in new markets, but focus on nurturing relationships through direct communication.

2. Focus on direct relationships. Convert OTA-acquired guests into loyal customers by offering exclusive perks for direct bookings, such as room upgrades, personalized services, or discounts on future stays.

3. Monitor and optimize channel performance. Regularly analyze your channel mix to identify which platforms drive the most valuable bookings. Use this data to optimize costs and allocate resources effectively.

The Balancing Act of Relationships and Metrics

Building trust through transparency, accountability, and authenticity can turn one-time clients into lifelong patrons.

The summit also addressed “relationship ROI,” the concept that client relationships should deliver not just revenue but referrals, testimonials, and brand advocacy over time.

Tactical Advice:

• Track and reward referrals stemming from long-standing client relationships. 

• Incorporate client testimonials as trust-building content on your website and social media.

• Ensure transparency and accountability in every client interaction to build trust.

Take a Listen

Our friends at London-based Lemongrass Marketing have recently launched “It's a Journey: A Sustainable Travel Podcast.” Co-hosted by Holly Tuppen, a respected sustainable travel writer, and Richard Hammond, Publishing Director at Green Traveller Media, the series is a welcome addition to the industry’s sustainability discourse.

Each episode offers:

• Candid, thought-provoking dialogue between hosts and leading voices in sustainable travel

• Soundbites and real-world examples to ground the discussion

• Practical takeaways for destinations, travel brands, and marketers

• Curated reading lists to continue the conversation beyond the episode

• Constructive, challenging, and intelligent - designed for industry professionals who care about making meaningful change.

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