Morning: Strategizing and Planning
The day of a Chief Marketing Officer (CMO) or Vice President (VP) of Marketing at a luxury hotel begins early. By 6:00 AM, they are usually up and reviewing the latest reports on occupancy rates, market trends, and campaign performance over a strong cup of coffee. This early start provides the opportunity to strategize before the day’s meetings and activities begin. The morning hours are prime time for creative thinking and big-picture planning.
By 8:00 AM, the CMO is typically in the office or on a call with the executive team. This daily briefing covers various topics, from financial performance and operational updates to marketing campaigns and guest feedback. Understanding how every department’s performance influences the hotel’s overall success is crucial, and this alignment ensures the marketing strategy is on point with the hotel’s goals.
Mid-Morning: Team Collaboration and Creative Sessions
Around 9:00 AM, the focus shifts to the marketing team. Leading a team of creative professionals requires balancing inspiration with discipline. The CMO or VP of Marketing gathers their team for a daily stand-up meeting to discuss ongoing projects, deadlines, and any roadblocks. This is also the time for brainstorming sessions where innovative ideas for new campaigns, events, or partnerships are born.
By 10:30 AM, the team might be deep into a creative session, reviewing recent photo shoots, video content, or new design concepts for upcoming promotions. The luxury market demands high-end, visually stunning materials that tell a story and evoke a sense of exclusivity and elegance. Every detail, from the color palette to the font choice, is meticulously examined to ensure it aligns with the hotel’s brand identity.
Late Morning: Market Analysis and Guest Insights
As the morning progresses, the CMO shifts attention to market analysis and guest insights. Understanding the target audience is key to effective marketing. Tools like CRM systems, social media analytics, and market research reports provide invaluable data. The CMO reviews metrics on guest demographics, booking patterns, and feedback from recent stays. This data helps tailor marketing efforts to attract the right clientele and enhance their experience.
Before lunch, there may be a meeting with the PR team to discuss media relations and upcoming press releases. Maintaining a positive public image is vital for luxury hotels, and this involves crafting compelling stories that highlight unique aspects of the hotel, such as exclusive events, celebrity guests, or new amenities.
Afternoon: Networking and Partnerships
After a quick lunch, often spent with key stakeholders or potential partners, the CMO’s afternoon is dedicated to networking and building relationships. This might include attending industry events, meeting with travel agents, or negotiating with luxury brands for strategic partnerships. Collaborations with high-end fashion brands, gourmet food producers, or prestigious cultural institutions can enhance the hotel’s appeal and offer guests unique experiences.
By 2:00 PM, the CMO is often on a conference call with marketing executives from sister properties around the globe. Sharing insights and strategies helps maintain a consistent brand message across different markets while allowing for local adaptations that resonate with regional guests.
Late Afternoon: Digital Presence and Campaign Management
The digital landscape is ever-changing, and by mid-afternoon, the focus shifts to online presence. Reviewing the hotel’s social media channels, website analytics, and online reputation is crucial. The CMO ensures that the content is engaging, on-brand, and effectively driving traffic and conversions. This might involve a meeting with the digital marketing team to discuss SEO strategies, PPC campaigns, email marketing and social media advertising.
Campaign management also takes center stage in the afternoon. Coordinating with external agencies, managing budgets, and ensuring that campaigns are delivered on time and within scope is essential. The CMO monitors the progress of ongoing campaigns and adjusts strategies as needed to maximize ROI.
Early Evening: Guest Experience and Brand Ambassadorship
As the day winds down, the CMO’s attention turns to the guest experience. Ensuring that marketing promises translate into actual guest satisfaction is crucial. This might involve a walk-through of the property to observe the guest journey firsthand or a meeting with the front-of-house staff to discuss feedback and areas for improvement.
By 6:00 PM, the CMO may host or attend an event at the hotel. These events are opportunities to engage with guests, gather feedback, and act as a brand ambassador. Whether it’s a cocktail reception, an art exhibit, or a gourmet dinner, these interactions provide valuable insights into what guests love about the hotel and where there’s room for improvement.
Evening: Reflection and Future Planning
The day usually ends late, around 8:00 PM, with a period of reflection and future planning. Reviewing the day’s achievements, setting priorities for the following day, and continuously thinking about the long-term strategy are essential. The luxury hotel market is highly competitive, and staying ahead requires constant innovation and adaptation.
The life of a CMO or VP Marketing at a luxury hotel is a blend of strategic thinking, creative inspiration, and meticulous execution. It’s a role that demands a deep understanding of the market, an eye for detail, and a passion for delivering exceptional guest experiences. As the guardians of the brand, they ensure that every aspect of the hotel’s image, from digital presence to physical touchpoints, exudes luxury and exclusivity.
