Clear, practical definitions of the terms boutique hoteliers, marketers, and travellers use — from digital concierge to micro-ambassador.
A small, design-led, independently minded hotel that competes on character rather than scale.
A hotel role dedicated to helping guests navigate a destination — bookings, recommendations, and requests.
The full arc of a guest's relationship with a hotel, from booking to long after checkout.
The window between booking and check-in — one of hospitality's most underused touchpoints.
The mapped sequence of touchpoints a guest passes through from first booking to repeat stay.
Communication with guests after checkout, when they are most likely to share and recommend.
A hotel that operates outside a major chain or franchise, keeping full control of its identity.
A guest who informally promotes a hotel by sharing its recommendations with their own network.
Growth driven by people recommending a business to others based on genuine experience.
A booking or customer that arrives because an existing guest recommended the business.
The disconnect between the referrals a hotel generates and the ones it can actually track.
A reservation made straight with the hotel, avoiding the commission charged by online agencies.
A third-party platform that sells hotel rooms in exchange for a per-booking commission.
A curated collection of a place's best restaurants, bars, shops and experiences, chosen by insiders.
The deliberate selection of a small number of excellent recommendations over exhaustive lists.
The distinctive local character that makes a hotel or destination feel authentic and rooted.
The editorial judgment that determines which recommendations a hotel chooses to stand behind.
Software that delivers concierge-style recommendations and services to guests through their phone.
A curated hotel guide accessed by scanning a QR code, with no app download required.
A digital guide designed to be forwarded, carrying the hotel's brand and attribution with it.
The software and tools hotels use to run operations and shape the guest experience.