Laurie Jo Miller Farr

Independent Hotels and ROI: The Untold Playbook Since I'm speaking at the Independent Hotel Show Miami today, this feels like an appropriate topic. Independent hotels love to talk revenue, but many are stuck in the same playbook. Raise ADR, push packages, hope for pickup. That's not strategy, that's survival. Real ROI lives where attention lives. Right now that's social. Most independents treat Instagram like a brochure, post a lobby shot, then wonder why OTAs eat margins. That's not marketing, that's avoidance. Winners build a cult, not a feed. Your content can't just sell rooms, it has to sell belonging. People don't share a king bed, they share how your place makes them feel. Here are out of the box revenue plays that link to social: 1. Digital street team. Train employees to post with guardrails and prompts. Give shot lists and weekly themes. Trust climbs, reach compounds, recruiting improves. 2. Lobby content studio. One corner with great light and a signature backdrop. Add a small card with a prompt. Guests create, you repost, bookings follow because the story comes from them. 3. Micro communities. Build tight circles on LinkedIn and WhatsApp for repeat guests and planners. Share first looks and early access. Belonging beats discounts. 4. Series storytelling. Pick three weekly series. Chef at five, Housekeeping wins, GM mailbox. Series create habit, habit creates loyalty, loyalty creates bookings. 5. Social rate code. Offer a code only for people who engage on your channels. Reward comments, saves, and shares with upgrades or late checkout. Turn attention into conversions. 6. Creator in residence. Host a vetted creator each month with a clear brief and usage rights. Add a meet the creator happy hour. Cheaper than ads and more believable. People want to belong and be seen. These moves give recognition and status. Employees who tell the story feel ownership. Guests who see their content on your feed feel proud. Pride becomes advocacy and lowers acquisition costs. How to get your team on board. Keep it simple, visible, rewarded. Simple. Give templates, prompts, a two minute phone workflow. Visible. Track reach, saves, and direct bookings from pins and codes. Publish a weekly scoreboard. Rewarded. Celebrate one win in every stand up and give prizes people want. Independent hotels don't have chain budgets, but they have superpowers. Agility, speed, personality. Use it. Be first. Be louder. Be real. The ROI is clear. Street teams expand reach without spend. Studios drive guest content. Communities drive direct bookings. Series build brand equity. Codes turn attention into revenue. If you're still posting a pool photo with the caption “Paradise awaits,” you're leaving money on the table. Write your own playbook. If you're here, come say hi. Thanks ✌🏻 --- If you like the way I look at the world of hospitality, let's chat: scott@mrscotteddy.com

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Miami hotels are switching to virtual front desk services where staff in India greet guests and assist with check-ins through video calls. This new approach is becoming more common as hotels look for ways to reduce their operating costs. Guests arriving at these hotels now interact with a receptionist on a screen instead of someone in person. The staff member, sitting in an office in India, can assign rooms, answer questions, and solve most check-in queries just like a traditional front desk employee. Many hotels believe this technology helps them stay efficient and offer round-the-clock service, especially during staff shortages. Remote check-ins are also seen as a way to streamline processes and make guest arrivals smoother. However, some guests and workers have concerns about the loss of local jobs and the change in service experience. The trend is growing as more hotels look for innovative solutions to balance quality service and budget control. Repost ♻️ for your network 👉🏻Follow Nikita Sharma such insightful posts!❣🙏😍 VC: Credit goes to the original creator, no copyright intended 🙏 #gowithnikita #nikitainfluencer #nikitasharma #knowledgesharing #professionalservices #linkedinforcreators #linkedinlearning #linkedincommunity #linkedinexpert #linkedinads #Al #artificialintelligence #technology #innovation #machinelearning #futuretech #futuretechnology #techrevolution #success #story #motivation #women #success #strongmind

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