Insights: Hospitality & Marketing Playbooks

A handmade terracotta cup mended with thin brass seams on a worn wooden table, lit by a beam of morning sun from a window with a green shutter, next to a folded linen napkin

How to reply to a bad hotel review (without making it worse)

A bad review is read by every guest who considers your hotel after it. A reply written for them, not for the reviewer, can turn it into a reason to book.

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An old brass gramophone horn lying on its side on a weathered wooden table, lit by a single beam of sunlight from a window with a green shutter, next to a small pot of basil

Advertising · 8 min

Instagram ads for small businesses: how to set them up and what they cost

You decide what an Instagram ad costs, but the auction decides what you get for it. How to set up your first campaign, step by step.

Three closed white parasols and a stack of wooden sun loungers stored in a stone room of a hotel in Rhodes in winter, lit by a single beam of sunlight from a window with a green shutter

Hospitality · 6 min

The hotel marketing calendar: what to do from November to opening day

Winter is when a seasonal hotel sets up its summer. A month-by-month plan, and why late bookers now matter as much as early ones.

Open notebook with blank pages, a fountain pen and reading glasses on an old wooden desk in a stone room in Rhodes, with a closed laptop in the shadows behind

AI & Workflow · 5 min

How to use AI in marketing without losing the human voice

Google doesn't penalise AI content, but audiences notice. What Google, EU law and consumer research say, and six ways to keep your brand's voice.

Smartphone on a small tripod in silhouette on the stone sill of a narrow vertical window, looking out over the Old Town of Rhodes at sunset, with an olive plant beside it

Short-Form · 6 min

What we'd shoot tomorrow if we were starting from zero on TikTok

Zero followers doesn't mean zero reach. What to shoot in the first 30 days, how often to post and what to avoid.

Old wooden abacus with dark green beads on a stone hotel reception counter in Rhodes, beside a brass room key and a leather-bound ledger

Hospitality · 7 min

The OTA tax: a hotelier's playbook for getting it under 30%

OTAs take 29.9% of hotel nights in Europe and 27% in Greece. What the OTA tax really costs and seven moves to get under 30%.

Old wooden key rack on a stone wall behind a hotel reception desk in Rhodes, with brass keys on green leather tags hanging from only half of the hooks

Hospitality · 8 min

Why your hotel's website is leaking direct bookings (and how to plug it)

Only 8.7% of hotel nights in Greece are booked on the hotel's own booking engine. Seven leaks, and how to close each one.