Additionally, at our recent HSMAI Digital Council fall planning meeting, the topic of content marketing surfaced as one of the most pressing areas to address in 2015, along with the usual suspects – mobile, social, and controlling cost of sales. Gladly, we’re starting to see hospitality follow other industries, embracing the notion that consumers want to be entertained, informed and educated. The end goal is still to grab the guests’ attention and offer valuable information that keeps them close by, so they’ll knock at your door when the time is right to book. It’s not just about the content per se, but about the behavior it drives. Marcus Hotels does a terrific job serving up visually appealing content marketing that is useful and consistent across all the channels their customers are using including their website, mobile devices, social channels like Instagram and Pinterest, and, of course, the hundreds of traditional travel channels. Perhaps you don’t have the space or the resources to pull off an “Instagram-able” moment (below) like the Cosmopolitan Hotel does in Las Vegas, but as Marcus Hotels’ Christine Beuchert, Sr. Director, Marketing and Ecommerce Strategy, talks about in our recent 2015 webinar, there are lots of other things you can do, that are in line with your DNA, or true to your hotel’s personality, whether you’re a resort on a beach in Mexico or an airport hotel in New Jersey. Get the full story at Leonardo