B2B Marketing and Communications for Hospitality
Cayuga’s consultants empower hotels, resorts, extended stay, all-inclusive, vacation ownership and exchange, from economy to luxury tiers to build market presence, strengthen B2B relationships, and design strategic partnerships and marketing programs that drive measurable commercial growth.
Meet Our B2B Marketing And Communications Consultants
Susan Barry
Commercial Strategy
Jessica Hughes
Strategic Partnerships and Marketing
Peter Van Allen
Non-Rooms and Rooms Pricing Strategies
Chiara Mecacci
Luxury Quality & Guest Experience
Prakash Khemlani
FF&E Design, Manufacturing, Procurement
Simon Turner
Expert Witness, Asset Mgmt, Transactions
Holleigh Alexander-Ramsey
Spa, Wellness, Recreation, & Branding
Charis Atwood
FF&E Project Planning and Management
Debbie Miller
Digital Marketing and Social Media
Rick Blackburn
Hotel/Resort Turnarounds
Hospitality B2B Marketing & Communications
Effective B2B marketing in hospitality goes beyond promotion. It’s about building credibility, driving strategic relationships, and creating the kind of brand presence that attracts the right partners, investors, and clients.
Cayuga’s consultants work with hotels, management companies, and hospitality vendors to develop marketing strategies and communications programs that strengthen positioning and deliver commercial results.
Our consultants advise on:
Cayuga’s consultants work with hotels, management companies, and hospitality vendors to develop marketing strategies and communications programs that strengthen positioning and deliver commercial results.
Our consultants advise on:
- Developing integrated B2B marketing strategies aligned to business priorities.
- Building brand narratives that resonate with owners, investors, and industry partners.
- Crafting thought leadership and content programs that establish credibility in the market.
- Executing campaigns across the right channels — trade publications, digital platforms, events, and direct outreach.
- Measuring marketing performance and optimizing spend for impact.
Partnership Strategy & Execution
Partnerships can serve as a primary driver of differentiation in hospitality. Turning them into structured, scalable growth, however, remains a competitive advantage.
Cayuga’s consultants design and execute strategic partnership programs built around your specific business goals — from identifying high-value partnership assets and structuring brand collaborations, to leading activation and measuring commercial performance end-to-end.
Whether you are a hotel company building your first partnership program, a hospitality brand managing a complex portfolio of alliances, or a vendor looking to grow B2B relationships, our consultants bring strategic frameworks, commercial rigor, and real-world execution experience.
Partnership Program Design
- Define partnership ambition and align to business priorities.
- Identify high-value assets across rooms, F&B, experiences, loyalty, and brand.
- Establish governance, economics, and partner selection criteria.
- Design programs built to scale — from a single property to a full portfolio.
Sponsorship & Brand Collaboration Structuring
- Structure and negotiate sponsorship agreements, licensing deals, and brand collaborations built for long-term strategic and financial return.
- Align sponsorship investment to audience relevance and measurable revenue performance.
- Build activation plans that move beyond logo placement to real guest and brand impact.
Activation & Execution Leadership
- Lead cross-functional coordination across sales, marketing, revenue management, and partner teams.
- Develop integrated campaigns that connect partnership objectives to brand awareness and commercial outcomes.
- Ensure strategy translates into real-world execution — on time, on brand, and on budget.
Performance & Optimization
- Connect partnership and marketing programs to clear commercial outcomes — RevPAR contribution, loyalty enrollment, direct booking lift, brand equity growth.
- Measure what works, refine what doesn’t, and build internal capability so growth endures.
Public Relations & Reputation Management
PR is a strategic business function — not a last resort or a digital marketing afterthought. When integrated into your B2B communications strategy, it builds credibility, protects brand equity, and opens doors to partnerships and investment.
Aligning PR with Business Goals
Validate your brand story through targeted outreach to strategic hospitality publications and industry channels. Reach the owners, executives, and decision-makers who matter most with messaging that proactively supports your commercial objectives.
Thought Leadership & Credibility Building
Strengthen investor confidence, attract B2B partnerships, and elevate your brand’s authority through focused PR campaigns, executive profiling, and exposure on the right platforms and at the right industry moments.
Reputation Management & Crisis Preparedness
Equip your leadership and team with the strategy and protocols to navigate reputational risk effectively — safeguarding brand trust across online reviews, media interactions, and crisis situations before they escalate.
Media Relations Mastery
Cultivate relationships with hospitality journalists and trade media. Our consultants help hotel and hospitality company personnel communicate business updates clearly and confidently — turning media interactions into brand opportunities.
Creating a Great Hotel Brand
Every great brand starts with a compelling story. When you craft a narrative that resonates with guests and travelers, you don’t just capture their attention, you build lasting connections that drive revenue and turn first-time visitors into loyal, repeat customers.
Once brought to life, this narrative becomes the heartbeat of your brand by guiding its voice, shaping experiences, and leaving a lasting impression across every touchpoint.
Storytelling & Brand Voice
- Craft a compelling brand story. Highlight the hotel's history, local culture, or unique personality to resonate emotionally with guests.
- Personify the brand: Develop a consistent voice (friendly, luxurious, quirky) across all touchpoints — website, social, email, in-room materials.
- Guest-centric messaging: Shift focus from amenities to how the guest will feel — restored, connected, inspired.
Visual Identity
- Create a cohesive look (color palette, typography, logo) that is instantly recognizable across digital and physical spaces.
- Photography/Video: Invest in storytelling photography; show real moments, not just empty rooms.
- Utilize recognizable graphic design elements throughout social media, email and collateral.
Personalized Guest Journeys
- Pre-Stay Communication: Tailor pre-arrival emails with upsells (spa, local tours) that feel personalized.
- Guest Profiles & CRM: Create detailed guest profiles for hyper-personalized marketing — favorite wine, past stay dates, reason for travel.
- Loyalty Reimagined: Design a loyalty program that rewards experiences (sunset cocktails, local art tour) over points alone.
Community & Legal Integration
- Leverage Local Partnerships: Co-brand with local businesses, artists, or chefs to offer unique experiences guests can’t get elsewhere.
- Host Events: Invite both locals and guests to events that feel authentic and share-worthy — think wine tastings, rooftop yoga, or artist showcases.
- Social Impact Branding: Align with a meaningful cause (sustainability, local charities) that attracts values-driven travelers.
Social Media & UGC Strategy
- Branded Hashtag Campaigns: Encourage guests to share their experiences using a branded hashtag; reward or reshare the best ones.
- Influencer Collaborations: Partner with micro-influencers who align with your target audience.
- Instagrammable Moments: Design hotel spaces or signature items (cocktail, mural, lobby art) that beg to be photographed and shared.
Post-stay Engagement
- Thank-You Campaigns: Send personalized thank-you emails post-stay with a photo or moment from their visit.
- Memorable Follow-Up Offers: Offer exclusive packages based on their previous stay (romance package for couples, local adventure for families).
- Anniversary Marketing: Triggered campaigns on stay anniversaries to reignite the memory and prompt rebooking.
Website & Booking Experience
- Branded Booking Engine: Ensure the direct booking experience mirrors the hotel’s personality (copy tone, visuals, ease).
- Use Guest Stories: Feature real guest experiences or testimonials prominently on the website.
- Booking Experience: A consistent, easy, and memorable digital experience that reflects the brand’s core values.
B2B Vacation Rental Industry
Cayuga delivers strategic marketing and impactful brand messaging, driving revenue growth and transforming vacation rental performance. As experienced fractional CMOs, we provide the targeted guidance necessary to achieve measurable results.
Vacation Rental Support
- Maximize Marketing ROI: Cayuga implements robust tracking and analysis, identifying high-performing strategies and optimizing marketing spend for maximum returns.
- Target and Convert Ideal Guests: We collaborate with your digital marketing agency to craft compelling narratives and strategically target audiences, driving increased engagement and conversions.
- Optimize Team Performance: Empower your marketing team with industry best practices, streamlined SOPs, and data-driven insights through tailored training, technology utilization, and Airbnb listing optimization.
- Cultivate a Powerful Brand: Develop a clear brand identity and value proposition for guests and property owners, building a recognizable and trusted brand that fosters loyalty.
- Align Revenue and Marketing Strategies: Ensure seamless communication and alignment between revenue management and marketing, optimizing direct booking performance through cohesive strategies.
Destination Marketing Organization
Destination Marketing Organization (“DMO”) can be interchangeable with Convention & Visitors Bureau (“CVB”). Each are still very relevant in many markets.
DMOs are not-for-profit entities, usually supported by a percentage of the hotel occupancy tax. The main idea is to provide economic development for any particular destination.
How does it work?
A hospitality consultant works with DMOs or Sales & Marketing teams that need strategies, tactics, and talented personnel to compete against other destinations, selling unique offerings, experiences, and stories. DMOs can be assisted with the development and deliverance of sales training for your partners and stakeholders to better sell your destination, take care of clients, and in general to collaborate with the DMO.
Considerations for DMOs
It’s not unheard of that we’ll steer you through concepts such as building conference websites, mobile applications, and providing incentives after understanding your hotel, winery, activity or retail structure. In addition to the following aspects of your DMO, consider whether your needs are business-to-business, or if sales consulting for hospitality should also be addressed in conversation.
- Is your DMO partner-based or member-based?
- Who are the business/es that your partners/members are associated with?
- What are the location/s of existing marketing or efforts to boost your region, increasing the travel and tourism dollars?
- Who is your target audience, such as leisure travelers, and do you consider business travel?
- What is your DMO’s internal structure, consisting of marketing, leisure and convention among others?
- Various departments within DMOs can work directly with convention clients to promote and drive attendance. What digital assets does your team provide?
