Hotel marketers are surrounded by metrics: ROAS, clicks, conversions, engagement and revenue. We’ve gotten very good at executing and measuring tactics. What’s often missing is the strategy that gives those tactics a purpose. As AI makes execution faster and easier, that gap is starting to matter more, not less. In this conversation, Kim Erwin (Principal, Lotus Marketing) will explore why more marketing activity doesn’t mean better marketing, and what it actually takes to build a strategy that holds up. Kim will then unpack how hotels can move beyond fragmented tactics and connect marketing to commercial priorities, brand clarity, guest experience, and business performance that compounds over time.