ThinkGrowth Day 1: Marketing strategies for independent hospitality

In this ThinkGrowth session, ThinkMarketing specialist and former innkeeper Scott Hall breaks down what actually drives bookings for independent properties in today’s AI-shaped discovery landscape. Drawing on data from more than 100 properties, he shows how guest behavior has shifted from linear search to multi-touch discovery across mobile, social, OTAs, and Google, and why focus beats sheer activity. The session walks through a practical framework for aligning visibility, messaging, and pricing with real booking data, so properties can double down on the channels and campaigns that truly convert. Scott emphasizes that in a world of automation and big-brand budgets, independents win by combining data-driven decisions with authentic, human hospitality in their website, email, and social presence