075: Peeling Back the Layers for Better Marketing Decisions

For many innkeepers, work-life balance can feel out of reach. Long hours, endless to-do lists, and the pressure of wearing all the hats takes a toll on both business performance and personal wellbeing. That’s why simplifying operations isn’t just good business – it’s essential to building a more fulfilling life. In this episode, Rebecca Gallagher, Founder of hozperity, discusses how she helps independent lodging owners streamline operations, improve profitability, and reclaim their time. We are very thankful to Rebecca for sharing her insights with us. You can learn more about hozperity at hozperity.com. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.

The quiet luxury trend that took off in 2024, where travelers sought more meaningful and authentic experiences, is shifting in 2025. This year, guests are choosing family-owned lodging for the warmth, connection, and comfort it offers. Family-owned, independent properties are in a perfect position to meet this demand by creating stays that feel like home. In this episode, Mandy Murry, founder of Hospitality Concierge, discusses how small stays can deliver these high-touch experiences. She also shares her “Undercover Boss”-style approach to consulting and the other trends she’s seeing across the industry. We’re grateful to Mandy for sharing her insights with us. You can learn more about Hospitality Concierge at thehospitalityconcierge.com. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.

For independent lodging operators, direct bookings are the ultimate goal. Yet, many struggle with optimizing their online presence to achieve this. Tarun Goyal, Founder & CEO of Simplotel, discusses how their Software-as-a-Service (SaaS) solutions are helping over 3,000 hotels worldwide improve their booking processes and maximize direct reservations.  Now expanding into North America, Simplotel offers independent properties a better way to increase margins, reduce OTA reliance, and enhance the guest booking experience. We are very thankful to Tarun for sharing his insights with us. You can learn more about Simplotel at simplotel.com. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.  

Many owners dream of selling their properties for maximum value down the line. While operational efficiency is key, one critical aspect is often overlooked -- marketing. Chris Kelly, a seasoned consultant at White Stone Brokers, shares invaluable insights on why regularly auditing and optimizing marketing strategies is essential. Not only can this boost your revenue, but it can also significantly enhance your property's overall market value. We are very thankful to Chris for sharing his insights with us. You can learn more about White Stone Brokers at whitestonebrokers.com. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.

What do the Kentucky Derby, hand-crafted bourbon, southern charm, a vibrant culture of arts, cuisine, and independent lodging all have in common?   Louisville, Kentucky -- the host city of the 2025 ALP Conference & Marketplace taking place March 24–27.  Sarah Gazi, ALP CEO, provides a preview of what to expect at this year’s conference, which will host 50 educational sessions and lots of southern-themed networking and fun. We are very thankful to Sarah for sharing her insights with us. You can learn more about the 2025 ALP Conference & Marketplace at alplodging.org/conference-marketplace. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.

Centralized online marketing tools are increasingly essential for independent lodging professionals, allowing innkeepers to focus more on their daily operations. Data Bing consolidates all marketing efforts and provides robust insights to make better decisions that drive more bookings. Matt Cooke, CEO of Data Bing, shares how this solution can optimize your online marketing.  We are very thankful to Matt for sharing his insights with us. You can learn more about Data Bing at databingsolutions.com. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.

Data breaches and cyberattacks are growing challenges for the independent lodging sector, highlighting the need for property owners to safeguard their data.  The right payment processing solutions can help innkeepers save money, streamline operations, and protect sensitive information. Wynn Salisch, Founder of Casablanca Payments, shares insights on payment processing and cyber hygiene. We are very thankful to Wynn for sharing his insights with us. You can learn more about Casablanca Payments at mpiprocessing.com/wynn-salisch-casablanca-payments.   Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.  

As the newly rebranded Midwest Association of Independent Inns (MWInns) continues to expand in the region and provide marketing value for its members, the organization is about to kick off its annual conference. Taking place December 3rd to 5th in Cedar Falls, Iowa, the Midwest Association of Independent Inns Conference & Trade Show will gather industry experts, vendor partners, and other innkeepers to explore issues, challenges, and opportunities to enhance the guest experience. We are very thankful to Kerri Thiel, Executive Director of MWInns; and Randy Bangs, who is the Board VP Marketing Chair of MWInns, for sharing their insights about the conference with us.  You can learn more about the MWInns at mwinns.com. You can also register to attend the conference at mwinns-conference-trade-show.   Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.    

In 2004, when Julie McAferty and her husband Blayne purchased a 1920s-era home in Seattle, WA they did not anticipate the obstacles that they would encounter. From facing cease-and-desist orders to navigating changes in local laws, their perseverance and advocacy for the lodging industry were key to their triumphs. Overcoming these obstacles early on, helped them master a strategic approach to running their business. As urban lodging owners, it soon became apparent that providing guests with personalized recommendations to local attractions was essential for creating memorable guest experiences. Their story serves as an inspiring example of how perseverance, local expertise, and advocacy can drive success in the ever-changing world of hospitality. You can learn more about the Greenlake Guest House at greenlakeguesthouse.com. Our podcast is presented by the Frictionless Guest App, the digital concierge that helps your guests live like locals. To learn more, visit frictionlessguest.com.

The challenges of independent lodging professionals can be overwhelming. Sometimes innkeepers need to be reminded to simplify their approach and connect more effectively with guests in order to grow. Jan Smith, owner of Maple Cove Bed & Breakfast and the August House, shares how she has transformed her business by improving the experience of her guests, streamlining operations, and building stronger relationships with local businesses. We are very thankful to Jan for sharing her insights with us. You can learn more about the Maple Cove Bed & Breakfast and the August House at maplecovebandb.com.