Minor Hotels and Strategizing for Film Tourism Success

In this episode of the Skift Travel Podcast, Skift CEO Rafat Ali interviews Ian Di Tullio, the global chief commercial officer of Minor Hotels. They discuss the growth and strategy of Minor Hotels, the impact of recent events like earthquakes on the hospitality industry, and the evolving landscape of loyalty programs. Ian shares insights on market dynamics, forward bookings, and the influence of popular culture, particularly the White Lotus series, on hotel bookings and brand visibility. They discuss the impact of cinematography on hotel bookings – particularly in locations like Thailand and Sicily. He elaborates on the development of a film tourism strategy and the importance of emerging markets such as India and the Middle East. The discussion also covers the diversification of source markets, the dynamics of the luxury market in China, and the niche positioning of hotels in the U.S. Additionally, Di Tullio highlights the transformative impact of AI on operations and the company's technology acquisition strategy, as well as the ongoing dynamics between direct distribution and OTAs. The conversation concludes with insights on the future of travel in Southeast Asia. Key Takeaways Minor Hotels aims to grow from 560 to 800 properties by 2027. The company owns or leases about 70% of its hotel base. Recent earthquakes in Thailand had minimal impact on hotel infrastructure. Market dynamics are unpredictable, with erratic booking patterns observed. The White Lotus series has positively influenced hotel visibility and bookings. Loyalty programs are crucial for consumer engagement and retention. Minor Hotels is focusing on a human-centric approach to customer experience. The company is expanding its presence in Asia, particularly in India and Japan. Data and technology investments are key to enhancing loyalty programs. The hospitality industry is adapting to new consumer behaviors and preferences. Cinematography enhances the appeal of hotel locations. Film tourism can significantly boost hotel bookings. Emerging markets like India are crucial for growth. Diversification of source markets increases resilience. China's luxury market is evolving with younger consumers. Niche positioning is key for success in the US market. AI is transforming operational efficiency in hospitality. Technology acquisition is prioritized over in-house development. Direct distribution is more profitable than OTA reliance. Southeast Asia is a testing ground for future travel innovations. Connect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.