Key Insights from Zoe Seow

TDM: How do you personally define “brand love” in hospitality, and how does it translate into measurable business outcomes?

Zoe Seow: For me, brand love means guests choose to stay with us not just because of location or pricing, but out of genuine desire. It’s an emotional connection that fosters repeat guests, direct bookings, stronger loyalty, and organic online promotion.

TDM: What truly differentiates one hotel brand from another in a world of limited pricing advantages?

ZS: It’s all about experience and personality. Factors like energy, design, and culture at W Kuala Lumpur create memorable connections and experiences that make us unique.

TDM: What new skills are critical for modern hotel sales leaders that weren’t essential a decade ago?

ZS: Modern sales leaders must be versatile, combining relationship building with data understanding, digital savvy, and strategic planning. Adaptability and emotional intelligence are now paramount skills.

TDM: How has marketing shifted towards experience curation?

ZS: We now center our marketing on crafting experiences first, then build the narrative around it, collaborating across departments to ensure engagement.

TDM: How do you maintain personalized experiences amid the rise of digital channels?

ZS: While data helps us understand guest preferences, the human touch is irreplaceable. Personalization should feel genuine, not robotic.

TDM: How do you align global standards with local market expectations?

ZS: We uphold global standards while ensuring localization, incorporating local collaborations and cultural storytelling to resonate with our guests.

TDM: What metrics best capture the success of modern hotel sales teams?

ZS: While revenue is crucial, we also assess direct bookings, loyalty impacts, campaign effectiveness, social engagement, and guest feedback to gauge long-term relationship success.