“If 2022 travel trends were all about a return to travel, then 2023 was the year we went further than ever before.” That’s what Condé Nast Traveler wrote in December, and we couldn’t agree more: Finally, the world felt fully open again as international travel surged following years of luxury travelers staying largely local.

That doesn’t mean the pendulum has swung back to normal for every property, though. The pool of competition is even greater for the leisure traveler now, and all of that international travel took the domestic industry a bit by surprise. Those properties had a somewhat captive audience for the past couple of years and didn’t need to market as heavily—but now, they risk being lost in the shuffle.

If that sounds like you, there’s still time to get your mojo back. But you can’t afford to wait. Here are seven questions to ask yourself as you look ahead to the rest of 2024 and beyond.

What’s your plan for spring break and summer travel this year?

Whatever your peak season, it pays to have a plan to ensure it actually stays your peak season.

How strong is your brand?

When’s the last time you look at your branding and messaging? Does it still hold up compared to your competitors, or is it time for a refresh? (And when was the last time they refreshed?)

How’s your photo/video content?

Plenty of properties still show photos of empty rooms and spaces that have no life. (And some still don’t use video, believe it or not.) Your content needs to align with today’s trends to get noticed.

What new programming and offers are you creating?

If your answer is “none,” it’s probably time to get to work.

Is your social media strategy hitting on all cylinders?

Social is more important than ever when it comes to engaging with your audience—you should be using organic and paid to maximize your reach and connection.

Are your email campaigns fresh and compelling?

Sure, not everyone will notice if you’re rehashing the same emails over and over. But the people who actually read them will—and those are customers who care.

Have you updated your website recently?

Even if you don’t have new offers or programming (see #4), you should be keeping your website fresh with seasonal content, blog posts that promote existing offers, and more.

Not happy with your answers?

Brown Marketing has worked with some of the world’s biggest hospitality brands to help them strengthen their messaging, broaden their reach, and make stronger connections with the audiences they want. We’d love to help your property take the next step, too.