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Modern-Day Innkeeping Means Modern-Day Marketing

Innkeeping is a tradition dating back to early Roman times. Travelers were greeted and served by a proprietor when they stopped to overnight in an establishment that offered food, drink and a place to sleep. Through the ages, the tradition of innkeeping has evolved as the type of accommodations available to travelers evolved. This long-established tradition of hospitality grew into creating a welcoming, home away from home where management becomes the caretaker and host providing the experiences of their guests.

During this evolution, the one constant was that the innkeeping function centered on operations, or the guest experience. Even as sales and marketing efforts grew, there still remained silos with operations over here and marketing over there. However, the advance of technology and consumer control over how they receive or distribute...