Knowing who your audience is can be useful. Understanding why they care is far more valuable. For years, marketing has relied on a familiar way of understanding people: age, location, income, occupation and interests. These categories are useful because they make audiences easier to organise and target. But they also create the illusion that knowing more information about a consumer necessarily means understanding them better. Consider two guests booking the same hotel. They

Greece remains one of the world’s most desirable travel destinations. But with that comes a new challenge for hospitality businesses: when travellers have endless options, what makes them choose yours? Hospitality marketing in 2026 is no longer just about beautiful photography, frequent social media posts or advertising. It is about building a clear identity that travellers can understand, remember and ultimately trust. It all starts with knowing your audience Good marketing

Travelling for a major sporting event is nothing new. What is changing, however, is the way visitors want to experience it. A ticket to a football match, a tennis tournament or a major marathon can become the starting point for an entire trip: accommodation, dining, activities at the destination and, of course, the sporting event itself. This is where sports hospitality comes in — a rapidly developing sector at the intersection of sports, tourism and hospitality. What is spor