Travel Daily Media (TDM): How do you personally define “brand love” in a hospitality context, and how does it translate into measurable business outcomes?
Zoe Seow (ZS): For me, brand love means that guests choose to stay with us not just because of our location or pricing, but because they genuinely want to. It’s an emotional connection. When W Kuala Lumpur becomes their preferred spot for celebrations, staycations, or even just a night out, we know we've made that connection. From a business perspective, this translates into repeat guests, more direct bookings, stronger loyalty engagement, and guests naturally promoting us online. When people love your brand, there's no need to rely on discounts, they return because they feel a connection.
TDM: In a post-rate-parity world, where pricing advantages are limited, what truly differentiates one hotel brand from another?
ZS: Honestly, it all comes down to experience and personality. When prices are similar across options, the real question is: why choose you? At W Kuala Lumpur, it’s about the energy, design, music, and culture we cultivate. Booking a room isn’t just a transaction, it’s an entry into a vibe. Successful brands are those that remain authentic and consistent, making guests feel they are part of something special, not just in a place.
TDM: What new skills or mindsets are critical for modern hotel sales leaders that were not essential a decade ago?
ZS: Sales leaders today must be more versatile. It’s no longer just about building relationships; it also requires understanding data, digital channels, and strategic planning. You need to know your business origins, how distribution operates, and how to collaborate effectively with revenue and marketing teams. Equally important are strong people skills, as leading teams in a rapidly evolving environment demands adaptability and emotional intelligence. Overall, adaptability, emotional intelligence, and commercial insight are now far more essential than they were a decade ago.
TDM: Marketing today is as much about experience curation as it is about communication. How has this changed the way campaigns are conceptualised?
ZS: Our approach no longer begins with advertisements; we focus on crafting the experience. The initial question we ask is, what are we offering to our guests? This could involve a dining collaboration, a cultural event, or a lifestyle partnership. Once the experience is defined, we develop the story and content around it. Marketing has also become more collaborative, with not just the marketing team, but operations, food and beverage, and partnerships working together to create something truly engaging.
TDM: With digital channels and data intelligence driving decision-making, how do you ensure personalisation does not become mechanical?
ZS: Data plays a crucial role, but it shouldn’t lead to a robotic experience. While we leverage data to grasp preferences and patterns, the human element remains essential. True personalisation occurs when technology aids the team rather than replaces it. Our focus is on using insights to predict needs while maintaining space for spontaneity and surprises. Guests can easily distinguish automated interactions from authenticity, and that distinction is significant.
TDM: How do you align global brand standards with local market expectations?
ZS: Global standards provide a framework, but localisation ensures relevance. W has a robust global DNA focused on connection, culture, creativity, and design. It's our role to interpret this through a Malaysian perspective. This involves fostering local collaborations, embracing local flavours, and storytelling rooted in culture. While remaining faithful to the brand, we tailor it to resonate with Kuala Lumpur. The result should be a brand that embodies W's essence yet feels authentic and fitting for this place.
TDM: What metrics do you believe best capture the success of modern hotel sales and marketing teams?
ZS: Revenue remains important, but it’s no longer the sole metric. We now also evaluate direct booking growth, loyalty impact, campaign effectiveness, social engagement, and guest feedback. The key question for me is: are we fostering long-term relationships or merely short-term transactions? Today’s success depends on balancing solid commercial outcomes with brand relevance and guest connection.
