Hotels Urged to Adopt Media Mindset for Brand Loyalty

In a podcast interview, Hotels Above Par founder Brandon Berkson argues that hotels should operate like media companies to build loyal audiences. He emphasizes the value of newsletters, niche content, and direct engagement over social media metrics. Berkson also notes the resurgence of print and in-person experiences.

Berkson's pivot came after being furloughed during the pandemic, turning his hotel PR background into a media venture that now reaches more than half a million readers through Hotels Above Par, with Mexzine as a secondary project. His core argument centers on shifting from rented social media platforms toward owned channels like email newsletters, where hotels control the relationship directly and can measure engagement through shares and conversations rather than vanity metrics.

The interview also touches on content fundamentals—pursuing a specific niche instead of broad appeal, and distinguishing between having an audience and fostering genuine community. Berkson points to print's resurgence and in-person experiences as complementary channels, while noting that responding personally to a single DM or email can build lasting loyalty more effectively than large-scale campaigns.