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The Hospitality Marketing Journal

Articles for owners and managers of independent hotels, retreats and travel businesses.

What I find in real projects, what the numbers actually say, and what to check in your own hotel. No general advice, no lists of tips.
The Hospitality Marketing Journal
Articles for owners and managers of independent hotels, retreats and travel businesses.

What I find in real projects, what the numbers actually say, and what to check in your own hotel. No general advice, no lists of tips.
Three ways hotels lose money in the low season
Discounting, cutting the marketing, and starting too late. Why quiet months are worth more than most hotels think, and what the data on off-season guests actually shows.
Why your spa, your packages and your best rooms do not sell
Five reasons the most profitable part of a hotel stays unsold, from ten years of hotel projects. Why the price is rarely the problem, and why the decision is usually left too late.
Six Common Hotel Marketing Mistakes and What They Cost
Ad accounts optimising for the wrong action, campaigns switched off too early, traffic that never books, room pages that explain nothing, and enquiries nobody answers. Six real examples with numbers.
Where Hotels Lose Direct Bookings: 5 Common Gaps | Direct Booking Guide
Five points where independent hotels lose bookings: search visibility, ad setup, website conversion, unanswered enquiries and past guests. With real examples and a check for each.
How Hotels Can Get Found in AI Search | GEO Guide
A clear guide for hotel owners and GMs on how ChatGPT, Google AI and other tools are changing hotel discovery — and what to do about it.
Lost Revenue: How a Countryside Hotel in Eastern Europe Was Losing Clients
An audit-based case study on fixing broken marketing systems in small hospitality businesses
Marketing Transformation of a Mountain Hotel
We approached the challenge as strategic consultants
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Armen Kaladzhyan

MARKETING FOR BOUTIQUE
AND WELLNESS HOTELS
I have worked in digital marketing since 2002. Paid media, search, website conversion and commercial strategy.

I have worked with hotels since 2015. Today they are my main focus: independent boutique and wellness properties, retreats, countryside hotels and small luxury stays. Places with an idea behind them.

Before hotels I spent years with medical clinics in several countries. That is where I learned how people buy something expensive that they think about for weeks. A wellness or medical programme is chosen the same way.

My work starts with what a hotel already has: its data, its reviews, its existing demand. Then I build campaigns, pages and content around one commercial goal at a time, and measure that goal on its own.

I take on a small number of projects, so each one gets proper attention.

Selected hospitality projects

Hotels, resorts and retreats, tour operators, cruise and travel companies, and hospitality technology.
Let's talk about your hotel
Tell me what you are working on.

A programme that is not selling, a quiet season, campaigns that need running, or something else. If I am not the right person for it, I will say so.
Book a call Or message me on WhatsApp
Based in Madrid, working with hotels internationally
Armen Kaladzhyan
Marketing for boutique and wellness hotels
Whatsapp: +34 660 577 212
Email: armen@akmarketing.digital