Digital marketing trends food and beverage brands cannot ignore in 2026
The specific 2026 digital marketing trends most relevant to food and beverage brands, prioritised for visual discovery and retail media coordination.
5 min read
Hotels and resorts face particular pressure from online travel agency commission costs, making direct discovery and booking-focused trends — short-form video, review cultivation, direct booking incentives — especially high-leverage priorities among 2026's broader marketing developments.
Trends most relevant to hospitality marketing
- Short-form video content, showcasing property experience and driving genuine discovery and desire.
- Genuine guest review cultivation across both OTA platforms and the hotel's own channels.
- Direct booking incentives and loyalty programs, reducing dependency on high-commission OTA channels over time.
Every booking that comes through an OTA carries a real commission cost that a direct booking does not — for hotels and resorts, the highest-leverage marketing trends are often simply the ones that build genuine discovery and trust outside that commission structure.
Balancing OTA presence with direct channel investment
OTA platforms remain an important discovery channel and should not be abandoned, but building complementary direct discovery (strong video content, direct website booking incentives) reduces long-term commission dependency without sacrificing the reach OTAs provide.
Practical prioritisation for hospitality marketers
- Build a consistent, genuine short-form video presence showcasing property and guest experience.
- Actively cultivate guest reviews across all relevant platforms.
- Offer genuine incentives (loyalty benefits, exclusive rates) for direct website bookings.
Frequently asked questions
Should hotels reduce OTA presence in favour of direct booking focus?
Not entirely — OTAs provide valuable discovery reach, but building direct channels alongside OTA presence, rather than relying on OTAs exclusively, improves overall margin and reduces commission dependency.
How important is local SEO for hotels and resorts?
Very important, particularly for destination and location-specific search, alongside strong Google Business Profile and map presence optimisation.
Does influencer or creator marketing work well for hospitality?
Often yes, particularly for resorts and destination properties where authentic creator content can showcase experience in a way traditional advertising struggles to match.
If you want help prioritising digital marketing trends for your hotel or resort, talk to our team.
The takeaway
Prioritise short-form video, genuine guest review cultivation and direct booking incentives over pure marketplace dependency — hotels that only rely on OTA visibility without building direct discovery and booking channels remain exposed to rising commission costs, making these trends a genuine margin priority, not just a marketing one.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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