Interview series "5 questions for..."
Julia Faulhaber and her team face the challenge of communicating brand messages consistently and authentically across all channels - under budget pressure and growing expectations. Their experience shows: The ability to make a brand not just visible but tangible is particularly important in hospitality. In an industry where technology is often seen as a cool efficiency measure, she sees digitalization as a real driver for innovative guest experiences - tangible, inspiring and never soulless. With this attitude, she has been shaping communication strategies that anchor brands in people's memories for years.
Julia Faulhaber, founder of Faulhaber Marketing
Brandcraft: You've been working in hotel marketing for many years—how have your responsibilities and challenges changed over the course of your career?
Julia Faulhaber: When I started in the hotel industry over 20 years ago, the focus was on classic measures such as print ads, PR and events. Today, marketing has become much more complex and multi-layered - digital, data-driven and dynamic. I see the biggest change in the speed with which we have to communicate, analyze and react and in the many possible communication channels. A well-thought-out annual plan used to be enough - today we have to flexibly manage campaigns in real time, anticipate trends and be present on platforms that had no relevance yesterday.
The challenge lies in conveying brand messages consistently across all channels while remaining authentic - and doing so with tight budgets and rising expectations.
Brandcraft: What role do storytelling and influencers play today in the marketing of hotels and destinations?
Julia Faulhaber: A central role. Storytelling has always been part of successful marketing - but today it is at the heart of it. Guests don't just want a nice room, they are looking for meaning, emotion and connection. The question is: Why should I travel there? The answer is provided by well-told stories that make these experiences and USPs of the hotel tangible - be it through texts, images, videos or charismatic personalities. Storytelling is a continuous process - ideally an endlessly beautiful story that surprises again and again.
Influencers - and I am deliberately talking about micro-influencers and genuine brand ambassadors here - are important multipliers. They convey experiences credibly because they report from a personal perspective. This works particularly well if the collaboration is based on authenticity and genuine interest - not pure product placement. The line between PR, content and advertising is becoming increasingly blurred, which makes a clean strategy and clear guidelines all the more important.
Hotel Vitznauerhof (Vitznau, CH)
"Honest stories, local ties and sustainable action. The future lies not only in new technologies, but in the ability to build real relationships - digital and analog."
Brandcraft: What trends are you currently seeing in hotel marketing—and where do you see the future? What role does AI play in this?
Julia Faulhaber: A key trend is the fusion of technology and guest experience - not as a cool efficiency measure, but in the sense of genuine innovation that inspires. A wonderful example of this is the new chatbot at the Hotel Vitznauerhof, which helps guests to find their way around in a playful, intuitive way. Whether it's restaurant reservations, spa bookings or tips for excursions - the bot is like a digital concierge, available around the clock, charming, interactive and easy to understand. Such solutions show how AI does not replace, but complements - and makes the stay noticeably easier.
Another aspect that still receives too little attention is the growing role of AI in the digital perception of hotels. Today, many chatbots or response engines automatically access review portals, hotel rankings and editorial online articles in order to form an overall picture - including comparisons with other establishments. My tip for hoteliers: Search for your own hotel in an AI-supported response engine. It is revealing to see how your own business is categorized algorithmically - and which digital traces are particularly visible. This external mirror image provides valuable information for strategic brand management.
I also see a return to the essentials: honest stories, local ties and sustainable action. The future lies not only in new technologies, but also in the ability to build real relationships - digital and analog. Those who combine the two will not only stand out, but will be remembered for a long time to come.
CERVO Mountain Resort (Zermatt, CH)
Brandcraft: Many hotels today are looking for additional sources of revenue. What role can products and high-quality merchandise play in this?
Julia Faulhaber: A bigger one than many people think. Hotels today are no longer just places to stay - they are brands with character, communities with recognition value. Merchandise can help to extend this brand identity - be it through high-quality products such as scented candles, care products, fashion or even limited edition watches that convey the hotel's attitude to life. The CERVO Mountain Resort in Zermatt is an absolute pioneer here and does this sensationally well in a playful way.
It is important that the merchandise is not just a promotional item, but that it matches the style, philosophy and target group of the hotel. In the best case scenario, this creates a new source of revenue and a marketing tool at the same time: guests take a piece of the brand home with them - and thus become ambassadors.
Brandcraft: What advice would you give to young hotel marketers in your home market of Switzerland today?
Julia Faulhaber: The courage to take a stand, the joy of experimenting and the will to go the extra mile. Hotel marketing is an exciting but also challenging field - the combination of strategic thinking, creativity and operational implementation strength is crucial.
I recommend that young marketers don't get lost in tools or trends, but always understand the target group first: Who do I want to reach? What motivates these people? If you can answer this clearly, you will achieve a big impact even with a smaller budget.
And: network! The industry thrives on exchange, collaboration and mutual inspiration - whether in Switzerland or internationally.
Hotel Jungbrunn (Tannheim, AT)