Hospitality Marketing 101 by Wavemakers Collective
About the 101 Series
Welcome to the 101 Series by Wavemakers Collective — a collection of practical, beginner-friendly workshops designed to equip entrepreneurs, business owners, and aspiring marketers with the essential skills needed to grow their brands with confidence.
Each 3-hour session focuses on a specific area of business and marketing, combining real-world insights, hands-on activities, and actionable frameworks that participants can immediately apply to their own ventures.
This two-part edition of the 101 Series focuses on F&B and Hospitality Marketing, exploring how businesses can better understand their customers, position their offerings, and create content that attracts, engages, and converts.
About This Workshop
Duration: 3 Hours
Format: Interactive Workshop
Capacity: Limited to 16 Participants
Every booking is shaped by a guest’s reason for travel, their needs during the stay, and the confidence they feel before choosing a property. Whether they are travelling for business, a quick city stay, family time, wellness, celebration, convenience, or a slower escape, understanding what drives the booking is where stronger hospitality marketing begins.
In this interactive workshop, participants will learn the building blocks of hospitality marketing through three essential pillars: understanding why guests travel, positioning the property experience clearly, and creating content that supports bookings, upselling, and guest experience. Participants will also explore how locality — from nearby attractions and neighbourhood culture to business districts, dining, wellness, and local experiences — can strengthen the way a property is marketed.
Through practical exercises, real-world hospitality examples, and guided mapping activities, participants will leave with a clearer understanding of their guests, their property’s key selling points, relevant upsell opportunities, and the types of content they can use to support awareness, trust, enquiries, bookings, and higher-value stays.
What You'll Learn
How to identify your target guests and understand what drives their booking decisions
How to position your hotel or resort offering clearly
How to connect your property experience with locality, guest needs, and travel motivations
How to identify key selling points, guest journey moments, and upsell opportunities
A simple framework for creating content that supports awareness, enquiries, bookings, upselling, and guest experience
Who Should Attend?
Hotel or resort owners and operators
Hospitality entrepreneurs
Sales, marketing, revenue, and front office teams
Beginner marketers in the hospitality industry
Anyone interested in learning the foundations of hospitality marketing
About Your Trainers
Rachel Lai, Co-Founder, Wavemakers Collective
Rachel Lai is a hospitality and brand strategist with over 12 years of experience across service, operations, marketing, management, and sales. With a background spanning hotels, hospitality brands, and customer experience-led businesses, she understands what it takes to create meaningful guest experiences that drive loyalty and long-term brand growth.
As Co-Founder of Wavemakers Collective, Rachel has worked with hospitality brands across Southeast Asia, including Miru Collection, Lelewatu Sumba, Impiana Seminyak, and Novotel Manado. She combines strategic thinking with hands-on industry experience to help businesses strengthen their customer journey, service culture, and brand experience.
Rachel also serves as a Board Advisor for HSMAI Asia Pacific (Hospitality Sales and Marketing Association International), contributing to the advancement of hospitality sales, marketing, and commercial excellence across the region.
Nadzirah Hashim, Co-Founder, Wavemakers Collective
Nadzirah Hashim is a marketing strategist and entrepreneur with over 10 years of experience helping brands grow through effective positioning, customer insights, and content strategy. As Co-Founder of Wavemakers Collective, she has worked with businesses across hospitality, retail, wellness, and F&B to build marketing strategies that drive sustainable growth.
She is also the co-founder of Flavors of Mexico Asia, giving her firsthand experience in building, operating, and marketing food businesses in a highly competitive industry. Combining strategic marketing expertise with real-world F&B experience, Nadzirah helps business owners and marketers create brands that customers remember, talk about, and return to.