Managing, Retaining & Developing Marketing Talent in Hospitality
A Collaboration Between Yamil Errasti & Richard Brekelmans
Richard Brekelmans, founder of RICHAMNS Hospitality Advisory
Building and leading a high-impact marketing team in hospitality is not just about hiring talent—it’s about unlocking their full potential. Marketing in this industry operates in a world of contrasts: creativity vs. commercial performance, storytelling vs. data-driven decisions, brand vision vs. immediate revenue goals. Striking the right balance is what separates good teams from truly great ones.
After 15 years of working together, Richard and I have had our fair share of lessons—some learned the hard way. Here are five key takeaways on how to lead marketing teams that thrive in an industry that demands both creativity and results.
1. Set the Rules of the Game
Creativity without direction is chaos. If you want your marketing team to thrive instead of spiral, define success from the start:
Align marketing efforts with business and revenue goals.
Establish clear KPIs that measure impact without killing creativity.
Make sure everyone understands how their work moves the needle.
Give them the freedom to explore but within guardrails that keep them focused on real impact.
Launch Party of Salt Restaurant, 2016
2. Lead Creatives Without Killing Their Spark
Creatives are wired differently. They thrive on ideas, experimentation, and vision—but they also need structure, feedback, and leadership.
Give them space to create, but set expectations for timelines and deliverables.
Involve them in strategic decisions so they feel invested in the brand’s direction.
Offer flexibility—remote work, flexible hours, and autonomy matter more than ever.
A structured yet adaptive approach lets them run fast without running wild.
3. Make Data & Creativity Best Friends
Marketing teams often operate in silos—creatives on one side, data and revenue teams on the other. That’s a recipe for frustration and wasted potential. Bridge the gap:
Foster data-driven decision-making that fuels creativity, rather than restricts it.
Show your team how their work impacts revenue, guest experience, and brand positioning.
Equip them with real-time insights so they can see results as they happen.
When creatives understand the numbers—and analysts appreciate the storytelling—marketing becomes unstoppable.
W Hotels Global Brand Team - 2016
4. Trust, Empower, and Let Them Own It
Micromanagement is a one-way ticket to disengagement. If you want your team to perform, give them ownership:
Encourage independent decision-making and problem-solving.
Accept that mistakes will happen, and use them as learning experiences.
Recognize that great ideas often come from freedom, not fear.
Trust your team to figure things out, make bold moves, and own their results.
5. Keep Marketing Tied to the Bigger Picture
Marketing isn't just about catchy campaigns—it should serve the business strategy. Ensure alignment by:
Making sustainability, social impact, and innovation part of the marketing narrative.
Avoiding flashy campaigns that don’t translate into real business impact.
Positioning marketing as a revenue-driving, guest experience-enhancing powerhouse.
Marketing that isn’t aligned with business goals is just noise—make sure your efforts move the needle.
Marriott International, Southern Europe Area Team - 2018
Managing and developing a high-performing marketing team in hospitality isn’t about control—it’s about empowerment, alignment, and results. When done right, it leads to stronger brands, better guest experiences, and long-term business success.
Richard and I have been figuring this out together for years, and we’re still learning. But these five lessons? They’ve helped us build teams that don’t just execute—they shape the future of the business.
If you’re leading a marketing team—or thinking about how to build one—we hope this helps.
W Barcelona Management Team - 2015
About RICHMANS Hospitality Advisory
Based in Europe, RICHMANS Hospitality is a boutique advisory firm bringing a fresh perspective and deep expertise to the hospitality industry. They specialize in tailored advisory, consultancy, and asset management services for hotel owners, operators, and investors. Their mission is to unlock the full potential of every brand, portfolio, and property, delivering measurable results and sustainable growth.
Founded by Richard Brekelmans, a hospitality leader with over 30 years of senior executive experience, RICHMANS Hospitality Advisory helps businesses navigate challenges, optimize performance, and create long-term value in an ever-evolving industry.
Website: richmanshospitality.eu
