In this episode of The Room Key, I’m joined by Chris Zhao, CRME—Senior Product Manager for SEM/SEO at Travel Media Group—to talk about the reality of hotel digital marketing in 2026: every channel is crowded, every click is paid, and “rank higher” isn’t a strategy anymore.

Chris lays out a framework he calls Trust-led Multichannel Growth—the idea that the real bottleneck for most hotels isn’t traffic or tech…it’s trust. When travelers trust your hotel, every channel performs better: higher conversion, stronger loyalty, and more stability when the market gets weird. We also unpack what AI is changing in search, why “authenticity” is replacing old-school ranking as a trust signal, and how to think about distribution across OTAs, direct, metasearch, social, and emerging AI discovery without getting lost in attribution chaos.

If you’re an owner/operator trying to grow bookings without lighting money on fire, this is a practical reset: what to focus on, what to ignore, and how to build a channel mix that holds up over time.

We cover:

1. Why “trust” is the new performance lever in hotel marketing
2. SEO/SEM in an AI-search world: what changes, what doesn’t
3. A clean way to think about multichannel distribution
4. Why content and reputation signals matter more than most owners think

Put your bags down and relax—welcome to The Room Key, where we make underwriting sound less like a hostage negotiation. In this episode, Sonia Egyhazy, a hotel development executive at Accor, breaks down how luxury hotel brands evaluate markets, sponsorship, feasibility, and owner–brand alignment—and what separates a deal that gets traction from one that stalls. What you’ll learn in this episode * The first signals that make a brand lean in on a new deal (market strength, demand, and more). * What “bankable sponsorship” means from the brand side (capitalization, track record, bench strength, reputation). * Common owner mistakes that kill momentum early (too broad, too early, no clear plan/site control). * Conversion vs. new build: when conversions make sense and why iconic assets matter in luxury. * The most underestimated development trend: smaller, more flexible mixed-use projects built for operational resilience. * A key underwriting trap: confusing “the market can support it” with “this specific hotel can capture it.”

Hotel lending isn’t dead in 2026—but it’s definitely different.

In this episode of The Room Key, Chase Keller sits down with Ryan Bosch, Principal at Arriba Capital, to unpack what’s really getting financed right now, what lenders are passing on, and how owners can structure deals that actually close.

Ryan explains why cash flow—not hope—is the single factor driving credit decisions, how banks have quietly reopened to hospitality, and what separates financeable stories from expensive lessons. From PIP-heavy properties to construction loans and bridge-to-perm plays, he outlines what lenders want to see long before term sheets hit your inbox.

If you own one to five franchise hotels and you’re thinking about refinancing, renovating, or buying again, this episode is your practical guide to surviving (and thriving in) today’s debt markets