Episode Summary:
Logos don’t fill beds. Visibility does. In this episode, Kay breaks down why obsessing over brand design is costing operators real money—and what to do instead. With lessons from Iceland, Derby, and Zoku hotels, you’ll learn the “3 V’s of Visibility” framework, see the ROI math in action, and walk away with two simple steps you can do today to boost bookings.
What You’ll Learn
Why logos = ego, visibility = revenue
Case studies: Iceland’s volcano stunt, Derby’s mountain biking boom, Zoku’s guest-driven brand
The 3 V’s of Visibility framework: Guests, Community, Campaigns
Back-of-the-napkin math that proves one guest photo can out-earn a $5K rebrand
Two action steps: quick win + stretch play
Stats & Sources
Iceland tourism arrivals grew nearly 40% and receipts ~40% after 2010 volcanic eruption + Inspired by Icelandcampaign (OECD report)
Derby, Tasmania attracts ~30,000 visitors annually, generates ~$12M revenue, creates 120 jobs, and added 200 beds thanks to MTB trails (Hans Rey case study)
MTB tourism in Tasmania grew 11% annually over 5 years, reaching ~27,700 interstate/international visitors by 2020 (Tourism Tasmania report)
Quote to Remember:
“Logos are for your ego. Visibility is for your revenue.”
Try This
Quick Win: Drop your last 20 reviews into ChatGPT. Ask, “What do guests rave about most?” Use that as your next headline.
Stretch Play: Pick one guest-loved experience (fire pit, view, Saturday market) and turn it into a 30-second reel today. Post it.
Stay Connected. For cheeky truths and AI-driven hospitality strategies, visit smartpineapple.ai and follow Kay on LinkedIn.
