[Breakthroughs from Boston U] Why it Matters to Market With Meaning and Impact in the Hospitality Industry
Leora Halpern Lanz, Associate Professor of the Practice and Executive Director of Online Programs at Boston University’s School of Hospitality Administration, offers timely insight into how hospitality marketing must evolve with intention and authenticity. “If hospitality is about how we make people feel,” she noted, “then hospitality businesses must highlight the wellness, sustainability, and community connections their offerings provide.” In this Q&A, Lanz shared how her students translated these ideals into action by developing experiential marketing strategies for real-world hospitality clients—emphasizing personalized value, internal storytelling, and meaningful impact.
The discussion looked at the outcomes of BU SHA’s Experiential Marketing course, where student teams tackled challenges faced by hotels, restaurants, gyms, and destination marketers. With a focus on avoiding wellness- and greenwashing, the piece highlights how hospitality brands can craft more authentic guest experiences and communicate their purpose clearly across all platforms. The result is marketing that does more than sell—it inspires trust, drives loyalty, and helps define the future of value-driven hospitality.
- Date: June 3, 2025
- News source: Breakthroughs from Boston U from Boston University Experts