How Brittain Resorts & Hotels Makes More Money for Owners with a Contrarian Commercial Strategy - Patrick Norton

Hospitality Daily Podcast · Mar 24, 2026 · 37m

In this episode, Patrick Norton, Chief Marketing Officer and Partner at Brittain Resorts and Hotels, shares how his team drives 85% direct bookings across 30+ properties by building an always-on commercial engine that generates demand rather than waiting for it. Patrick explains why he moved the CDP to the center of his technology stack rather than the PMS, how his Seasons of Rewards campaign generated $102 million in revenue with a 5,500% ROI, and why he treats OTAs as one-time matchmakers to build guest history quickly. You'll also hear his approach to AI-assisted recruiting and how…