Latest / Suite Spot: A Hotel Marketing Podcast / 207 – Social Success Series: Scott Eddy
Transcript
- Cassady Quintana: Welcome to the Social Success Podcast, where we have conversations with top hospitality professionals about successful digital marketing strategies, emerging trends, and how to connect with today's travelers. I'm your host, Cassady Quintana. Hello everyone, and welcome to another episode of the Social Success series. My name is Cassady Quintana and I am the brand ambassador here at Travel Media Group. And today we have an awesome guest. I am super excited, a hospitality influencer, celebrity to me. Super excited to have the no nonsense voice of hospitality. Mr. Scott Eddy, thank you so much for joining me. Scott Eddy: Thanks so much for having me, man. Cassady Quintana: Yeah, super excited. So, right now you're in Spain. We talked a little bit about that, but for people that may be a little bit unfamiliar with you and your history, talk us through how you got involved in hospitality and how you got to where you are today. Scott Eddy: Yeah, so I actually didn't come from a hospitality at all. I came from investment banking, which I think gives me a very different lens of the world. So I look at hospitality through psychology, positioning, ROI, branding human behavior before I even look at aesthetics, which actually means nothing. after my banking career ended, I went to Thailand on a two week trip, and after four days I called my mom. I was like, I'm never coming home. I love this place. And I ended up living in Bangkok for 11 years. So I went over there in 99, several years before social media came out. So for the next four or five years, I basically just partied my butt off all over Asia, made a lot of friends and just getting acclimated with the region. 'cause it was just, it's like a different world over there. So then social media came out and I started the first digital agency in Asia, and we were the biggest for five years. And all my clients were hotels. So my very first client in this industry was the first Aman property on earth. Aman..., which was in Phuket. And that really taught me the whole quiet, luxury, luxury persona. Like that whole thing. It really like it was like a, like a, like a weight in my brain that is still there today. It's really, really stuck with me and a lot of things that I learned from that project. Really, I use it every day. Cassady Quintana: Yeah. No, that's awesome. I feel like a lot of the people I talk to and we talk to here, it's kind of a similar story. They fall into hospitality, they don't realize, and it happened to me too, like I was working just in normal social media marketing before I got into hospitality. And that's kind of how it happens for a lot of people. So you live in hotels, you're traveling constantly. A lot of people would only dream of that. I wish I could do something like that. So for you, at what point did you realize, like, this wasn't travel anymore, but you could kind of turn that into your brand and a business for yourself? Scott Eddy: So, okay, so as I was doing the agency, and again, I just hired really smart people that worked at advertising agencies. And just watched them. But during that time, that's when social media first came out. And I'm very early on every platform. I was probably first 2000 people on Twitter. And Twitter was it back then. So that's actually where I built my brand. And I was the first American expat in every Asian country to have a million followers on Twitter, which back then got me headline news, which got me speaking gigs, which got me consulting gigs. So after a while, all my business was coming through my social media. And again, this is back when there was no term influencer, there was no term personal brand. There was no, that might have been a thing, but it wasn't a thing. So eventually I just decided to sell the agency because it just made no sense to me to have a brick and mortar office paying 37 full-time employees when the clients are coming through my phone or my computer. Like, it just didn't make sense. So I sold it and started traveling around. In total did 11 years in Thailand, one year in Philippines, one year in Sri Lanka, four years in Spain, one year in Portugal, and one year in London. And then I came back to the US in 2015, thereabouts. And that is when I literally blew up because that is when real budgets were starting to be applied to social media marketing. And I was approached by a PR agency as soon as I came back to be the travel host for the first video, for the first travel show that was gonna be a lifetime. And it was like a Anthony Bourdain type show. It was called Video Globetrotter. So that solidified me in the U.S. Then I just started doing just huge campaigns with F1, with Air New Zealand, with like, all these big brands. I was a brand ambassador for Lexus for two years. I mean, it was, it was very, very cool. But when I, before I came back to the States when I was in Europe, I was just looking at like what was gonna happen when I went back to the States and I was like, well, I don't want to get a lease and like have like a normal life. I haven't had a life for a very long time. So I ended up selling everything that I own while I was in Europe and even now. So I was born in Michigan, but I was grow, I grew up in Fort Lauderdale since I was little. I used to only have a storage unit in South Florida. So I used South Florida as a base in between all my trips. But I'm there two, three days. Like, I was just there this past weekend. I went to F1 and then I came to Europe right away. That's awesome. So, yeah, I mean, it just happened. When did it happen? Who knows? But it just, I've been in the trenches of hospitality marketing for 17 years, since day one of social media. Not that we were doing social media strategies on day one. Back then it was like websites and SEO and graphic design. Remember when people paid for that? Cassady Quintana: Yeah. Scott Eddy: So the services side is very different now. But it's fun. But it's fun and hospitality, like it's the greatest people in the world. Cassady Quintana: I couldn't agree more. I mean, how could you not be happy with being able to travel to all these places and meet new people and stay in different hotels and you've experienced, a wide range of different hotels. So when you think back of all these places you've stayed at, for you what makes a memorable stay versus one that's kind of forgettable? Scott Eddy: And I've had both. The difference is emotional impact. That's it. Most luxury hotels today are physically beautiful. And emotionally empty. The industry has been become obsessed with that whole polished and everything else. But forget humanity. Guests don't remember the sink design or the way the lobby looked. They remember how your people made them feel. And I'll give you a perfect example, and this is not to put them down, but I just left Tulsa. I was there for eight days. I mean, you're talking about Tulsa, Oklahoma. Like it's not New York City, it's not Paris, it's not Hong Kong, it's Tulsa. And I was at the Marriott there. And again, this is not a ultra luxury property, I'm telling you right now, I stay over 300 nights in hotels and have done so for the more than eight, nine years. This was the best employees, the best staff that I've ever met in my life, ever. And I've lived in Asia for 13 years. And Asia has, I mean, the best of the best. But I mean, it, it was crazy. Like the finance lady coming out and she's like smiling and laughing with the staff. Have you ever seen finance person smile? Like that's where the creativity goes to die. That's the person who's telling me, no, no, no, we don't have the money for this. Like, it was unbelievable like every day I was just like pinching myself. I'm like, is this real? It was just, it was really crazy that the best experience that I've had ever in hospitality just happened. Cassady Quintana: Oh, that's awesome. And I feel like this is something that a lot of hotels should be posting about on social media because I always say like, your hotel and the way it looks is part of the experience, but what makes it memorable or what makes it terrible for people is how the service was. So, and that can be hard to translate online. So when you are looking at a hotel, social media page for you, like what makes something make you gravitate towards it and wanna engage with it, rather than it being a promotional or sale. Like how can hotels translate that inhuman experience and how awesome their staff is and how awesome their staff makes you feel to social media so that potential guests can feel that through the phone? Scott Eddy: I mean, first off,I browse through social media profiles of hotels every day. I mean, I'm, I'm talking dozens and it's, it's honestly most of it just makes me wanna throw. It is ridiculous. We are in the most feel good, fuzzy warm feeling industry in the world. And they can't stop taking these gorgeous pictures of rooms and dead pictures of an empty swimming pool. And like, it's unbelievable. Most hotels, social media feels like it was approved by seven people in a boardroom and a legal department. That's the problem. Everything is safe, polished, filtered, and emotionally flat human beings connect with people, not corporate perfection. When are you gonna wake up? Like, I don't understand. It's 2026. It's almost as if they don't have a calendar. Like show it, show the chef, show the bartender, show the housekeeper, show them, show humor. I mean, like, it's crazy. Cassady Quintana: And I think that's the thing, like when Instagram first came out, it was that opposite, right? We need the perfect photo, we need the perfect shot. We have to use the perfect filter. And now it's, it's kind of gone to the opposite. And maybe this is with AI becoming so pertinent in all of these things, but people want to see that real moment. Because it's hard to imagine yourself in a perfect photo of a hotel room. Like, I wanna see someone enjoying their coffee, or like you said at the pool, things like that. So obviously you've followed this since it's started and it's changed. We've seen new trends. We've seen Instagram change its algorithm completely. So beyond that human emotion, is there anything else that you think hoteliers are still getting wrong in 2026 with their social media? Scott Eddy: I mean, the biggest mistake hotels are still making is thinking that content is the strategy. Content is not the strategy. Content is the vehicle. Emotional relevance is the strategy. Anybody can create content. Now, do you have a phone? You can create content, you have AI, it can create content. So the value is no longer in simply producing the content. The value is in perspective, storytelling, culture, trust, leadership, and emotional connection. That is the number one. Most hotels still have no clear voice online. What I love to ask hotels. I love to say, what is your brand personality? They don't know how to answer. Like, how do you not know that there's no founder visibility, there's no staff involvement, there's no community building. God help you if you can find a GM. They're heading in the office. There's no understanding of platform psychology. I was talking to a guy who is part of a group of a hotel group, and they own 11-17, they owned a bunch of hotels. And I asked him about one of the properties. So before we hopped on the call, I went on every platform to see where they are, how active they are. That way I have the ammunition. We get on the phone and I ask him, what about X, Y, Z property? I couldn't find them on TikTok. Why aren't they, oh, I don't like TikTok. That wasn't a question. Cassady Quintana: Right. Scott Eddy: And then, with me, I dive deeper. I'm like, why don't you like it? kids dancing. Come on. That's the way it started. I said, the average, the average age demographic that's most active right now is 38 to 57. Luxury brands are killing it on TikTok. I love when people say can't sell luxury on social media. What? These are the people that aren't on their phones. Right. Come on, man. Cassady Quintana: No, and I love that you mentioned that because especially TikTok, it had that, that image, especially in 2020 of just being that platform where people dance. But it goes beyond that now because we're starting to see integrations with, Booking.com on TikTok and Expedia on Instagram. Like, there the conversation of is important is long gone. Now it's, why are you not on this? It's kind of almost weird and embarrassing if you're not on social media. Like, what do you mean you're not on social media? 'cause that is, and especially my, I'm older, gen Z, but as these new demographics start to have buying power, this is where we're searching. Likeand it, and like you said, TikTok is now that age group of 30 to 50. Like those are the people with the most buying power. So what do you mean, like that it, and it's hard to get people to see that sometimes because when they have that preconceived notion of what social media is, to try and get them to a point of believing in it is tough. But I mean, the proof is in the pudding. We can show them how important that is. So kind of in that same world, I mean we're seeing a lot of influencers in hospitality now. And we actually, I did an exercise last week where I was searching, hotels and the most viral videos and most of them came from influencers. So where do you see the value with influencers in hotels and maybe where do you see that continue to go? Scott Eddy: The problem with the whole influencer space, and I hate that word so much. Just because influencers ruined, just like marketers ruin the term marketing. Influencers have ruined the term influencers. I mean, it's just such a egotistical. Ridiculous word. It's just such a saturated market. So much so that I don't even work in South Florida and I rarely work in Florida. And if I can avoid it, I rarely work in the U.S. I'd much rather work overseas. South Florida, it's like all the big cities are just saturated. So, I mean, of course in between all my trips I get offered to do a million free things and I'm like, bro, I've been building my brand for 17 years. Like I'm not in the intern stage right now. Like, I already built my brand. I don't, I don't need your $20 meal for Instagram posts. I appreciate it though. But I mean, most hotels, they still evaluate influencers completely wrong. They obsess over follower accounts instead of trust and audience alignment. I can't tell you how many times, so if somebody doesn't know me, they don't follow me on LinkedIn or a lot of other platforms and they just look from the outside looking in and they just see a big audience. So the first thing they're gonna say, okay, this guy's an influencer. Which I don't mind. I still being an influencer, I hate it. But doing that is still a lot of what I do. Because yes, I travel with a video guy. They're get and a photographer, one of the top photographers in hospitality by the way. And they both arrive here on Friday and we're going on a cruise. So I do travel with a video guy and we do long form storytelling. We do a lot of things and we do complete photo shoots and this and that, but they always want my distribution. So like, I would never run away from that because I have a very good audience. I'm deep in the wine world. I'm deep in the finance world. I mean, my audience spends, so I know creators with massive audiences that couldn't drive a booking if their life depended on it. Meanwhile, smaller niche creators, which strong trusts absolutely crush it because their audience actually listens to them. Listen, it's the micro influencers that are killing it right now. Their engagement rates are in the teens, people like me, people with over a million followers, generally if you have a anywhere from one to 3% engagement rate, you're killing it. I get very high engagement. So I mean, I just figured it out two days ago because I'm launching a new website and new media kit and whatnot. I just did my media kit or my engagement rate on Instagram so far in 2026 and I'm at 6.5%. Oh, that's awesome. I mean, that's like top tier, right? For somebody in my space. But I mean, most macro, most big, I think they call 'em mega like over one, two, 3 million. You're lucky if you get one to 2%, but the numbers still work out to somebody who has 20,000 who's getting an 11% engagement rate. Things like that. So, I mean, hotels need to stop treating creators like vending machines. Here's a free room now, make us viral. It's not a strategy. I can't tell you how many hotels tell me that they want to go viral if I can help them. And I, and I asked them, I'm like, what is getting going viral gonna do for you? And they can't answer going viral 90% of the time, does nothing. My photographer that I traveled with, he did a hyperlapse video on a river cruise that we were on of like a locks opening up and closing. It was very cool. I think it got like 12 or 15 million. I've never even gotten those numbers. I mean, he's still sitting, like, he didn't gain a hundred thousand followers. He didn't get 10,000 brands commenting oor wanting to work with him. Viral does nothing without a proper strategy attached to it. What I mean? So the, the problem is these brands, they don't do the research. I can't tell you how many times I get reached out to and they're like, Hey, we want you to do this campaign. And I'm like, this is not even my niche. Oh, sorry. It was a copy and paste email. Well, no kidding. Of course. It was like, it just, listen, over the next few years, creators are gonna evolve into, and they already are full blown media companies, production, distribution, consulting, storytelling, community building, all of it. The creator economy, let me tell you, and I'd much rather call it that than influencer space. It's becoming one of the most powerful engines in hospitality because the bigger AI gets, and listen, a lot of these companies will go to the wayside. But AI, the technology is here. The bigger AI gets, the more valuable humans are gonna be. Cassady Quintana: Absolutely. We, we say that all the time, especially because AI is gonna fuel the tech. But at the heart of hospitality is the people and it will always be the people. And you can't replace that people to people emotion. And like you said earlier in this episode about how that's what you remember the most right. Is how the staff made you feel. And AI will never be able to do that. So I'm glad you brought up AI because we are seeing that start to shape the traveler journey. Like I mentioned with the integrations with Expedia and Instagram and their AI agents that are building these itineraries. So where do you think AI and social media and hospitality are headed now and in probably the next couple of years? Scott Eddy: I honestly think that most of the hospitality industry still underestimates how massive this shift is. This is bigger than social media. This is big tech, bigger than mobile phones, bigger than websites. AI is fundamentally changing how humans make decisions, right? We're moving from search behavior to recommendation behavior. And that changes everything. Your website is no longer the front door to your brain. AI is becoming the front door. Yeah. Travelers are increasingly asking ai what hotel fits their personality, what cruise line matches their lifestyle, where they should go for a specific emotional experience. Yeah. So now your digital footprint matters more than any more than ever. Consistency matters more than ever. The brands that survive this next era are gonna be the brands that feel the most human, have the clearest voice and create the strongest emotional connection online, generic corporate garbage. You're done. Cassady Quintana: Yeah. Yeah. And I mean, and we're already in the middle of that. I feel like we know a lot of us, we don't necessarily know how big AI is gonna be and where we'll be this time next year. I mean, I bet in just a few weeks we could be having this conversation again and it would be something new. So course it's definitely always changing and I recommend everyone that's listening to this episode to follow you because this is the kind of stuff that you're talking about and you're following and it's, it's super important. Hotels are busy and a lot of the time they don't have the time to do the research. So if they can find people like you to get that information from, it's extremely helpful because it's, it's changing every single day. So if you can stay up to date and understand it and what's going on and how you need to adjust your social strategy and your marketing strategy as a whole, you're gonna be ahead of the pack. And so with that, thank you for all that awesome information. I kind of wanna shift gears to get to know you a little bit more Sure. With some rapid fire questions. So first thing that comes to mind that you can think of. So favorite hotel you've ever stayed in? Scott Eddy: I have a couple, but let's say Kuda Duke in Maldives. Cassady Quintana: Alright. I love that. Scott Eddy: It's insane. Insane. Cassady Quintana: Okay. And then what do you think is the most underrated destination right now? Scott Eddy: Right now? Sri Lanka. I lived in Colombo for a year. It's seriously underrated. I think it's, I mean, and it's already bubbling, right? But I think it's just gonna explode soon. Cassady Quintana: Is there a best time of year to visit there? Scott Eddy: Just like, you're in Orlando, right? Cassady Quintana: Yeah, I'm in Orlando. Scott Eddy: So, so just like us, winter time is their high season just like Florida. Cassady Quintana: Okay. Noted. Perfect. Okay. Do you have any travel habits that you swear by? Scott Eddy: Yeah. I, and this is a life habit. I mean, just 'cause my whole life is travel, but I wake up super early every day and I'm up for the sunrise and I go for sunrise walks. If you ever follow, especially my Instagram stories, I'd post sunrise almost every day. I think there's no better way to start the day. I think it's impossible to have a bad day when you start the day like that. Cassady Quintana: Right. That's why they recommend you get 10 minutes of sunlight every morning. Right. There's, there's something to that. So definitely everyone follows Scott's Instagram so you can get that morning motivation for your walks. Okay. One hotel that is crushing social media right now, or one that you've seen recently that you loved? Scott Eddy: Wow. That is a great question. Wow. That's a good question. <laugh>. You can, there's a lot out there you can tell. I didn't really go over your notes, <laugh>. Cassady Quintana: That's okay. Scott Eddy: I never do. 'cause that's like the, that's when you get the raw answers? Cassady Quintana: Exactly. And then you overthink it. Scott Eddy: Let's go back to that. Let me think about that for a couple minutes. Cassady Quintana: Okay, perfect. Well that was the last rapid fire question I had. So maybe people just need to follow you and find out later.. Scott Eddy: But let's talk about brands as a whole. So like, I love, I love fun luxury and I guess they would call them luxury lifestyle or whatever, but I love the one hotels. Okay. All over. I really love, so if you really follow, I used to be, I used to do a lot of work with Ritz Carlton pre pandemic and now they're just garbage. But horse, the guy who co-founded it started Capella. Capella Hotels is really cool, really fun. It's just, I like brands that don't take themselves too seriously. I mean, I hate the whole corporate stuffy stuff. And listen, I'm titanium bonvoy, like I stay in Marriott properties all over the world. Just so I can hit that status. Right. It's easy because they're large, they're boring. The marketing is, I mean it's, it's so vanilla, it's so beige. It's so like, like it's forgettable in 10 seconds. Never used to be, and it's interesting. I remember when W first came out when they were Starwood. W was awesome. I mean fun, great, great, great. Like the marketing was like, just so off the chart and now they just look like any other hotel. Cassady Quintana: Which is so interesting. 'cause social media is like the place to be crazy and be fun because there are really no rules. And like why wouldn't you be, especially if you were that at one time and your competitors are doing that. Why? I wanna, I wanna know like what the logic is behind that. Like are they trying to keep an image or? Scott Eddy: No? Well, well the ones that are that fly a big flag like Marriott and Hilton and that, they always hide behind, oh, well I can't do that. 'cause of brain guidelines. Right? So you can't show fun. Of course you can, right? They just hide behind the rule book and everything takes 15 approvals. So by the time you do have a good idea and you want to execute it, it's gone. Cassady Quintana: It's too late. The trend is over. Scott Eddy: It's about speed. Cassady Quintana: Absolutely. Yeah. Well, I'll definitely go check out those brand Instagram pages. 'cause that's the kind of stuff I like to look at. I mean, that's what makes me as a traveler, I don't really have much brand loyalty. So I like to do research and look at their Instagram pages and social media, and I'm gonna pick the one that looks the most fun to me. So super important. Okay. Well as we wrap up, Scott, I'm so excited we had this conversation, but for anybody that's listening, what are you up to next? Where can they find you? You have any campaigns or exciting things coming up? Scott Eddy: I mean, I'm pretty much, I mean, you're all of this month I'm going, so the, the the top vacation club company and now they're transforming into just hotels. Nice. But, it's called Ante in Mexico. So they just launched their ultra luxury cruise line here in the med couple weeks ago. And we're going out there to film and, and to shoot. That's the cruise we're joining on Saturday. And then I'm spending the last two weeks this month in Rome. And then next month I, I'm going to Ellie Miami the first week of June. And then I go to Sicily to speak at a conference. And yeah, so I'm going nonstop and at the same time I'm doing a whole rebrand. So in the next few days I'm launching new website, new logo, new everything. So it's fun. Cassady Quintana: Well, perfect. By the time this episode comes out, you'll have your full rebrand. Scott Eddy: There you go. Cassady Quintana: So when people listen to this and they find you, you'll be ready. So, perfect. Well, I'm excited to, to watch your travels and of course I'm connected with you on LinkedIn and love to see everything that you're up to. I'll make sure to follow your Instagram too so I can get that morning inspiration for my Sunrise walks. But thank you so much for taking a little bit of your time out of your day. I know you're super busy with travel and things going on, so I really appreciate it and I know our listeners do. So thanks for joining me. Scott Eddy: Thanks for having me, man. Cassady Quintana: All right, cool. Well, thank you everybody for listening to another episode of the Social Success Series, and we'll see you next time. Be sure to subscribe wherever you get your podcast so you don't miss an episode. The Social Success Podcast is produced by Travel Media Group. Our editor is Brandon Bell with Cover Art by Bary Gordon. I'm your host Cassady Quintana, and we hope you enjoyed this episode.