Seamless Xtra’s Carolina Lubinus interviews Tulay Kilic, Complex Director of Marketing, Hilton Dubai, Al Habtoor City.
Tulay Kilic is an experienced Marketing & Communications leader with over 16 years of senior roles in global companies across Türkiye, Cyprus, and the UAE. She has specialised in the pre-opening of luxury properties in Croatia, Libya, and Türkiye.
Tulay’s forte lies in crafting Marketing & PR strategies that consistently outperform targets, drawing in qualified traffic with precision. Collaborating closely with executives, she has spearheaded executive visibility through comprehensive 360 communication programs.
The Future of Hospitality Marketing – Combining the Precision of Technology with Genuine Human Insight
1. What are some of the key marketing trends you’re seeing in the hospitality industry, particularly in Dubai?
Dubai remains at the forefront of innovation, and the hospitality marketing landscape reflects that energy. We’re witnessing a rapid acceleration in the adoption of immersive technologies, AI-driven personalization, and purpose-led storytelling. Guests today are not just looking for a place to stay—they seek meaningful, sharable experiences that align with their values. Additionally, there’s a strong shift toward sustainability, wellness, and culturally authentic offerings, all of which are reshaping how we position our brands and craft guest journeys.
2. What role does social media play in your marketing efforts, and which platforms do you find most effective for engaging with your audience?
Social media has become a vital part of how we tell our story and connect with guests in real time. But it’s not one-size-fits-all—it really depends on who we’re speaking to and the message we want to communicate. For younger audiences in particular, authenticity, interactivity, and relevance are key.
In my experience, collaborative content and strategic partnerships on Instagram have been especially effective in extending reach, driving engagement, and building trust through aligned values. That said, we’re also seeing strong potential in platforms like TikTok and YouTube Shorts, which allow us to tap into short-form, immersive storytelling in a more playful and organic way.
For B2B visibility, LinkedIn has become an increasingly important platform—particularly when it comes to employer branding, strategic partnerships, and showcasing innovation. Each channel brings a different strength, and our approach remains flexible and data-driven, based on where our audiences are and how they want to engage with us.
3. Can you discuss how personalised marketing tactics have impacted guest experiences and bookings at your hotel?
Personalisation is no longer optional; it’s expected. Today’s guests are highly informed and increasingly selective, and they want to feel that their preferences, behaviours, and needs are recognised from the very first touchpoint.
Through data intelligence and behavioural insights, we’ve been able to enhance every stage of the guest journey—from discovery and consideration to booking, in-stay moments, and post-departure engagement. We tailor communication based on browsing behavior, booking patterns, and past interactions, allowing us to serve more relevant content and offers. For example, returning guests might receive curated recommendations based on previous stays, preferred room types, or dining habits.
On-property, personalization goes beyond the traditional. Our butler service allows us to deliver seamless, anticipatory experiences that feel intuitive and effortless. From in-suite amenities inspired by the region’s cultural heritage—such as locally sourced artisanal products or bespoke fragrance menus—to exclusive access to curated art and culinary events, we focus on creating moments that reflect both the guest’s preferences and a true sense of place.
We’ve also seen a strong impact on conversion through dynamic pricing models and real-time segmentation—especially when aligned with meaningful storytelling and value-driven messaging. Beyond the metrics, what really stands out is the emotional connection it creates. Guests respond positively when they feel seen, understood, and valued—not as a demographic, but as individuals. And that’s what drives both loyalty and advocacy in a competitive market like ours.
4. How do you foresee the future of marketing in the hospitality industry evolving over the next few years?
I believe the future of hospitality marketing lies in being both intelligent and emotionally intuitive. Technology will undoubtedly continue to be a powerful enabler—particularly through AI, automation, and predictive analytics—but its true value will be realized when it’s used to enhance, not replace, the emotional dimension of hospitality.
The most successful brands will be those that strike the right balance: leveraging data to drive smarter decisions while staying grounded in emotional intelligence. When we combine the precision of technology with genuine human insight, we move closer to delivering truly personalized, meaningful experiences—without losing our sense of reality, feeling, or connection.
AI, for instance, will play a key role in helping us understand behavior patterns, predict intent, and deliver the right message at the right time. It’s a powerful tool in guiding the guest’s decision-making process, but it’s our human ability to empathise, create relevance, and build trust that will ultimately define brand loyalty.
Marketing in this space will need to remain agile, values-led, and experience-driven. The future belongs to brands that are not only innovative, but emotionally intelligent—those who never forget that behind every booking is a person seeking connection, meaning, and a moment that feels uniquely theirs
