Picture this: It’s the year 2000, and a Danish postman, Lars, wakes up at dawn, grabs his stack of letters, and begins his route. He’s the lifeblood of neighbourhoods, the bearer of news, love letters, and overdue bills.
Fast forward to 2026—Lars is no longer needed. The Danish postal service has just announced its final letter delivery, shutting down a 400-year-old tradition. The culprit? Digitalisation. (The Guardian, 2025).

But Lars isn’t the only one whose world has changed.

Back in 1999, a company in Poland called InPost was setting up shop. It started as a humble challenger to the state-run postal system, but instead of clinging to the old ways, it saw the writing on the wall. The future wasn’t in letters but in parcels, e-commerce, and speed. So, it pioneered (APMs) automated parcel lockers, making deliveries more efficient, sustainable, and better suited to the online shopping addicts we’ve all become. Today, InPost is Europe’s leading out-of-home e-commerce delivery provider, proving that adapting to change isn’t just smart—it’s survival (InPost, 2023).

And they weren’t alone.

The Businesses That Saw the Future

Imagine you’re launching a new line of luxury chocolates. You can’t just make a great product and expect customers to flock to it. You need a strategy that puts customers at the heart of every decision. That’s where a customer value–driven marketing strategy comes into play.
At its core, marketing is about creating customer value and strong relationships—not just selling products. To do this effectively, businesses must ask two fundamental questions:

Which customers will we serve? (Segmentation & Targeting)
How will we create value for them? (Differentiation & Positioning)
Step 1: Finding the Right Customers

4,000 Jobs Lost — Are You Next?

This morning’s news suddenly made my coffee taste bitter. It’s not as if I didn’t expect it — I’ve listened to the debates, watched the TED Talks, and read the predictions. But today, it’s no longer just a futuristic warning — it’s reality.

Singapore’s largest bank, DBS, has announced that 4,000 roles will be cut over the next three years and replaced by AI.

It started innocently enough. We were running errands, making a quick stop at the supermarket before heading home. As we navigated the aisles, my son, barely old enough to tie his shoelaces, turned to me with excitement:

“Mum! Can we get Buldak Ramen? The really spicy one?”

I blinked. “The what?”

“The Buldak Ramen! It’s really cool. I saw it on YouTube.”

You’ve done your homework—the fundamentals are solid. Segmentation, targeting, and positioning? Nailed it. A brilliant hotel concept, world-class service, or a prime location means nothing if the right people aren’t paying attention. Clever marketing ensures your hotel isn’t just another option; it’s the option.
The playbook is clear: A luxury resort needs to speak to high-end travellers differently than a trendy budget-friendly stay. A city hotel catering to business professionals must have a distinct message from a countryside wellness retreat. That’s classic marketing: knowing your audience and positioning yourself to attract them at the right time and in the right way.

But in 2025, sticking to the basics will not be enough. The best hotels are pushing beyond traditional marketing, using AI, immersive experiences, and unexpected strategies to stand out in an increasingly competitive market.

Here’s where hotel marketing is heading:

Let’s explore the marketing genius behind Rolex.

Rolex isn’t just a watch; it’s a symbol of success. Alfred Davis and Hans Wilsdorf have built Rolex on a simple yet powerful idea: Luxury watches should be more than timekeepers; they should represent achievement and exclusivity.

Since 1905, the brand has built its reputation on craftsmanship and a customer-value-driven marketing strategy that keeps its elite clientele returning.