Brand Prestige Leverage The Laylow’s award-winning status and high visibility in Conde Nast Traveler and Travel + Leisure listings to attract discerning boutique travelers seeking a distinctive Waikiki experience. Position the property as a premium Autograph Collection option that emphasizes mid-century charm, personalized service, and curated guest experiences. Develop loyalty and cross-sell opportunities within Marriott’s Autograph Collection program to capture repeat business and direct bookings.

Partner Ecosystem Capitalize on existing brand partnerships (Midori Bikinis, Big Island Coffee Roasters, Aloha Collection) by expanding co-branded packages, merchandise, and exclusive stays. Create themed experiences and merchandise bundles that align with local culture and the Laylow aesthetic to drive incremental revenue and social exposure. Use these partnerships as a revenue lever for direct bookings and press coverage.

Digital Advantage With a tech stack including tracking and analytics tools, there is strong potential to grow direct bookings via targeted digital campaigns and retargeting. Develop performance-driven offers and package promotions aligned with audience segments to reduce OTA dependence. Leverage data insights to optimize pricing, occupancy, and guest segmentation for repeat visits.

Leadership Momentum The appointment of a Director of Sales and Marketing signals an intentional growth push. Target corporate groups, meetings, weddings, and destination retreats in Waikiki with tailored RFPs and venue packages. Build relationships with travel agents, tour operators, and local DMO partners to expand regional inbound bookings.

Experiential Growth Capitalize on the boutique property’s unique experiences and limited-edition collaborations to create experiential packages and exclusive merchandise. Explore pop-up activations, seasonal promotions, and partner-driven events that increase length of stay and guest spend. Consider expanding into curated itineraries and partnerships that highlight Hawaii’s culture and cuisine to attract new market segments.