I worked my way up to becoming the top Lifestyle Concierge for two of the biggest names out there—J.P. Morgan and Marriott. My job? Planning travel for some of the wealthiest people in the world

Written by Bee Maria

I was guilt-tripped into the hospitality industry by my best friend. 

I was in my 20s, trying to figure out the existential question, “What the hell am I going to do with my life”. And that’s when I got the call.

N: “Hey, I think you should apply for my job”. 

B: “No way, I could never work a corporate office job, I’d be chained to my desk.”

N: “I get it, but the money is GOOD…and I kind of need you.”

B: “But I don’t want to turn into a robot!”

N: “C’mon, I need strong people on my team. Please, I’m begging you.”

B: “Fine. But I’ll only stay for 3 months, and then I’m leaving!”

That was over 10 years ago and I’m still here. Life has a funny way of surprising you, doesn’t it?

I landed my first corporate job at the Setai Hotel, a 5-star property on Collins Ave. I was just a liaison back then. My job was simple, or so I thought. In my mind, all I had to do was be polite, smile, and agree to whatever the next nagging customer wanted. 

But I quickly learned what it means to be in the hospitality industry. These are the top 5 marketing lessons I learned over the years:

No. 1: Customer Experience is Everything

The magic of a great hotel stay doesn’t start when you walk through the doors—it begins way before that. Every little detail is meticulously crafted to make sure your guest experience is unforgettable. You know that feeling when you check into a fancy hotel and everyone already knows your name? Yeah, that’s no accident—it’s by design. Every morning at 8 a.m., our team would huddle up to go over the list of guests arriving that day. We made it our job to know you—what you loved, and even what you didn’t. It wasn’t just about customer service, it was about making you feel like the most important person in the room.

And honestly? That’s exactly how marketing should feel. Think about it…every time someone interacts with your brand—whether it’s your website, an email, or a social media post—it’s like they’re stepping into your hotel. It’s your chance to make them feel seen, understood, and valued. When you create those seamless, thoughtful moments, people don’t just notice—they remember. And that’s what keeps them coming back.

No. 2: Personalization: The Key to Building Customer Loyalty

Nothing makes people light up like remembering the little things about them. Whether it’s their favorite restaurant or the fact that they only drink a specific brand of volcanic artesian spring water—chilled to exactly 40°F (yes, I’m looking at you, Mr. Watergate). It might sound over-the-top, but those tiny details? They matter. They show you care. This is the essence of exceptional hospitality and guest experience.

The same goes for marketing. Something as simple as using someone’s name in an email or suggesting products based on what they’ve bought before can make all the difference.

“In a world where technology often distances us, the businesses that thrive are the ones that make their customers feel seen, heard, and valued. It’s not about the transaction—it’s about the relationship. When you take the time to know your customers, to remember their preferences, and to genuinely care about their experience, you create loyalty that lasts.” – Gary Vaynerchuk

No. 3: Storytelling in Hospitality: Creating Emotional Connections

After years in the hospitality industry, I thought I was done. But then my best friend called again:

N: “Bee, please I really need you on my team.” 

B: “Oh no, I’m not doing this again” 

N: “But you’re so good at this! You’ll even get a sign-on bonus this time”

B: “How much? 👀”

N: “$1,000 after 6 months” 

B: “Okay fine, I’ll do it. But after 6 months, I’m gone!”

It’s been five years…

I worked my way up to becoming the top Lifestyle Concierge for two of the biggest names out there—J.P. Morgan and Marriott. My job? Planning travel for some of the wealthiest people in the world. 

One of the most important parts of my job is storytelling. Many of my clients have “been there, done that”—they’re not looking for the usual. They want something extraordinary. So, it’s my job to know those hidden gems and paint a picture so vivid, that they’re willing to hop on a plane, take a taxi, and even a boat just to start an 8-day luxury train journey through the Swiss Alps. As Lady Gaga once said, “No sleep, bus, club, another club, ‘nother club, plane, next place, no sleep, no fear.”

In marketing, storytelling works the same way. It’s about creating an emotional connection that makes your brand relatable. When you tell a story that resonates, people don’t just buy from you—they stay with you.

You still with me, right? 😏

No. 4: Anticipate Needs Before They Arise

Last week was Valentine’s Day, and let me tell you—I lost count of the last-minute requests for dinner reservations. (If this is you, please, please book at least 30 days in advance next time!) Most of the requests were for restaurants that were nearly impossible to get into, but that’s where my hospitality expertise comes in. When Plan A falls through, I always have a Plan B (and sometimes even a Plan C, E, F & G).

For example, I helped clients order gorgeous luxury flower arrangements or get into the hottest new cocktail bars (shoutout to Polly’s in New York—seriously, check it out). Even if they didn’t land that dream dinner reservation, their dates still had an amazing time.

In marketing, it’s the same idea—you’ve got to anticipate your audience’s needs and have solutions ready before they even realize they need them. It’s not just about solving problems—it’s about making life easier and more enjoyable.

No. 5: Feedback is a Gift

After working with each client, I always send them a survey to ask how I did. Sometimes, the feedback is so kind it makes my day, and other times I get some haters. Just kidding 😬

Even the most negative feedback is valuable. As Bill Gates once said, “Your most unhappy customers are your greatest source of learning.” In the hospitality industry, feedback—whether it’s a comment card or an online review—is everything. It helps us improve, and create better experiences.

The same goes for marketing. Feedback from surveys, reviews, or even social media comments is like gold. It helps you understand what’s working, what’s not, and how to stay relevant.

So, here’s my takeaway: Don’t just wait for feedback—ask for it. And when you get it, act on it. It’s the best way to keep improving and showing your audience that you truly care.

Conclusion: Turning Hospitality Lessons into Marketing Success

What started as a guilt trip into hospitality turned into a decade-long journey of learning how to create unforgettable experiences. From anticipating needs to storytelling, personalization, and embracing feedback, the lessons I’ve learned go far beyond hotels—they’re the heart of great marketing, too. At the end of the day, it’s about making people feel seen, valued, and connected. Whether you’re serving guests or customers, the little things matter most. 

Whether you’re shifting into marketing or looking to sharpen your skills, Creative Hub Miami can help you get there,

Ready to transition into marketing and create your own success story? Click here to learn how Creative Hub Academy can help you make the leap!

This article was written by Creative Hub Miami student, Bee Maria, as part of her final project for the Copywriting course in the AI and Digital Marketing Bootcamp. This program is funded by Miami Tech Works through the Good Jobs Challenge. To hire our students reach out to arijana@creativehubacademy.co