Just finished binge-watching the latest season of Emily in Paris, and while the storyline is fun, what really caught my attention were the subtle ways netflix engages viewers—and how much we in hospitality, especially in revenue management and hotel operations, can learn from it.
Netflix has mastered the art of stickiness.
In the past, you’d get a whole season to binge, and once it was over, you’d move on, or were left alone empty. Over time, that accelerated. Remember, back in the day it would be one episode a week, now all in one go. I feel for my kids because literally they have seen shows that took me decades to watch….on a positive note they most probably have nothing to watch in 2 years and will go hard cores analog.
But Netflix is smartypants and pulled some clever tricks to ensure you stay hooked—and keep paying. Here’s how they did it and what we can learn:
1. Anticipation Drives Commitment
Before Emily in Paris even aired, Netflix teased the release date months in advance. Fans knew when to expect it, keeping their subscription alive for months, all while waiting.
For hotels, this could mean building anticipation for loyalty members. Why not tease exclusive, upcoming perks months ahead? From early access to special rates or unique experiences, teasing future value helps maintain engagement—and keeps your guests loyal, extending the lifetime value of your relationship.
Now in real life you see this everywhere: Waitlists, upcoming sales, staggered benefits, etc.
2. Segmented Content = Ongoing Revenue
Instead of giving the entire season at once, Netflix dropped only half and promised the rest in a few months. It’s a brilliant way to ensure subscriptions stay active longer.
Loyalty programs have long done that: Offer guests segmented benefits. Instead of offering all their rewards upfront, stagger them. For example, after the first stay, they could unlock access to early check-ins or the industry darling: Free welcome drink.
After the second, a room upgrade becomes available.
This not only encourages repeat stays but also maintains the perceived value of the loyalty program over time.
3. Reinventing the Story Keeps It Fresh
Emily in Paris did something interesting this season—they changed locations! Moving Emily from Paris to Rome brought a new dynamic while still holding onto the charm that fans loved.
This is a great reminder: after a few years, your offerings can become stale. Your offerings can mean YOU, your business, your product etc. You need to keep evolving and refreshing yourself to avoid becoming irrelevant.
For our little revenue managers out there: This could mean reimagining upsell offers or re-thinking through the USPs of your room, who is your customer etc..
My guess: Emily in Paris is dead….welcome to Emily in Rome
4. Cliffhangers = Returning Guests
The season ends on a cliffhanger. You’re hooked, and now you have to wait (and keep paying).
You can use the same approach. Think upselling or offering exclusive experiences. Leave guests with a taste of something more they can enjoy on their next visit. Did they love the spa experience? The Pillow…..not kidding you, one hotel actually put pillows with a sign: You can buy me fresh for home….and you know what? They sold dozens each month at about $150 each.
The issue here is that 99% of the business take cliffhanger = discount.
That is not exciting, actually it is Boring AF. It’s like netflix saying: Come back again but for cheaper.
ReTHINK! Any yes, it means that you realise that not every guest is destined to come back and some might just have been a one nights stand. But if you did well, they might recommend you to one of their friends (oh stop it, put that thought back!!!
5. Feedback Loops: Keep It Simple
Netflix’s simplified feedback system. Instead of a complex rating from 0 to 10, they simplified it to three choices: Like, Love, or Not Interested.
Yeah I know we talk a lot about NPS (Net Promoter Scores) and ratings from 1 to 10, but honestly: You want fans, not followers. In real life you and in business. You don’t want to like your wife or husband but love them, you want fans not followers as creators….
Stop overwhelming your guests with lengthy surveys that means jacks..
A simple, “Would you stay with us again? Yes/No” might just be what you need to get a higher response rate and more relevant feedback. I leave that expertise through to people like Andre Kaufmann and Alisa Kellermann from TrustYou who know shit tons more about this.
For me simplicity is not less, it’s distilling the essence: Do you want to marry me?
6. Competitors: Don’t Let Them Steal Your Guest
Another twist this season was the introduction of a new character—Genevieve from America—who tried to come between Emily and Gabriel. I liked her and gosh then she annoyed the living daylight out of me.
Just like how Genevieve caused tension, OTAs (Online Travel Agencies) or competitors are always trying to wedge themselves between your hotel and your guests.
This is a powerful reminder that, in revenue management, we must constantly work to maintain our direct relationships with guests, offer them compelling reasons to book directly, and keep building loyalty. One tongue and cheek one for you here Max Starkov
Don’t let competitors steal the relationship you’ve worked hard to build! And tbh, if the LOVE you, not just LIKE you….then don’t sweat it!
The Takeaway
Just like Netflix has evolved its model to keep viewers hooked, hotels, YOU, your business can create similar dynamics to keep guests loyal, engaged, and coming back for more.
Whether it’s by building anticipation, offering segmented rewards, or introducing a fresh spin to an old offering, there’s always a way to enhance the guest experience and maximize revenue.
As we evolve, the key is to keep our guests not just satisfied but excited to return, much like how we’re now waiting for the next season of Emily in Paris.
Love it, like it, or not interested? You decide—but I’m banking on “Love it!” as a comment!!!
Love,
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