What do Taylor Swift, Beyoncé and the world’s most admired hotels have in common? They provide a masterclass in brand, loyalty and customer experience.
In the latest episode of Matt Talks, Matt Welle, Mews CEO, explored what hoteliers can learn from music’s megastars. From pricing strategy to creative freedom, here are the nine key strategies hotels can borrow from pop’s powerhouses.
1. Cultivate authenticity and customer connection
Swift and Beyoncé have built empires not just on talent, but on connection. They know their audience, and they nurture them. Whether it’s Taylor’s open storytelling or Beyoncé’s carefully crafted mystique, each woman has built a brand that reflects who they are and resonates deeply with their fans.
In hospitality, the same principle applies. Hotels that lead with authenticity and build an emotional connection with guests turn them into loyal advocates. You don’t need a Grammy to achieve this, just a clear understanding of your brand values and guest needs.
2. Own your data and distribution
Taylor Swift re-recorded her albums to take back ownership of her masters. Beyoncé started her own label. In other words, both made bold moves to control their product, audience and revenue.
For hotels, this translates into reducing dependency on OTAs and building direct relationships with guests. Own your guest data. Use it to personalize experiences, improve retention and drive direct bookings. Don’t give away margin – and loyalty – to third parties unnecessarily.
3. Be intentional about partnerships
Not every collaboration adds value. Both Beyoncé and Swift are selective about who they partner with, choosing only those that align with their values and elevate their music or brand.
Hotels should be just as discerning with their tech stack and commercial partners. A shiny new integration might sound exciting, but does it enhance your guest experience or operations? Focus on partnerships that genuinely support your goals.
4. Embrace creative freedom
Creative freedom fuels innovation. Taylor Swift takes full control of her songwriting. Beyoncé and Jay-Z built Roc Nation to create without compromise.
Too often, hotels tether themselves to rigid brand standards or affiliative chains that limit creative decision-making. Great hotels often emerge when there’s space for originality – brands that stand out because they took risks and did something unexpected.
If you’ve got a unique vision for your hotel, write it down. A five-year brand or business strategy might be uncomfortable to craft, but it clarifies direction. Embrace the friction. Use it to create something truly different.
5. Build community and loyalty
Swifties don’t need points to be loyal. Neither does the Beyhive. Their loyalty is emotional, not transactional. It’s born from shared experiences, storytelling and identity.
Hotels can tap into this by building community and creating moments worth remembering. Merch is one idea. If a guest loves your brand, give them the chance to take it home – literally. Branded beach bags, robes or coffee mugs can create post-stay touchpoints. Automate purchases through kiosks or online checkout. Fans of your brand will buy in.
6. Price with purpose
Dynamic pricing is essential – but unchecked, it can backfire.
Swift is known for keeping ticket prices within reason, protecting her fans. Beyoncé, on the other hand, faced criticism when her Cowboy Carter tour prices surged beyond expectations. The result? Tickets left unsold.
Hoteliers should note the parallels. During high-demand periods, it’s tempting to hike rates. But pricing beyond perceived value can damage your brand and alienate your audience. Use dynamic pricing, yes – but understand the floor and ceiling of your value proposition. AI can do the rest.
7. Use mystery to create intrigue
Beyoncé rarely gives interviews. Her silence builds anticipation. Swift drops cryptic clues that keep fans guessing. Both approaches drive engagement, albeit in different ways.
In hospitality, not everything needs to be spelled out. Avoid over-promising with telephoto pool shots and overly curated websites. Instead, under-promise and over-deliver. Let the experience speak for itself.
Take Aman as an example. Their site sets the tone but doesn’t go overboard with information – and then the reality exceeds expectations. That’s the definition of luxury: surprise, delight and depth.
8. Expand into new genres
Taylor started in country, now she’s synonymous with pop. Beyoncé’s latest acts include country and house influences, widening her audience while deepening fan loyalty.
Hotels can learn from this genre-crossing. Your business, leisure and bleisure guests all want different things, but most hotels treat them the same. Understand your audience. Segment by persona. Tailor experiences.
For example, Maison Mère in Paris defined twelve guest personas, from solo business travelers to families with teens. Each is understood and served differently. It’s a strategy rooted in nuance, and it works.
9. Stand up for what you believe
Swift boldly challenged the systems that were unfairly benefiting from her work, pushing back against platforms like Spotify to ensure a fair share of earnings. She fought to regain control of her music rights, refusing to accept the traditional, restrictive structures of the industry. Her actions have sparked a broader conversation about fairness, ownership and innovation, setting a precedent for others to follow.
In hospitality, we too need to push back against the status quo. Traditional, established brands often dominate, and their resistance to change can stifle innovation.
But there are leaders pushing to rethink design, wellness and branding. This speaks to the need for bold action and the creation of new standards that go beyond mere commodification. We need more leaders who aren’t afraid to challenge legacy thinking, reshape the industry, and build brands that resonate with today’s guests while anticipating tomorrow’s needs.
Connections are everything
It’s clear that the foundation of hospitality lies in listening closely to our guests. Understanding their needs and desires allows us to respond in real-time or create a brand that truly speaks to them. When we can form that emotional connection, we turn guests into lifelong fans; customers who not only return but also become advocates for our brand.
The true power of hospitality is in building experiences that leave lasting memories. By connecting on an emotional level, we ensure that our guests continue to choose us, again and again, wherever their travels may take them.
Watch the full episode of Matt Talks to dive into more detail.
Watch the episode
About Mews
Mews is the leading platform for the new era of hospitality. Powering over 12,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report. Mews has raised $410 million from investors including Growth Equity at Goldman Sachs Alternatives, Kinnevik and Tiger Global to transform hospitality.
www.mews.com
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