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This paper aims to analyse literature relevant to four imperative aspects of hotel marketing, to discuss current challenges and opportunities, and to make suggestions for marketing Canadian hotels in the future.

The foundation for this paper was laid during a well‐attended Worldwide Hospitality and Tourism Themes (WHATT) roundtable discussion between industry leaders and hospitality educators in May 2012. The subject of marketing hotels is discussed in the context of the theme for the 2012 Canadian WHATT roundtable and the strategic question: “What innovations are needed in the Canadian hotel industry and how might they be implemented to secure the industry's future?”.

The paper identifies innovation as the main ingredient for success in marketing Canadian hotels in the future. In the conclusion suggestions for strategic shifts in hotel marketing and tactics, which would help Canadian hoteliers in marketing their hotels in the future, are identified.

The paper reviews past concepts and industry practices as well as current practices to identify practical, effective and innovative approaches for the future.

As the team of authors represents both the industry and academia, this paper will be of immense value to students, educators, and researchers, as well as industry leaders. The paper captures significant strategy shifts, lists the top integrated digital awareness systems, and presents a new model in innovative hotel pricing empowerment for hotels.

The purpose of this paper is to review the impact that the 2003 SARS epidemic had on tourism and summarize the lessons that were learned from this crisis. To offer both practical and strategic tips for hoteliers and destination marketers in the Niagara region should a similar crisis affect this region.

Findings were derived from the analysis of both secondary and primary data. The popular press and academic journals as well as reports, briefs, and presentations were analyzed. A questionnaire was designed to investigate the impact of SARS, management during the crisis, recovery strategies, and formal planning.

Provides information on how industry dealt with a major, extended crisis. Recognizes the importance of an integrated strategy for dealing with a crisis.

The paper concentrates on the effects of an epidemic in two large North American cities. The strategic and practical tips may not be suitable in other jurisdictions.

This paper provides information on how the tourism industry can prepare itself for a crisis or disaster and describes how all stakeholders must work together to better deal with the effects of a crisis.

This paper summarizes the effects that SARS had on the tourism industry and offers practical and strategic tips for preparing for and managing crises.