After having worked more than a decade in the martech space, I can safely say, this phenomenon of not posting content is not unique to only hoteliers. This spans across industries and organizations. If you observe with a keen eye you would notice only the top 5% of employees in any organization may be creating content. Only the top 1% may end up posting/publishing them. Others? That’s a different story. They just don’t understand what the hell is CONTENT!!!!
From various observations made over the years, this act of content publishing has 2 parts to it
1. Content Creation
2. Content Publishing
The first one requires you to learn and act like a newspaper/magazine editor. Knowing to discect what should make the cut; to be published out of the several 100’s of stories that can get published.
Being a ruthless editor is what you need to be.
The second one has to do more with confidence.
If you are confident, you would not bat an eyelid before hitting the publish button on any platform. You may feel I am making this stuff up, but no, I’m not making this up.
Try to visualize all the mental roadblocks that need to be overcome before someone pushes the publish/post button?
Fear of judgement, judged by the people who are in your digital social circle.. this fear isn’t present in someone who is publishing regularly on any platform.
They are confident about their own identity. That is why you would notice few individuals are very active on LinkedIN and not so much on any other social profiles. Some you may notice are very active on Facebook, while others on Instagram or Youtube. In each of these cases, based on which platform a user publishes can provide noteworthy signals about their self image. If a person posts photographs of her travels on Instagram, but is close to not being present on LinkedIN may showcase how the person sees themselves in a mirror. As a creator travelling the world. On the other hand if someone is posting great stories about hospitality life on LinkedIN, may be he/she is interested in creating a group of people who understand the value of sharing hospitality stories.
There is but a 3rd and final step towards acheiving mastery when it comes to content, i.e. distribution. A topic for another day. Till next time try working on the first 2 steps. Thinking like an editor-in-chief and building up your confidence.
Thanks
DB
24th April, 2026