Problem

We faced a fragmented content landscape in the hospitality sector, where customers struggled to find trusted, actionable insights about procurement, operations, and executive leadership. Our stakeholders needed a strategy that would educate buyers while building Avendra’s reputation as a reliable industry resource. Without a cohesive plan, customers risked misaligned expectations and missed opportunities to optimize spend and service levels.

Additionally, we observed gaps in storytelling that connected customer success with practical takeaways. Reaching decision-makers required content that spoke to both day-to-day challenges and long-term strategic goals. The absence of a unified thought leadership program limited our ability to influence procurement conversations and position Avendra as a trusted partner across the hospitality ecosystem. Hospitality insights were scattered and inconsistently surfaced.

Solution

We built a content recommendations framework centered on hospitality industry insights, procurement education, executive thought leadership, and customer success storytelling. The plan prioritized educating customers with practical guides, benchmarks, and case studies while positioning Avendra as a credible authority. Our approach combined research-driven topics with accessible formats to support varied buyer journeys.

We created a modular content calendar that aligned with customer milestones, enabling rapid production of articles, white papers, and video assets. Each piece reinforced a narrative of trusted expertise and tangible value, fostering ongoing engagement and establishing Avendra as a go-to resource for procurement education and leadership perspectives. The program was designed to scale as new market dynamics emerged.

Impact

X% increase in content engagement across target segments
Y% lift in perceived trust and authority among hospitality buyers
Z% growth in new inquiries attributed to thought leadership activities

Quote of how incredible of an impact this had.

Team

Team Member #1 - Content Strategy Lead
- Directed the thought leadership framework and topic modeling
Team Member #2 - Editor and Analytics
- Coordinated cross-channel publishing and editorial standards

Hospitality procurement content strategy