Helping Travel Tech Companies become industry leaders
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brand positioning

Strategically positioning hotel and travel tech company brands. Formulating the strategic and tactical plan to capture the right position. Training teams on tactical marketing elements and measuring performance. 


content strategy

Creating effective campaigns driven by useful content and measurable results. Building the materials for an effective execution, understanding client and prospect needs and delivering a qualified readers and positive sentiment for brands. 


strategic & SALES messaging

Working with management to craft the story that will resonate with the market and communicate the right message. 


product/market fit

Assist management and product managers to find the right product/market fit for hotel and travel tech products. Adapting product direction to increase chances of success by understanding and testing the market needs.


Advertising art direction

Assisting marketing and advertising teams to optimize advertising layout, messaging and design for increased visibility and impact.


Great marketers know how to simultaneously educate, support, and sell through their communications. Martin has demonstrated his capacity to do this in multiple contexts. As one of the industry’s visionaries, Martin’s work is widely referenced as the strategy foundation for thousands around the world. If you have the chance to work with him, do it.
— Josiah Mackenzie


key principles



Marketing must be easy to understand, clever puns are fun. But more often than not it doesn't help get the message across. It is more important to communicate clearly and quickly than cleverly.


Marketing needs to generate measurable results. If those results are brand awareness, leads, sales or other results they must be measurable and plans must be agile enough to change if they aren't performing.




There's a fine line between pure efficiency and elegance in marketing. One can argue that the ROI of spam it great, but it isn't elegant and to remain in the minds of the customer, it should be elegant.

IT must be truthful

Marketing is worthless if it promoted untrue or altered facts. Getting a thousand disappointed visits is worth nothing, but a hundred satisfied visitors will turn some to customers. 



it can be ON A BUDGET

Great marketing isn't great because the campaign costed millions. Great marketing can be done on a budget. Big ideas work because they can be executed with the resources at hand. Huge budgets just open the floodgates for Big Ideas, the smaller the budget the smarter one must get to find the Big Idea.


One doesn't always need to set the trend, great marketing can follow existing trends, as long as one is aware that one is following a trend and that it may soon be over. Obsessing on setting new trends is both expensive and inefficient, unless one has billions to spend. 



IT IS NEVER Confusing

Whilst there are always many messages, plenty of options and even more exceptions the marketing and its design is always focused on a single message for that moment. It may not work for everyone but it works for the majority and that is most important.


Unfortunately too many marketers are chasing the latest channel and shiny objects. One must always look out for new channels. But it is more important to understand why and how they fit in the mix because many don't and they become a distraction.




about ME

From a practical education in sales and marketing, I became a hotel general manager for hotels. After which I began marketing hotels to guests and hotel tech companies to hotels. 

Beginning with a bootstrapped budget and taking a local hotel tech company global focusing on more than just a single product but on the positioning the company and it's executives on the international hotel market, I then moved on towards funded startups with even bigger success. 

I work with the companies founders and management to build an international reputation and brand awareness. It takes proper timing, accurate and helpful content, strategically executed trade shows and helping the industry through helpful content marketing and staying within budgets. It is more about accurate marketing than huge budgets. 



What people say

I really appreciated working with Martin for his motivation, his help to focus and develop new ideas thanks to his solving problems skills. He has great advertising and marketing culture which helps tremendously.
— Sebastien Felix, Founder and CEO Buzz&Go
I can highly recommend Martin to anyone - his energy and enthusiasm makes him a pleasure to work with, and his industry knowledge is exceptional. He has a deep understanding of online marketing and selling, and this combined with his travel background makes him an important figure in this industry.
— Nigel Russel, SuiteStone
If you’ve got an online project Martin is the one to go to. Professional, relevant and innovative. It’s always a pleasure to work with Martin.
— Philippe Vaurs, CEO Elegancia Hotels
Martin has almost singlehandedly changed the ways in which we all conduct digital business across the hotel spectrum.
— Phillip Butler, CEO Pamil Visions
I consider Martin a top reference on Hotel Online Marketing, and I’m always amazed with his passion on the topic. I first knew of him through his research hotel marketing and he kindly shares his experience though multiple channels.
He is enthusiastic on the matter and always trying new things. I feel fortunate for having him on board helping us with direct reservations.
— Marti Giral, Louvre Hotels
Hotel marketing in a current digital transformed landscape requires a complete different skill set than what hoteliers are used to. Martin exemplifies the digital marketeer, while able to bridge constituencies in the needed transformation.
— Michael Levie, citizenM Hotels




I advise startups and tech companies in the hotel and travel industry. I'm always looking out for new contacts and interesting conversations. I frequently deliver keynotes on hotel marketing to higher education universities and for events. To find out more, get in touch.