Sean O'Neill on Muck Rack

Sean O'Neill

Verified
(He/Him)
  • Senior Hospitality Editor, Skift
Washington, D.C.
As seen in: Skift, Medium, BBC, Yahoo Finance, Yahoo Finance Canada, Flipboard, Lonely Planet, Yahoo Sports Canada, Yahoo, Condé Nast Traveler, EIN News and
Covers:  hotel companies
Doesn't Cover: consumer gadgets
Senior hospitality editor at @Skift, reporting on hotels /🇺🇸🏳️‍🌈/ so@skift.com or DM for Signal.

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Sean O'Neill’s Biography

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Today: Senior hospitality editor at Skift.com

Formerly:
columnist and blog contributor, BBC.com.
Contributing editor at Budget Travel magazine's website. Reporter and editor at Tnooz. Contributor to other publications, such as Conde Nast Traveler's website.

Articles

Marriott Outspends Rivals on TV, But Airbnb Owns the World Cup

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By Sean O'Neill Verified
| Skift Verified
Skift Take Marriott outspent every hotel brand on national TV, yet Airbnb's World Cup ads have out-reached Marriott's so far. Marketers should note that focus, rather than budget, wins marquee experiences. Summarize Story Share Select a question above or ask something else Marriott outspent every hotel company on U.S. national TV ads in the first half of 2026, committing more than $40 million across its brand portfolio. Yet for the World Cup, it was Airbnb that gained more impressions.
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Not For Sale: Sandals CEO Shuts Down Deal Rumors

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By Sean O'Neill Verified
| Skift Verified
Skift Take The all-inclusive operator's executive chairman says he isn't selling the company, despite rumors, but is instead pouring tens of millions into properties to drive rate premiums. Summarize Story Share Select a question above or ask something else Adam Stewart has a message for the bankers and buyout firms circling his family's all-inclusive empire: Sandals Resorts International isn't for sale.
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Best Western Has Been Shrinking. BWH Hotels’ Fix Is to Shift Upscale and Overseas.

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By Sean O'Neill Verified
| Skift Verified
Skift Take Best Western's parent group is about 10% smaller by room count than it was in 2019. CEO Larry Cuculic says he's changing that, partly by adding upmarket brands. Share BWH Hotels, the parent of Best Western, has seen its room count shrink nearly every year since 2019, even as all of its larger rivals grew. Now CEO Larry Cuculic says the group is shifting upmarket and growth is underway. BWH Hotels has ground to make up. It has 333,457 rooms, down 9.7% from 2019.
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