A tough but energetic year: Sherelle Schmulian looks back on 2024

Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.

Sherelle Schmulian is Marketing Manager at Rydges.

Sum up 2024 in three words

Tough, Energy, and – if I can squeeze in an extra one – Green Shoots

What were the biggest trends that you saw in the hospitality industry in 2024 and how did these impact your work at Rydges?

The biggest trend in hotels and hospitality has been the increased competition within a difficult economic climate, with guests really focusing on value. But, value means something different to everyone, so you really need to understand their wants and needs.

Have Kiwis changed the way they interact with hotels like Rydges?

Not particularly – guest experience and value for money remain the top priorities, but what people consider ‘value’ can change – for some it might be a sharp rate, for others it could be a free room upgrade, or a flexible cancellation policy.

What was key to creating impactful marketing campaigns in 2024?

Ensuring our content was authentic, less curated and resonated with the audience. We wanted people to be able to see themselves in our content, whether they were a family, a couple or a solo traveller, so it needed to reflect real life.

Did you use AI this year? If so, what and how did you use it and how did it impact your work?

Yes – ChatGPT has been a great editor to help us refine our output and get some fresh eyes on copy we’d been staring at for far too long. We’re still not at the point where we can send it off without a thorough check, though!

What office item/tool could you not work without?

My phone! A low battery is a thing of nightmares.

What was your favourite tourism/holiday trend this year?

AI as a travel sidekick.

Tell us about the best place you travelled to or stayed in 2024?

Tiritiri Matangi Island – such a beautiful gem that is doing fantastic conservation work.

What does 2025 hold for your industry?

There will be some challenges, but with challenge comes innovation so there are also some exciting prospects.

Quick fire 10

1. Most memorable local campaign?
   
   Tina from Turners – it’s full of energy, funny and gets the point across.
2. Best international campaign?
   
   Qantas’ ‘Real love story’ – It’s tough to tell a beautiful story in under a minute, with barely any words, but they manage to bring all the feels!
3. A campaign you wish you worked on?
   
   One NZ – Let’s get connected. Even just for the chance to be on location!
4. A news story that got too much attention in 2024?
   
   The Philip Polkinghorne murder trial.
5. Biggest flop of 2024?
   
   I’m probably not alone in saying – the economic downturn.
6. The best movie you saw at the cinema?
   
   Gladiator II – excellent storytelling, well executed action scenes and just the right amount of nostalgia.
7. The best thing about your industry?
   
   Everything. It’s an industry that is full noise and there is always plenty on, but it’s full of talented people, a lot of creativity, strong work ethics and a HEAP of fun.
8. How do you relax?
   
   Reading books, going for walks, diving into a new TV series.
9. Three things you’d take to a desert island?
   
   Water, sunblock, phone including solar phone charger (that counts as one!!!!)
10. Your favourite snack?
    
    Any fruit. Bring on the summer stone fruit!

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