AI Hotel Marketing × John Tunstall
Vision-aligned discussion draft · 12 October 2026
Build the platform
for measurable
sales success.
A brand, sales website and learning platform designed to take John’s work across markets, develop psychological performance and create a route to scale through future trainers.
Working business name: The Sales Mindset
Final name, brand architecture and visual identity will be developed during the Brand & Commercial Foundation.
The Sales Mindset · Working name
Advance the performance.
- 01Assess
- 02Develop
- 03Apply
- 04Measure
people through MTQPlus
John’s proposed five-year ambition
John’s vision
One vision.
Every decision.
“I am a world recognised authority on delivering significant and consistent sales success across multiple markets through the development of psychological performance for sales.”
John’s vision, shared by Paula · 12 October 2026 · A statement of ambition
Significant and consistent
Define success in measurable terms, then track progress and consistency over time.
Across multiple markets
Make the approach accessible to different audiences, sectors and locations through clear digital learning and delivery routes.
Psychological performance
Develop the mind behind sales performance, with learning that is applied and reviewed.
Our recommendation: define the business around this vision, build the sales and learning platform, then develop its reach through Performance+.
The proposed impact ambition
Reach people.
Measure the difference.
People through MTQPlus over five years
Proposed target · 5-year horizonDevelop people who are effective for the good of those around them, not simply efficient for their own sake.
| Priority | What we design | What we measure |
|---|---|---|
| Sales success | Agree relevant sales measures with each corporate buyer, establish a baseline and design follow-up reporting. | Agreed measures such as conversion, target attainment and consistency, using available client data. |
| Mindset development | Connect authorised assessment, practitioner feedback, learning and practical application. | MTQPlus follow-up where appropriate, learner reflection and evidence of application. |
| Reach and wider effectiveness | Define unique participant counting, markets served and feedback from learners and relevant stakeholders. | Participation, completion and reported contribution to customers, colleagues and others. |
Assessment delivery reference: AQR International’s MTQ guidance. Practitioner requirements and access to be confirmed in the foundation.
Count unique participants separately from repeat assessments. Track participation, development and sales outcomes as distinct measures. John’s proposed impact ambition. The five-year target guides the architecture; it is separate from the scope and term of this engagement.
Train the trainer
Multiply the reach. Preserve the method.
A future train-the-trainer model can extend John’s delivery capacity across markets. The foundation will define the pathway, learning assets and delivery standards; the platform will be designed to support its staged introduction.
- Define the method
- Develop trainers
- Support delivery
- Track learner reach
John defines the methodology and trainer standards. Any MTQPlus delivery or practitioner status remains subject to the assessment provider’s requirements.
John’s intellectual property
ATTITUDE: sales first, with room to grow.
Organise John’s ATTITUDE model into clear programme content, practical resources and a consistent learning journey. The brand and content architecture should also accommodate his planned applications to life beyond sales.
John describes the model as founded in academic research. The foundation will review his supplied sources and align public claims with the supporting evidence.
The opportunity gap
What exists today
- Sales expertise
- Existing programmes
- Professional credentials
- The Fearless Salesperson
- Intellectual property
- Speaking and advisory experience
- Mental Toughness work
- ATTITUDE model
- Training materials
What needs to be created
- Validated business name
- Commercial positioning
- Brand strategy
- Offer architecture
- Visual identity
- Messaging system
- Website
- Learning platform
- CRM / data foundations
- Search and AI visibility
- Demand generation
- Impact measurement framework
- Train-the-trainer growth architecture
- Ongoing commercial operating model
The website connects John’s expertise to a clear route into learning.
The platform supports reach, application and measurable progress.
The recommended model
Three stages.
One sales and learning business.
Define.
Align the vision, audiences, measures and offers.
Explore the scope Website & Commercial PlatformBuild.
Build the website, learning journeys and measurement foundations.
Explore the scope Performance+Operate.
Grow programme demand, market access and delivery reach.
Explore the scopeStage 1Define
Build the business before building the website.
Translate John’s vision into a clear proposition, first sales audiences, programme architecture and measures of success. Confirm how ATTITUDE, authorised assessment pathways and a future trainer model fit together before selecting the final name and platform.
The scope Explore each workstream
Market & Audience StrategyUnderstand the buyers, the category and the opportunity.
- Corporate buyers across sectors
- Individual learners
- Speaking / event buyers
- Future trainers and delivery partners
- Market access and accessibility
- Competitor / category review
- Opportunity mapping
PositioningA clear proposition and a credible place in the market.
- Psychological performance for sales
- Measurable and consistent sales success
- Differentiation
- Commercial proposition
- Brand promise
- Market positioning
- Relationship between John and the business brand
Naming & Brand ArchitectureDefine an identity that can grow beyond its founder.
- Assess The Sales Mindset
- Naming strategy
- Alternative naming directions where appropriate
- Domain considerations
- Scalability
- Final brand architecture
The Sales Mindset is a working name only. The final business name, brand architecture and visual identity will be developed through the Brand & Commercial Foundation.
Offer ArchitectureConnect expertise to offers with clear routes to purchase.
- Corporate sales programmes
- Individual learning
- Workshops and speaking
- MTQPlus-supported assessment journeys
- Online courses
- Completion certificates
- Future train-the-trainer pathway
- Future ATTITUDE applications beyond sales
- Strategic partnerships
Prioritise the first sales offers, then specify future trainer and wider-life pathways. Define the correct journey for each offer: enquiry, consultation, application, registration or direct purchase.
Brand IdentityA coherent identity across every commercial touchpoint.
- Logo system
- Typography
- Colour
- Visual language
- Photography direction
- Video direction
- Digital design system
MessagingGive the expertise a consistent, compelling voice.
- Core proposition
- Tagline
- Brand narrative
- Tone of voice
- Programme descriptions
- Proof architecture
- Website messaging
Content & CreativeOrganise the materials for a credible launch.
- Core website copy
- John’s biography and credentials
- Programme content
- Book content
- Case studies
- Testimonials
- Photography brief
- Video brief
- Speaker assets
- Downloadable assets
- Launch content
Proof is based on supplied, verified material. Specialist photography and video production are excluded unless explicitly included.
IP & Proof ArchitectureMake existing intellectual capital visible and usable.
- John’s ATTITUDE model
- Supplied academic research and supporting evidence
- Training methodology
- MTQPlus-related usage rights and delivery requirements
- Client experience
- Credentials
- Testimonials and case studies
- Measurable outcomes
- Speaking, media and published work
Organise John’s intellectual property and supporting sources. Confirm the research basis for ATTITUDE claims and distinguish John’s own frameworks from third-party assessment tools.
Phase 1 outcome
A build-ready business and brand system, with agreed launch offers, impact measures and the specification for the sales and learning platform.
Illustrative brand direction
An identity for sales,
learning and performance.
Clear, confident typography and a professional education aesthetic. Show the method, practical learning and human performance through real training, discussion and application.
Illustrative direction only. Final brand identity will be developed through the Brand & Commercial Foundation.
Working typography & learning treatment
Mindset.
WORKING NAME · ILLUSTRATIVE DIRECTION
Psychological performance.
Applied to sales.
Assessment · Development · Application · Review
Photography direction: authentic sales teams, workshops, trainers and learners in action.
Stage 2Build
A sales website. A learning platform. A route to greater impact.
Connect discovery, corporate enquiries and programme enrolment to learning, application and measurement. Design for wider access and the staged introduction of future trainers, using the assessment provider’s approved delivery routes.
The scope Explore each workstream
Public WebsiteAn authority platform with clear routes to every offer.
- Home
- About John and his vision
- Sales programmes
- Corporate & Institutional Programmes
- Psychological Performance / Mental Toughness
- ATTITUDE model
- Assessment journey
- Future trainer pathway
- Speaking
- The Fearless Salesperson
- Clients / Partners / Proof
- Insights / Resources / Interviews
- Contact / Consultation
Learning ExperienceA complete learner journey, from enrolment to completion.
- Course catalogue and enrolment
- Learner registration and account access
- Video lessons and written materials
- Downloadable resources
- Progress tracking
- Practical application and reflection
- Authorised MTQPlus assessment / debrief pathways where required
- Completion certificate workflows
- Accessible, responsive learning
- Future trainer pathway specification
Final learning technology and certification requirements will be agreed. MTQPlus is a third-party assessment: confirm licensed practitioner delivery, provider-supported access and data permissions before implementation. Assessment fees and bespoke integrations are scoped separately.
Commercial InfrastructureMake it easy for the right buyers to take the next step.
- Enquiry forms
- Consultation booking
- CRM-ready lead capture
- Customer data capture
- Payments where required
- Course enrolment
- Nurture foundations
- Corporate lead handling
Search & AI DiscoverabilityStructured foundations for search and AI discovery.
- SEO foundations
- Structured data / schema
- Google Search Console
- AI-search / GEO foundations
- Content discoverability
Data & AnalyticsMeasure the journeys that matter commercially.
- GA4 and conversion / event tracking
- Course enrolment and revenue measurement
- Lead measurement
- Unique participant reach and markets served
- Programme completion and application feedback
- Agreed baseline / follow-up reporting fields
- Trainer-delivered reach where reported
Ownership & TrainingThe access and knowledge to operate independently.
- Full administrator access
- CMS training
- Platform training
- Operating documentation
- Control over content
- Analytics access
- Ability to manage normal platform updates independently
The platform
Discover. Assess. Develop. Apply. Review.
One connected sales and learning journey.
Illustrative platform vision
See what the
platform could become.
Explore how buyers, learners and future trainers could find a route into John’s methodology and programmes.
Final brand, design and platform architecture will be developed through the Brand & Commercial Foundation.
Corporate & individual learning
Sales success starts with the mind.
Psychological performance for sales, with learning designed around measurable progress, application and consistent performance.
Explore a programme → Understand the outcome → Enrol or enquire
Illustrative direction only. All example programme content, learner progress and certificates are demonstrations. No live account, enrolment, payment or certification is created.
Core commercial journeys
Learners, buyers and trainers.
Clear routes to participation.
Individual learner
- 01Discover the approach
- 02Choose a relevant programme
- 03Assessment and debrief where required
- 04Learn and apply
- 05Review development
- 06Complete and continue
Corporate / institutional buyer
- 01Explore methodology and proof
- 02Agree sales outcomes and baseline
- 03Book consultation
- 04Confirm programme and proposal
- 05Delivery and application
- 06Review progress
Future trainer / delivery partner
- 01Explore the trainer pathway
- 02Apply and confirm eligibility
- 03Learn John’s approved methodology
- 04Meet agreed delivery standards
- 05Deliver authorised programmes
- 06Report reach and learner impact
Stage 3Operate
Grow the reach of John’s work after launch.
Performance+ connects ongoing visibility and demand with programme participation, market access and evidence of progress.
Performance+
Performance+ supports John’s vision through authority content, search and AI visibility, corporate lead generation, programme promotion and continuous improvement. Reporting connects commercial demand with learner reach, completion and the agreed impact measures.
Content & AuthorityTurn John’s knowledge into a consistent market presence.
- Thought leadership
- Articles
- Programme content
- Media
- Expert content
- Website updates
- Authority building
Search & AI VisibilityHelp buyers discover the expertise through search and AI.
- SEO
- AI-search discoverability
- Structured content
- Entity authority
- Optimisation
Demand GenerationDevelop qualified opportunities for the right offers.
- Corporate enquiries
- Speaking opportunities
- Programme demand
- Qualified leads
- Campaigns
Programme & Offer GrowthSupport new routes to commercial growth.
- Sales programme launches
- Assessment-supported learner journeys
- Future train-the-trainer recruitment
- Delivery partnerships
- Speaking offers
- ATTITUDE programme development as agreed
Performance IntelligenceSee what creates attention, demand and commercial value.
- Qualified enquiries and consultations
- Corporate pipeline
- Programme registrations and course sales
- Unique participants and markets reached
- Programme completion
- Reported mindset development and agreed sales measures
- Trainer participation and delivered reach
- Search / AI visibility
- Content performance and conversion
OptimisationUse the evidence to improve the next decision.
- Customer journeys
- Messaging
- Pages
- Calls-to-action
- Forms
- Programme positioning
- Content priorities
- Conversion paths
Build demand.
Extend the reach. Review the impact.
From March 2027
12-month retainer after launch
USD 1,500 / month + 5% performance incentive
Commercial and human impact
What success
looks like
Measure business performance and the development of people together. Agree baselines, follow-up periods and access to relevant data during the foundation stage.
Sales success
Agreed sales measures, tracked from baseline over time
Psychological development
Authorised assessment follow-up and learner application
Participant reach
Unique people supported through the assessment journey
Market access
Markets served and barriers to participation
Trainer scale
Trainers developed and their reported learner reach
Positive effectiveness
Feedback on contribution to customers, colleagues and others
Qualified demand
Enquiries, enrolments and corporate programme pipeline
Authority
Visibility and evidence supporting John’s positioning
Delivery roadmap
From strategy
to launch.
October 2026
Discover & Define
Confirm John’s vision, first markets, success measures, naming, offer architecture, ATTITUDE evidence and MTQPlus delivery requirements.
November 2026
Brand & Content
Develop the sales-performance identity, messaging, programme content, ATTITUDE presentation, proof and future trainer architecture.
December 2026
Design & Build
Build the sales website, priority programme journeys and responsive learning experience around agreed launch offers.
January 2027
Platform & Integrate
Configure learning, CRM, email, payments, impact-reporting foundations and authorised assessment pathways as agreed.
February 2027
Test, Train & Launch
Test learner and buyer journeys, establish initial measurement, train John, obtain approval and launch.
From March 2027
Performance+
Programme demand, wider reach and impact-led improvement.
Planned delivery assumes timely access to materials, decisions and approvals. Final milestones will be confirmed at kick-off.
Why AI Hotel Marketing
Strategy, technology and commercial execution in one partner.
Commercial strategy
John’s vision translated into audiences, offers, journeys and measures.
Brand & content
A sales and learning brand with clear methodology and practical content.
Digital & AI infrastructure
Sales websites, learning journeys, analytics and authorised integrations.
Performance
Qualified programme demand, participation and ongoing improvement.
We do not stop at the strategy deck or website launch.
We translate the vision into a focused offer, build the sales and learning asset, train John to manage it and support its commercial development after launch.
Systems & platform experience
Technology chosen for
the sales and learning journey.
Marketing & measurement
- GA4
- Google Search Console
- Google Tag Manager
- Google Ads
- Meta Ads
Web / commerce / content
- Wix
- Shopify
- Beehiiv
- Modern React / AI-assisted build environments
AI & automation
- OpenAI
- Anthropic
- AI-enabled content, analysis and workflow systems
Selected experience in web, commerce, content, measurement and automation. The learning platform and assessment route will be chosen around John’s requirements; these names do not imply partnerships or a prescribed stack.
Delivery experience
Strategy translated
into working digital systems.
The relevant capability is connecting a clear proposition, digital journeys, content, technology and measurement. Selected hospitality experience is available below as delivery context.
Selected professional and client experience
Selected clients
Fiyavalhu Resort Maldives
Independent hotel digital marketing engagement through AI Hotel Marketing.
Selected experience
Twinpalms Hotels & Resorts
Prior in-house experience: Group Digital Marketing Manager.
Client engagements and prior professional experience are shown separately.
About AI Hotel Marketing
Commercial thinking.
Hands-on execution.
AI Hotel Marketing is a strategy, digital platform and AI-enabled commercial growth business combining commercial strategy, digital marketing, content, platform development and performance intelligence.
We work from commercial objective to execution — helping businesses define the proposition, build the digital asset and operate it for measurable growth.
Katrin Goetzke
Founder, AI Hotel MarketingKatrin Goetzke is a digital marketing and commercial strategy leader with international experience across luxury hospitality, digital platforms, performance marketing and AI-enabled systems.
Her work combines senior commercial thinking with hands-on execution: translating business goals into positioning, digital journeys, content, technology, analytics and measurable performance.
- International digital marketing leadership
- Luxury hospitality & independent resort advisory
- Website and digital platform launches
- Commercial technology, analytics, search & paid media
- AI systems & automation
Ownership & handover
Built with you.
Owned by you.
John owns
- Brand assets
- Website
- Content
- Customer data
- Analytics
- Administrator access
AI Hotel Marketing delivers
- Strategy
- Brand development
- Creative direction
- UX/UI
- Implementation
- Training
- Documentation
- Launch support
After launch
John can operate independently. AI Hotel Marketing continues through Performance+, and the system can scale as the business grows.
Performance+ is a commercial growth partnership — not a dependency model for basic website administration.
Investment & Commercial Partnership
ONE PARTNERSHIP.
TWO PHASES.
Phase 1 | Build & Launch
Months 1–5
USD 2,500 / month
Total: USD 12,500
Brand foundation, website, learning platform, integrations, launch and client training.
Phase 2 | Commercial Growth
12 months after launch
USD 1,500 / month
Performance+ growth management covering visibility, audience acquisition, course promotion, lead generation, conversion optimisation and reporting.
Performance Incentive
From Launch
5%of attributable net programme revenue generated through agreed AI Hotel Marketing-managed activities.
Proposed commercial model, subject to agreement with John and Paula.
Commission eligibility, attribution and payment terms will be defined in the service agreement. Third-party costs and paid media are excluded.