What is Hotel Marketing?

Hotel marketing is the set of strategies and actions you use to promote your hotel’s brand and offerings, with the ultimate goal of increasing bookings and revenue.

This includes everything from social media marketing and email campaigns to special offers and local partnerships. Think of hotel marketing as the way you tell your story to potential guests, showing them what makes your hotel special and why they should choose you over others. 

Whether you run a boutique hotel, a large chain, a bed and breakfast, or a vacation rental, effective marketing is essential. It’s about connecting with travelers, highlighting what you offer, and making sure your hotel stands out in a competitive marketplace.

In this guide, we’ll break down the basics of hotel marketing and show you how to create a plan that’s easy to follow and effective. Whether you’re just starting out or looking to refine your approach, we’ve got you covered. 

Why is a Hotel Marketing Strategy Important?

A solid hotel marketing strategy is key to getting more guests and boosting your bookings. Without it, even the best hotels can struggle to fill their rooms and stand out from the competition.

Here’s why it matters:

1.  Attract the Right Guests: A clear marketing strategy helps you reach travelers who are most likely to book your hotel. It ensures your efforts are focused on the right audience, making your promotions more effective.
2. Boost Your Visibility: With so many hotels out there, it’s important to stand out. A smart marketing plan ensures your hotel gets noticed, whether through social media, search engines, or local partnerships.
3.  Increase Bookings and Revenue: Effective marketing drives more bookings and can help you attract direct reservations, which often means higher revenue. By using special offers and engaging content, you can attract more guests and encourage direct bookings.
4. Keep Guests Coming Back: A well-planned marketing strategy helps turn first-time guests into repeat customers. By staying in touch and offering personalized experiences, you build loyalty and keep guests coming back.
5. Stay Ahead of Trends: The hospitality industry is always changing. A good marketing strategy helps you stay on top of trends and adjust to what guests are looking for.

How Does Hotel Marketing Work?

Hotel marketing uses a combination of strategies to attract guests and boost bookings. Here’s how the key pillars of hotel marketing work together to boost your success:

1. Digital Marketing

 

SEO (Search Engine Optimization)

 SEO for hotels is all about making your hotel’s website easier for search engines like Google to find. By optimizing your site with relevant keywords, improving loading speeds, and enhancing user experience, you increase your chances of showing up in search results. This means more travelers will find your hotel when they’re searching for accommodations online.

Social Media Marketing 

Platforms like Instagram, Facebook, and Twitter are great for connecting with potential guests. By sharing engaging posts, running targeted ads, and interacting with followers, you build your hotel’s presence and attract attention. Social media marketing helps you showcase what makes your hotel unique and keeps you in touch with potential and past guests.

 

▸ Explore Video Marketing:

Video content is a powerful tool for capturing attention. Create a YouTube channel for your hotel and share engaging videos that highlight your property’s unique features and guest experiences. 

On platforms like Facebook and Instagram, use short, creative videos to showcase special moments, behind-the-scenes looks, or local attractions. TikTok is also worth exploring—its popularity among a wide audience offers a fun way to present your hotel. Try creating short, catchy videos to attract younger travelers and increase your reach.

 

▸ Expand Your Reach with Influencer Marketing:

Social media influencers have powerful platforms to sway potential guests. Collaborate with travel influencers to showcase your property. 

While top influencers can be expensive, many smaller “micro-influencers” might promote your hotel in exchange for a free stay or meals. This can be an effective and budget-friendly way to reach new audiences.

 

▸ Turn Your Guests into Brand Ambassadors:

Happy guests can be your best advocates. Encourage them to share their positive experiences by providing easy ways for them to post reviews or photos on social media. Consider creating a selfie spot with your branded hashtag or sending a follow-up email asking for reviews. Recognize and thank guests who help spread the word about your hotel, turning them into enthusiastic promoters.

Email Marketing:

Email marketing remains a top choice for hotels looking to engage with guests and drive direct bookings. With a return on investment (ROI) of $38 for every $1 spent, it’s one of the most cost-effective marketing strategies available (Source: Campaign Monitor).

This is a powerful tool for staying connected with guests. Sending out personalized offers, newsletters, and updates helps keep your hotel top-of-mind. You can target past guests and prospects with tailored content to encourage repeat bookings and maintain engagement.

To make the most of email marketing, start by optimizing your email lists. Gather high-quality leads from your website and in-person interactions to build a robust database of past guests and prospects.

Here are essential strategies backed by data:

1. Target Repeat Guests: Retaining existing guests is significantly cheaper than acquiring new ones. According to the Harvard Business Review, studies show it costs 5 to 8 times more to attract new guests compared to retaining current ones. Offering special deals and rewards to repeat guests can boost loyalty and revenue.
2. Maximize Peak Periods: Use peak times, such as holidays, to remind guests of your hotel with themed offers and incentives. Use data from your property management system (PMS) to time these promotions for maximum impact.
3. Utilize Customer Data: Collecting and analyzing guest email addresses allows for targeted communication. Personalized emails have been shown to increase engagement by up to 29% (Source: HubSpot). Use this data to send tailored offers and updates.
4. Optimize Send Times: Emails sent on Fridays have the highest click-through rates (CTR), while Mondays often generate the most revenue (Source: Experian). Experiment with different times to find what works best for your audience.
5. Craft Engaging Subject Lines: Short, compelling subject lines with clear benefits can boost open rates by 22% (Source: Mailchimp). Test various subject lines to determine which ones resonate with your audience.
6. Incorporate Visuals: High-quality images in emails can increase engagement by up to 80% (Source: HubSpot). Use striking visuals of your hotel and destination to capture attention and drive action.
7. Include Clear CTAs: Effective emails include strong call-to-actions (CTAs). Invitations to book directly, feedback requests, and time-sensitive offers can significantly improve click-through rates and conversions (Source: Campaign Monitor).

 

2. Traditional Marketing

▸ Print Media: Even in the digital age, print materials like brochures, flyers, and magazines are still effective. Distributing these locally or at travel-related events helps you reach potential guests who prefer physical information. High-quality print media can make a strong impression and provide detailed information about your hotel.

▸ Local Partnerships: Collaborating with local businesses and attractions can be mutually beneficial. Partnering with nearby restaurants, tour operators, or event venues allows you to offer combined promotions or packages, attracting guests who are interested in exploring the area and enhancing their overall experience.

3. Content Marketing

Blogs: Creating valuable and relevant blog content helps attract and engage potential guests. By writing about local attractions, travel tips, and hotel updates, you provide useful information that draws visitors to your website and improves your search engine rankings.

Visual Content: High-quality images and videos are crucial for making a great first impression. Showcasing your hotel’s features through stunning visuals helps potential guests get a feel for what you offer and can significantly influence their booking decisions.

Creating an Effective Hotel Marketing Strategy

Developing a successful hotel marketing strategy involves several key steps. Here’s a practical guide to help you create a strategy that drives bookings and builds your hotel’s brand.

 

1. Define Your Goals

 

Start by setting clear, measurable objectives for your marketing efforts. Whether you aim to increase direct bookings, improve brand awareness, or boost engagement on social media, having specific goals helps you focus your strategy and measure success. 

▸ For example, you might set a goal to increase direct bookings by 20% over the next six months or grow your social media following by 15% in the same period. Clear goals provide direction and help you evaluate the effectiveness of your marketing activities.

 

2. Create a Comprehensive Hotel Marketing Plan

Think of your marketing plan as your hotel’s roadmap to success. It’s essential for guiding your efforts and making sure everything is aligned with your goals. Here’s what you should include:

• Market Insights: Start by understanding the latest trends in the hospitality industry and how they affect your hotel.
• Clear Objectives and Brand Identity: Set specific marketing hotel goals and define how you want to position your hotel in the market. This helps create a consistent message.
• Competitive Analysis: Look at what other hotels are doing. Identify what works for them and find ways to offer something different or better.
• Roles and Responsibilities: Assign tasks to team members or partners so everyone knows what they need to do.
• Target Guests: Identify who you want to attract to your hotel. This could include families, business travelers, or couples.
• Strategies and Metrics: Decide on strategies for each marketing channel (like social media or email) and set metrics to measure success.
• Promotions and Packages: Plan any special offers or packages that can attract more guests.
• Budget and Scheduling: Outline your marketing budget and create a calendar for your activities to keep everything on track.

Keep in mind that your marketing plan should be flexible. Review and adjust it regularly based on what’s working and any new trends or opportunities.

 

3. Identify Your Target Audience

It’s important to understand who you’re marketing to. Define your ideal guests by considering factors such as demographics (age, gender, location), interests (travel preferences, activities), and behaviors (booking habits, spending patterns). 

Use this information to tailor your messaging and choose the most effective marketing channels. For instance, if your target audience is young professionals looking for luxury stays, you might focus on high-end travel blogs and social media platforms like Instagram.

 

4. Analyze Your Competitors

Performing a competitive analysis helps you understand what other hotels in your area are doing and identify opportunities to differentiate yourself. Research their marketing strategies, including their online presence, promotional tactics, and guest reviews. 

Look for gaps or areas where you can offer something unique or better. For example, if competitors aren’t effectively using local partnerships, you might want to consider creating exclusive packages with nearby attractions to stand out.

 

5. Choose the Right Marketing Channels

When picking marketing channels for your hotel, think about where your potential guests are likely to see your message. Here’s a breakdown to help you decide:

• Digital Channels: These include your hotel’s website (make sure it’s optimized for search engines), social media platforms (like Facebook and Instagram), and email marketing. These channels help you reach a wide audience quickly and are essential for engaging with travelers who are actively searching online.
• Traditional Channels: Consider using print media like brochures or local advertisements. These can be effective for reaching people who prefer physical information or are exploring local options.
• Local Partnerships: Team up with local businesses or attractions. This can help you offer unique packages and promotions that appeal to travelers looking for a complete experience.

By choosing the right mix of channels, you’ll ensure that your marketing efforts are effective and reach the guests most likely to book with you. Focus on where your target audience spends their time and how they like to receive information.

 

6. Budgeting and Resources

Allocate your marketing budget and resources effectively. Determine how much you can spend on each marketing channel and activity.

Consider costs for digital advertising, content creation, software tools, and partnerships or promotions. Allocate resources for tracking and analyzing results. Review your budget regularly and adjust as needed based on performance and changing priorities.

 

7. Build Your Hotel Website

Your hotel’s website is typically the first thing potential guests see, so it’s vital to make a strong first impression. To do this, make sure your website is easy to use, mobile-friendly, fast-loading, and regularly updated with the latest information and trends.  

Here’s why and how:

▸ Regular Updates: Keep your website fresh with new content, such as seasonal promotions, policy updates, and upcoming events. This helps keep guests engaged and informed.

▸ User Experience: Today’s travelers expect a website that’s easy to navigate, mobile-friendly, and offers real-time rates and availability. Ensure your booking process is straightforward and requires minimal clicks. The easier it is for guests to book, the more likely they are to complete their reservation.

▸ Booking Engine: If your current website doesn’t offer a commission-free booking engine, consider adding one. This allows guests to book directly through your site, potentially increasing your revenue.

▸ Highlight Special Offers: Make your promotions and special deals prominently visible on your website to attract more bookings.

▸ Encourage Up-Selling: Use your booking platform to offer additional services like breakfast or late check-out, adding value and increasing your revenue.

▸ Professional Imagery: While it’s true that smartphones can produce decent images, for your website and promotional content, nothing beats the superior quality of professional photographs. Investing in a skilled photographer to capture the essence of your hotel through both lifestyle and architectural photography can significantly enhance the appeal of your offerings.

If your website isn’t up to scratch, it might be time for a redesign or upgrade. With RoomRaccoon’s website builder, you can create a site that’s both attractive and functional, helping you stand out from the competition.

 

8. Drive Website Traffic with SEO

To attract more visitors to your website, you need to optimize it for search engines. SEO (Search Engine Optimization) helps your site rank higher in search results, making it easier for potential guests to find you online.

By using the right keywords, creating compelling titles and descriptions, and improving your site’s structure, you can increase your website’s visibility and drive more organic traffic. This means more people will see your hotel when they search for accommodations, leading to more bookings.

 

9. Enhance Your Google Business Profile for Greater Impact

Your Google Business Profile is a powerful tool for attracting local guests and improving your hotel’s online presence. Here’s how to make the most of it and why it’s important:

Complete Your Profile

Fully populate your Google Business Profile with accurate information about your hotel, including your address, phone number, hours, and a detailed description of your services and amenities. This ensures that potential guests can easily find and contact you, which is essential for driving more bookings.

Upload High-Quality Photos

Add high-resolution images that showcase your hotel’s best features, such as your rooms, lobby, amenities, and unique selling points. High-quality photos help potential guests visualize their stay and can significantly influence their decision to choose your hotel over competitors.

Engage with Reviews

Actively monitoring and responding to reviews on platforms like Google, Tripadvisor, and online travel agencies are key for building trust with potential guests. Engaging with feedback—both positive and negative—shows that you care about your guests’ experiences and are committed to their satisfaction. Addressing issues professionally can even turn a negative review into a positive impression.

▸ Example: Online reviews are powerful tools for attracting new guests and improving your hotel’s reputation. If you’re not actively managing reviews on key travel sites, you’re missing out on valuable feedback and social proof.

Encourage guests to leave reviews by sending follow-up requests after their stay. Address any issues quickly and ensure your team responds to reviews within a few days. This proactive approach not only helps resolve problems but also builds a positive image of your hotel.

Utilize Booking Links

Make use of the booking link feature to direct traffic from your social business profiles straight to your hotel’s website. This can drive more direct bookings, reduce reliance on third-party booking platforms, and help you retain a larger share of the revenue.

Track Insights and Performance

Regularly review the insights provided by your Google Business Profile, such as how many people are viewing your profile, how they found you, and what actions they took. This data helps you understand your audience better and adjust your marketing strategies accordingly.

By optimizing your Google Business Profile, you boost your hotel’s visibility in local search results, attract more potential guests, and improve your chances of securing direct bookings. This not only enhances your online presence but also strengthens your overall marketing efforts.

 

10. Stay Dynamic with Your Pricing

Price is often the deciding factor for guests when choosing a hotel. To stay competitive, hotels need to be flexible and constantly fine-tune their pricing. Dynamic pricing helps position your hotel as both competitive and customer-focused. 

By integrating dynamic pricing into your marketing strategy, you can ensure that your hotel remains attractive to potential guests. Just as Amazon and Airbnb leverage pricing intelligence to maximize their appeal, hotels can also benefit from a similar approach. 

Hotels can take a page from their book by using a revenue management system (RMS) that allows you to keep an eye on your competitors’ prices and adjust your rates accordingly, automatically updating your OTAs, meta-search engines, and your website.

By regularly updating your rates based on market trends and competitor pricing, you attract a wider audience actively seeking the best value. This strategy not only maximizes revenue per room but also enhances your hotel’s reputation as a go-to choice for savvy travelers looking for great deals.

 

Boost Visibility with Paid Search and Metasearch Marketing

To enhance your hotel’s online presence and attract more guests, invest in search engine marketing (SEM) and metasearch. SEM allows you to bid on targeted keywords to appear at the top of search results, helping you stand out from major OTAs and hotel chains.

Metasearch platforms like TripAdvisor, Kayak, and Trivago compare your rates with others, making it easier for travelers to book directly with you. These strategies can effectively increase your visibility and drive more direct bookings to your hotel.

OTAs do present their fair share of challenges, but their strong marketing reach makes them a valuable asset for many hotels. While they come with their own set of challenges, such as high commissions and control issues, the exposure they provide can drive significant bookings. 

With the rise of new competitors like Airbnb, it’s important to stay informed about changes in the OTA landscape and adjust your hotel strategies to maximize the benefits.

To make your direct offers stand out, consider using a comparison widget tool. This feature shows your direct rates alongside those on popular OTAs, helping guests see they’re getting the best deal by booking directly. This not only attracts more direct bookings but also helps you cut down on commission costs.

These strategies and tools work together to enhance your visibility, attract more guests, and increase direct bookings.

 

Start a Loyalty Program for Your Repeat Guests

Loyalty programs aren’t just for big chains—they’re a great way for any hotel to reward returning guests. By setting up a loyalty program, you can offer special perks like room upgrades, exclusive discounts, or added amenities to your frequent visitors. This not only encourages guests to return but also makes them feel valued.

Use your property management system (PMS) to identify and track these loyal guests, ensuring they receive personalized attention. Use post-stay emails and your website to spread the word about your loyalty program and remind guests of the benefits, keeping them engaged and eager to book their next stay.

 

Practical Tips for Boosting Hotel Marketing

 

1. Invest in Marketing Technology

Effective marketing often requires the right tools. Invest in software that helps manage campaigns, track performance, and analyze results. Look for features that match your hotel’s needs and budget to streamline your marketing efforts and boost efficiency. Find software that fits your budget and needs to enhance your marketing efforts.

Effective marketing often requires the right tools. Invest in software that helps manage campaigns, track performance, and analyze results. Look for features that match your hotel’s needs and budget to streamline your marketing efforts and boost efficiency. Find software that fits your budget and needs to enhance your marketing efforts.

 

2. Focus on Guest Experience

Great marketing starts with great guest experiences. Providing an exceptional experience encourages repeat visits and positive reviews. Use guest feedback to continually improve your services and personalize their stay. Happy guests are more likely to return and recommend your hotel, boosting your marketing success.

 

3. Data Insights

Data is a powerful tool for refining your marketing strategy. Use analytics to monitor visitor behavior, track campaign performance, and understand booking trends. These insights will help you make informed decisions and adjust your strategies to better meet guest expectations.

 

4. Case Studies and Success Stories

Understanding how other hotels have succeeded with marketing tools can offer valuable insights. Case studies provide real-world examples of how hotels, similar to yours, have tackled common challenges and achieved impressive results using these tools.

Understanding how other hotels have succeeded with marketing tools can offer valuable insights. Case studies show how similar hotels have tackled challenges and achieved great results. 

Example: Brewhalla adopted RoomRaccoon’s booking engine and saw a 70% boost in direct bookings. This demonstrates how optimizing your booking engine can lead to a significant increase in direct reservations.

These examples illustrate not just the potential benefits of investing in hotel marketing solutions but also how to apply these strategies effectively in your own property. By reviewing these success stories, you can see what’s possible and gain practical ideas for enhancing your own marketing efforts.

 

Hotel Marketing Software and Tools

To effectively market your hotel and stand out from the competition, using the right tools can make a big difference. Here’s a breakdown of essential marketing tools and how they can help:

 

Booking Engines: 

Want to turn website visitors into guests? An easy-to-use booking engine on your site is key. It should handle multiple currencies and languages to cater to international travelers and offer a smooth booking experience. This tool helps reduce abandoned bookings and increases your direct reservations.

 

Channel Managers: 

Keeping your rates and availability up-to-date across all booking platforms can be a hassle. A channel manager simplifies this by updating everything from a single dashboard. This ensures consistency, prevents overbookings, and expands your reach across multiple sites.

 

PMS  Systems: 

Looking to build stronger relationships with your guests? A property management system helps you track guest preferences and interactions. With this information, you can send personalized offers and messages, making guests feel valued and encouraging them to return.

 

Social Media Tools: 

Managing your social media can be overwhelming. Tools that schedule posts, track performance, and monitor interactions can make it easier. These tools help you stay active online, engage with your audience, and promote your hotel effectively.

 

Email Marketing: 

Keep your hotel top-of-mind with email marketing. Platforms that send special offers, pre-arrival, and post-stay emails help maintain contact with past and potential guests, encouraging repeat bookings and keeping your hotel in their thoughts.

 

Analytics Tools: 

Are you wondering how your marketing efforts are performing? Analytics tools provide insights into what’s working and what needs improvement. RoomRaccoon offers Raccoon Reporting, which provides comprehensive insights on key aspects of your hotel’s performance:

• Daily Performance: Track daily activities such as check-ins/outs, cancellations, RevPAR, and guest reports.
• Revenue per Room Category: Identify your most popular room types and tailor your marketing strategies accordingly.
• Occupancy: Generate occupancy reports for any time period to help you accurately predict room revenues.
• Booking Channels: Monitor your top-performing channels and optimize your distribution strategy.
• Guest Insights: Analyze guest profiles to create more targeted marketing strategies.

 

Loyalty Programs: 

Looking to reward your repeat guests? A loyalty program offering perks and special offers can encourage return visits and boost guest satisfaction.

By using these tools, you can streamline your marketing efforts, attract more guests, and improve their experience at your hotel.

 

Wrapping Up 

Marketing your hotel doesn’t have to be a guessing game. With the right strategies and tools, you can make your hotel stand out, attract more guests, and boost your bookings. Think of it as an exciting opportunity—get creative, try new things, and watch your hotel become a top choice for travelers.

To support your efforts, RoomRaccoon offers a 30-day free trial that can help streamline your operations and enhance your marketing strategies. Start elevating your hotel’s performance today—no strings attached!