Knowing how to market a hotel effectively is essential, it directly impacts bookings, visibility and revenue. Done right, hotel marketing builds brand awareness, attracts the right guests and strengthens your reputation. More importantly, effective marketing maximises opportunities whilst reducing your reliance on OTAs.
In this guide, we’ll explore the key strategies on how to market a hotel and leverage them to drive your hotel forward.
Identify Your Audience
Before you commit to any marketing campaigns or strategies it’s important to take a step back and think about who you’re targeting.
Who is your ideal guest? What are their demographics, interests, and behaviours? Understanding your guests allows you to personalise your approach and tailor messaging that truly resonates. Sending mass messages to an audience where the majority is likely uninterested is a waste of time and resources. Instead, focus on intent and targeting individuals who you can be confident are more likely to convert.
Audience segmentation is crucial – next, consider categorising these audiences into groups such as leisure travellers, business guests, weddings, event attendees etc. Then, before any communication, tailor your strategy to each segment to maximise its potential result. Understanding how to market a hotel effectively begins with knowing your audience.
Optimise Your Website
Your hotel’s website is one of the most powerful marketing tools – and one that affects almost every area of your marketing, so first impressions matter. A well-designed hotel website keeps your visitors engaged, highlights your hotel’s unique selling points and drives direct bookings.
Here’s what every good hotel website should include:
Visually Appealing Design – Your website needs to look great and show off your property, with a clean, aesthetically appealing design.
Easy to Use – This is the big one! People need to be able to browse the site easily, no matter who they are, or what device they’re using.
High-Quality Photos & Videos – Show off your hotel to those who don’t know it. You’ve spent all this time and effort on making sure your property is great, so do the same for your assets – give future guests a reason to be intrigued.
User-Friendly Booking Engine – Your website could be perfect, but a complicated booking engine will drive guests elsewhere. It’s important to pay as much attention in selecting your booking engine as possible.
Mobile-Optimised & Fast Loading – The likelihood is that people will be browsing on a mobile device, so finding out information and booking needs to be simple and quick.
Clear Calls-to-Action (CTAs) & Booking Incentives – Why should people book with you rather than booking.com? It sounds simple, but it’s often a step that gets missed.
For more expert tips from our hotel website experts, check out this post: Creating A Hotel Website That Drives Direct Bookings.
Invest in SEO
With your target audience defined and your website optimised, the next step is getting eyes on your website.
Hotel SEO (search engine optimisation) is the process of optimising your hotel’s website to increase its discoverability on search engines such as Google and Bing. Put simply, it’s the process of getting your website to the top of Google.
It’s an ongoing, laborious process, but one that bears a lot of fruit if done properly. There’s a whole lot that goes into SEO and if you want the detailed ins and outs, check out this blog post: How To Do SEO For Hotels – The Complete Guide.
Use Social Media
Social media for hotels is no longer optional, it’s a must-have for hotels. Platforms like Instagram, Facebook and TikTok are ideal for raising awareness but also are fantastic places to showcase your hotel’s personality, engage with guests and generate bookings.
Often, travellers now check social media before booking a stay, and a strong social media presence builds trust and inspires bookings. People trust people, and word of mouth is still one of the most powerful forms of marketing – social media is the perfect way to tap into your and engage with your ideal audience.
If you’re looking to expand your reach through social, working with influencers or creating paid social media campaigns is a fantastic way to do this.
If you’re looking to drive your hotel’s social media forward, check out this helpful post: Social Media Marketing Tips for Your Hotel.
Drive Bookings With PPC
If you’re looking for fast results, Pay-Per-Click (PPC) advertising is a powerful tool. PPC allows you to place ads at the top of search results, capturing high-intent travellers actively looking for accommodation in your area.
Unlike social media advertising, which targets users at the awareness stage, PPC reaches people further down the booking funnel. Google Ads and Meta Ads enable precise targeting, helping you reach the right audience at the right time.
For expert opinions and tips on how to maximise your PPC efforts, check out this: What is PPC and why Does Your Hotel Need It?
Other Activities
Beyond digital marketing, there are several other strategies you can utilise to increase visibility and attract guests.
Collaborate With Local Businesses
Partnering with local restaurants, attractions, and event providers can enhance guest experiences and drive bookings. Consider offering exclusive packages that combine stays with local experiences.
Host Events
Hosting events at your hotel increases brand exposure and attracts both locals and tourists. Seasonal events, workshops, and social gatherings create buzz and encourage word-of-mouth promotion.
Some Final Thoughts
Understanding how to market a hotel covers a huge variety of things and requires a well-rounded approach to make a real difference.
By defining your audience, optimising your website, investing in SEO, leveraging social media, starting PPC and investing in offline methods, you can significantly increase bookings and recognition.
If you’re looking for expert help with your hotel marketing, get in touch with our team to see how we can help!
FAQs
Why is Hotel Marketing Important?
Hotel marketing is crucial for increasing visibility, maximising direct bookings and attracting the right guests. A good marketing strategy not only builds brand awareness but helps reduce reliance on OTAs.
How Much Should A Hotel Invest in Marketing?
Marketing budgets can vary depending on several factors including seasonality and the size and focus of your hotel, however, most hotels usually allocate up to 10% of their revenue to marketing.
How Do I Measure The Success Of My Hotel Marketing?
It’s important to track the results of your marketing efforts. Tracking data analytics metrics such as traffic, bookings, revenue and conversion rates will help you determine the return on investment and the effectiveness of your marketing. Use tools like Google Analytics to do this.
