Marketing hotels can seem like a tough gig in today’s increasingly competitive hospitality market; it’s hard to compete with AirBNB and large hotel chains that can seem to dominate with their large budgets.

If you run a boutique hotel or travel company and are feeling a little defeated, you’ve come to the right place. We provide practical, affordable consulting services to independent / owner-run boutique hotels and travel companies around the world, so that they can get on with providing their clients with the best service.

This article shares our top five effective marketing tactics for the hospitality world in 2023, more specifically owner-run hotel and hospitality firms. We're talking real, roll-up-your-sleeves strategies that'll amplify your hotel's charm, promote bookings and increase your revenue.

1. Make it Personal

Let's start with a simple truth: people love feeling special, especially where holidays are concerned. So, make them feel just that.

Dive into your customer behaviour data, explore their preferences and use that goldmine of information to tailor your marketing messages.

Some examples include offering personalised recommendations based on previous stay data, acknowledging important dates like birthdays or anniversaries with small gestures, using guests’ preferred communication method – email, call or text – for interactions, or utilising recorded guest feedback for service improvements. Diving deeper, you can also customise dining options for guests with specific dietary restrictions or cater to business travellers with in-room workspaces, express laundry and meeting transportation.

These are some small gestures that can make a big difference in your guests’ personalised experience.

2. Get Social, Get Visible

Social media shouldn’t be an afterthought – it’s the absolute star of the show when it comes to marketing strategies in the hospitality industry.

Beyond filling your social platforms with stunning images and the irresistible charm of your hotel, you need to also incorporate some of the unique features of your brand to help attract potential visitors.

One (relatively easy) way to do so? Document and share all of the unique events and activities going on at your hotel. Share examples of weekly events, live music nights, guest chefs or anything else that might intrigue potential guests to come check your property out for themselves.

Is your property light on events? Incorporate guests stories or staff features. These are two straightforward ways to make your brand feel way more human.

Shy staff? Personal anecdotes from you will add a healthy dose of charm to your online presence, and are likely to attract people.

Nothing to say? Most boutique hotels are a clear part of their local neighbourhood/community. So, share stories or cultural traditions that are local to your city or area. Tying your hotel closer to its unique location, and all of the traditions and points of interest therein, is a tried and true method of appealing to hopeful visitors.

Pro tip: Don’t stop there. Reach out to influencers who mesh well with your brand. It may seem cliche, but it’s truer than ever: a seal of approval from a popular, charismatic social media personality really can skyrocket your visibility and introduce you to fresh audiences, as long as the connection is authentic and what they post is true.

The Giraffe Manor in Kenya, Eln Fenn in Marrakech, and Cap Karuso on Sumba Island are three properties that do this brilliantly.

3. SEO: Your Digital Power Tool

A polished website alone won't cut it anymore. You need to be seen, and a strong SEO game is simply table stakes when it comes to visibility.

Research relevant keywords, and then infuse your site with them. Amp up your site’s meta descriptions, and also incorporate quality backlinks.

Background: advanced SEO can help your website rank higher on Google when people search for relevant keywords —putting you in front of more potential guests, and driving more direct bookings through website links. Higher search rankings create credibility and trust in your brand in the eyes of travellers, giving your brand a stronger reputation. Best of all, SEO is extremely cost-effective, so developing your organic search results is practically free compared to paid advertising!

Added bonus: Investing in SEO best practices provides a strong foundation for long-term success by making your website visible, credible, and easy to find on search engines. Confused? Ask us for more details.

4. Go Mobile, Or Go Home

Most travel plans are hatched and booked on mobile screens these days. If you're not mobile-friendly, you're missing out, big time.

Streamline your users’ mobile booking journey, from the very beginning - literally the website development stage. You can also list your hotel on mobile-friendly booking platforms like Booking.com, Airbnb, and Expedia. Many travellers prefer the convenience of these platforms for finding and booking accommodations from their mobile phone.

By prioritising the mobile experience of your hotel, you’re likely to appeal to more customers and see a positive impact on bookings and guest satisfaction.

5. Try out Video Marketing

Short, authentic videos on social media are a great way to showcase the highlights of your property and give potential guests a peek inside. Sadly, photos just don’t cut it anymore.

Platforms such as TikTok, YouTube Shorts, and Instagram Reels can help you utilise video marketing to show off your business, and reach your audience. Be sure to film videos that provide clear value to your viewers. Pro tip: “day in the life”-style videos that feature your property’s amenities, room tours, or nearby restaurants, are a fantastic start. You can then use these videos across your social channels, or in email newsletters to promote your hotel and attract more guests.

Remember, there's no one-size-fits-all for marketing tactics in the hospitality industry. These tactics are meant to spark your creativity, inspire your strategy and guide you on the path to success. Experiment, measure and tweak them to align with your unique brand and audience.

As your allies in hospitality consulting, we're all set to help you transform these strategies into success stories. Armed with industry knowledge and experience, we're ready to propel your business to unparalleled heights in 2023.

Want more effortless tips like these? Subscribe to our newsletter here. Need help, have questions or want to have a conversation with our founder, Ellie? Book in a chat here! You can email her on ellie@chironhotelconsulting.com or Whatsapp her on +33 6 34 15 99 78.