Hotel Digital Marketing Strategies

How do you make your hotel stand out and capture more bookings? Well, the secret lies in a robust hotel marketing strategy. It’s not just about having the fanciest rooms or the most amenities. It’s about how effectively you market these features. The good news is that a cozy boutique hotel can outshine a luxury giant with the right hotel digital marketing strategy.

I’ll break down actionable hotel marketing strategies that deliver results in this post. From optimizing SEO to leveraging social media, email campaigns, and local listings. I’ll show you how to use these strategies to reach and engage more customers.

Ready to transform your hotel’s marketing game and boost those bookings? Let’s dive in!

Key Takeaways

• Leverage social media and influencer partnerships to showcase your hotel’s unique amenities and experiences, engaging potential guests where they spend their time online. 
• Use customer personas created from guest data and feedback to tailor your marketing messages to address your target audience’s specific pain points and preferences.
• Optimize local SEO by focusing on local keywords, maintaining an up-to-date Google Business Profile, and actively seeking customer reviews to improve your online visibility.

Table of Contents

• Key Takeaways
• What is Hotel Marketing and Why is It Important?
• What Makes Hotel Digital Marketing Unique?
• Best Practices For Hotel Marketing
  • Know Your Target Audience
  • Choose Keywords That Align With Your Location and Audience Search Intent
  • Use Content Marketing To Build Trust and E-E-A-T
  • Manage Your Reputation
  • Take Full Advantage of Social Media
  • Partner With Relevant Influencers
  • Build An Effective Email Marketing Strategy
• How Agencies Can Help With Hotel Marketing
• FAQs
• Conclusion

What is Hotel Marketing and Why is It Important?

Hotel marketing uses online channels to attract guests, build brand awareness, and increase direct bookings. It helps:

• Boost visibility and reputation in a competitive market.
• Drive direct bookings, reducing online travel agency (OTA) reliance and commission fees. 
• Build guest relationships, trust, and loyalty with consistent online engagement.
• Enhances the guest experience before, during, and after their stay. 
• Enables data-driven personalization for tailored offers, dynamic pricing, and targeted ads.

Examples of hotel digital marketing include:

• SEO: Increases visibility and bookings by optimizing website content, using local SEO, optimizing site performance, and targeting relevant keywords. It also involves optimizing for voice search and mobile-friendliness.

• Email marketing: Retain guests with personalized emails offering discounts, loyalty perks, or last-minute deals.

• Social media marketing: Showcase user-generated content (UGC) on platforms like Instagram and TikTok to build brand awareness (from guests and influencers) and use targeted ads, Instagram Shopping, or Facebook CTA buttons to drive direct bookings.

• Retargeting with AI: Use AI-powered follow-up emails for users who abandon the booking process. These emails can include personalized content, like an enticing headline or an exclusive offer, to encourage users to return and complete their reservations. For example, TripAdvisor effectively uses this strategy by sending emails with reduced rates and attention-grabbing messaging to reengage potential customers. 

• Pay-per-click (PPC) advertising: Target high-intent travelers to boost bookings, conversions, and ROI. Here’s a sponsored Facebook ad with a CTA button as an example. In the example below, Terre Marine uses descriptive language like “stunning views” and “magical place,” along with a video to engage leads and sell the venue.

What Makes Hotel Digital Marketing Unique?

Hotel digital marketing has some unique challenges, and it’s not just from direct competitors. Travelers now have many tourist platforms to choose from, including online booking platforms like Expedia, Airbnb, and Vrbo.

Then there are:

• Evolving guest expectations: Hotels must stay flexible and adapt their marketing strategies according to visitors’ demands. For instance, research from Hilton shows that consumers prefer consistent, seamless experiences, with 80 percent saying they want to book their entire trip online. And 76 percent look for apps that reduce the stress and friction of traveling.
• Seasonal demands: Changing demands throughout the year means that a hotel’s digital marketing strategy has to focus on seasonal SEO to drive conversions during peak times. Digital marketing strategies must also be dynamic to cater to key events and traveler preferences. 
• Local SEO: Since hotels are destination-based, a local SEO strategy is essential.,
• Competition from online travel agencies (OTAs): Hotels must compete with OTA’s. This creates a unique challenge for hotels to implement strategies that encourage direct bookings and reduce the reliance on third-party platforms.
• Guest-centric focus: The hospitality sector prioritizes creating memorable experiences, making emotional connections, and building loyalty more important than other industries.
• Complex guest journey and technical integrations: The hotel industry must address multiple touchpoints – pre-booking research, the stay itself, add-ons, and post-stay engagement. 

Best Practices For Hotel Marketing

Want to get ahead with your hotel marketing? Here are some key practices to follow:

Know Your Target Audience

Successful hotel marketing means getting inside your customers’ heads and understanding their common pain points, including:

• Confusing pricing with added, unexpected fees.
• Poor amenities.
• Concerns over hidden fees.
• Lack of Wi-Fi for guests
• Families that want kid-friendly features and perks.

You can determine this by looking at your target market and how well your offerings cater to it. But you need a customer persona to truly understand what makes your customers’ minds tick.

Creating detailed customer personas is like being a detective. You need to gather clues about your guests and piece together their profiles.

These personas help you understand what drives your guests, what they value, and how you can meet their expectations. By defining specifics for these personas, you’re not shooting in the dark. You’re strategically aiming your marketing efforts to resonate with the exact people you want walking through your hotel doors.

For a luxury hotel, your persona might be “John,” a mid-40s executive traveling for business and leisure. John values privacy, personalized services, and experiences that reflect his status. He’s tech-savvy, active on social media, and influenced by high-end brands.

Or maybe it’s “Sarah,” a travel influencer seeking unique, Instagram-worthy experiences. She’s not just a guest—she’s a potential brand ambassador for your hotel. Here’s an example of a detailed customer persona:

Choose Keywords That Align With Your Location and Audience Search Intent

After understanding your target personas, the next step is ensuring your customers can find you online. Search engine optimization is a crucial component of a hotel marketing strategy, helping your website and business become visible to people actively searching for what you offer. SEO keywords are pivotal to this process.

One way to use them is to optimize your online content so that when someone types “best hotels in [your location],” your hotel pops up in those top search results.

Here’s how to get the most from your SEO keywords:

Do keyword research: SEO starts with keyword research. But here’s the thing—not all keywords are created equal. You’ve got broad keywords like “hotels in San Diego,” which are super competitive. Then, there are long-tail keywords like “budget boutique hotels near San Diego downtown.” These are more specific and less competitive, making it easier for you to rank higher. 

Use a tool like Ubersuggest to help get your keyword research started. You can learn what people are searching for and create content ideas around that keyword. 

Source: Ubersuggest

Claim and optimize your Google Business Profile: Double-check your details, keep them up-to-date, and add images of your hotel, its rooms, amenities, local attractions, etc. Verify your profile and ensure it’s updated regularly with reviews, high-quality photos, and special offers. 

Source: Google Business Profile

To truly stand out, your hotel needs to be visible where your potential guests are looking. That’s where listings and directories come into play, serving as crucial touchpoints in the customer journey.

Be featured in industry directories: It’s about being present and prominent on many platforms travelers use to discover their next stay. This includes specialized travel directories, hotel comparison websites, and even local business listings that offer a window into your locale.

For instance, listing your hotel on TripAdvisor, Yelp, or Booking.com can significantly increase your visibility. These sites provide essential information and offer reviews and ratings, which are gold for potential guests making decisions.

Don’t overlook the power of niche directories catering to specific travelers. Whether it’s luxury resorts, family-friendly stays, or eco-conscious accommodations, being listed in these specialized directories puts you directly in front of your target audience.

Write location-specific pages: Write blogs and landing pages focusing on local attractions, travel tips, local events, etc. These pages can be optimized with local keywords. For example,  “Your Ultimate Weekend Getaway in [City],” like this great example from Leonardo Hotels:

Use Content Marketing To Build Trust and E-E-A-T

Another useful tactic is building your content marketing around E-E-A-T (Experience, Expertise, Authority, and Trustworthiness). 

Providing valuable information to your readers increases engagement and helps improve online rank and visibility in the SERPs — it’s what the Google algorithm prefers. For instance, you could: 

• Share helpful information that helps travelers plan their trips, from local attraction guides to behind-the-scenes glimpses of the hotel experience. 
• Showcase your hotel through original photos, videos, detailed tours, and feature content from qualified staff like your head chef sharing signature dishes to establish expertise. 
• Build authority through consistent, high-quality content that earns backlinks from reputable travel sites.

Use tools like Google’s Keyword Planner to find popular and trending search topics. Then, amplify this content through social media and email marketing. For example, offering seasonal event guides for busy holiday periods. This type of content helps to build trust with your audience, as does: 

• Sharing genuine guest testimonials and reviews, with enticing visuals. 
• Responding promptly to reviews and feedback, showing you value your guest’s opinions. 
• Clearly communicating your policies, such as cancellation and refund policies. 

Think of your hotel’s blog or website as a travel guide. Remember, content marketing is about engaging and informing potential guests, making them excited about their experience at your destination.

Manage Your Reputation

Online reviews are the digital word-of-mouth for your hotel marketing. They have the power to build or break your reputation. Actively managing these reviews is crucial to your hotel digital marketing strategy. And they’re a vital part of your social proof.

Sites like Google, TripAdvisor, and OTA platforms are where potential guests go to vet their options. Encourage guests to leave reviews by making the process easy and intuitive. This can be as simple as sending a follow-up email post-stay with a link to review sites.

But gathering reviews is just half the battle—the real work lies in how you respond. Whether a review is glowing or critical, make your response prompt, personalized, and professional. As I mentioned earlier, it shows that you value guest feedback and you’re committed to continuous improvement.

Source: La Concha Renaissance San Juan Resort Reviews

Dealing with negative reviews offers a chance to demonstrate your commitment to customer service. Address the issue raised, offer an apology if necessary, and explain any steps taken to prevent future occurrences. This transparency can turn a negative experience into a positive impression for potential guests reading the reviews.

In the case of positive reviews, a simple thank you can go a long way. It acknowledges the guest’s effort in leaving a review and enhances their sense of connection to your brand. Where appropriate, you can also use positive reviews as a springboard to highlight specific amenities or services that the guest enjoyed, subtly promoting them to future guests.

Take Full Advantage of Social Media

Social media is a crucial component of any hotel marketing plan, using platforms like Facebook and Instagram to connect directly with the target audience. These channels allow you to showcase your hotel and its offerings through visually appealing and shareable content. But first, you need to identify where your core audience spends their time.

Finding the best social media platforms requires a basic understanding of where your target audience hangs out and their preferred content format:

• A younger, trend-conscious audience usually prefers TikTok and Instagram, and the image-rich format.
• LinkedIn is the most obvious platform if your audience is corporate travelers or those who may travel for work.
• Facebook offers a blend of community groups, business pages, and paid advertising opportunities. 
• And you’d pick X for real-time news, trends, and direct conversations with guests. 

You can also check out your competitors and see where similar brands shine. Like this post from Espacio, which uses a single image and some brief text  to say it all:

Source: Instagram

Tailor your social media strategy to echo the preferences of your guest profiles—be it families, business travelers, or couples. Use stories, reels, and posts to highlight your hotel’s unique aspects and local attractions. Incorporating engaging offers and strategic use of hashtags can significantly broaden your reach.

Partner With Relevant Influencers

We can’t talk about social media without mentioning influencer marketing. It’s a game-changer, especially for hotels.

You don’t need mega-celebrities to create a buzz. Instead, turn to micro-influencers—those with followings typically ranging from 10,000 to 50,000 highly engaged followers. These influencers often have a focused niche, making their content more authentic and their recommendations more trustworthy to their audience.

The beauty of working with micro-influencers lies in their relatability. Their followers often see them as peers, making their endorsements more like personal suggestions than paid promotions. This can lead to higher engagement rates and more genuine interest in your hotel.

When choosing micro-influencers, look for alignment with your hotel’s values and aesthetic. A travel blogger who posts about luxury escapes could be a perfect match for a high-end hotel. In contrast, a family travel influencer might be better suited for a resort catering to family vacations.

Source: Instagram

For example, mommy blogger Ilana Wiles, known as @mommyshorts, shared her visit to London and surrounding areas. She created content the entire time she was there, showcasing how much fun she had, what was included, and how to make the best of the trip. 

Collaborating with these social media influencers could range from offering a complimentary stay in exchange for social media coverage to co-creating content that showcases your hotel’s unique experiences. The key is to maintain a balance between providing guidelines and allowing influencers to express their genuine opinions. This authenticity resonates with their audience and, in turn, reflects positively on your brand.

Build An Effective Email Marketing Strategy

Email marketing remains one of the most effective tools in your arsenal for hotel marketing. It’s direct, cost-efficient, and highly targeted. 

Building a robust email list starts with the basics—collect email addresses during guest stays, and always ensure you have their permission to send promotional messages.

Once you have a solid database, the real magic begins. Use emails to create a narrative around your hotel, tell your story, and offer exclusive deals. Check out this example from Premier Inn:

Customize your messages to different types of guests by using email segmentation.  By dividing your email lists into smaller, more specific groups based on factors like demographics, purchase history, and engagement levels, you can boost your open rates, engagement, and conversions. For example, a returning guest might appreciate a loyalty discount, while a first-time visitor could be enticed by a special package that includes a popular local experience. 

Pre-stay emails are a goldmine for enhancing the guest experience and boosting revenue. Use them to inform guests about available upgrades, unique dining experiences, or spa services – setting the tone for the stay and increasing anticipation.

This example from Down Hall shows how well it knows its customers. The email starts with a personalized greeting and invites the guests to communicate any additional needs while upselling service upgrade options.

Source: Revinate

Remember, every email is an opportunity to add value to your guests’ experience, not just a sales pitch. It’s about building a relationship, offering them something of worth, and making them feel valued and excited about their stay.

How Agencies Can Help With Hotel Marketing

As mentioned earlier, hotel marketing has unique challenges, like fluctuating demand, high competition, and the need for a personalized approach. An agency specializing in hotel digital marketing can provide strategic solutions to help you navigate these complexities.

Agencies have the tools, expertise, and staffing to raise brand awareness, analyze your current strategy, and personalize your marketing. Over time, this increases organic traffic, builds customer trust, and enhances engagement. Partnering with agencies also helps to:

• Identify and address expertise gaps in areas like analytics, campaign optimization, and creative strategy development.
• Develop data-driven strategies to track performance and maximize ROI across all channels. 
• Create scalable solutions to boost direct bookings and reduce dependency on OTAs.
• Enhance local SEO to improve visibility in searches.
• Design hyper-targeted campaigns for social media and email that deliver personalized and impactful messages to the right people.
• Strengthen brand loyalty by crafting cohesive, personalized experiences throughout the customer journey.

Take Ovalo Hotels, for example, which achieved remarkable results by partnering with my marketing agency, NP Digital. We achieved a 36x return on ad spend for search campaigns and a 20x average ROAS across their 11 properties. Similarly, we helped Elk Springs Resort enhance its email marketing performance, resulting in improved personalization and higher conversion rates:

These success stories highlight the key benefits of agency partnerships: access to specialized expertise and tools for enhanced brand awareness and engagement.

FAQs

How can hotels enhance their online presence?

Enhancing your hotel’s online presence is about creating a strong, cohesive digital footprint. This includes a user-friendly website, active social media profiles, engaging content marketing, and robust SEO practices. Ensure your website offers the best user experience by making it mobile-friendly and easy to navigate. Regularly update your social media with high-quality content that reflects your brand’s personality. Also, leverage online reviews and testimonials to build trust and credibility.

How can hotels use social media for effective marketing?

Social media marketing for hotels is about engaging with your audience meaningfully. Use platforms like Instagram and Facebook to showcase your property’s unique features, share guest experiences, and promote special offers. Utilize stories and reels for dynamic, behind-the-scenes content. Engage with your audience by responding to comments and messages. And don’t forget to use targeted hashtags and influencer collaborations to extend your reach.

Conclusion

In the bustling world of hotel digital marketing, standing out requires creativity, strategy, and a deep understanding of your guests’ needs. It’s about weaving a compelling narrative using storytelling that attracts guests and turns them into loyal advocates for your brand. With the strategies we’ve discussed, you’re well-equipped to elevate your hotel’s marketing game and drive those all-important bookings.