Marketing That Works for Hospitality Businesses

The hospitality industry runs on experience, ambiance, and trust, but marketing it well in the digital age has become more complex than ever. Whether you run a boutique hotel, a B&B, or a vacation rental, this post breaks down what’s actually working (and what isn’t) in today’s fast-changing landscape.

The hospitality industry runs on experience, ambiance, and trust, but marketing it well in the digital age has become more complex than ever. Whether you run a boutique hotel, a B&B, or a vacation rental, this post breaks down what’s working (and what isn’t) in today’s fast-changing landscape.

Introduction

Hospitality marketing has always centered on storytelling, but the way that story is told has evolved dramatically. In recent years, guests have shifted from relying on glossy brochures and travel agents to reading reviews, scrolling social media, and seeking personalized, immersive experiences online. At the same time, competition has exploded with platforms like Airbnb, boutique hotels, and destination resorts all vying for the same attention.

Most hospitality businesses lean heavily on word of mouth, OTAs (online travel agencies), and seasonal promotions. But too often, they’re leaving money on the table by underutilizing direct booking strategies, content marketing, and brand-building campaigns. The good news? When done right, hospitality marketing can generate loyal fans, repeat bookings, and referrals at scale. Let’s dive into how.

What Others Are Doing in Their Marketing for Hospitality

Many local hospitality businesses rely on a few tried-and-true strategies: listings on major booking platforms like Booking.com and Airbnb, maintaining a somewhat-updated website, and running seasonal Facebook ads or Google PPC campaigns. They often rely heavily on word-of-mouth, TripAdvisor reviews, and hope that proximity to local attractions does most of the heavy lifting.

Where are they putting in budget and effort?

Mostly into OTA fees, paid ads, and sometimes professional photography, which is valuable, but only part of the story. Social media, if used at all, tends to focus on sporadic “vacancy” posts or scenic photos with minimal engagement strategy behind them.

What’s overdone or outdated?

Relying too much on third-party platforms to tell your story. OTAs may bring bookings, but they also take a cut and limit your brand identity. Also outdated: ignoring your Google Business Profile or failing to manage your online reviews actively. People are making decisions based on local reputation faster than ever, and a passive approach simply doesn’t cut it anymore.

What’s Working

Imagine The Inn at River’s Edge, a fictional 14-room inn in a mid-sized New England town. Instead of relying entirely on OTAs, they started showcasing guest experiences on Instagram and TikTok—featuring weekend itinerary suggestions, cozy breakfast moments, and stories from returning guests. They partnered with three local businesses: a bakery, a kayaking company, and a vintage shop, cross-promoting each other through a “Weekend Like a Local” package.

That kind of hyper-local storytelling works.

Short-form video is king, especially on Instagram Reels and TikTok. A well-edited 30-second walkthrough of a cozy room, a sizzle reel of your town’s hidden gems, or a "day in the life" of your guest experience grabs attention and builds trust fast.

Also proving effective: community-based marketing. This includes local influencer stays, co-hosted events with nearby eateries, and highlighting local festivals or happenings. Guests want more than a bed—they want to feel like they belong somewhere special, even for just a weekend.

Platforms generating ROI include:

• Instagram & TikTok for brand storytelling and local flavor.

• Google Business Profile for being discovered in “near me” searches.

• Email marketing for returning guests and referral offers.

What Isn’t Working

Relying too heavily on OTAs (Online Travel Agencies) like Expedia or Booking.com without investing in your own direct booking strategy. Yes, they bring traffic, but you’re paying hefty commissions and not building guest loyalty. Many local properties aren’t even trying to convert OTA guests into repeat direct-booking customers.

Another pitfall is boosting posts without a plan. Tossing $50 behind a Facebook post of your breakfast nook won’t move the needle unless it’s part of a broader strategy, like retargeting website visitors or promoting a seasonal package. Random boosting is like setting money on fire.

I also see a lot of “one-and-done” content marketing, like posting a beautiful room reveal with no follow-up. Or worse, marketing that talks only about rooms and rates, never the experience or community.

The bigger mistake, though, is confusing tactics with strategy. Running a giveaway without nurturing new followers afterward. Posting on Instagram daily without a clear brand story. Or setting up a Google ad without optimizing your landing page. Activity is not the same as progress.

Where You Should Spend Time & Resources

1. Build Direct Booking Power. Invest in your own website, especially your booking flow. Use tools like BookDirect, Cloudbeds, or Little Hotelier to streamline the process and capture email addresses. Make it easy for returning guests to book again, with perks like discounts or early check-in.

2. Make Local SEO Your Best Friend. When people search “boutique hotel in [your town],” are you showing up? If not, optimize your Google Business Profile, embed Google Reviews on your site, and start a blog highlighting local attractions, events, and restaurants. Think like a concierge and answer the questions future guests are Googling.

3. Leverage Email Like It’s 2012 (because it still works!). Most local hotels don’t email their guests at all. That’s a missed opportunity. Set up a simple three-part post-stay sequence:

• Email 1: Thank you + feedback request

• Email 2 (a week later): Highlight another room, season, or package

• Email 3 (a month later): Offer a “locals-only” discount or referral reward

Weekly Content Rhythm for Local Hospitality

Monday – "Behind the Scenes" Day

• Post a casual Instagram Story or Reel showing morning room prep, kitchen hustle, or housekeeping wins.

Tuesday – “Testimonial Tuesday”

• Share a recent 5-star review or quote from a happy guest across Instagram, Facebook, and Google.

Wednesday – “Local Spotlight”

• Highlight a local restaurant, event, hike, or shop that your guests would love.

• Tag the local business for cross-promotion and to build community goodwill.

• Use Stories and a carousel post or Reel to drive engagement.

Thursday – “Throwback + Why Visit Now”

• Show a throwback photo or video from the property or a past guest experience.

• Pair it with a reason to visit this weekend or season (e.g., fall foliage, spring events).

Friday – “Feature Friday”

• Showcase a special room, weekend package, or amenity (like brunch or spa access).

• Include a clear CTA: “Click the link in bio to book direct and save.”

Saturday – “Social Proof Saturday”

• Repost tagged photos or videos from guests staying with you right now.

• Encourage tagging with a branded hashtag (e.g., #StayConcordStyle).

Sunday – “Sunday Reset” + Booking Reminder

• Post a relaxing image (e.g., coffee on the balcony, quiet lobby, sunset views).

• Include a link to your booking page and a reminder of direct booking perks.

The magic is in consistency—not perfection. You’re not marketing the fanciest hotel in the world, you’re marketing the most memorable stay in town.

Pro Tips & Growth Levers

1. Partner with local micro-influencers for “experience stays.” Don’t aim for national travel influencers—go local. Invite well-followed community voices (think food bloggers, lifestyle creators, or regional wedding photographers) for a free overnight in exchange for authentic content and a shoutout. This drives hyper-relevant visibility.

2. Use smart automations for pre- and post-stay communication. Tools like Hostfully, Revinate, or Mailchimp integrations can trigger branded messages for confirmations, upsells (like “add late checkout”), and thank-yous. These small touchpoints often lead to glowing reviews and repeat stays.

3. Embed your Google Reviews into your site dynamically. Many hotels forget this simple trust-building win. Use a widget (like Elfsight or Tagembed) to rotate recent reviews on your homepage and booking page. It’s social proof that converts.

Conclusion: Turn Browsers Into Bookers

Local hospitality businesses like yours can’t afford to waste time or ad dollars on scattered tactics. The solution? A smarter, story-driven strategy that plays to your strengths—your people, your town, your personality. When you market like a chain, you lose your charm. When you market like you, you win loyalty.

Ready to get more bookings with less stress? Let’s build your marketing foundation together. Book a discovery call and let’s turn your property into a local legend.