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When you run an independent hotel, you don’t have access to the
same instant name recognition or giant marketing budget that the
national chains do. Independents require a different set of hotel
marketing strategies. Check out a few independent hotel marketing
strategies for your unique, boutique, and local hotel:
When guests tell you how much they enjoyed their stay with you, ask
them to tell their friends. People trust their friends’ recommendations.
This sort of independent hotel marketing has the advantage of
authenticity, and has more weight than any ad campaign.
You can also urge happy guests to share their experiences on review
sites. Many people consult these when deciding where they would like to
stay during a trip. Just make sure that you do not ask for positive
reviews; many sites view this as rigging the system, and will delete
reviews that they feel were solicited or dishonest. If you do receive
negative reviews, ensure that you have a plan to respond and make
changes within your organization.
Pinterest and Instagram are great for posting attractive pictures of your hotel and attractions in the surrounding area. Facebook
lets you reach out to past and prospective guests. An attractive
website with a frequently-updated blog means that you show up higher in
search engine results and are more likely to be seen by future guests.
The character of an independent hotel is different from a large chain, so, boutique hotel marketing strategies
are different, as well. Use these platforms to show what sets your
hotel apart. Demonstrate your hotel’s unique attributes. Showcase
features such as one-of-a-kind rooms or special amenities such as
complimentary breakfast or bike rentals. By sharing all of this, you can
evoke the romance of a getaway and capture new guests.
Sometimes, you are too close to your business to develop the best
marketing plan. An independent marketing consultant can look at your
independent hotel business from the outside and make marketing
The most important thing to remember is that grassroots marketing is
an ongoing process. It takes consistent social media updates and ongoing
interactions with guests to make inroads. But, over time, these hotel
marketing ideas will pay off in increased awareness and happy, new