How to Create a Hotel Marketing Plan that gets results
Let’s be real—most hotel marketing plans collect dust in a folder somewhere. Why? Because they’re often overcomplicated, filled with jargon, and not built for action.
A great marketing plan should be simple, strategic, and laser-focused on one thing: driving results. It’s your roadmap to more direct bookings, higher revenue, and a hotel that stands out from the crowd.
If you’ve ever struggled with where to start or how to get your GM on board, don’t worry—I’ve got you covered. This guide will walk you through the essentials so you can create a plan that’s practical, effective, and actually gets used.
Let’s dive in.
1. Set Clear, Measurable Goals
Before anything else, define what success looks like. Without clear objectives, you cannot create a plan that delivers results.
Your goals should be:
Specific – Instead of increasing bookings, aim to increase direct bookings by 15 percent in six months.
Measurable – Track data to assess performance.
Realistic – Set achievable targets based on market conditions.
Examples of strong marketing goals:
Increase direct website bookings by 15 percent and reduce reliance on OTAs.
Grow occupancy during low season with targeted email campaigns.
Build brand awareness in key feeder markets through strategic partnerships and advertising.
If your general manager asks why you are doing something, your goal should immediately provide the answer.
2. Understand Your Current Position
Before investing in marketing, analyse where you currently stand. Without this, any plan is just guesswork.
Key areas to audit:
Website traffic and conversion rate – How many visitors book a stay?
Social media engagement – Are you attracting genuine interaction?
OTA versus direct bookings – What percentage of revenue comes from each?
Guest reviews and reputation – What are people saying about your hotel?
Competitor Research: What are similar hotels excelling at? Where are they falling short?
A simple SWOT analysis will highlight strengths, weaknesses, opportunities, and threats.
Strengths: What do guests love about your hotel? (e.g., location, service, unique amenities)
Weaknesses: What areas need improvement? Does your website feel outdated?
Opportunities: What untapped markets or trends can you leverage? (e.g., eco-conscious travel or remote work packages?)
Threats: What challenges could impact your business? Think new competitors, economic challenges…
This analysis will help you identify quick wins and long-term strategies. Tools like Google Analytics, STR reports, and Lighthouse are invaluable here.
3. Define and Understand Your Audience
Who are you trying to attract? To craft messaging that resonates, you need to go deeper than just demographics.
Segment your audience by:
Demographics: Age, income, nationality, etc.
Psychographics: Travel motivations, interests, and behaviours.
Booking Patterns: Are they direct bookers, OTA users, or corporate travellers?
Action Step: Build detailed guest personas.
Examples:
Family Fiona looks for kid-friendly amenities, activities, and spacious rooms.
Solo Sam values convenience, local experiences, and good Wi-Fi for working on the go.
Weekend Warrior Will – Young professional looking for a quick escape, books last-minute deals.
Once you know who you’re talking to, you can craft marketing messages that feel personal and relevant.
4. Create a Unique Value Proposition
Your value proposition answers the question: why should a guest choose your hotel over any other?
Avoid vague claims like excellent service and a great location. Instead, highlight what makes your property stand out.
For example:
The only boutique hotel in the city with a private rooftop dining experience.
A serviced apartment designed for digital nomads, featuring ergonomic workspaces and long-stay benefits.
A luxury resort offering sustainable travel experiences with locally sourced cuisine.
If you cannot summarise your hotel’s uniqueness in one sentence, refine your message before moving forward.
5. Budget for Impact
Every successful marketing plan is backed by a smart, intentional budget. Allocate funds where they’ll make the biggest impact!.
Digital Marketing (40-50%): Website, SEO, social & paid ads and content.
Traditional Channels (20-30%): Public relations, local sponsorships, print campaigns (yes, there is still a need for it) and exhibitions.
Guest Experience (10-20%): Loyalty programmes or exclusive perks.
Contingency (10%): Leave room for experimentation, such as influencer marketing or emerging technology.
Remember, a well-spent £1 can lead to £10 in revenue if focused on the right channels. Avoid randomly boosting social media posts. Invest in strategies that generate measurable returns.
6. Focus on the Right Marketing Channels
Not every marketing channel will be right for your hotel. Focus on the platforms where your ideal guests are most active.
The most effective channels include:
Your website – Ensure it is fast, mobile-friendly, and optimised for search engines.
Google Ads and retargeting – Capture travellers already searching for hotels in your area.
Email marketing – Build relationships with past guests and encourage repeat bookings.
Social media – Engage with potential guests through storytelling and user-generated content.
Local SEO – Optimise your Google Business Profile to attract searches for hotels near your location.
The best marketing doesn’t feel like marketing. Show guests what makes your hotel special—don’t just tell them.
7. Create Content That Drives Bookings
Content is one of the most effective tools for increasing visibility and converting interest into bookings. The key is to make it useful, engaging, and aligned with what guests are looking for.
High-impact content ideas:
Short-form videos: Showcasing unique experiences at your hotel.
Local guides: Featuring the best places to eat, visit, and explore.
Guest testimonials: Real stories create trust.
Behind the Scenes: Showcase your team and unique touches.
Seasonal offers and travel inspiration.
The key is consistency—keep showing up where your audience is for top of mind. Why not partnering with influencers who share your brand values to amplify your reach.
8. Measure Performance and Optimise
A marketing plan is not a one-time project. Monitor performance, analyse data, and refine your approach over time.
Key metrics to track:
Website traffic and conversion rates.
Direct booking percentages versus OTA reliance.
Revenue per available room (RevPAR) and average daily rate (ADR).
Social media engagement and follower growth.
Campaign ROAS: Which ads or strategies delivered the most bookings?
If something is working, allocate more resources to it. If something is underperforming, adjust your strategy and prepare to cut it all together.
9. Present Your Plan with Confidence
Once your marketing plan is ready, the next step is securing buy-in from your general manager or stakeholders.
To make an impact:
Begin with the big picture – Highlight how your plan aligns with the hotel’s financial goals.
Use visuals – Charts and data-driven insights make your case stronger.
Focus on return on investment (ROI) – Demonstrate how marketing spend translates into revenue growth.
Be prepared to answer questions and adapt based on feedback.
If you show ROI potential and strategic thinking, you’ll get buy-in every time.
10. Stay Ahead of the Curve
The hospitality industry is always evolving, and YOU should stay ahead of trends. Be open to trying new tools, testing unconventional ideas, and learning from results.
Emerging opportunities to explore include:
AI-powered chatbots for personalised guest interactions.
Sustainability initiatives that align with eco-conscious travellers.
Virtual reality tours to enhance the online booking experience.
Being adaptable and proactive will keep your hotel at the forefront of the market and your guests.
What to know more: read the Top Hotel Marketing trends in 2025!
Final Thoughts
A strong hotel marketing plan is focused, strategic, and designed for action. By setting clear goals, investing in the right channels, and continuously refining your approach, you can drive more direct bookings and long-term success.
The most effective marketers are not just creative—they are data-driven, adaptable, and always looking for the next opportunity to grow.
Now it is time to create a plan that delivers real results. Throw away the old one and break it down in quarterly actions, it is more effective.