Top Hotel Marketing Trends for 2025 – What Every Hotelier Needs to Know

The hospitality world never stands still, and 2025 is no exception. The way guests book, experience, and interact with hotels is shifting fast, and hoteliers who adapt will come out on top. Whether it’s AI-powered marketing, sustainability-driven stays, or the explosive rise of short-form video, this year is all about staying agile, creative, and—above all—guest-focused.

So, let’s dive into the top trends shaping hotel marketing in 2025 and, more importantly, how you can use them to attract more direct bookings and build guest loyalty.

Personalised Guest Experiences – AI Makes Every Stay Unique

Gone are the days of one-size-fits-all hospitality. Today’s guests expect a hotel stay tailored just for them, and AI is making that possible. From pre-arrival emails suggesting experiences based on past stays to rooms that adjust to personal preferences, personalisation is now a non-negotiable.

Hotels that use guest data wisely—without being intrusive—will win big. Think automated yet thoughtful messaging on WhatsApp or Instagram, offering bespoke local experiences, and ensuring post-stay follow-ups feel personal, not just another generic promo. Guests don’t just want a room; they want to feel seen.

AI-Powered Marketing – Smarter, Faster, More Effective

Let’s be honest—manual marketing is so last decade. AI is now doing the heavy lifting, automating personalised email campaigns, adjusting ad bids in real time, and even predicting guest booking behaviour.

Expect smarter chatbots that do more than answer FAQs—they’ll handle full bookings. Generative AI is also stepping in, crafting ad copy, social media posts, and even website content in seconds. Meanwhile, AI-driven ad targeting ensures hotels reach the right guest at the right time, maximising ROI and reducing wasted spend.

Voice Search and Local SEO – The New Booking Battleground

With more guests booking via smart speakers and voice assistants, hotels need to rethink how they appear in search results. Instead of “London boutique hotel,” voice search queries are longer and conversational: “What’s the best boutique hotel in Covent Garden with a rooftop bar?”

Hotels that tweak their website copy to match these natural, question-based searches will get ahead. The secret sauce? An optimised Google Business profile, FAQs answering voice-search queries, and local SEO tactics that put your hotel in the right search results at the right time.

User-Generated Content – Let Guests Do the Talking

Authenticity is the name of the game. No matter how polished your ads are, nothing beats real guest experiences. More hotels are doubling down on user-generated content—resharing guest photos, encouraging video testimonials, and even rewarding social posts with perks.

A well-placed Instagram Story from a happy guest can do more for your brand than a thousand paid ads. And for luxury hotels, long-term influencer partnerships (instead of one-off promo stays) will drive deeper engagement and trust.

Mobile-First Strategy – If It’s Not Mobile, It’s Invisible

Your guests live on their phones—your hotel’s booking process should, too. Clunky mobile sites? Game over. A seamless, fast, and intuitive booking experience is now the gold standard.

Expect hotels to refine their mobile UX, offer app-based loyalty perks, and even roll out location-based marketing—like sending a last-minute discount to a guest walking past your hotel. Mobile check-in and keyless room access are also becoming the norm, making the guest journey effortless from start to finish.

Sustainability – More Than Just a Trend

Today’s travellers don’t just appreciate sustainable hotels—they expect them. Whether it’s refillable amenities, carbon-neutral stays, or sourcing local organic produce, sustainability isn’t just good for the planet—it’s good for business.

But it’s not just about what you do—it’s how you communicate it. Hotels that show their eco-initiatives through storytelling (rather than dry corporate statements) will connect far better with eco-conscious travellers.

Experiential Travel – A Stay Beyond the Room

Modern travellers want more than a comfortable bed—they want a story to tell. From immersive local experiences to behind-the-scenes access to cultural gems, hotels that create meaningful guest moments will win big in 2025.

Think private chef dinners in hidden locations, vineyard stays with hands-on winemaking, or partnerships with local artisans for exclusive workshops. It’s not about what your hotel offers—it’s about how it makes guests feel.

Direct Bookings – Making OTAs Work for You

The battle for direct bookings rages on, and hotels are getting smarter. With post-Booking.com policy changes allowing for price advantages on hotel websites, there’s more opportunity than ever to drive bookings away from OTAs.

Hotels that highlight exclusive perks—like free breakfast, better rates, or flexible cancellations—on their direct channels will thrive. Social media advertising and metasearch marketing are also becoming more crucial in capturing direct traffic and reducing commission fees.

Short-Form Video – Your Most Powerful Marketing Tool

If a picture is worth a thousand words, a short video is worth a million. TikTok, Instagram Reels, and YouTube Shorts are now the go-to travel inspiration platforms.

Hotels that invest in snackable, engaging video content—whether it’s a behind-the-scenes look at the kitchen, a time-lapse of the sunset view, or a guest sharing their stay—will attract attention (and bookings). User-generated short-form video will also play a bigger role, with more hotels encouraging guests to share their experiences through incentives and social media challenges.

And the Future? It’s All About Agility

If there’s one lesson 2025 will teach us, it’s that the only constant in hotel marketing is change. The hotels that thrive will be the ones that stay flexible, embrace new technology, and—above all—keep guests at the heart of everything they do.

So, the real question isn’t which of these trends you should adopt. It’s how fast you can start. Because in hospitality, standing still is never an option.

So what will you focus on this year?

À vous de jouer! (Your move!)