Independent hotels in secondary markets often face a unique challenge: how to expand their audience beyond niche segments while preserving their character.
NB: This is an article from Strategic Solution Partners
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At Strategic Solution Partners, we tap into deep local insight and creative collaboration so hotel properties can find their next wave of growth.
In this case study, Cary Broussard – SSP’s Marketing Industry Expert and Founder of Broussard Global Communications – shares how a six-month revitalization of the marketing plan for a hotel in the Texas Hill Country generated measurable increases in bookings, diversified revenue streams, and laid the foundation for long-term success.
The Revenue Challenge:
Messina Inn of Wimberley, Texas, had primarily marketed itself as a wedding venue, which left shoulder seasons and midweek bookings consistently soft. While the property’s location on 13 acres was stunning, the rooms and public spaces had not undergone major updates in some time, and wedding bookings had gently tapered off since their peak in 2020–21.
The inn’s manager sought to transform the business into a well-rounded, profitable hotel offering while maintaining wedding business.
The Marketing Strategy and Solution:
Cary and Broussard Global Communications implemented a comprehensive strategy with a focus on visibility, partnerships, and product enhancement:
- Laying Operational Foundations for Growth
To ensure sustainable success, Cary and the Broussard Global team prioritized internal alignment and long-term planning. A 2024 focus group revealed clear guest expectations and guided the development of a comprehensive marketing and PR blueprint. From there, they built a strategic operating plan that outlined service standards, revenue goals, competitive benchmarking, and consistent guest experience delivery.
- Reworking the Inn’s Digital Presence
Cary conducted a full SEO and digital branding audit. Broken links were repaired, visuals and keywords were optimized, guest reviews received more frequent responses, and new testimonials were published. These improvements lifted Google search rankings and reduced reliance on OTAs by increasing direct bookings.
- Expanding Beyond Weddings
Cary launched seasonal and holiday room packages to diversify demand and attract leisure travelers during shoulder seasons. This included tailored promotions that highlighted the Inn’s location and peaceful, natural setting – an ideal draw for solo travelers, couples, board meetings, and small groups seeking relaxation such as yoga, meditation, and hiking in Hill Country.
