What are the most effective ways for small hotels to promote themselves?

NB: This is an article from Ratemetrics, one of our Expert Partners

Unlike larger chains, small hotel owners face a unique set of challenges when it comes to promoting their hotels. With limited budgets and resources, it can be challenging to compete with larger hotels and chains that have a more extensive marketing budget and reach. However, there are several strategies that small hotels in particular can leverage for promotional purposes.

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Optimize Your Online Presence

It should go without saying, but an online presence is crucial for promoting any hotel, regardless of its size. Whilst hotels without a website are probably a rarity now, simply having a website is not a key to success in itself. Hotel owners need to ensure that their hotel’s website is user-friendly, mobile-responsive, and optimized for search engines. This will help potential guests find your hotel when they are searching for accommodations online.

For the less tech-savvy hotel owners, we would recommend hiring a digital marketing professional to review, recommend and implement the necessary changes to your website. This doesn’t have to be an expensive endeavour, websites like Fiverr are cost-effective ways to find professional services – just make sure to request to see reviews, and examples of their work.

In addition to a website, hotel owners should also make sure their hotel is listed on OTA websites and local listing directories. This will help your hotel reach a wider audience and improve your search engine rankings. However, be sure to pay attention to rate parity (Ratemetrics can help monitor this!).

Embrace Social Media

Social media is a cost-effective way for small hotel owners to promote their hotels and connect with potential guests. Make sure you have social media accounts set up, regularly updated with new content, and make sure your guests know where to follow you.

Make sure to choose you right platform for your target guest type. For example, TikTok might seem hugely popular, but are the users your target guests? We recommend choosing two platforms, and doing them well, rather than having accounts for every single social platform that are infrequently updated.

Social media is also a great way to engage with past and future guests. Responding to reviews, comments, and messages in a timely manner can help build loyalty and trust among your followers.

Leverage Influencer Marketing

Influencer marketing is becoming an increasingly popular way for small hotel owners to promote their hotels. By partnering with social media influencers who have a large following, hotel owners can reach a wider audience and build credibility and trust with potential guests.

When selecting influencers, it’s important to choose individuals whose followers align with your hotel’s target audience. This will help ensure that the influencer’s audience is genuinely interested in your hotel and more likely to book a stay.

Offer Special Deals and Packages

One way to entice potential guests to book a stay at your hotel is by offering special deals and packages. For example, you could offer a discount for guests who book directly through your hotel’s website or offer a package that includes a free meal or activity.

Promoting these deals and packages on your hotel’s website, social media channels, and email newsletters can help generate interest and increase bookings.

To conclude, small hotel owners can effectively promote their hotels in 2023 by optimizing their online presence, embracing social media, leveraging influencer marketing, and offering special deals and packages. By implementing these strategies, small hotel owners can reach a wider audience, build credibility, and increase bookings.

Be sure to check out our Marketing Guide and Social Media Playbook for more top tips

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