Marketing Hospitality: What Actually Works in 2025
- Alim Marketing
- Oct 22
- 7 min read
Updated: Oct 24
Hospitality marketing is broken.
Most hotels and restaurants still market like it's 2015. They post pretty food photos on Instagram. Run the same Google Ads their competitors run. Send generic "we miss you" emails.
Then they wonder why bookings are flat.
I've worked with hospitality brands across four markets – from budget hotels in Kazakhstan to luxury properties in Dubai, casual dining in Singapore to fine dining in Melbourne.
Hospitality marketing isn't about having the best photos. It's about understanding why people actually book.
Let me break down what's working right now, what's dead, and exactly what you should do instead.
From Selling Rooms to Selling Experiences
Nobody books a hotel room.
They book a business trip where they need to be productive. A romantic getaway. A family vacation. A staycation to escape their kids for 48 hours.
Nobody books a restaurant reservation. They book an anniversary dinner. A first date. A business lunch where they need to impress. A casual Friday night with friends.
Same product. Different motivations.
Your marketing needs to speak to the motivation, not the product.
Example:
❌ Bad hotel ad: "Spacious rooms, free WiFi, 24-hour reception"
✅ Good hotel ad: "Your 6am flight is stressful enough. Stay 2 minutes from the airport and actually sleep."
❌ Bad restaurant post: "Fresh ingredients, award-winning chef, beautiful interior"
✅ Good restaurant post: "The anniversary dinner where you don't have to worry about anything. We've got the rest."
See the difference? One talks about features. The other talks about what the customer actually wants.
Don't!
1. Generic Instagram Food Porn
Every restaurant posts the same overhead shot of their signature dish. Beautiful lighting. Perfect plating. Zero context.
Nobody cares anymore.
Why? Because every restaurant does it. Your $18 burger looks the same as their $32 burger in a photo.
Show the experience around the food. The couple laughing. The business meeting. The family celebration.
The context sells, not just the plate.
2. "We Miss You" Emails with 10% Off
This is the laziest email in hospitality marketing.
Subject: "We miss you! Come back soon"Body: Here's 10% off your next visit.
It doesn't work because:
It assumes price is why they haven't returned (it's usually not)
It trains customers to wait for discounts
It has zero personalization
Segment your email list and send relevant offers based on why they came last time.
Business traveler → "Need a workspace away from home?"
Couple who came for date night → "Your favorite table is available this Friday"
Family → "Kids eat free Sunday brunch is back"
3. Competing on Price on OTAs
Every hotel runs the same desperate game on Booking.com and Expedia. Lower prices. More discounts. Race to the bottom.
You're bleeding margin and still losing to the hotel down the street.
Build direct booking channels that give you control. Email lists. Loyalty programs. Packages that OTAs can't match.
Do!
1. Google Business Profile Optimization (The Most Underused Tool)
When someone searches "hotel near [airport]" or "best pasta in [neighborhood]," Google shows them the map pack. Three businesses. That's it.
If you're not in those three? You're invisible.
What makes you rank:
Complete profile (hours, photos, description, attributes)
Recent reviews (and your responses to them)
Photos from customers (not just you)
Posts (yes, Google has posts – nobody uses them)
Q&A section answered
I've seen hotels increase walk-ins by 40% just by optimizing their Google Business Profile and responding to every review within 24 hours.
Right now, go to your Google Business Profile. When was the last time you posted? When was the last review you responded to?
If it's been more than a week, you're leaving money on the table.
2. Email Marketing for Repeat Business (The Highest ROI Channel)
Getting a past guest to rebook costs 5-7x less than acquiring a new one.
Yet most hospitality brands spend 90% of their budget on acquisition and 10% on retention.
Flip it.
The emails that actually work:
For Hotels:
Post-stay thank you (within 24 hours) → Ask for review
30 days later → "Planning your next trip? Here's what's new"
90 days later → Seasonal offer based on why they stayed
Local events email → "Visiting for [concert/conference]? Book now"
For Restaurants:
Post-visit thank you → Ask for review or social share
Birthday email (collect birthdays!) → "Free dessert on us"
45 days later → "We've missed you" with new menu items
Event-based → "Valentine's bookings now open" sent to couples
The key: Personalization based on their last visit. Show them you remember them.
3. User-Generated Content (Stop Creating, Start Curating)
The best content isn't created by you. It's created by your guests.
When someone tags your hotel or restaurant, they're giving you free marketing to their network. But most brands don't do anything with it.
What you should do:
Make it easy to tag you - Signage, table cards, bathroom mirrors with your handle
Repost the best content (with permission) - Real guests having real experiences
Create a branded hashtag - Track all mentions in one place
Reward it - Feature "Guest of the Month" with a free night/meal
I worked with a boutique hotel in Dubai that built their entire Instagram strategy on UGC. Zero professional photoshoots. Just reshared guest content.
Result? Engagement up 400%. DM inquiries doubled. Direct bookings increased 25%.
Why it works: Trust. People trust other guests more than they trust your marketing.
4. Packages That Solve Problems (Not Just "Bed + Breakfast")
Standard hotel packages are boring. Room + breakfast. Room + parking. Room + airport transfer.
Nobody gets excited about that.
Create packages that solve actual problems:
Business traveler package:
Late checkout (they have evening flights)
Meeting room access for 2 hours
Unlimited coffee/tea in lobby
Express laundry service
Romantic getaway package:
Late check-in (they're coming from dinner)
Champagne in room
Late checkout next day
Breakfast in bed option
Local staycation package:
Discount for locals (they bring their friends next time)
Spa credit
Restaurant voucher
"Do not disturb until Monday" guarantee
For Restaurants:
Date night package:
Reserved best table
Pre-selected wine pairing
No need to decide on menu (chef's choice)
Dessert included
Photo of the couple (printed, given at end)
Business lunch package:
Guaranteed 60-minute service
Separate checks handled easily
Quiet corner table
No hovering from servers
See the difference? These packages solve real problems. They're not just bundled discounts.
5. Partnerships with Local Businesses (Free Marketing)
Hotels and restaurants shouldn't compete. You should collaborate.
If you're a hotel:
Partner with nearby restaurants (they recommend you, you recommend them)
Partner with local tour operators
Partner with event venues
Create "Local's Guide" featuring other businesses
If you're a restaurant:
Partner with nearby hotels (welcome package with your menu)
Partner with corporate offices for lunch programs
Partner with event venues as preferred caterer
Create "Visitor's Guide" featuring other restaurants (yes, really)
I helped a restaurant in Singapore partner with 3 hotels within walking distance.
They included the restaurant menu in every room. Restaurant included hotel business cards.
Cost: $0
New customers from hotels: 15-20 per week
That's 60-80 new customers per month from one partnership.
The Strategy: Direct Booking > Everything Else
OTAs (Booking.com, Expedia, OpenTable) take 15-30% commission.
That's insane.
Your goal should be: Get found on OTAs, convert to direct booking.
Step 1: Capture Email on First Visit
Physical guest book at check-in/checkout?
Old school but effective.
WiFi login requires email? Annoying but works.
Loyalty program signup? Best option.
You need their email. That's your direct line for future bookings.
Step 2: Post-Stay Email Sequence
Email 1 (24 hours after): Thank you + review request
Email 2 (7 days later): "Book direct next time and save 10%"
Email 3 (30 days later): Seasonal offer or local event
Email 4 (90 days later): "We miss you" with specific reason to return
Step 3: Loyalty Program (Doesn't Have to Be Complicated)
Simple version:
10th night free (hotels)
Every 5th visit gets free appetizer (restaurants)
Birthday month discount
Early access to special events
Make it feel exclusive. Make direct booking the smarter choice.
Step 4: Make Direct Booking Easier Than OTA Booking
Your website should be:
Faster than Booking.com
Easier to navigate
Mobile-optimized (70% of bookings are mobile)
Show availability in real-time
Allow instant confirmation
If booking direct is harder than OTA, you'll lose every time.
The 30-Day Hospitality Marketing Plan
Week 1: Fix the Basics
Optimize Google Business Profile completely
Respond to every review from the past 3 months
Audit your website booking flow (book a room yourself – is it easy?)
Check your Instagram highlights (do they answer common questions?)
Week 2: Build Your Email List
Create a simple loyalty signup (physical form + digital)
Set up post-stay email automation (3-5 emails)
Segment your existing email list (business vs. leisure)
Send one targeted offer to each segment
Week 3: Create One Package
Identify your slowest day/time
Create a package that solves a problem for that audience
Price it attractively but profitably
Promote it everywhere for 2 weeks
Week 4: Partnerships & UGC
Reach out to 3 nearby businesses for partnerships
Create signage encouraging social media tags
Repost 10 pieces of user-generated content
Start a branded hashtag campaign
Track these metrics:
Direct bookings vs. OTA bookings (goal: increase direct)
Email list growth (goal: 50+ new emails/week)
Repeat customer rate (goal: 30%+)
Average booking value (goal: 15% increase with packages)
Common Mistakes (I've Made These Too)
Mistake #1: Focusing on Everything Instead of One Thing
You can't market on Instagram, Facebook, TikTok, email, Google Ads, and events all at once.
Pick two channels. Dominate them first.
Mistake #2: Discounting Too Often
Every time you discount, you train customers to wait for discounts.
Reserve it for off-peak times and new customer acquisition only.
Mistake #3: Ignoring Negative Reviews
Every negative review is a chance to show future customers how you handle problems.
Respond professionally. Offer to fix it. Public response matters more than the complaint.
Mistake #4: Posting Without Strategy
Pretty photos don't equal strategy.
Know why you're posting.
Every post should have a goal: drive bookings, build awareness, or encourage engagement.
Mistake #5: Not Tracking What Works
"We tried Instagram and it didn't work."
Okay, but did you track how many bookings came from Instagram?
What type of posts drove DMs? What time of day worked best?
Track everything. Optimize based on data, not feelings.
The Bottom Line
Hospitality marketing in 2025 is about:
Speaking to motivations, not features
Building direct relationships, not relying on OTAs
Creating experiences, not just selling rooms/tables
Leveraging what you already have (email, UGC, partnerships)
You don't need a massive budget. You need a clear strategy and consistent execution.
Start with one thing this week. Optimize your Google Business Profile. Send one targeted email. Create one package.
Small actions, repeated consistently, compound into big results.
Running a hotel or restaurant and want to talk strategy?
I've worked across hospitality brands. Let's connect.
Comments