If you run a hotel, you already know: having a great product is just the start. 

What truly separates fully booked hotels from the ones struggling to break even isn’t just a better location or cheaper rates, it’s better marketing.

This guide isn’t theory. It’s a collection of marketing ideas for hotels that I’ve seen work. 

These aren’t fluff tactics or “just post more on Instagram” advice. 

These are strategies used by actual hotels and hospitality brands to drive direct bookings, boost loyalty, and become part of the local story.

Let’s dive in.

Marketing Ideas for Hotels: What I’ve Seen Actually Work

1. Build A Hotel Brand That Feels Trustworthy And Approachable

A strong brand builds trust before a guest even clicks “book now.”

What works:

• Professional, personality-driven photography- GoldenEye Resort in Jamaica uses lush, cinematic imagery that captures the soul of the space.

• Clear, emotional messaging- The LINE Hotel positions itself around creative energy and community. Their brand voice feels authentic and sharp.

• Consistent tone across website, signage, and socials- The Hoxton gets this perfectly. Their copy is stylish, helpful, and personable across touchpoints.

• Active community involvement- 21c Museum Hotels integrate local artists into their spaces and programming. The hotel becomes part gallery, part community space.

2. Start A Guest Newsletter That Builds Real Loyalty

Email isn’t just for sending booking confirmations. It’s your chance to build a long-term relationship with guests.

What works:

Bunkhouse Group does this exceptionally well. Their emails are playful, consistent, and infused with personality.

You can launch your newsletter with beehiiv. Build your audience with proven tips from these opt-in examples, optimize your sender name, and learn how to increase open rates.

3. Prioritize Local SEO So Travelers Find You First

Most guests start their search with “hotels near [city or venue]” on Google. You want to be right there.

What works:

• Fully optimize your Google Business Profile

• Encourage and reply to Google Reviews

• Write content targeting location-based terms

The Goodtime Hotel in Miami nails this. Their presence in location-specific search results is no accident. They optimize for searches like “South Beach Art Deco hotel” and pair it with strong visuals and CTAs.

4. Make Your Hotel’s Instagram And Facebook Feel Human

Your social media shouldn’t feel like a booking engine. It should feel like a living, breathing part of your guest experience.

What works:

• Repost user-generated content

• Share real moments behind the scenes

• Highlight your team and guest experiences

Hotel Wailea in Hawaii balances dreamy lifestyle shots with a strong human touch. Their team shares day-in-the-life content, and it draws in both first-time visitors and repeat guests.

5. Offer Referral Programs That Feel Worthwhile

Guests who love your hotel are often happy to refer others. You just need to give them a nudge.

What works:

• Reward guests with upgrades, spa vouchers, or free nights

• Make it easy to refer with a unique code or booking link

• Promote it in post-stay emails and newsletters

Selina Hotels is built on community and referrals. Their app-integrated referral system makes it seamless to share and book — and their young, digital-savvy audience leans into it.

Even without an app, you can create a simple landing page using beehiiv’s landing page builder and follow up with automated emails.

6. Host Events That Make Your Hotel A Local Attraction

When your hotel becomes a hotspot for locals, it naturally draws attention from travelers.

What works:

• Host seasonal pop-ups, live music, and food festivals

• Collaborate with artists and chefs for one-night events

• Run invite-only events for newsletter subscribers

PUBLIC Hotel NYC has mastered the art of cultural programming. From rooftop DJ sets to community talks, they keep foot traffic and word-of-mouth high—even from non-guests.

Use social and email to announce your events and drive sign-ups.

7. Partner With Local Businesses To Expand Reach

Cross-promotions with nearby businesses can make your stay feel like a curated experience.

What works:

• Partner with restaurants for tasting menus or “stay and dine” deals

• Bundle stays with local tour operators or spas

• Feature these experiences on your booking page

Casa Chameleon in Costa Rica offers custom romantic and wellness packages with outside partners. The result? More bookings and a unique, luxury experience that’s hard to replicate.

Plus, partnerships usually come with reciprocal promotion—more backlinks, mentions, and exposure.

8. Use Short Videos To Build Familiarity And Trust

Video is your best shot at helping a guest picture themselves at your hotel.

What works:

• Room tours under 30 seconds

• Guest testimonials or reactions

• “Meet the staff” series

• Quick behind-the-scenes clips

Zoku Hotels is incredibly active on Instagram and YouTube. Their video content showcases everything from flexible workspaces to rooftop vibes and team moments. It builds trust and makes you feel like you already know the space.

Lessons I’ve Learned Watching Hotels Win With Marketing

Here are the patterns I’ve seen among hotels that crush it:

• They personalize everything — emails, social replies, greetings.

• They act like media brands — content-first, community-focused, consistent.

• They invest in long-term channels — email, SEO, loyalty — not just ads.

• They create connection before conversion — using video, storytelling, and experiences.

The Ned in London is a great example. They publish content, host live events, run community perks, and consistently fill rooms across their network.

Common Hotel Marketing Mistakes To Avoid

Some patterns that hurt even great hotels:

• Over-promoting instead of educating or entertaining

• Letting social go silent for weeks at a time

• Forgetting to follow up after a guest leaves

• Failing to respond to reviews or DMs

• Brand visuals and tone not matching the real experience

Also, don’t overlook your transactional emails. A confirmation email should reinforce your brand and make the guest feel excited — not just confirmed.

Make Marketing Feel Like An Extension Of The Guest Experience

The best hotel marketing doesn’t feel like marketing. It feels like hospitality.

A newsletter can feel like a concierge update. A TikTok video can feel like a tour. A referral email can feel like a thank-you note.

Make every piece of marketing feel like a preview of what it’s like to stay with you.

And if you can do that well, you’ll stand out not just for your rooms — but for your relationships.

Looking to start a newsletter for your hotel’s marketing? Start your free trial with beehiiv today.