Marketing a hotel effectively is key to standing out and driving more direct bookings. While Online Travel Agents (OTAs) like Booking.com and Expedia help fill rooms, relying on them means high commissions and less control over guest relationships.
A strong strategy focused on direct bookings reduces costs and allows you to personalise the guest experience, building loyalty and repeat stays. To successfully advertise hotels, a mix of digital marketing tactics is essential to increase visibility and attract the right guests.
This guide covers proven strategies, from optimising your website and SEO to using Google Ads and social media, helping your hotel attract more guests and maximise revenue.
1. Owning Your Own Direct Booking Website
Having a dedicated website for your hotel is one of the most effective ways to attract direct bookings and reduce reliance on third-party booking platforms. A well-designed website should include high-quality images, detailed descriptions of your rooms and amenities, real guest reviews, and a seamless online booking system. Ensure that your website is mobile-friendly and optimised for search engines (SEO) to capture potential guests searching for accommodation in your area.
Additionally, integrating a secure payment gateway and offering exclusive deals for direct bookings can encourage guests to book through your website rather than OTAs.
2. Big Hotel Booking Platforms
Third-party booking platforms like Booking.com, Expedia, and Hotels.com are some of the biggest sources of online reservations for hotels. These platforms attract millions of travellers looking for accommodation, offering your property instant visibility to a global audience.
To maximise your success:
- Optimise Your Listing: Use high-quality images, compelling descriptions, and highlight your unique selling points (e.g., boutique charm, prime location, luxury amenities).
- Manage Your Rates Smartly: Many hotels use dynamic pricing tools to stay competitive while maximising revenue.
- Encourage Positive Reviews: High ratings improve rankings and conversion rates. Provide exceptional service and follow up with guests post-stay.
- Use Promotions Strategically: Many OTAs (Online Travel Agencies) offer visibility boosts for properties that participate in discount programs or last-minute deals.
While listing on these platforms is valuable, remember that they charge commission fees. A balanced strategy that includes direct bookings through your website can help you reduce dependency on OTAs and increase profitability.
3. Local & Niche Hotel Booking Platforms
Beyond the major OTAs, listing your hotel on local and niche booking sites can attract highly targeted guests. These platforms often cater to specific types of travellers, such as luxury seekers, eco-conscious guests, business travellers, or those looking for unique boutique stays.
Examples of Niche & Local Hotel Platforms:
- Mr & Mrs Smith – High-end boutique and luxury hotels.
- Tablet Hotels – Unique and design-focused properties.
- Sawday’s – Independent, character-filled hotels and inns.
- Hotelegraph – Business-travel-focused hotels.
- Agoda – Popular in the Asian market.
- Splendia – Upscale and stylish hotels.
- Regional Tourism Boards & DMOs – Many destination marketing organisations (DMOs) have hotel directories that attract local travellers.
4. Google Hotel Listings
Google Hotel Listings allow your property to appear in Google Search and Google Maps when travellers look for accommodation in your area. This feature helps hotels compete with OTAs by displaying rates, availability, and a direct booking option alongside third-party listings.
How to Get Listed on Google Hotels:
1. Create and Verify Your Google Business Profile: Begin by setting up a Google Business Profile for your hotel. This allows you to manage how your hotel appears on Google Search and Maps.
You can create your profile by visiting the Google Business Profile Manager.
2. Connect Your Rates and Availability: After verifying your Business Profile, integrate your hotel’s real-time rates and availability with Google. This can be achieved by collaborating with a connectivity partner or using a channel manager that supports Google’s integration.
Detailed instructions are available on Google’s Get Started with Hotel Center.
3. Enable Free Booking Links: Once your rates and availability are connected, Google will display free booking links on your hotel’s profile, directing potential guests to book directly through your website.
More information can be found on Google’s Hotel Solutions page.
5. Search Engine Optimisation (SEO)
SEO helps hotels improve their online visibility, making it easier for potential guests to discover and book directly. By optimising your website, you can increase organic traffic and reduce reliance on third-party booking platforms.
Key SEO practices include:
- Keyword Research – Identify high-value search terms potential guests use with tools like Google Keyword Planner.
- Metadata – Optimise page titles and meta descriptions with relevant keywords to improve search rankings.
- Content Optimisation – Create informative, engaging content that naturally incorporates target keywords.
- Image Optimisation – Use descriptive filenames and alt text while compressing images to improve page speed.
- Page Load Speed – Enhance user experience and rankings by reducing load times through code and image optimisation.
- Backlinking – Gain credibility with links from authoritative sources like travel blogs or local tourism sites.
SEO is an ongoing process, but when done right, it can significantly increase direct bookings. If you need expert guidance, our team is here to help optimise your hotel’s website.
6. Google Ads
Google Ads is a powerful tool for hotels looking to increase visibility, attract guests, and drive direct bookings. With the right strategy, you can place your hotel in front of potential customers at key moments—whether they’re searching for accommodation, browsing travel websites, or considering their booking options.
There are three main types of Google Ads campaigns that can help maximise your reach:
- Search Ads – Appear at the top of Google search results when users look for relevant terms like “luxury hotel in London.” You only pay when someone clicks your ad, making it a cost-effective way to target high-intent travellers. Learn more about Search Campaigns.
- Display Ads – Visually engaging banner ads shown across websites, apps, and YouTube. These help build brand awareness and reach travellers as they research destinations. Find out more about Display Ads.
- Retargeting Ads – Target users who have visited your website but didn’t book, reminding them of your hotel while they browse online. This increases the chances of converting interest into a reservation. Explore Google’s Retargeting Guide.
By leveraging these ad types and refining your targeting, Google Ads can help you capture demand, increase brand awareness, and drive more direct bookings.
7. Tourism Websites
Listing your hotel on local tourism websites can significantly enhance your online presence and attract direct bookings. For example, the Visit Bath website offers an accommodation section where various lodging options are featured.
To explore potential listing opportunities, search for tourism websites specific to your location, such as ‘Tourism [Your City]’ or ‘Visit [Your City]’. Many of these platforms provide accommodation directories where you can advertise your hotel.
Securing a listing on such reputable sites not only increases your hotel’s visibility but also contributes to building credibility with potential guests.
8. Reddit
Reddit is a valuable platform for hotels looking to engage with travellers and drive direct bookings. By participating in travel-related subreddits—such as r/travel or location-specific communities—you can build awareness, answer questions, and position your hotel as a trusted choice.
Beyond organic engagement, Reddit’s paid advertising options allow you to target specific demographics and interests with sponsored posts. For instance, if your hotel offers luxury spa retreats, you can focus on wellness and travel communities.
Reddit users value authenticity, so the key is to contribute helpful insights rather than overtly selling. A mix of organic discussions and targeted ads can increase visibility and attract potential guests who align with your hotel’s offerings.
For more details, Reddit for Business – Travel provides insights into effective ad strategies and targeting options.
9. TripAdvisor
Listing Your Hotel on TripAdvisor: Creating a listing on TripAdvisor allows your hotel to appear in search results, enabling guests to leave reviews that can influence potential bookings. Positive reviews help establish trust and attract new guests.
Find more details on listing your hotel on TripAdvisor’s Owners page.
TripAdvisor Forums: Engaging in TripAdvisor’s forums allows you to answer traveller questions, share local recommendations, and subtly position your hotel as a great choice without direct promotion.
Explore available forums on TripAdvisor.
TripAdvisor Ads: TripAdvisor’s Ad Express is a self-service advertising platform that enables hotels to run targeted ads appearing in search results, helping to capture more direct bookings from users actively searching for accommodations in your area.
More information is available on paid ads via TripAdvisor Ad Express page.
10. Email Marketing for Hotels
Email marketing is a powerful tool for hotels to maintain relationships with past guests, attract repeat bookings, and nurture potential leads. By sending targeted emails with special offers, personalised deals, and updates about your hotel, you can keep your property top of mind.
Ways to Collect Guest Emails for Your Hotel:
- Newsletter Sign-ups: Allow visitors to subscribe for promotions and updates via your website.
- Exclusive Content & Offers: Encourage users to input their email to access special rates, guides, or limited-time offers.
- Wi-Fi Sign-in: Require an email for guests to access free Wi-Fi, helping you grow your contact list.
- Guest Check-in Forms: Collect emails during online booking or at reception.
- Loyalty Program Registrations: Offer perks for signing up, such as discounts on future stays or priority booking.
Email marketing platforms like Mailchimp, HubSpot, or ActiveCampaign can help automate campaigns and personalise communication, increasing guest engagement and repeat stays.
11. YouTube for Hotels
YouTube is a powerful video marketing platform for hotels, allowing you to advertise your hotel through immersive hotel tours, destination highlights, guest testimonials, and behind-the-scenes content. Video is highly persuasive—82% of travellers say they’ve been convinced to book after watching a video.
To maximise YouTube’s impact:
- Optimise Video Titles & Descriptions: Use keywords like “luxury hotel in [location]” or “best boutique stays in [region]” to attract viewers searching for accommodation.
- Include Booking Links: Add a direct link to your website or booking page in the video description.
- Leverage Shorts & Reels: Short-form videos can engage users quickly and boost visibility.
- Showcase Experiences: Highlight unique amenities, local attractions, and special events to inspire potential guests.
YouTube helps hotels connect with travellers, build brand awareness, and drive bookings through engaging visual content.
12. Facebook for Hotels
With over 3 billion active users, Facebook is a powerful platform for hotels looking to attract guests and generate direct bookings. A strong presence allows you to promote your property, connect with travellers, and reduce reliance on third-party booking sites.
- A Facebook Business Page lets you share high-quality images, virtual tours, guest testimonials, and exclusive offers. Keeping it active with engaging content helps build trust and encourages direct bookings. For more information, learn how to set up your Facebook Business Page.
- Engaging in Facebook Groups allows you to connect with potential guests by participating in travel and location-based communities. Sharing local insights and answering traveller questions can subtly promote your hotel. Head into your Facebook profile, and start using the search bar to find relevant groups.
- Running Facebook Ads enables you to target potential guests based on travel interests, location, and demographics. You can use carousel ads, video ads, and retargeting campaigns to promote your hotel’s best features and drive traffic to your booking page. For more information, see Facebook’s guide to running effective ads here.
13. Instagram For Hotels
Instagram is a visual-first platform that plays a key role in travel inspiration, with 67% of travel enthusiasts using it to plan trips. A strong Instagram presence helps hotels engage potential guests, showcase their property, and encourage direct bookings.
- An Instagram Business Profile gives you access to analytics, booking links, and promotional tools. Optimise your bio with a strong call-to-action, post high-quality images and videos, and use Stories and Reels to highlight unique experiences. For more information, learn how to set up your Instagram Business Profile.
- Running Instagram Ads allows you to target potential guests with visually engaging content, including carousel ads, video tours, and interactive Stories. A well-placed ad can drive traffic to your website or direct messages for bookings. For more information, explore Instagram’s advertising options.
14. TikTok For Hotels
TikTok is becoming a powerful tool for travel marketing, with 41% of UK Gen Z users and 27% of millennials turning to the platform for travel inspiration. Its short-form videos and viral trends make it an exciting space for hotels to showcase their property and connect with a younger, travel-hungry audience.
- A TikTok Business Account provides access to analytics, ad tools, and promotional features. Hotels can create engaging content using trending sounds, effects, and challenges to highlight their property’s unique appeal. Behind-the-scenes clips, local attractions, and guest experiences help drive engagement. Learn how to set up a TikTok Business Account here.
- TikTok Ads offer targeted marketing opportunities, including in-feed ads, branded hashtag challenges, and interactive branded effects. These formats help hotels boost brand visibility and drive direct bookings. Explore TikTok’s advertising options here.
15. Influencer Marketing
Influencer marketing is a powerful way for hotels to attract new guests through trusted, engaging content. Social media plays a major role in travel decisions—67% of people have visited a destination after seeing it on Instagram, while 61% have booked a hotel based on Instagram content.
By partnering with the right influencers, hotels can tap into this trend to boost visibility and drive direct bookings. While big-name influencers offer broad exposure, micro-influencers (2,000–100,000 followers) often have highly engaged niche audiences who see them as relatable and trustworthy.
To get the best results, hotels should provide clear branding guidelines, ensuring influencer content aligns with their image. Tracking performance through unique discount codes or booking links helps measure success and refine future campaigns.
With the right partnerships, influencer marketing can enhance brand awareness, build credibility, and turn social media engagement into real bookings.
Additional Tips For Advertising
Identifying & Marketing Your USP
Understanding your hotel’s Unique Selling Proposition (USP) is essential for standing out in a competitive market. Your USP highlights what makes your hotel different—whether it’s a historic setting, personalised service, or a one-of-a-kind experience—and helps attract the right guests.
A strong USP goes beyond just listing amenities; it should resonate with your target audience and align with what they value most. Identifying this can shape your branding, marketing, and guest experience, ultimately leading to more direct bookings.
If you’d like a deeper dive into defining and marketing your hotel’s USP, check out our full Hotel USP Guide.
Photography
High-quality photography is essential for making a strong first impression and driving hotel bookings. Studies have shown that hotels with professional, high-quality photos can see up to a 15% increase in booking rates, highlighting the importance of visual appeal in the digital marketplace.
Clear, well-composed images showcase your hotel’s best features, from stylish rooms to unique amenities, helping potential guests picture themselves staying at your property. Investing in professional photography not only enhances your website and booking platforms but also builds trust and encourages direct bookings.
Finding Special/Niche Guest Interests
Identifying and marketing to niche guest interests can help your hotel attract the right audience and increase bookings. Rather than trying to appeal to everyone, focus on what makes your property unique and how it aligns with special interest tourism.
Start by considering any unique services or amenities your hotel offers. Whether it’s a private cinema, in-room spa treatments, or curated local experiences, these features can help set you apart. Highlight them in your marketing to appeal to travellers seeking something beyond a standard stay.
Special interest tourism is another opportunity to connect with the right guests. Whether you cater to wellness travellers, food lovers, or adventure seekers, tailoring your messaging and packages to these interests can help drive bookings.
Conclusion
Promoting your hotel successfully means using a mix of strategies that increase visibility, attract the right guests, and drive direct bookings. From optimising your website and leveraging SEO to running targeted ads and engaging on social media, there are many ways to advertise your hotel and reduce reliance on OTAs.
The key is to stay consistent—track performance, refine your approach, and focus on what delivers the best results. With the right marketing efforts in place, your hotel can build a strong reputation, attract more guests, and drive long-term success.
