10 Golden Principles for Modern Hotel Marketing Success

1. Guard Against Brandjacking
To ensure fast and consistent results, protect your brand from being misused or overshadowed by competitors on search engines and third-party platforms.

2. Follow the OTA Advertising Blueprint
If you’re unsure where to advertise, observe where Online Travel Agencies (OTAs) place their ads. Their strategies are often based on extensive research into guest behavior.

3. OTAs Are a Strategy, Not a Rival
Embracing OTAs isn’t wrong; it’s simply a different approach. For some, they’re an effective channel for visibility and bookings.

4. OTAs Are Also Direct Bookings Catalysts
Nearly a quarter of your direct bookings are influenced by your OTA presence. Leverage this symbiotic relationship instead of viewing it as a battle.

5. Occupancy Is Within Your Control
Occupancy rates hinge on finding the right balance between competitive pricing and attracting your target guests. Both are strategic choices entirely in your hands.

6. The Three Marketing Pillars of a Hotel
Great hotels excel in (a) location, (b) comfort, and (c) value. While top-performing properties balance all three, any hotel can thrive by mastering at least one and turning it into a defining advantage.

7. Your Unique Selling Proposition (USP) Lies in Guest Perception
Your USP isn’t what you believe it to be—it’s what guests value most about their experience. Align your messaging with their feedback.

8. Trackable Results Define Marketing
If you can’t measure the impact of an initiative, it’s not marketing. PR has its role, but it serves different goals and requires a distinct strategy.

9. Master the Four Key Website Metrics
Understand and monitor these critical KPIs for your website:
– Revenue generated
– Traffic volume
– Conversion rate
– Advertising spend and ROI
These insights will help optimize performance and streamline marketing efforts.

10. Elevate Rates by Enhancing Service
To increase prices without backlash, focus on boosting guest satisfaction and service quality. Unlike location or renovations, service upgrades can happen quickly and yield immediate results.

Insightful Tip: Soler’s principles blend foundational marketing wisdom with modern strategies tailored to the unique demands of the hospitality industry. Use them to align operations, guest experience, and promotional efforts for maximum impact.