As hotel executives plan their 2025 budgets, the looming economic uncertainty presents a significant challenge. Many may be tempted to cut back on marketing expenses in an effort to reduce costs. However, a study by Ehrenberg-Bass revealed that companies that reduce their marketing efforts during economic downturns often suffer long-term consequences well after the economy recovers.

Given the potential risks of cutting back on marketing, it’s essential for hotels to adopt strategic digital marketing approaches to attract guests and maintain revenue. Here are some effective strategies:

1. Invest in High-Quality Visual Content

• Fresh Photography: Ditch the tired, empty room photos! Invest in professional photography that showcases your rooms in an engaging and inviting way. Capture not just the room itself, but also the details that make your hotel unique.
• Lifestyle and Social Media Appeal: Go beyond room shots. Create captivating lifestyle and social media-friendly content that portrays the experience of staying at your hotel. Think: guests relaxing by the pool, enjoying a delicious meal at your restaurant, or exploring the local attractions.
• Video Content: Video content is highly engaging and can be distributed across multiple channels, including YouTube, YouTube Shorts, Instagram Reels, and Facebook Videos. Consider creating short videos that highlight your hotel’s amenities, services, or local attractions.

Note: While brand compliance is important, it’s often possible to find a balance between adhering to brand guidelines and creating engaging, shareable content. Lifestyle and social media images can be used effectively on platforms like Instagram and Facebook, even if they don’t fit perfectly with your brand website’s aesthetic.

2. Embrace Data-Driven Marketing and Paid Advertising

• Leverage Data-Driven Marketing: Track website traffic, social media engagement, and booking data to understand your audience’s behavior and preferences. This data will inform your marketing decisions and ensure your efforts are targeted effectively.
• PPC Campaigns: Consider investing in pay-per-click (PPC) campaigns to boost your visibility on search engines and social media platforms. Utilize boosted social media ads and brand performance marketing campaigns like Expedia and Booking.com travel ads. This will combine brand awareness efforts with driving bookings and maintaining, if not growing, your market share.

3. Showcase Your Event Space and Local Connections

• Promotion Budget: Allocate a portion of your marketing budget to hosting open houses and on-property events. Consider hosting chamber “after hours” networking parties, holiday events or community gatherings to showcase your event space and foster local connections.