In the highly competitive hospitality industry, boutique hotels have carved a niche for themselves by offering unique experiences and personalized services. However, with the ever-growing number of boutique hotels, it’s crucial to have a strong marketing strategy to help you to stand out and attract guests. 

How best to do that? 

We’ve got you. Here are seven effective tips for boutique hotel marketing that can help you boost your business and increase direct bookings.

1. Define Your Unique Selling Proposition (USP)

To effectively market your hotel, it’s essential to identify and highlight what sets your hotel apart from the competition. It could be your location, theme, design, amenities, or personalized services. Once you’ve identified your USP, ensure that it’s integrated into all your marketing materials, from your website to social media profiles. 

2. Build an Engaging (and Mobile Friendly!) Website

Your hotel’s website is your digital storefront and the first impression for potential guests. Create a visually appealing and user-friendly website that reflects the ambiance and personality of your hotel. Showcase high-quality photos, and provide detailed information about your rooms, amenities, and nearby attractions. Incorporate an easy-to-use booking system and optimize your website for mobile devices. In 2021 nearly 50% of travel reservations were booked through a mobile device. And that number just continues to grow. So don’t be left behind with a clunky site that doesn’t work well on a mobile device!

3. Leverage Social Media

Social media platforms offer excellent opportunities to engage with your target audience and promote your boutique hotel. Identify the platforms where your potential guests are most active and create compelling content to showcase your hotel’s unique features. Share stunning photos, behind-the-scenes glimpses, guest testimonials, and local recommendations. Collaborate with influencers and engage in conversations with your followers to build a loyal community.

Tons of vacation planning happens on Pinterest. So don’t forget to leverage this social platform. In fact, according to Pinterest, more than 63 million people are interested in travel-related content on Pinterest!

4. Implement Search Engine Optimization (SEO) Strategies

Optimizing your website for search engines is crucial to increase visibility and organic traffic. Conduct keyword research to identify relevant search terms potential guests may use when looking for boutique hotels in your area. Incorporate these keywords naturally into your website’s content, including titles, headings, and meta descriptions. Regularly update your blog with fun, informative, and engaging content related to your destination and hotel. Fresh content is a key way to make sure your site is staying relevant!

Give your website a once-over to make sure you are ranking well on search engines!

5. Utilize Online Travel Agencies (OTAs)

Partnering with OTAs can expand your hotel’s reach and attract a broader audience. List your boutique hotel on popular OTAs such as Booking.com, Expedia, or Airbnb. Ensure your listings are optimized with enticing descriptions, high-quality images, and competitive pricing. Respond promptly to guest reviews and maintain a positive online reputation to build trust with potential guests. 

Some customers just feel more comfortable booking through an OTA when visiting a location for the first time. While the key is to build long-lasting relationships with returning guests who book with you directly, OTAs are a great way to gain new audiences!

6. Offer Personalized Experiences

One of the key advantages of boutique hotels is the ability to offer personalized experiences. Tailor your services to meet the special preferences of your guests. This doesn’t have to be overwhelming or extra expensive. Careful thought about your everyday choices, however, can make a difference! Thematic welcome amenities, personalized recommendations for shopping or dining, curated local experiences, or customized room setups will set your property apart from the rest. 

7. Collaborate with Local Businesses:

Forge partnerships with local businesses to create attractive packages and cross-promote each other’s services. Collaborate with nearby restaurants, spas, or tour operators to offer exclusive deals to your guests. Highlight these partnerships on your website and social media platforms to showcase the vibrant local experiences available to your guests. Because who doesn’t want to stay at the place that offers convenient tour pickups on-site, or a special hotel-only happy hour experience at a nearby pub? 

Bonus tip!

Encourage guests to provide feedback and testimonials, which you can feature on your website and social media platforms to build credibility.

Your guests want confirmation that they are making the right choice to stay at your property. And they want that confirmation to come from their peers. 91% of 18-34 year-olds trust online reviews as much as personal recommendations, and 93% of consumers say that online reviews influenced their purchase decisions.

Reviews can help you increase bookings even more if you respond to them.  Your responses can affect the customer’s opinion about you. In fact, 56% of consumers changed their opinion about a business because of a response that the business gave to a review.  And if you don’t respond, customer churn can increase by 15%. Just be sure to keep every response friendly, professional, and on-brand.

Marketing a boutique hotel requires a thoughtful and strategic approach to differentiate yourself in this growing and competitive industry. By defining your USP, creating an engaging website, leveraging social media, optimizing your online presence, utilizing OTAs, offering personalized experiences, and collaborating with local businesses, you can successfully promote your boutique hotel and attract discerning travelers seeking memorable stays. Remember, consistency, creativity, and exceptional service are key to building a strong brand presence and driving bookings for your boutique hotel.  

If you want to chat more about how to stand out during the busy tourist season, shoot me a note. And don’t forget to ask and respond to those reviews!  ~Elizabeth