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How to market your independent hotel?

How to market your independent hotel?

In the competitive world of the hotel industry, independent hotels often find themselves at a crossroads. While global hotel chains can rely on their established brands and massive marketing resources, independent hotels face the challenge of standing out from the crowd. This is where the big question emerges: how do small, independent hotel owners market […]

In the competitive world of the hotel industry, independent hotels often find themselves at a crossroads. While global hotel chains can rely on their established brands and massive marketing resources, independent hotels face the challenge of standing out from the crowd. This is where the big question emerges: how do small, independent hotel owners market their hotel in such a competitive market? In this article, we will provide information, tips and strategies that the independent hotel owner can apply to sell their services and set themselves on the road to business success.

 

Understanding your independent hotel

First of all, it is vital to understand the very essence of independent hotels in order to start marketing it. This can help you exploit the full potential of your hotel, and highlight its distinctive character, unique personality and authenticity. This can form the basis of an effective marketing strategy.

Likewise, as a tourist establishment that is not affiliated to any kind of franchise, as an owner or shareholder of an independent hotel you will have to make decisions in a different way. For this, you can rely on the help of hotel consultants or an executive committee. However, the main advantage of owning such a hotel is that you do not have to comply with standards imposed by hotel chains. Not to mention that you also support your local economy and promote the development of the area.

An independent hotel, as its name suggests, is self-governing and has a certain financial autonomy. Unlike a hotel belonging to a chain, these establishments do not have to comply with imposed requirements and standards. As a result, such a hotel can provide its guests with unique experiences, not to mention creating unique relationships with each guest.

It is important to keep this independence in mind, because it will help you make clearer decisions about how to start marketing. And it also gives you a broad understanding of why you should do it: the independent hotel must make itself known. Its success will depend on this.

 

Standing out from the crowd

To be successful, the independent hotel must know how to stand out from the crowd of hotel choices available to users. This is where the importance of marketing lies, because it allows the independent hotel to make itself known and differentiate itself from all other establishments.

Unlike what many believe, marketing is not limited to online presence (i.e. the use of social media, SEO, SEM, etc.). In fact, collaborating with the local community, holding special events and having strategic partnerships can strengthen the image and appeal of an independent hotel. With all strategies in place, the results will be more than favourable. Ultimately, marketing must translate into tangible results.

 

Marketing is the key to success

Marketing is the set of activities that enables a hotel to bring its services and products to the customer or consumer. But it is more than that, it also allows an independent hotel to tell its story in a captivating way. By conveying its story, values and unique characteristics, the hotel can establish an emotional connection with potential guests, build loyalty and position itself in the market. This goes beyond simply selling rooms; it is about delivering a compelling narrative that inspires travellers to be part of an experience that transcends the ordinary.

In addition, effective marketing broadens the hotel’s visibility in a world dominated by technology and connectivity. Through an attractive website, social media presence and online advertising strategies, the hotel can reach a wider and more diverse audience. This is especially valuable in an environment where people search and compare options online before making booking decisions.

Well-executed marketing also builds a loyal community of customers. By offering useful and entertaining content, maintaining constant communication and providing exclusive offers, the hotel can cultivate long-term relationships with its customers. This not only leads to repeat bookings, but also to word-of-mouth recommendations, which are invaluable for the growth of an independent hotel.

Having the advice of hotel marketing experts can help you make your independent hotel stand out in this highly competitive market, either by developing an effective marketing strategy or by advising you on how to improve an existing one. IHCS can help your independent hotel succeed; please contact us to find out more about our consultancy services for independent hotels.

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