Beyond the ‘Book Now’ button: smart marketing for small hotels
Running a small hotel - especially a family-owned one - is a labour of love. Between managing bookings, cleaning rooms and keeping guests happy, marketing can easily fall to the bottom of the to-do list. Building your profile does not have to mean hiring a full-time marketing team and you don’t need a marketing degree or a big advertising budget to make an impact - here are some practical, inexpensive ideas that can help your accommodation stand out. These approaches are simple, achievable and designed with small operators in mind.
Make the Most of Google
A free Google Business Profile helps people find you when they search for places to stay. Ensure you keep your contact details up to date, regularly review your profile information and the services you provide, update your image library and reply to reviews when you can.
If you have the time, consider posting on your Google Business Profile. You can post about your accommodation experience, upload seasonal offers and promote special events.
And in your post-stay email, when asking your guest for a post-stay review, don’t just rely on TripAdvisor, include the review link to your Google Business Profile.
Don’t Overlook Your ATDW and Tourism Business Database Listing
If you haven’t already, ensure your property is listed on Australian Tourism Data Warehouse (ATDW) in Australia and for New Zealand operators: Tourism Business Database. These are a free or low-cost way to get your accommodation in front of thousands of potential travellers via the national tourism websites: Australia.com and New Zealand.com; together with the consumer websites delivered by state and regional tourism bodies. Many ITO’s (Inbound Tourism Operator) and wholesalers are also using these platforms as a resource when curating their accommodation listings and itineraries. For small operators, it is one of the easiest ways to boost visibility without needing to manage multiple listings.
Ensure you keep your listing up to date with new photos and video, accurate contact details and seasonal offers which help your property stand out and stay relevant.
Partner with Local Businesses
Referrals from trusted sources are more likely to convert than someone who finds you by chance. When someone recommends your hotel, they are essentially endorsing you – providing immediate credibility. Guests referred by a trusted source are more likely to book, and less likely to shop around.
You don’t need amazing marketing campaigns - simply good relationships. Partner with nearby cafes and restaurants, tourism attractions and other accommodation operators in the immediate region to offer simple package deals and or mutual referrals. Consider creating a special promotional offer or value add when a new guest mentions your partner - it is a great way to support each other, while reaching new audiences.
Why build relationships with your competitors? Because when they are fully booked and a guest has no flexibility with their dates, they still want to help their guest by referring them to a like-minded business that will deliver an exceptional experience. By developing a friendly, professional relationship that is built on mutual respect, you are more likely to be that recommendation.
Use Social Media in Small Doses
You do not have to post every day. Even one or two posts a week on the social media channel(s) that align best with your experience can make a difference. Share what makes your place special and unique - a cosy room, a sunset view or a new café you’ve recently discovered.
You do not have to use professionally taken photos - although these are essential for some sales and marketing environments - photos and video captured on your phone can make a great impact.
Keep your posts real and authentic. With today’s travellers craving authentic connections, not scripted experiences - genuine, relatable content is what truly captures their attention.
Send Friendly Email Newsletters
If you have a list of past guests, start building a relationship by sending them a short email every few months. A seasonal update - quarterly works well for many operators - or simply reach out when you’ve got something special to share. It could be a limited-time offer, a local event, a spotlight on one of your partner businesses or just a friendly hello. These gentle touchpoints keep your accommodation top of mind without feeling pushy.
Adding a subscribe option to your website is another easy way to grow your audience. It invites new visitors to your website to stay connected and become part of your extended community of like-minded travellers: taking the first step toward becoming future guests.
Consider Writing a Blog
Blogs can be written to reflect the personality of your business and the diversity of experiences you offer; they give you something meaningful to share, beyond promotions and offers.
With travellers increasingly looking for genuine, local experiences, blogs are a great way to share insider tips - the best nearby cafes, hidden walking trails, upcoming seasonal events and even travel advice - positioning you as a helpful local host, not just a place to stay; helping your guests feel connected before they even arrive.
Regularly updating your website with fresh blog content can boost your search engine rankings - something Google prioritises - making it easier for potential guests to discover you online. Most importantly, blogs can be easily repurposed across your social media, email newsletters and Google Business Profile.
Reward Loyalty and Word-of-Mouth
Word-of-mouth is one of the most powerful tools for small operators. Encourage repeat stays with a simple loyalty program - perhaps a ‘returning guest’ promotional offer or a special referral code they can share with friends and family.
Creating a guest profile for your regular guests adds a personal touch and helps you tailor their experience. Keep track of preferences like room type, dietary needs, special occasions, likes and dislikes. This allows you to surprise and delight them - whether it is an extra blanket, a favourite snack waiting in the room or a personalised welcome message wishing them a happy birthday.
Never underestimate the impact of a handwritten card on arrival to say, “thank you for coming back,” or a thoughtful email acknowledging their booking and offering a small incentive to return. These personalised gestures build genuine loyalty and make guests feel truly valued.
In conclusion, marketing does not have to be overwhelming or complicated. With a few small steps, you can build awareness, attract new guests and keep your regulars coming back. Always remember to focus on what makes your business special: your destination and accommodation experience, your personal story, your team and your local connections.
You Don’t Have to do it Alone - Consider a Marketing Consultant
If your resources are stretched, you are unsure where to begin or want to ensure your team are prioritising the needs of your guests, bringing in a marketing consultant could be a smart investment - even a few hours a month can help you to:
Set up or tidy up your social media.
Draft email newsletters and blog posts.
Audit websites and create new content.
Create a simple marketing plan and content calendar that can be easily followed.
Provide mentoring support and professional development opportunities for you and your team.
RevenYou offers a suite of tailored marketing support services that are delivered by a team of highly experienced tourism and hospitality marketers. We would welcome the opportunity to have a chat about your specific needs, explore how we can support your business and bring your vision to life.
Published: July 2025
