Should I outsource my hotel marketing? Maximise effectiveness and efficiency whilst managing marketing budgets and workloads.

How outsourcing the seasonal marketing projects improved efficiency at Macdonald Hotels and Resorts.

Usually, if well prepared, the festive period begins in January for large hotel groups. That’s because the number of guests who repeat book Christmas celebrations is high.

At the time. in early 2016, Macdonald Hotels had over 30 UK luxury hotels. They approached me for help with writing their Christmas brochures, all 38 of them.

Knowing what a huge task the once-a-year project was, the marketing team’s resources just couldn’t manage it and their other projects without sinking. So they looked to outsource it for the first time.

This wasn’t to be purely a copywriting role; Macdonald Hotels asked me to coordinate the copy, design and brochure printing. So, working alongside the group’s design and print firms, I set up a system to contact, gather and collate all the key messages and content from each property.

As is often the case with a multi-property group, each general manager had autonomy to promote products and services that best served his or her local market. The Scottish hotels traditionally offered Hogmanay party nights. The hotels with pools and treatment rooms wanted to feature relaxing festive spa breaks. Others were family focused some had USPs of fine dining or extended leisure breaks. It meant each of the 38 briefs were different, but that each brochure had to conform to the group’s brand style and layout.

The project lasted several months from concept to delivery, and thanks to completing it successfully in 2016, I was assigned it again in 2017. With new systems and procedures for completing the project already in place, year two was completed much faster.

How I worked:

• Within a pre-agreed brochure template design (and word count), supplied by the design agency
• Following a prescribed marketing tone of voice
• Adhering to strict deadlines
• Liaising with 38 hotel sales, events and management teams across the UK, as well as Macdonald Hotels’ head office
• Coordinating copy amends and sign-off within a defined timescale and budget
• Proofreading brochures to ensure accuracy

My specialist hotel experience made things much faster and more effective. I know who to speak to within each hotel and being fluent in the lingo (as well as being sales conversion focused) meant I could hit the ground running – everything Macdonald Hotels was looking for in a freelancer.

As a result of successfully delivering their Christmas brochures, I was assigned further copywriting jobs, including website recruitment copy, and a book about the history of their flagship Oxford hotel.

The takeaways

• Outsourcing eased the pressure. Took a heavy, time-sensitive project off the head office team without the need for a permanent hire.
• Structure solved the scale problem. A clear system kept 38 hotels aligned and on track.
• Consistency without losing individuality. Each hotel’s offering stayed unique while fitting the brand.
• Sector experience sped everything up. No learning curve, just faster and smarter delivery.
• Established a working system. I created a template for future projects to follow, for even better working efficiency.
• More than copywriting. Full coordination across teams, design and print. Macdonalds head office were able to control the design and protect brand identity. My degree in Design Studies gave me a great understanding of production processes.
• One project led to more work. Strong delivery built long-term trust.