What are the basics of small hotel marketing?

For over 15 years I have been freelance Hotel Marketing Manager at this hotel, delivering strategic marketing ideas, planning and communications (and a whole lot more).

How small independent hotel Holdsworth House developed a big thinking mindset and punches above its weight in hotel marketing.

Holdsworth House Hotel is a family owned hotel, restaurant and wedding venue in Halifax. Over 15 years ago, the team needed an extra pair of hands to help generate and implement revenue-driving ideas. As an ex group marketing director for two national hotel groups, I was able offer specialist hotel marketing advice.

15 years later, my work with Holdsworth House continues, I definately feel part of the family and sometimes part of the furniture! I work closely with the hotel owners and general manager to ‘turn on the appropriate taps’ and so that we achieve our budgets in rooms, F&B, weddings and now spa.

Together, we have developed the art of creative marketing. Small hotels = small budgets so its about doing everything really well, without waste, and doing what we can do to attract big business. For Holdsworth House the big coat tails we swing from come, lately, from screen tourism. But its the can-do attitude and creative thinking that attracts the business in the first place.

KEY ACTIVITY: 

The key to a small hotel is to think big. That means being creative and pushing the boundaries of what you think is possible. The GREAT thing about independent hotels is that they’re much more flexible than groups. You can try things, change tact and hone ideas really quickly at very little cost.

Here’s what a typical workload might include for me as their freelance consultant:

• Revenue & Occupancy: Implement strategic marketing plans to achieve annual budgets and address low seasons.
• Weddings: Increase off-season wedding business through targeted packages, collateral and events. Averaging 125 weddings per year.
• Short Breaks: Develop and engage a thriving short break contact list to drive shoulder nights, short breaks peak and low season using creative packages, screen tourism and hotel digital marketing. Work with the revenue manager to achieve occupancy, ARR or TREVPAR targets.
• Gift Vouchers: Establish a successful gift voucher program, selling 1,500+ hotel vouchers annually, managed through a third-party system. Maximise the success of Black Friday (£102K generated for Black Friday 2025).
• Direct Bookings: Reduce OTA reliance and increase direct bookings (improved to 75% direct through digital marketing, CRM and website optimisation).
• Website Performance: Build, optimise and content manage the website content (WordPress CMS) for SEO and conversions, (achieved 189,000 site visitors in 2025).
• Guest Engagement: Leverage CRM to increase on-property spend loyalty. Manage industry recognised marketing systems Revinate, Mailchimp and Ovatu.
• Social Media: Grow and manage active social media presence (18,000 Facebook followers, 11,800 Instagram followers, 515 new TikTok followers) to build brand awareness and demand.
• Data Collection: Execute successful media competitions, generating GDPR-compliant leads.
• Events: Organise and promote hotel events, including wedding open days, history talks and dining events.
• Marketing Collateral: Design and produce compelling marketing materials (brochures, menus, posters, POS materials).
• Brand Consistency: Enhance the brand image and consistently across platforms, including OTAs, 3rd party listings and consortia, utilising professional photography.
• Public Relations: Write and distribute press releases distributed to local, regional and national media. Network with key stakeholders and tourism partners to increase the share of voice for the hotel in the market.
• Internal Communications: Develop internal communications and SOPs to ensure team alignment with marketing activities.

Today, Holdsworth House is a driving force of inbound tourism to Halifax. I have forged strong links with regional tourism bodies, nearby attractions and local influencers. Attracting film crews and famous faces has helped lift the hotel’s leisure sales to a healthy 40% of the business. Leisure business is flexed to fill trough periods and increase on-site spend. Wedding business has increased to an average 125 events per year. It’s always exciting to work with Holdsworth House!

The basics of small hotel marketing

1. Focus on filling rooms first

Everything starts with occupancy and revenue. If you already have some base business coming in, build simple marketing campaigns around low seasons, midweek gaps and shoulder nights. If rooms aren’t full, nothing else matters.

2. Build your own customer database early

Start collecting emails NOW. Yu can do this from website sign-ups, competitions and from your xisting guests. This becomes your most valuable marketing asset for repeat bookings and promotions.

3. Prioritise direct bookings

Don’t rely too heavily on OTAs.
Focus on a clear, easy-to-use website; develop strong accomodation offers available direct only and a best rate direct guarantee; simple booking journeys. Even small improvements here make a big financial difference.

4. Create reasons to stay (not just rooms)

Think beyond “bed for the night”. Build short break packages that are an experience and feature added value. Think about running events and seasonal offers and tie the experience to your location. In short, give people reasons to visit.

Remember, people book experiences, not just accommodation.

5. Stay visible and consistent everywhere

Make sure your hotel looks strong and consistent across your website, social media, Google and OTA listings. Thkin about consitent style of photography and tone of voice that matches not only guests’ aspirations but the affordability of your biggest market.