Updated 30.4.25
If you run a B&B, guest house or small hotel, or own self-catering accommodation then read our 5 top marketing tips for growing your business.
In a nutshell, marketing is all the activity you carry out that gets the attention of potential guests and gets them to book their stay with you.
Whatever type of accommodation you provide, the principle is always the same: if you want to be successful at attracting customers, you need to start with a good clear marketing plan. This plan must be geared towards generating bookings by attracting visitors to your website, or getting them to pick up the phone.
It’s a great way to filter the wheat from the chaff when considering potential marketing activities. If you’re thinking about any new marketing idea, always ask yourself the simple question: “How likely is this to actually get me bookings?”
With that principle in mind, here are 5 of Out of Eden’s top tips for marketing your business effectively:
Know Your Market
It's simple but it will help in the long run. Ask yourself, who is the target market for my business? Consider where they browse online, what search words they might use to find accommodation, what booking platforms might they use...the list goes on! When you know how your target market behaves, it's much easier to know how to position yourself within it.
Do your research on this too, ask current or previous guests how they found you and what other places they looked at before booking their stay with you. When you know more about your market, you can use this to your advantage in the next tips.
Make Sure You Have a Strong Online Presence
Almost all your potential customers start their search for a place to stay online. From your market research you should have a good idea of these guests will find out about you. However they do (whether that's on an OTA, online ad, brochure or directly to your website), they need know exactly what you provide from the moment they click through:
- Great photos should show off the quality of your accommodation as well as hinting at the experience they'll have when they arrive. Include images of local highlights and amenities they can access.
- When it comes to the 'About Us' section, lead with your USP. Whether it's your location, your facilities or your unique property, it will set you apart from the crowd and catch browsers' attention.
- Ensure the design of your website replicates the feel of your accommodation. What branding can you use to make your site and extension of your business?
- Keeping an updated blog or news section on your site can demonstrate you're an active business that's constantly aiming to improve your guest experience. If you include details on local events or seasonal offer, it can also encourage guests to book.
Use Social Media To Your Advantage
Social media plays a crucial part role in your overall online presence.
Facebook, Instagram and TikTok are of course ‘the big ones’, but again, the best platform for your business is entirely dependent on your target market. There's no value in posting to all outlets if your guests only really use one.
Keep your posts original, interesting, and regular, and you’ll soon build a large following who you can then instantly hit with special offers and promotions designed to get bookings in. Don't forget to be realistic with the time and effort you can put into it as well and focus on genuine content that will inspire and entertain your potential guests.
Get Lots of Great Reviews
According to a recent TripAdvisor survey, 82% of respondents said that reviews were “extremely or very important” when choosing where to stay. Even more compelling, 68% said they’re more likely to book a hotel after reading positive reviews.
That’s why it’s so important to not only deliver a stay worth raving about, but also to actively encourage guests to share their experience.
Here are some simple, effective ways to do just that:
- Send a friendly post-stay email asking for feedback
- Train your team to politely prompt guests at check-out
- Use a guestbook or feedback notepads
- Display signage promoting your review platforms
Don't forget to read all the reviews you get, and you’ll easily learn how to adapt and improve your offering so you get more positive reviews and less negative.
Take Advantage of New Opportunities
Alongside your target market, keeping your eye out for new opportunities and areas to expand into is it a great way to bolster your business should the market slows or you want to keep your doors open outside of peak season.
Perhaps there’s a big employer nearby with contract staff needing regular guest rooms or there might be a large wedding venue with a need for overflow accommodation. Consider establishing a great connection with these places and make sure they’re passing on your details to prospective guests. Local events can also drive up footfall to the area so be sure to make attendees aware that your accommodation is available should they need or want to stay.
