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Boutique Hotel Digital Marketing Tips and Ideas

Cara T.

Boutique hotels are all about charm, character, and personal touches that define the guest experience. But in a landscape crowded with options, how do you make sure your unique property stands out and attracts the right audience? The answer lies in savvy digital marketing strategies tailored specifically for boutique hotels.

I recently provided digital marketing consulting for a new luxury boutique hotel in Mexico’s Yucatán Peninsula and decided to share some of my key findings and top recommendations. In this blog post, I’ll dive into actionable digital marketing tips designed to elevate your boutique hotel's online presence, increase bookings, and enhance guest engagement. From harnessing the power of social media to optimizing your website for search engines, I’ll share insights that will help you capture the essence of your hotel brand and connect with travelers seeking a memorable stay. 

Whether you're a seasoned hotelier or just starting out, these tips will help you navigate the digital realm with confidence and creativity, making your boutique hotel the go-to destination for discerning travelers.

Below are the topics I’ll be covering:

  • Influencer Marketing

  • Other User-Generated Content

  • Pinterest

  • LinkedIn

  • WhatsApp

  • TripAdvisor

  • Email Marketing

  • SEO

  • Blogging

  • Instagram Highlights

Influencer Marketing for boutique HOtels

Influencer marketing has emerged as a powerful tool for boutique hotels looking to amplify their reach and attract a new wave of guests. But what makes influencer marketing particularly effective for boutique properties? It’s the ability to leverage authentic, engaging content created by individuals who resonate with your target audience.

Whether you’re considering a collaboration with local tastemakers or seeking to connect with global travel enthusiasts, there are strategies that will help you harness the full potential of influencer marketing to elevate your brand and drive meaningful engagement:

  1. Identify relevant lifestyle and/or travel influencers. Look for influencers whose audience demographics align with your target market and who create visually appealing and compelling content that you can use to showcase the hotel's amenities, services, and experiences in an authentic way. 

  2. Offer them a free stay (and possibly additional funds) in exchange for them taking photos and videos during their visit to post on their channels and yours.

  3. Devise a thorough marketing plan once you have confirmed any influencer. This plan should include pre-marketing and post-marketing ideas. 

  4. This user-generated content can be repurposed by your boutique hotel across your marketing channels (including social media posts, web pages, blog posts, emails, and other marketing materials), providing valuable social proof and credibility.

If it’s too difficult or expensive to have a certain influencer you’ve been wanting to work with come to your hotel, you could instead offer to pay them to share a photo or video of the resort on their account and have them talk about how they’ve been daydreaming of going there.

OTHER User-Generated Content

If you don’t have the budget to pay the influencers you want to work with, you can also leverage user-generated content (UGC) from your hotel guests (which you should really be doing whether you pay select influencers or not). That’s because:

93% of marketers agree that consumers trust content created by customers and 81% of marketers say UGC has a greater visual impact on customers than content created by professionals or influencers. 

You can utilize user-generated content by encouraging guests to share their experiences on social media and tagging your business, tagging your location, and/or using a specific branded hashtag. Feature their photos and stories on your own channels to build a sense of community and authenticity.

User-generated content (UGC) can be a game-changer for a boutique hotel's marketing strategy, offering several distinct advantages:

1. Authenticity and Trust

UGC is perceived as more genuine and trustworthy than traditional marketing materials. When potential guests see real photos, reviews, and experiences shared by other travelers, it creates a sense of authenticity that can build trust and credibility for your hotel. Positive reviews and user photos act as social proof, reassuring prospective guests about the quality and appeal of your property.

2. Cost-Effective Marketing

Leveraging UGC can significantly reduce marketing costs. Instead of investing heavily in professional photo shoots or content creation, you can harness the content your guests provide. This not only saves money but also offers a steady stream of fresh, engaging material for your marketing channels.

3. Enhanced Engagement

UGC fosters a sense of community and engagement with your brand. When guests share their experiences, they become ambassadors for your hotel, creating a dynamic and interactive relationship with your audience. Featuring their content on your social media platforms or website encourages more guests to share their own experiences, further boosting engagement.

4. Improved Reach and Visibility

When guests share their experiences, they often tag your hotel or use specific hashtags, which can expand your reach beyond your existing audience. This organic promotion can attract new potential guests who see their friends or influencers sharing positive content about your property.

5. Valuable Insights

Monitoring UGC provides valuable insights into what guests appreciate most about your hotel. By analyzing the types of content shared, you can identify your hotel's strengths, popular features, and areas for improvement. This information can inform future marketing strategies and enhance guest satisfaction.

6. Enhanced Social Proof

UGC helps build social proof by showcasing real guest experiences and testimonials. Highlighting user photos and reviews on your website, social media, or marketing materials demonstrates that others have enjoyed their stay, which can influence potential guests’ decision-making processes.

7. Increased Conversion Rates

Featuring UGC on your booking page or social media channels can help increase conversion rates. Seeing authentic, positive experiences from past guests can encourage potential customers to make a reservation, as they feel more confident in their choice.

8. Strengthened Brand Loyalty

Engaging with guests who create and share content helps build a stronger relationship with your brand. Recognizing and thanking guests for their content or offering incentives for sharing can enhance brand loyalty and encourage repeat visits.

By integrating UGC into your boutique hotel’s marketing efforts, you can leverage the power of authentic guest experiences to build trust, increase engagement, and drive bookings, all while creating a more vibrant and interactive brand presence.

Pinterest for Boutique Hotels

Pinterest is often overlooked in the social media marketing mix, but it can be a powerful tool for boutique hotels, offering a visually driven platform where you can showcase unique design elements, cozy interiors, and distinctive amenities. By creating boards that highlight rooms, local attractions, and guest experiences, hotels can inspire potential travelers and generate interest. Engaging content like travel tips, special offers, and behind-the-scenes looks can also help build your brand's presence and attract a targeted audience.

Additionally, Pinterest’s visual search capabilities allow users to discover your hotel when they search for related themes or styles, making it an effective way to reach travel enthusiasts and design aficionados.

Pinterest can be especially helpful for luxury boutique hotels. That’s because 3 out of 5 luxury shoppers say they use Pinterest to research luxury brands and products and Pinterest is the number one destination for inspiration when shopping for luxury (source).

Ways to Use Pinterest

  1. Inspiration Boards: Create themed boards that showcase the hotel's aesthetic, design, and ambiance. Include pins of interior decor, architecture, landscaping, and other visually appealing elements to inspire potential guests.

  2. Destination Guides: Curate boards featuring local attractions, activities, restaurants, local culture and landmarks near your hotel.

  3. Culinary Experiences: Highlight the hotel's dining options, signature dishes, cocktail recipes, and culinary events through mouth-watering pins. Showcase the ambiance of the hotel's restaurants and bars to entice food enthusiasts.

  4. Wellness and Spa Inspiration: Showcase relaxation and self-care through boards featuring spa treatments, wellness tips, yoga poses, and meditation practices. Highlight the hotel's spa facilities and wellness offerings to attract guests seeking rejuvenation.

  5. Travel Guides & Resources: Provide travel planning resources by creating DIY travel guides, packing lists, and travel hacks for visitors to the area. Position the hotel as a knowledgeable source for travel advice and insider tips.

LinkedIn for Hotels

Many business owners think LinkedIn is just for B2B professionals, but the platform has over 1 billion users and a ton of opportunities for boutique hotels to reach potential guests and vendors. 

LinkedIn provides a vast network of professionals, including corporate decision-makers and business travelers as well as other potential guests and vendors. Did you know 54% of U.S. LinkedIn users have what is classified as a high income? In fact, LinkedIn’s audience has 2x the buying power of the average web audience. 

LinkedIn can be a valuable platform for marketing boutique hotels by targeting a professional audience through well-crafted content and networking opportunities. Hotels can use LinkedIn to share industry insights, highlight partnerships, and promote special events or corporate packages tailored for business travelers. 

By engaging with industry groups and participating in relevant discussions, boutique hotels can enhance their visibility and establish themselves as key players in the hospitality sector. Additionally, showcasing positive guest testimonials and case studies can build credibility and attract corporate clients looking for unique and personalized accommodations.

WhatsApp for Boutique Hotels

As of January 2024, 25.3% of the world's population, or 2.78 billion people, were active monthly users on WhatsApp. Many hotels have their WhatsApp number displayed on their websites. By integrating WhatsApp into your booking and customer service processes, your boutique hotel can enhance your accessibility and foster stronger connections with guests. This makes it convenient for current and potential guests to reach out to them so hotels can provide instant customer support, answer queries, and give tailored recommendations, creating a more engaging and responsive guest experience. 

WhatsApp can also be an effective tool for marketing your boutique hotel by enabling direct and personalized communication with potential and current guests. WhatsApp business provides a platform to showcase your hotel (new offers, services, products, promotions) and stay connected with guests. Additionally, leveraging WhatsApp’s status feature to share updates, promotions, and behind-the-scenes content can keep your audience informed and interested.

WhatsApp Catalog for Hotels

As a hotel, you can also use the catalog feature on WhatsApp to highlight your property’s details and amenities. These could be room amenities and categories with photos, facilities, services and so on.

Every product or service in the catalog has a unique title along with optional fields:

  • Price

  • Description

  • Website link

  • Product code

TripAdvisor

TripAdvisor not only offers a powerful space to showcase your unique property but also connects you directly with travelers seeking personalized and memorable experiences. By strategically using TripAdvisor, you can highlight your hotel's distinctive features, attract potential guests with compelling reviews, and enhance your online presence. Here are some quick tips for optimizing your TripAdvisor profile:

  • Create a business listing.

  • Provide up-to-date information on your listing, such as the name, address, contact information, relevant links, a profile photo, a description, and property details. 

  • Incorporate relevant keywords in your property description to improve search visibility. Think about terms potential guests might use when searching for a hotel like yours.

  • Every month, upload high-resolution images showcasing your hotel’s interiors, exteriors, and unique features. Businesses with 30 or more photos have 41% better engagement than those with ten or fewer. 

  • Encourage Reviews. Promptly ask satisfied guests to leave reviews about their experience. You can do this via follow-up emails, in-room cards, or during check-out. More reviews help improve your ranking and credibility.

  • Monitor and respond to reviews. Actively engage with both positive and negative reviews. Thank guests for their positive feedback and address any issues raised in negative reviews professionally and constructively.

  • Get involved in TripAdvisor’s forums and answer any questions that potential guests may have about your hotel or the area around it. This will not only improve your relationship with potential guests but also help increase your TripAdvisor ranking.

  • Use TripAdvisor’s promotional tools to highlight special offers, packages, or exclusive deals. This can attract budget-conscious travelers and those looking for added value.

Email Marketing for Boutique Hotels

Email marketing offers the highest return on investment (ROI) out of every marketing type — $42 back for every $1 invested. Here are several effective ways to gather email addresses and build a list for your boutique hotel:

  • Website Opt-In Form: Place a subscription form on your website.

  • Booking Process: Capture emails during the reservation process.

  • Social Media: Use your social media platforms to encourage sign-ups.

  • Incentives, Promotions, and Contests: Offer special deals or run contests to attract subscribers.

  • Collaborations: Partner with local businesses or influencers to reach new audiences.

  • In-Person Signups: Collect emails directly from guests at your hotel.

  • Guest Feedback Forms: Include an option to join your mailing list on feedback forms.

  • Staff Email Signatures: Add a subscription link to your staff’s email signatures.

SEO Tips for Boutique Hotels

Search Engine Optimization (SEO) can make a significant difference in how potential guests find your boutique hotel. Below are some of my SEO tips to help your hotel enhance its visibility and draw more guests:

1. Optimize for Local Search

Boutique hotels often thrive on their unique local charm. Make sure your website and content reflect this by focusing on local SEO. Start with these steps:

  • Claim and Optimize Your Google Business Profile: Ensure your hotel’s name, address, and phone number (NAP) are accurate and consistent. Add high-quality images every month, respond to reviews, and keep your hours of operation updated.

  • Use Local Keywords: Incorporate relevant local keywords into your website’s content. Think beyond your city and include nearby landmarks, neighborhoods, or even local events that might attract visitors.

  • Create Location-Based Content: Write blog posts or guides about local attractions, restaurants, and events. This not only helps with SEO but also provides valuable information to potential guests.

2. Leverage Unique and High-Quality Content

Boutique hotels often have distinctive features and stories that set them apart. Use this to your advantage:

  • Highlight Unique Selling Points: Whether it’s your hotel’s historic architecture, unique interior design, or personalized services, make sure these elements are prominently featured on your website.

  • Create Engaging Visual Content: Invest in high-quality photos and videos of your property. Consider virtual tours or behind-the-scenes looks at your hotel’s operations. Visual content can improve user engagement and time spent on your site, which can positively impact your SEO.

  • Write Compelling Blog Posts: Share stories about your hotel’s history, special events, things to do in the area, etc. Engaging and original content can attract more visitors to your site and encourage other sites to link to yours. See the next section for more tips on blogging for a hotel.

3. Optimize Your Website’s User Experience

A well-designed website not only appeals to visitors but also ranks better in search engines:

  • Ensure Mobile-Friendliness: With an increasing number of travelers using mobile devices, your website must be responsive and easy to navigate on smartphones and tablets.

  • Improve Page Speed: Fast-loading pages are crucial for retaining visitors. Compress images, leverage browser caching, and minimize JavaScript to enhance page load times.

  • Simplify Navigation: Make it easy for users to find key information like room availability, rates, and contact details. A clear and intuitive navigation structure helps both users and search engines understand your site better.

4. Encourage and Manage Reviews

Online reviews are a significant factor in travel decisions and can impact your SEO:

  • Encourage Guest Reviews: Ask satisfied guests to leave positive reviews on Google, TripAdvisor, and other relevant platforms. Consider providing easy links or reminders in follow-up emails.

  • Respond to Reviews: Engage with both positive and negative feedback professionally. This shows potential guests that you care about their experiences and can help build trust.

  • Monitor Your Online Reputation: Use tools to track what’s being said about your hotel across the web. Address any recurring issues and leverage positive reviews in your marketing.

5. Build Quality Backlinks

Backlinks from reputable sites can boost your website’s authority and search engine rankings:

  • Partner with Local Businesses: Collaborate with local restaurants, attractions, or event organizers to gain backlinks through joint promotions or featured content.

  • Guest Post on Relevant Blogs: Write guest posts for travel or hospitality blogs that include links back to your site. This not only helps with SEO but also establishes your hotel as an authority in the travel industry.

  • Engage in Social Media: Share your content on social media platforms and encourage influencers or travel bloggers to feature your hotel. Social signals and influencer endorsements can drive traffic and improve SEO.

Keep in mind that SEO is an ongoing process, so regularly update your content, monitor performance through Google Analytics, Google Search Console, and other platforms, and adjust your strategies to stay ahead in the competitive hospitality landscape.

In the meantime, you can download a free copy of our search engine optimization guide here.


Blogging Benefits for Boutique Hotels

Blogging can be a cost-effective, powerful tool to connect with your target audience and drive growth for your boutique hotel. Here are benefits of blogging for your boutique hotel’s website: 

  • Enhanced Online Presence: An opportunity to showcase the unique features, services, and experiences offered by the hotel.

  • Storytelling: Narrate compelling stories about the hotel’s history, architecture, design, and local culture, creating an emotional connection with potential guests.

  • SEO Boost: Regularly publishing high-quality blog content incorporating relevant keywords can improve search engine rankings, driving organic traffic to the hotel's website.

  • Authority Establishment: By sharing insights, tips, and insider information about travel destinations, events, and activities, the hotel can position itself as an authority in the luxury hospitality industry, earning trust and credibility.

  • Engagement and Loyalty: Enables direct communication with guests, allowing the hotel to respond to inquiries, provide personalized recommendations, and foster a sense of community, leading to increased guest engagement and loyalty.

  • Cross-Promotion: Blog content can be shared across social platforms, email newsletters, and partner websites, amplifying the hotel's marketing efforts and reaching a wider audience.

  • Revenue Generation: Blogs can serve as a platform for promoting special offers, packages, and exclusive deals, driving direct bookings and boosting revenue.

  • Feedback and Insights: Through comments, shares, and analytics, blogging allows the hotel to gather valuable feedback and insights, enabling continuous improvement and refinement of services.

Instagram Profile Highlights for Hotels

Social media is obviously a major player in marketing and showcasing your boutique hotel. There are tons of great blog posts already about tips for optimizing each social media platform for your hotel, so I won’t spend too much time on the topic. However, I do think it’s important to mention that you should definitely utilize Instagram Highlights for your hotel’s Instagram account.

Instagram Highlights are collections of Instagram Stories that live beyond the typical 24-hour expiration date. When you create a Highlight with a headline and cover image, it will appear on your hotel’s Instagram profile, directly below your bio and right above your grid of photos.

I recommend using Highlights as a “navigation menu” for your boutique hotel, highlighting your amenities and services. When people come to your Instagram profile, they’ll quickly be able to see what you offer and what makes your hotel special.

Need MORE Help Marketing Your Boutique Hotel?

These digital marketing tips can lay the groundwork for a successful online presence for your boutique hotel, but they just scratch the surface. If you’re ready to find out how Left Lane Digital in San Diego can help your boutique hotel elevate its brand, reach more people and gain more bookings, send us an email and let’s chat!

About the Author:

Cara Tobiason

Cara Tobiason is the Founder of Left Lane Digital, a boutique digital marketing agency in San Diego since 2016. Cara has spend the last 14 years working in digital marketing and has extensive experience in SEO, website design, social media, and blogging for small to medium sized businesses and nonprofits.