Sojern’s Guide to
Boutique Hotel Marketing
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Table of Contents
03
04
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Introduction
Chapter One:
The Hotelier’s Guide to Social Media
Chapter Two:
Why Search is Key to Hotel Marketing Success
Chapter Three:
Five Tips for Refreshing Your Hotel’s Website
Chapter Four:
How to Super-Charge Your Hotel Marketing Campaigns
Chapter Five:
Six Trends Hoteliers Need to Grow Their Marketing
Conclusion
Drive Bookings with Sojern
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Introduction
At Sojern, we work closely with thousands of boutique hoteliers,
helping to drive direct bookings and decrease reliance on third
parties for bookings.
We are keenly aware of just how diffcult it can be for the modern
hotelier to do it all: keep up with the latest marketing trends while
also answering phones, covering the front desk, balancing budgets,
and ensuring guests are satisfed. To help, we’ve put together a guide
with our most popular advice on boutique hotel marketing.
In this guide, you’ll learn:
SOJERN’S GUIDE TO BOUTIQUE HOTEL MARKETING SOJERN4
If the traditional travel agent is dead, it might be because they’ve
been replaced by social media. As a powerful tool for travel marketers,
and hoteliers in particular, social media rides the full path to purchase.
According to Internet Marketing Inc, 52% of people acknowledge that their friends’
photos inspire their travel plans—prompting people in their dreaming phase.
When travelers plan and compare, social media again guides the conversation:
travelers are 44% more likely to learn about a new travel brand on Twitter. When it
comes to booking, 33% of those who use social media to research travel changed their
original hotel selections.1
No longer can independent hotels treat social media as a distraction or a side project.
Rather, it’s time for hoteliers to embrace social media and become socially savvy.
ChapterThe Hotelier’s
Guide to
Social Media
SOJERN’S GUIDE TO BOUTIQUE HOTEL MARKETING SOJERN5
What Social Can Do for You
Transform customer service. Want to hear and respond to complaints Want to
know what people love about your property All of those conversations take place
online—on people’s Twitter and Facebook feeds. Reaching out and connecting with
guests about their complaints and compliments in real-time is an effective tactic
for managing their experiences.
Know your competition. Just as people talk about your property on social media,
they do the same for your competition. See what people say about others, and use
that information to hone your own messaging.
Provide an alternative marketing avenue. With social media, you can get more, and often
free, advertising. #socialselling
Express your brand. Are you a fun party property Are you known for having a luxurious
spa Your social media accounts allow you to further embody your brand, and ultimately
reach more in-market travelers.
Getting a Grip on Your Social Handles
Having a social presence means putting your property on one or more social networks,
such as LinkedIn, Facebook, Twitter, Instagram, Tumblr, Snapchat, and more. Trying to
keep up with all of these networks is an impossible task and will end up monopolizing
all of your time to little beneft. Instead, here are some quick tips to get your property’s
social presence up and running successfully:
Focus your efforts.
Trying to hit every single social network is usually too time consuming to do well.
Instead, start your efforts by focussing on two.
Findthechannelthatfts.
If you’re a spa resort, chances are that LinkedIn isn’t the best place for you to post ads,
given its business focus. Advertising your business center amenities on Instagram,
again, probably isn’t the most thoughtful effort. Think about which features you want
to highlight, and pick social networks that best speak to them. If customers love sharing
photos of themselves sitting poolside, Instagram and Facebook are your best bet.
Your social media
accounts allow you
to further embody
your brand.
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