Mastering Hotel Marketing: A New GM’s Guide to Commercial Success

Stepping into a GM or marketing/commercial leadership role? It can be daunting to get started. What is important is to get the basics right.  Here’s your roadmap to navigating the complex world of hospitality marketing and driving revenue growth.

Talent: Assemble Your Marketing A-Team 👥 

• Assess current team structure and identify skill gaps

• Consider partnering with specialized agencies for training and niche expertise 

Top Tip: Be bold: Invest in experienced, albeit pricier, talent for key roles 

Content: Craft a Destination-Driven Narrative 📸 

• Audit existing content across all channels

• Collaborate with local attractions and influencers to amplify your narrative 

Top Tip: Develop a story that intertwines your property with the destination’s unique appeal 

Digital Presence: Master Your Online Footprint 💻 

• Ensure your website is mobile-friendly and easy to navigate

• Maintain consistent NAP (Name, Address, Phone) across all online platforms 

Top Tip: Optimize your Google My Business listing with up-to-date info and photos 

Digital Marketing: Conquer the Full Marketing Funnel 💰 

• Allocate budget across the entire customer journey, from awareness to booking

• Be courageous: Increase spend strategically to outpace competitors. Remember: Sometimes you need to spend money to make money! 

Top Tip: Set different KPIs for upper (e.g., reach, engagement) and lower funnel (e.g., conversions, ROAS) activities 

Performance Culture: Create a Data-Driven Marketing Ecosystem 📊 

• Embrace digital marketing’s measurability advantage over traditional PR and print ads

• Implement multi-touch attribution modeling to understand each channel’s true impact on bookings

Top Tip:Establish a “test and learn” culture, running regular A/B tests on campaigns and website elements to continuously improve performance based on real data, not hunches.

The hospitality marketing landscape is more dynamic than ever, but focusing on these areas will set you apart from the competition. Remember, in this digital age, your marketing strategy is as crucial as your property itself.

What marketing challenges did you face when you took a leadership role at your property?