How Hotels Can Attract More Guests in a Competitive Market

In hospitality, comfort is essential, but it is rarely enough to guarantee success on its own. Travellers expect a clean, well-maintained room and the basics, such as comfortable hotel pillows. These details are the foundation of a good stay, yet they will not, by themselves, drive consistent bookings. For hotels that want to increase visibility and attract new customers, it is important to look beyond the standard amenities and consider a more strategic approach.

1. Move Beyond Paid Ads and Use Influencer Marketing

Google Ads and online listings can bring in bookings, but they are also expensive and highly competitive. A growing number of hotels are replacing or supplementing these channels with influencer marketing. Influencers bring authenticity because they show their followers what a stay is really like. When an influencer shares photos of your property, highlights your service, and gives an honest review, their audience pays attention.

Unlike traditional adverts that compete for clicks, influencer partnerships create trust and often lead to higher conversion rates. They can also be highly targeted. For example, a boutique hotel in the countryside can work with lifestyle influencers who focus on wellness or travel escapes. A city hotel might prefer influencers in business travel or food blogging. By aligning with the right voices, you reach the exact demographic you want to attract, while reducing wasted ad spend.

2. Design a Unique Experience That Sets You Apart

Modern travellers are not only looking for a place to sleep. They are searching for experiences. A clear example of this can be found at The Clockwork Hotel in Essex, which combines accommodation with an escape-room style adventure. Guests solve puzzles to access different parts of the hotel, turning their stay into an interactive game. This approach attracts attention, generates media coverage, and gives visitors something worth sharing online.

Your property does not need to replicate an escape room, but you can create an experience that makes you stand out. Some hotels run murder-mystery weekends, while others focus on wellness retreats, stargazing nights, or cooking workshops with local chefs. The key is to deliver something memorable that goes beyond the room. When guests view your hotel as an activity in itself, they are more likely to book, to return, and to recommend it to others.

3. Build Partnerships to Increase Reach

Partnerships are another effective way to drive guests to your hotel. Collaborating with local businesses (whether a brewery, a museum, or an outdoor activity provider) creates opportunities for cross-promotion. You can recommend their services to your guests, and in turn, they can highlight your hotel to their customers.

Well-structured partnerships can also be developed into full packages. For instance, a hotel might design a “Weekend Escape” bundle that includes two nights’ accommodation, entry to a local attraction, and a guided tour. Packages like these not only add value for the customer but also position your property as part of the wider destination. This strategy improves your visibility, strengthens your brand, and helps you capture more bookings from travellers seeking curated experiences.

Bottom Line

Driving more people to your hotel requires more than providing comfortable rooms. It’s about building a marketing strategy that will attract price-savvy guests to your hotel. When it’s so easy to use Airbnb or Booking.com, hotels need to be smarter to win deals.