Hotel Marketing 101

SIZE UP THE COMPETITION
If you’ve got some budget to spare, it’s time for competitor conquesting!
With Paid Search, you can bid on your competitors search terms (you just
can’t include their trademarked terms in your search ad copy).
You may pay a higher cost-per-click and have a lower quality score
because your website is technically unrelated to the keyword, but it’s
probably worth it if you sway a non-loyal customer over to your side.
With Display, you can utilize the same geo-fencing tactics to mark a
latitude-longitude coordinate around your competitor property and serve
all their guests your banner ads for your (much cooler) hotel and its (way
more interesting) venues.
DON’T FORGET ABOUT CONTENT
Just like the importance of upper-funnel prospecting tactics, you shouldn’t
ignore organic search marketing and the long-term game.
Explore the top experiences in your city and create as many blogs and as
much content as your brand can muster. When your site ranks on the first
page of Google for general keyword terms that cost an arm and a leg on
paid search, this is a huge win.
In order to do that, you must spend the time in writing those blogs about
what people actually care about. For example, want to show up for “best
steakhouses in Vegas”? Write a blog about the actual, best steakhouses in
Vegas, and branch out from the obvious choice of just your steakhouse.
Promote it, revisit topics, repeat.