Why Most Hotels Plateau

Some mistakes are costing boutique hotels and luxury resorts thousands of dollars.

I keep seeing stunning properties open… with no marketing plan, no roadmap, and no alignment with commercial goals.

No clarity on how marketing fits into the business strategy.
No structure for long-term success.

And then?
They rely on random promotions.
Hope for media coverage.
Try to attract “everyone.”
Measure nothing.

When in reality, marketing is the foundation of your hotel’s success, not the last piece of the puzzle.

I’ve seen this pattern repeat itself from small independent hotels to global brands.
Here are the 7 most common hotel marketing mistakes that hold properties back and how to fix them.

Mistake #1: No Defined Positioning

If you can’t clearly answer what makes your hotel different, neither can your guests.

Without a defined positioning, your messaging becomes generic and forgettable.
Every hotel says it offers “luxury,” “authentic experiences,” and “exceptional service.”
But what do those words mean in your context?

Here’s how to fix it:
Start by identifying your Unique Selling Points (USPs) and your ideal guest profile.
Ask yourself:

• What emotional experience do we deliver better than anyone else?
• What story do we want to own in this market?
• What makes my hotel unique? something that can’t be found anywhere else

Once you have clarity, weave that story through every channel: website, social media, and press communication.

If you’re still trying to attract everyone, grab my free editable guide to define your ideal guest profile, this will be a great starting point to bring you clarity.

Mistake #2: Tactical Focus, No Strategy

This is the number-one reason most hotels fail to grow.
They confuse activity with progress.

Endless social posts. Flash sales. Seasonal discounts.
All with no strategic direction.

Here’s how to fix it:
Your marketing should always start with a commercial goal, not a trend.
Create a plan that connects your marketing actions with measurable business outcomes.

Ask:

• What’s the revenue target we’re supporting this quarter?
• What’s our plan to increase direct bookings by X%?
• Which channels drive the highest return?

This simple one-page plan can give your team clarity, focus, and accountability.

Mistake #3: Poor Online Storytelling

Your guests aren’t buying a room, they’re buying how it makes them feel.

Many hotels rely on outdated websites or uninspired photography that fails to tell a story. Others post random social content with no narrative link to their brand identity.

Here’s how to fix it:

• Craft stories around experiences, not facilities.
• Use emotion-driven copy and visuals that connect with your ideal guest.
• Ensure every digital touchpoint (from your website to your Instagram bio) communicates the same message.

Your storytelling should make people imagine themselves in your world.

Read next → How strategic copywriting can help drive more direct bookings

Mistake #4: Ignoring Analytics

If you’re not measuring, you’re guessing.

Many hotels still base decisions on intuition rather than data. They don’t track campaign performance, website conversions, or even where bookings come from.

Here’s how to fix it:

• Use Google Analytics to monitor traffic sources and conversions.
• Track the cost of acquisition by channel.
• Review performance monthly and adjust tactics based on real numbers.

Data is your compass, it tells you what’s working and what’s wasting budget.

By reading data, you’ll be able to make more pre-informed decisions aligned with your hotel commercial goals, not just guesswork.

Mistake #5: Overreliance on OTAs

It’s easy to rely on OTAs for exposure, but every booking you gain costs commission and weakens brand loyalty. Yes we all know OTAs have deeper pockets than any hotel budget, and yes it’s “easy” to do OTA ads when your hotel is in need of last minute bookings, but… are you really considering the side effects?

Here’s how to fix it:
Instead of activating Travel Ads every time you need more bookings, invest in your direct booking ecosystem: strong SEO, optimized website copy, and clear reasons to book direct (value-adds, loyalty perks, or flexible policies).

Your goal is not to eliminate OTAs but to reduce dependence on them by building your own visibility engine, without having to spend too much on commissions.

Read next → SEO for Hotels: How to increase online visibility and drive more direct bookings

Mistake #6: No Consistent Brand Experience

A guest might see your ad on Instagram, click to your website, and then email reservations.
If every touchpoint feels different, trust drops and conversions decline.

Here’s how to fix it:
Create brand guidelines that define your tone, visuals, and guest promise.
Train every department, from reservations to F&B, on what the brand stands for, the key storytelling angles and the tone of voice.

Consistency turns recognition into trust and trust into bookings.

Mistake #7: Doing Everything In-House Without Structure

Many hotels believe hiring one marketing coordinator can manage strategy, content, SEO, PR, and partnerships.
Without senior guidance or structure, execution becomes scattered.

Here’s how to fix it:
Build a clear internal framework supported by external industry experts when needed.
Outsource strategically: design, SEO, PR, or paid campaigns, while you keep overall direction and strategy in-house.

Strong leadership and collaboration between marketing and revenue teams create the highest returns.

How to Fix Them Strategically

1. Audit your current strategy: Identify what’s working and what’s not.
2. Re-align marketing with commercial goals: Every action should connect to revenue.
3. Define your positioning and ideal guest: Clarity drives messaging.
4. Build a structured annual plan: No more random promotions, just what moves the needle.
5. Track, measure, and refine: Treat marketing as a continuous process.

Clarity Outperforms Guesswork

These mistakes don’t just cost visibility, they cost revenue, confidence, and long-term growth.

If you want your hotel marketing to move from reactive to strategic, start with clarity.

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Next steps:

Depending on your commitment level here are the 2 things you can do next

• DIY: Download my free Hotel Marketing Self-Assessment Guide to uncover where your strategy stands and what’s holding you back.
• Fully committed about your hotel growth: Book a free Marketing Clarity Call to identify where your property is losing revenue and how to fix it.

Because clarity will always outperform busy work and random tactics.