In today’s highly competitive hospitality landscape, simply having a prime location and quality amenities is no longer enough. Hotels across the UK and Europe face increasing pressure from OTAs, rising acquisition costs, and changing guest expectations. Hotel Villa Baviera was no exception.
| Your roadmap through this blog: |
|
Despite strong fundamentals, the hotel struggled to cross a 50% occupancy rate, limiting its overall hotel revenue growth. This case study explores how a structured hotel marketing plan, supported by a focused B2B marketing strategy for a hotel, helped turn performance around – resulting in a 25% increase in occupancy.
Understanding the challenge
Hotel Villa Baviera, situated in a popular tourist destination, had all the makings of a successful establishment: modern facilities, friendly staff, and a prime location. However, the hotel struggled with low occupancy rates, indicating a disconnect between its offerings and market reach.
The key issue wasn’t the product – it was visibility and reach. The management realized that traditional marketing methods were insufficient in the digital age and sought the assistance of a hotel growth agency to identify and address the underlying issues affecting their performance.
Developing a comprehensive hotel marketing plan
A clear and strong hotel marketing plan is the foundation of any successful hospitality business. In the case of Hotel Villa Baviera, a fragmented and inconsistent marketing effort was one of the main reasons behind their low occupancy rate. To address this challenge, the growth agency developed a well-structured, data-driven plan that aligned with modern hospitality trends and guest expectations.
1. Social media engagement
To build brand recognition and guest loyalty, the hotel’s presence on platforms like Instagram, Facebook, and LinkedIn was revamped. The agency focused on:
- Sharing guest testimonials
- Behind-the-scenes content
- Stories featuring local attractions and events
- Promotions for returning guests
Consistent branding, high-quality visuals, and user-generated content helped humanize the hotel brand. Social proof played a key role in improving engagement rates and encouraging bookings.
2. Targeted advertising
Understanding audience segments was crucial. The agency created tailored campaigns using Google Ads and Meta’s advanced targeting tools to reach specific demographics like:
- Families looking for holiday packages
- Business travelers needing weekday accommodations
- Couples planning romantic getaways
Ads were geo-targeted and customized based on search behavior. These efforts significantly improved the click-through rate (CTR) and reduced the cost-per-click (CPC), leading to a higher ROI – one of the best marketing strategies for hotels operating in competitive regions.
3. Website optimisation
The first step in the hotel’s transformation was a full overhaul of its website. The new site was built to be mobile-responsive, ensuring a seamless user experience across devices. With more than 60% of hotel bookings now made via smartphones, a non-responsive website can lead to lost revenue.
But visual appeal wasn’t enough; the site was also SEO-optimised. Keyword-rich content, meta descriptions, fast load times, and secure HTTPS protocols were implemented. This not only improved organic rankings but also reduced bounce rates and increased direct bookings. Clear CTAs (“Book Now,” “See Rooms,” “Contact Us”) and integrated booking engines further streamlined the customer journey – an essential step in how to increase occupancy rate in a hotel without over-reliance on OTAs.
4. Influencer partnerships
One of the best marketing strategies for hotels in today’s digital era is leveraging the influence of travel bloggers and content creators. The agency invited well-known influencers with strong engagement metrics and niche authority to experience the hotel in exchange for authentic content.
These collaborations resulted in Instagram takeovers, YouTube vlogs, and blog features that showcased the hotel’s unique selling points to a new audience. Influencer content not only enhanced credibility but also led to an immediate spike in bookings.
5. Email marketing
An often-overlooked aspect of marketing for small hotels, email marketing became a cornerstone of this hotel’s retention strategy. Personalized email sequences were created for:
- Abandoned cart users (people who initiated but didn’t complete bookings)
- Past guests (with loyalty offers)
- Seasonal campaigns (e.g., “Spring Special: 20% off”)
By segmenting the email list based on behavior and past interactions, the hotel achieved higher open rates and booking conversions. This tactic proved essential in how to increase occupancy rate in a hotel during off-peak months.
Implementing a B2B marketing strategy
Most hoteliers focus solely on B2C efforts, but a B2B marketing strategy can be incredibly effective for a hotel. Business travel remains a consistent source of revenue, especially during weekdays when leisure travel slows down.
1. Corporate partnerships
The hotel growth agency initiated outreach to local and regional businesses, offering special corporate rates, early check-ins, and exclusive perks. These corporate partnerships provided companies with reliable lodging options for employees and generated consistent weekday bookings for the hotel.
This is a prime example of how a B2B marketing strategy tailored to the hotel sector can create long-term value and reduce dependency on seasonal tourists.
2. Meetings and Events
Hotels with suitable amenities often overlook their potential as event venues. The agency began promoting Villa Baviera’s conference rooms and meeting spaces for:
- Corporate retreats
- Networking events
- Product launches
Marketing materials highlighted these offerings on LinkedIn and industry-specific platforms, using keywords like “business-friendly hotel” and “corporate event venue.” This added a new revenue stream while strengthening business visibility.
3. Loyalty programs for business travelers
To incentivise repeat visits, the agency launched a loyalty programme offering:
- Room upgrades
- Priority booking during peak seasons
- Special offers after multiple stays
This initiative turned first-time business guests into brand advocates, helping boost midweek occupancy, a major challenge for many boutique hotels.
Enhancing the guest experience
Marketing doesn’t end with getting guests through the door. It’s what happens during the stay that determines whether they’ll come back or recommend the hotel. That’s why the agency placed strong emphasis on improving service delivery.
1. Training hotel staff
The agency organized service excellence workshops that covered:
- Greet guests with warmth
- Handling complaints empathetically
- Personalizing services based on guest profiles
Improved guest interactions translated directly into better reviews and higher Net Promoter Scores (NPS), which further fueled online bookings.
2. Personalized guest experiences
Small details made a big impact:
- Welcome notes with guest names
- Customizable pillow menus
- Complimentary snacks based on dietary preferences
These touches not only created emotional connections but also increased the likelihood of glowing reviews and organic promotion.
Leveraging data analytics
In modern hotel marketing plans, data is power. The agency didn’t stop at execution; they measured every campaign and touchpoint to understand what worked best.
1. Website Analytics
Google Analytics was used to assess:
- Bounce rates
- Conversion paths
- Popular room types
This helped in refining page content, navigation, and calls-to-action.
2. Guest feedback
The hotel leveraged online surveys and review analysis to find out what guests loved and what needed improvement. This informed operational decisions, helping prioritize renovations or amenity upgrades.
3. Booking pattern analysis
Patterns such as advance booking windows, preferred stay durations, and peak travel dates allowed the hotel to:
- Adjust pricing dynamically
- Launch targeted campaigns
- Optimize room availability
Key results and learnings
- 25% increase in overall occupancy
- Improved midweek bookings through B2B channels
- Higher direct booking share
- Stronger brand visibility and guest loyalty
Actionable tips for hoteliers
- Build a structured hotel marketing plan, not isolated campaigns
- Invest in website performance before increasing ad spend
- Use B2B marketing strategies to stabilise weekday occupancy
- Focus on guest experience as a growth lever, not just a service metric
- Let data guide pricing, promotions, and content decisions
FAQs (Frequently Asked Questions)
Q1. What is the most effective way to increase hotel occupancy?
A combination of SEO-optimised websites, targeted paid ads, email marketing, and B2B partnerships delivers the strongest results.
Q2. Do B2B marketing strategies work for small hotels?
Yes. Corporate rates, meetings, and long-stay partnerships are highly effective for consistent revenue.
Q3. How long does a hotel marketing plan take to show results?
Initial improvements can be seen within 3–4 months, with sustainable growth over 6–12 months.
Q4. How can small hotels compete with larger chains?
Small hotels can compete by focusing on personalised guest experiences, leveraging their unique character and location, building strong local partnerships, and using cost-effective digital marketing strategies.
Q5. How important is mobile optimisation for hotel bookings?
Mobile optimisation is essential, as over 80% of hotel bookings are now made via smartphones. Mobile-friendly sites with fast loading times, clear calls-to-action, and integrated booking engines significantly improve conversion rates and reduce booking abandonment.
Key takeaways
- A comprehensive hotel marketing plan combining digital and traditional strategies is essential for increasing occupancy rates.
- B2B marketing strategies provide consistent revenue streams through corporate partnerships and event bookings.
- Mobile optimisation and SEO are non-negotiable in today’s digital landscape.
- Data analytics enable continuous improvement and strategic decision-making.
- Guest experience and service quality directly impact online reviews and repeat bookings.
Conclusion: Turning strategy into sustained success
The transformation of Hotel Villa Baviera showcases how a structured hotel marketing plan, aligned with modern tools and tactics, can drastically increase the occupancy rate in hotel businesses, even those struggling with visibility and conversions.
From B2B marketing strategy integrations to creative marketing strategies for small businesses, this case demonstrates how tailored execution and a guest-first mindset can drive sustainable results. For hotels aiming to break past stagnation, this roadmap provides a replicable path to long-term success.
Want to replicate this success for your hotel?
Whether you're a boutique hotel or a mid-size hospitality business, our team at ThisRapt specialises in crafting B2B marketing strategies, performance-driven campaigns, and personalised guest experiences that elevate your brand. Let's build a hotel marketing plan that delivers results.
