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I remember what it felt like to be the GM of a stand-alone independent hotel.
A big part of me - proud.
A little part of me - pessimistic.
Proud of our service, our people, and what we had built without a brand name on the front door.
But there was always that low hum of doubt…
Was it even possible to compete with the big operators and OTAs?
Other hotels had corporate marketing teams or belonged to brand collections.
I had… a front desk manager who also ran revenue management and social.
I leaned too heavily on the OTAs.
Outsourcing bookings felt easy.
Commission payouts were invisible (until they weren’t).
And I know I’m not the only one.
Many independent hoteliers still feel like they’re in a constant game of catch-up.
They're guessing their way through marketing activities that increase their digital visibility.
They are hustling to get more revenue on the books,
running last-minute campaigns,
reacting to low occupancy,
and depending on OTAs.
But here’s what’s changing:
Independent hotels are gaining ground.
- STR reports that boutique and independent hotels did better than branded chains in RevPAR and ADR growth in 2024.
- The boutique hotel market is projected to grow 7.4% each year until 2032.
It will reach more than $17B worldwide. Woohoo!
- Travelers are searching for “unique stays,” “family-owned hotels,” and “local experiences” - not cookie-cutter "same is lame" stays.
- AI-driven search is leveling the playing field.
It prioritizes relevance and quality content, not just big-brand names.
Your biggest competition is NOT the brands or the OTAs.
Your competition is the status quo.
Doing what you've always done is the problem.
There are so many ways for independent hotels to win.
And the best part?
You don’t need a big marketing engine to benefit.
You just need to use what’s already at your fingertips - for free (and expert guidance helps).
Want to know the free tools most hotels overlook - but shouldn't?
Yeah, ya do....sashay, sashay.
You like having an unfair advantage;
it's why you are a smart hotelier reading the Bookings Boost!
Here's your list of high-impact, low-effort tools that are 100% free
- and wildly underused by most hotels:
- Microsoft Clarity
See exactly how guests use your website.
Microsoft Clarity gives you heatmaps and real visitor recordings so you can spot where visitors get stuck or drop off - and fix it fast.
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Google Toolkit
- Google Business Profile: a MUST
Optimize your profile, post weekly, add offers, and answer FAQs. It’s your 24/7 billboard.
- Google Free Hotel Listings:
If your booking engine isn’t feeding rates into this, it’s time to ask why.
- Google Trends:
Discover what travelers search for in your area.
Then, create offers based on interests or content based on search terms.
- Google PageSpeed Insights:
Check your website speed. Speed matters. A slow site sends direct bookers running.
- Google Alerts:
Get mentions of your hotel, competitors, or destination directly in your inbox - no manual checking required.
- YouTube
This is one a LOT of hotels are sleeping on.
If you create reels for IG or FB, add them as shorts to your YouTube channel.
It's more than a video platform.
It's the platform for long-term visibility and a key part of being seen online. AI loves YouTube!
Create quick property tours, local experience videos, or behind-the-scenes content.
Unlike TikTok or IG Stories, these videos can work for you for years.
- AnswerthePublic.com
Want to improve your website content or write a blog article?
This tool helps you find out exactly what travelers are searching for.
Then, you can use it to shape your website copy, blog posts, email subject lines, and more.
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Join the Revenue Strategy Room
A free, live 30-minute session for hoteliers who want marketing clarity without the guesswork:
- 20 minutes of actionable strategy
- 10 minutes of open Q&A - bring your questions.
- 🗓️ First session kicks off June 4th and is inspired by this email - Free Marketing Tools & How to Win with Them.
Spots are limited. Reply to this email to save a seat in the room (hoteliers only).
You’re not missing a big brand or a big budget
You’re missing a better plan.
With tools like these - and the right strategy from an expert guide - you don’t need to outspend the chains.
You just need to take action.
Or keep letting third parties take the guest, the data, and the dollars.
You’ve got a choice - and now, you’ve got the tools to help.
P. S. Want results like these?
A marketing manager saved $10K by ditching poor-performing ads.
An owner saw a 49.6% lift in website traffic.
Another hotel's website now converts at 3.4% - formerly 1.6%.
They all started with one thing: the Revenue Roadmap.
At the rate of 12 room nights or less, it's one of the few investments you'll make with a guaranteed ROI.
Want a clear path to more revenue without wasting time or budget?
Reply to this email or click here.
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