Consumer Surveys Tell-All

The Secrets Small Hotels Need to Know!

It is not easy running a small hotel, B&B, or inn these days. With endless booking options and larger chains as competitors, standing out requires a strategic approach. Fortunately, recent surveys provide insights that can help you hone your strategy and build deeper connections with your potential guests.

Social Media: Your Front Door

Did you know 34% of guests discover hotels through social media? For small hotels, it's not about spending big on ads—it's about being real. Show off the moments that capture your hotel's unique vibe and give future guests a sneak peek of what staying with you feels like.

"We noticed our guest engagement increase when we shared behind-the-scenes moments and local tips," says a representative from Americana Motor Hotel, which successfully grew its social media presence by reposting user-generated content​. (Sources: Scott Social and Hotel Tech Report)

Takeaway:

• Post genuine, in-the-moment updates.

• Engage with guests by reposting their photos and experiences.

• Visuals Speak Louder Than Words

43% of survey respondents said visuals were the most impactful part of hotel advertisements. For small hotels, visuals are often guests' first impression of your property.

• Showcase unique features: Highlight what makes your space memorable—whether it's a sun-filled room or a cozy breakfast nook.

‍

Airbnb's strategy: They leveraged stunning user-generated content in their #WeAccept campaign, which led to increased bookings​

"Guests are not just booking a place to stay—they're looking for an experience," notes the success of Airbnb's user-generated content​ (Source: Top Social Media Agency)

Build Trust Through Testimonials

For 26% of guests, testimonials are a key factor in their decision-making. Small hotels can build credibility by highlighting positive guest reviews and making them easily accessible."When we started regularly sharing reviews on our social media, we saw an uptick in inquiries and direct bookings," shares 1 Hotel South Beach, which regularly reposts user-generated content.​Hotel Tech Report

Smart Tricks:

• Regularly share guest reviews across social platforms.

• Include testimonials on your website's homepage to build trust at first glance.

Promotions That Convert Browsers into Bookers

Promotions capture the attention of 21% of guests, especially during off-peak seasons. Even simple offers can make a difference. Americana Motor Hotel successfully used giveaways to increase engagement and bookings​ (Source: Scott Social)

• Special packages: Consider bundling local experiences or offering a seasonal discount.

"We partnered with a local vineyard to offer a wine-tasting weekend, and bookings increased by 15%," says a small inn owner in California​ (Source: Scott Social)

Clarity in Messaging

One mistake many small hotels make is overcomplicating their marketing. 60% of guests appreciate clear and concise messaging. Keep it simple—focus on what makes your property unique and how it meets guests' needs.

• Answer guests' key questions upfront: What can they expect when booking?

• Direct messaging helps guests feel more confident in their choices, which can lead to more bookings.

Tailor Your Message to Fit Your Guests

Nearly 44% of respondents said that relevant messaging played a big role in their decision to book. This is where small hotels have the upper hand over large chains. Tailor your message to specific guest types—whether it's couples seeking an intimate hideaway or families wanting a warm and welcoming escape.

‍"When we shifted our messaging to focus on family-friendly amenities, we saw an increase in group bookings," says an innkeeper in Maine (Source: ​Scott Social).

What You Need to Know:

• Social Media: Be genuine. Share user content drives engagement.
• Visuals: Let photos do the talking by capturing your property's unique appeal.
• Testimonials: Trust is built through guest reviews— get 'em and share 'em...everywhere.
• Promotions: Simple, targeted promotions convert interest into bookings.
• Clear Messaging: Keep your message concise and guest-focused.
• Tailored Communication: Personalize your message to attract your ideal guest.

Final Thoughts

Win over the larger hotel chains and the OTAs. Play into your strengths and connect with guests. Its something only YOU and your team can do. Do it through user-generated content, appealing photos, or personalized messaging. These strategies can help your small hotel shine.