Funnel vs Flywheel in Hotel Marketing: Which Should You Use in 2025?

n today’s hotel marketing landscape, guests don’t browse in straight lines. One minute they’re reading a TripAdvisor review, the next they’re watching a rooftop reel, then comparing rates on Google or asking a friend where they stayed last summer.

The journey is emotional, unpredictable and layered which means your marketing needs structure.

Two models help you make sense of it all: the funnel and the flywheel.

But which one’s right for your hotel? Do you need both? And what happens if you ignore one entirely?

Let’s break it down into a clear, practical strategy you can actually use.

What is a Hotel Marketing Funnel?

The hotel marketing funnel is a linear path that moves a guest from discovery to booking. It’s great for mapping out your campaigns and getting clarity on what drives conversions.

Typical funnel stages for hotels:

1. Awareness – A guest discovers you through search, OTAs, ads, or PR

2. Interest – They check out your site, scroll your gallery, browse your social

3. Consideration – They compare you against other properties and read reviews

4. Booking – They commit to a stay (ideally direct!)

5. Loyalty – They rebook, refer a friend or subscribe to your emails

Funnels are excellent for short-term goals: flash sales, special offers, lead generation or retargeting. You control each step, perfect for performance marketing.

But here’s the problem: most funnels stop at the booking. The guest checks out. Your automation ends. And you’re left starting over from scratch.

That’s not a growth model, that’s just running in circles.

What is a Hotel Marketing Flywheel?

The hotel marketing flywheel is a continuous loop. It doesn’t stop after the booking, it builds momentum. Each guest interaction feeds the next, turning happy guests into repeat bookers, reviewers and advocates.

Here’s how it typically flows:

1. Awareness – Guests discover you through Google Maps, social proof, reviews, or influencer content

2. Consideration – They engage with your content, read blogs, follow you, watch videos

3. Conversion – Once trust is high enough, they book

4. Retention – You re-engage them through emails, loyalty offers, referral incentives, and content

It’s not about a single campaign, it’s about the experience machine you build. The flywheel is CRM strategy. Guest storytelling. Reviews that power SEO. A branded experience they can’t wait to share.

So, do you need both?

Yes. But you use them at different stages.

• Use the marketing funnel to bring guests in when you need quick results or want to fill rooms next week.

• Use the marketing flywheel to keep them coming back and turning them into your marketing engine.

You don’t have to choose one or the other. In fact, the smartest hotel marketers in 2025 use the funnel to kickstart momentum, and the flywheel to build long-term growth.

What happens if you only use the funnel?

You’ll generate bookings when you spend but it’s constant effort and cost. You’ll rely heavily on paid traffic, OTA commissions, and promotions. It’s fast, but not sustainable.

What happens if you only use the flywheel?

You’ll build loyalty and brand strength, but only if you’ve already got enough guest volume to sustain it. If you’re a new hotel or haven’t invested in visibility, the flywheel will struggle to turn without top-of-funnel input.

A smarter strategy: Funnel → Flywheel

Don’t think of them as separate tools. Think of them as parts of the same engine. Use the funnel to attract and convert new guests. Then immediately plug them into your flywheel.

Here’s what that might look like:

• Run a Google Ads campaign or metasearch push (funnel)

• Capture their email and begin a thoughtful pre-arrival journey (bridge) - The transition between the funnel and the flywheel.

• Deliver a stay that’s memorable, personal and Instagrammable (flywheel)

• Post-stay: ask for a review, offer a referral and re-engage with a bounce-back offer (flywheel)

Over time, your paid acquisition costs shrink. Your direct bookings grow. Your brand visibility rises. And your best guests become the ones bringing in new ones.

Final thought

• The funnel gets you bookings.

• The flywheel builds your brand.

Use them together, and you stop chasing numbers, you build momentum.

That’s how you grow direct bookings revenue without always being at the mercy of ad spend or OTA commission. Because let’s be honest: it’s not just about getting heads in beds anymore. It’s about turning happy guests into promoters, partners and long-term value.

Frequently Asked Questions

• What’s the difference between the funnel and the flywheel?

  The funnel is a straight path, designed to drive new guests from awareness to booking. The flywheel is a loop, built to keep guests engaged, coming back, and spreading the word. The funnel gets attention. The flywheel builds trust.

• Do I need both?

  Yes. Use the funnel for short-term wins like filling rooms or launching offers. Use the flywheel to grow your brand over time and reduce reliance on paid media. Together, they’re far more powerful than either one alone.

• What happens if I only use the funnel?

  You’ll get bookings, but only while you're spending. Without a post-stay strategy, you’ll constantly start from scratch and spend more to achieve the same results.

• What happens if I only use the flywheel?

  The flywheel builds loyalty, but it needs fuel. Without consistent awareness or traffic, it’s hard to keep it spinning. That’s where the funnel helps.

• Where should I start?

  Start with your post-stay journey. Make sure every guest receives a thank-you email with a review link, a bounce-back offer and a referral incentive. It’s an easy win that keeps guests in your orbit.