What Does a Hotel Marketing Manager Do? A Passionate Guide to This Exciting Career

If you’re someone who loves to think creatively, connect with people, and shape how guests experience hospitality, hotel marketing could be the perfect career for you.

Hotels are so much more than places to sleep. A hotel can be whatever a guest wants it to be. It could be a peaceful retreat, a vibrant social hub, or the gateway to a great adventure. As a marketing manager, you bring that vision to life. You are the storyteller, the strategist, the one who helps people choose your hotel for their next memorable stay.

Let’s dive into what makes hotel marketing such an inspiring field, what the role involves and why it’s a brilliant career path for anyone ready to make an impact.

Why Hotel Marketing is a Brilliant Career

Every day, you have the chance to:

• Blend creativity, strategy and insight to showcase your hotel

• Shape how guests discover, choose, and remember your property

• See real impact through increased bookings, stronger brand presence and guest loyalty

• Experience variety, with no two days ever the same

What Does a Hotel Marketing Manager Actually Do

As a hotel Marketing Manager, you drive the brand, voice and visibility of the hotel through a wide range of activities:

• Brand Strategy and Management: Define and protect the hotel’s identity across all channels

• Website and Digital Experience: Manage content, visuals, offers and user experience

• Search Engine Optimisation (SEO): Boost visibility through optimised content, metadata and technical enhancements

• Content Creation and Creative Direction: Lead photography, video, graphic design and copywriting

• Social Media Marketing: Build community, post engaging content and analyse performance

• Paid Media and Campaign Management: Plan and coordinate advertising campaigns (if applicable)

• Public Relations (PR): Develop media relationships, write press releases and manage the hotel’s public image

• Reputation Management: Respond to reviews and protect online reputation

• Partnership and Community Engagement: Collaborate with local businesses, charities and attractions

• OTA Channel Management: Keep listings accurate and visually appealing on third-party booking platforms

• Collateral Development: Produce print materials or online, like brochures, menus, signage and in-room guides

• Data Analysis and Reporting: Track KPIs, evaluate strategies and report results

• Market and Industry Awareness: Stay informed on trends and competitor activity

Where Can This Career Take You

Hotel marketing offers brilliant growth paths. You could advance to:

• Director of Marketing

• Director of Performance Marketing (if you decide to specialise)

• Regional Marketing Manager or Director

• General Manager

• Consultant or agency founder

Trends That Are Shaping Hotel Marketing Today

Hotel marketing is constantly evolving. Key trends include:

• Personalised guest experiences using data and AI

• Sustainability as part of brand storytelling

• Short-form authentic video as a major engagement tool

• Social media and influencer marketing driving discovery

• Mobile-first booking journeys

• Promoting local and meaningful experiences

Challenges That Make the Role Even More Rewarding

This role comes with challenges that keep it dynamic, such as:

• Attracting guests in low season

• Standing out in a competitive market

• Balancing the needs of owners, guests and partners

• Adapting to new tools and platforms

• Managing brand reputation during uncertainty

Each of these is an opportunity to innovate and grow. For further reading, explore more of the Playbook articles

Real World Inspiration

Look at success stories like:

• Marriott’s Travel Brilliantly campaign, which invited guest ideas

• The Icehotel in Sweden, which turned seasonality into a selling point

• Airbnb’s focus on local experiences, reshaping how travellers engage with destinations

The Skills You’ll Need to Shine

To thrive in this role, you’ll need:

• Communication skills to collaborate and inspire

• Creative thinking to develop standout campaigns

• Data literacy to measure and improve outcomes

• Leadership to guide teams and partners

• Flexibility to adapt to trends and challenges

Degrees in marketing, business or hospitality help, as do certifications in SEO, Google Analytics, Google Ads, or hospitality marketing.

Frequently Ask Questions (Q&As)

• What does a hotel marketing manager do day to day?

  A hotel marketing manager develops and executes strategies to promote the hotel. This includes managing the website, SEO, social media, PR, OTAs, partnerships, creative assets and brand messaging.

• What makes hotel marketing a rewarding career?

  It combines creativity, strategy, and relationship building. You get to see your work make a tangible impact on bookings, brand reputation and guest satisfaction.

• What tools and platforms do hotel marketers use?

  Common tools include content management systems, Google Analytics, social media platforms, email marketing systems, OTA dashboards and design tools like Canva or Adobe.

• What trends are shaping hotel marketing today?

  Trends include personalisation, sustainability storytelling, short-form video, mobile-first design and experiential marketing.

The world of hospitality marketing is dynamic, creative and full of opportunity. It’s a place where you can make a real impact, where fresh ideas matter and where every day brings a new chance to tell your story.