Let’s clear up a common myth in hospitality: that one person can, and should, manage the entire hotel marketing function from brand strategy, photography to PPC, SEO, email, content, social media, Google Analytics, metasearch and everything in between.

Some marketers can do both. But most hotels will get better results by recognising the difference between these two very distinct roles and building the right structure around them.

Here’s what every hotel owner, general manager or commercial leader needs to know.

The Hotel Marketing Manager: Brand Builder, Storyteller, Commercial Collaborator

The Hotel Marketing Manager is the voice and vision of your hotel. They shape how your brand appears to the world and make sure every guest touchpoint reflects that identity.

Core responsibilities:

Define your brand personality and tone of voice
Oversee content creation across your website, social media, email, brochures and in-room materials
Lead PR, influencer partnerships and tourism board collaborations
Deliver creative campaigns that generate awareness and buzz
Support sales and revenue teams with seasonal promotions and tactical plans
Manage photography and video to visually tell your hotel’s story

Skills and mindset:

They are strategic, creative, collaborative and deeply guest-focused. They understand who your ideal guest is, what motivates them and how to create emotional connections across every channel.

They’re asking: Are we telling the right story? Is our brand memorable? Are we standing out in a crowded market?

The Hotel Performance Marketing Manager: Data-Driven, ROI-Focused, Commercially Driven

The Performance Marketing Manager is the digital engine of your business. They focus on paid channels, attribution, conversions and results. Their role is to drive profitable bookings and make every marketing pound count.

Core responsibilities:

Manage paid media campaigns including Google Ads, Meta, metasearch, GDS media, display, Affiliates and remarketing
Create digital strategies that target the right guests at the right time
Set and report on KPIs with the revenue team
Lead SEO, CRO and tracking across all platforms
Build dashboards in GA4, Looker Studio or similar tools to measure performance
Shift budgets in real time to back the channels that convert best

Skills and mindset:

They are analytical, commercially driven, technical and performance-obsessed. They don’t care for likes or impressions unless they lead to bookings.

They’re asking: What is our cost per booking? How can we scale high-performing campaigns? Are we wasting money anywhere?

Team of marketer looking at strategies on a board

Why These Roles Should Work Hand in Hand

When brand and performance work together, magic happens. One builds the desire. The other captures it.

Too often, these functions are siloed. The creative team crafts beautiful campaigns, but no one tracks if they convert. The performance team drives bookings, but with no brand consistency or emotional appeal.

Here’s what collaboration looks like:

What performance gains from brand:

Stronger landing pages written with tone of voice and guest intent in mind
Higher ad click-through rates thanks to scroll-stopping visuals and messaging
Increased conversions because the guest journey is cohesive from first touch to final booking
A brand that guests actually remember, trust and return to

What brand gains from performance:

Real data on which messages, visuals and offers actually convert
Insights on guest segments, seasonality and booking behaviour
A feedback loop to test creative ideas quickly and learn what resonates
The ability to justify brand investment with clear commercial results

Together, they bridge awareness and action. Brand creates the spark. Performance fans the flame.

So... Can One Person Do Both?

Yes. But if you expect someone to do both, give them the space to breathe.

Hotel marketing is not just posting to Instagram or reacting to last-minute requests. It’s complex, multi-layered and commercially critical. It includes brand building, revenue alignment, campaign planning, analytics, content creation, CRM, SEO, paid media and so much more.

You expect a lot from one person. Often, far too much.

Here’s the reality:

A Marketing Manager may be excellent at storytelling but struggle with attribution models and bid strategies.
A Performance Marketing Manager may exceed your ROAS goals but lack the brand thinking that creates long-term value.

If you’ve hired someone who can do both, support them. Give them time, budget and autonomy. Let them lead. Reward them well. Not just with praise, but with career development, a proper title and a seat at the commercial table.

Otherwise, surround yourself with a network of small agencies and freelance hospitality experts who will treat your hotel like their own. They’ll become part of your team and provide the backup your internal marketing lead needs.

The value they bring will be invaluable. So you know what to do: get in touch!

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Frequently Asked Questions

Hotel marketing focuses on branding, storytelling, content, and guest engagement. Performance marketing is focused on driving measurable results such as direct bookings, using paid media, SEO and analytics.
Yes, but it is rare to find someone who is equally skilled in both. Each area requires a different mindset, toolset, and approach. If you do expect one person to manage both, make sure they have the support and time to do it well.
Yes, but it is rare to find someone who is equally skilled in both. Each area requires a different mindset, toolset, and approach. If you do expect one person to manage both, make sure they have the support and time to do it well.
If your hotel is focused on building a strong brand and increasing direct revenue, having both roles makes a real difference. For smaller teams, a mix of internal expertise and freelance or agency support can be just as effective.
The Performance Marketing Manager typically works hand in hand with revenue, focusing on KPIs, forecasting, and campaign budgets. That said, a great Marketing Manager will also align brand campaigns with commercial targets.
Start with one experienced marketer in-house, then build a trusted support network of freelancers and agencies who understand hospitality. This flexible structure can give you both strategic depth and execution power.