8 Costly Hotel Marketing Mistakes That Are Killing Your Bookings (And How to Fix Them Fast!)
Stop Losing Revenue to Avoidable Mistakes
The hospitality industry is moving at lightning speed. With rising competition, evolving guest expectations, OTAs still taking a hefty cut, hotels and serviced apartments can't afford to get the basics wrong. And yet, so many properties are unknowingly making simple marketing mistakes that are directly costing them bookings and revenue.
The good news? These are all fixable.
In this expert guide, we’ll unpack the most common marketing mistakes I see day in and day out in hotels and serviced apartments and show you exactly how to fix them with practical and proven solutions. If your direct bookings are sluggish, your website underperforms, or you're overly dependent on third-party platforms, this is your starting point.
If you’re ready to turn things around, I’d be delighted to assist you. You can do that through one of my expert-led courses, premium marketing bundles, or tailored one-to-one consultancy.
1. Your Website Isn’t Built to Convert
The Problem:
If your website is slow, cluttered, outdated, or not mobile-friendly, you’re losing potential guests before they even check availability. A high bounce rate almost always points to friction in the booking journey.
The Fix:
Your website should load in under 3 seconds. Check it using Google PageSpeed Insights.
Clear “Book Now” buttons should be visible on every page.
Minimise booking steps. The path to purchase should feel effortless.
Ensure full mobile responsiveness. Over 60% of bookings now happen on mobile devices.
2. You're Overpaying for OTA Bookings Without a Direct Booking Strategy
The Problem:
OTAs are convenient, but if you’re leaning on them for the majority of your bookings, you’re giving away profits and your guest data for free. Without a plan to shift some of that demand direct, you’re trapped in the commission cycle.
The Fix:
Offer direct booking incentives like room upgrades, welcome gifts or flexible cancellation
Capture guest data at check-in and nurture them toward future direct bookings
Use remarketing ads to reach OTA guests who visited your website but didn’t convert
Create a loyalty scheme specifically for direct bookers
3. You’re Invisible on Google Because You Ignore SEO and Local Search
The Problem:
When guests search for hotels or serviced apartments in your area, are you showing up organically? If not, you’re handing that traffic to your competitors or OTAs.
The Fix:
Optimise your Google Business Profile with updated photos, amenities, and business info
Include local search keywords on your site (for example, “pet-friendly serviced apartment in Birmingham”)
Regularly publish destination content that adds value and improves visibility
Proactively ask guests for Google reviews as they boost credibility and rankings
My SEO for Hotels & Serviced Apartments course breaks this down step by step: no jargon, just results. Register your interest HERE
4. You’re Not Using Email Marketing to Drive Repeat Bookings
The Problem:
If email isn’t part of your marketing strategy, you’re constantly chasing new guests instead of re-engaging past ones. And that’s a missed opportunity for high-margin, low-cost conversions.
The Fix:
Set up post-stay thank-you emails with a special direct booking discount
Use abandoned booking emails to recover lost conversions
Segment your guest list and tailor offers to each audience group
Send pre-arrival emails that upsell room upgrades, services or packages
5. Your Social Media Has No Strategy
The Problem:
Posting pretty photos won’t cut it. Without a purpose-driven content plan, social media becomes a time drain with little return.
The Fix:
Showcase real guests, behind-the-scenes content and authentic experiences
Use short-form video to bring your space to life and boost visibility
Drive traffic back to your website with clear calls to action
Add booking links to your Instagram bio and social profiles
Create long-form Instagram captions with relevant keywords and hashtags. As of July 2025, Instagram posts are now searchable on Google, so well-written, optimised content can increase your visibility beyond the platform
6. You’re Not Retargeting Website Visitors
The Problem:
Most people won’t book on their first visit. If you’re not following up with them via retargeting ads, you’re letting warm leads go cold.
The Fix:
Install Facebook Pixel and Google Ads tracking on your website
Serve ads to people who browsed your site or checked availability
Offer time-sensitive incentives to drive urgency and action
Even a small ad budget can go a long way when retargeting is set up properly.
7. Poor Reputation Management is Driving Guests Away
The Problem:
Online reviews are make-or-break. A few bad ones, especially if unanswered, can scare off dozens of potential bookings.
The Fix:
Respond to every review within 24–48 hours, especially negative ones
Train staff to resolve issues on the ground before they become public
Send post-stay review requests to satisfied guests while their experience is fresh
Reputation is trust. Don’t let silence speak louder than your service.
8. No Loyalty or Referral Program to Encourage Repeat Business
The Problem:
If guests stay once and never return, you're constantly starting from scratch. Without a loyalty or referral mechanism, you miss out on a high-converting, low-cost revenue channel.
The Fix:
Reward repeat bookers with exclusive perks
Launch a referral program to let happy guests promote you organically
Send birthday or anniversary offers to keep your brand top of mind
It’s Time to Stop Leaking Revenue and Start Taking Control
Every hotel and serviced apartment has untapped revenue potential, often hidden in plain sight. These common marketing mistakes can quietly chip away at your profit margins, occupancy rates and brand credibility. The good news? You now have the clarity and the tools to fix them.
Whether it’s tightening up your website, shifting OTA reliance, or finally putting a direct booking strategy into action, you don’t need to overhaul everything to see results. Just start with the fundamentals.
If you’d like expert support, I’d be delighted to help you move forward:
Download my premium marketing bundles for plug-and-play resources that save you time and guesswork
Book The Hotel Visibility Audit for a tailored strategy that suits your property, your market and your goals
You don’t have to figure it all out alone. Whether you’re just starting out or ready to scale, let’s turn your marketing into a consistent revenue-driving machine.
Have a question? Need a recommendation? Just reach out, I’m here to support your growth.