Hospitality is a high-stakes, high-expectation industry. It doesn’t just begin or end with food and drink. All aspects of Travel & Tourism – be that a hotel, an event space, a leisure destination or a sports venue – are part of the hospitality experience.
For businesses looking to succeed and stand out in this sector, visibility alone won’t cut it. The competition is fierce, customer attention is fleeting, and budgets are being squeezed harder than ever.
Success starts with focus. That means putting marketers at the centre of operations. Not just to execute campaigns, but to understand the pulse of the market and act fast on it.
From social-first creatives to data-minded analysts, hospitality needs marketing teams who can both tell a good story and prove it’s working.
There was a time when a social media post or an irresistible deal may have cut it, but those days are behind us. Like any other sector, marketing in hospitality now spans everything from real-time customer engagement to data analysis, brand storytelling, and conversion tracking. While front-of-house teams deliver the experience, it’s often marketing that shapes expectations before guests even walk through the door.
Here are five undeniable truths hospitality leaders should bear in mind this season:
Content is irrelevant if it isn’t timely
Social media has become hospitality’s shop window. Only now, it changes by the hour. With 84% of UK hospitality businesses now prioritising social in their marketing budgets, there’s no excuse for static feeds or outdated posts. The most effective brands are those that treat content creation as an always-on function. That means being ready to respond to a viral trend, the weather turning sunny, or a local event drawing crowds, and doing it in a way that feels genuine, not forced.
Short-form video, behind-the-scenes clips, candid staff moments – this kind of content builds a bridge between brand and customer, making the business feel approachable and current. But visibility isn’t impact. That’s where paid media strategy comes in. Targeting the right audience with the right message at the right time can turn interest into bookings, but it takes skill. More than more than a third of UK marketers say they lack the data and analytics knowledge to track ROI properly, and that’s a costly skills gap. Whether it’s formal training, digital apprenticeships, or carving out time for in-role learning, hospitality businesses need to prioritise marketing upskilling now or risk wasting precious budget on content that doesn’t convert.
SEO ain’t what it used to be
It’s 2025, so the journey to your business likely starts with a search bar, or even an AI query. But search engine optimisation (SEO) isn’t what it used to be. It’s no longer about stuffing keywords or chasing clicks – it’s about understanding what people are actually searching for and aligning your content accordingly. Hyper-specific phrases like “family-friendly brunch spots near Brighton seafront” or “cocktail bars open late on Sunday” might not generate massive traffic volumes, but they attract high-intent users ready to make a decision. That’s where the value lies.
The best SEO strategies layer these specific search terms with dynamic factors – live weather data, local events, even trending cultural moments – to surface your business exactly when and where someone is looking. Yet despite its power, many hospitality marketers still struggle with SEO. A 2024 found that only 57% believe their strategy is truly effective. That’s likely because they’re thinking about it too traditional a mindset – it’s not about ranking, it’s about relevance. Content creators, web developers and marketers all need to be speaking the same language and focused on the same goal: turning digital interest curiosity into physical footfall.
Email is alive and well
Even now, decades on, email is still the quiet workhorse of hospitality marketing – consistent, measurable, and surprisingly underused. When done right, it can feel like a personal note from your business to your guest. When done poorly, it becomes noise. The difference lies in segmentation, timing, and tone. Generic blasts with vague offers rarely resonate. But targeted emails, like a discount for someone who hasn’t visited in three months, or an invitation to a tasting evening based on past bookings, show customers you’re paying attention.
This level of relevance pays off. Targeted campaigns typically enjoy 23% higher open rates and 28% higher click-to-open rates than standard emails. These aren’t just vanity metrics; they translate to nearly double the effectiveness per message. Hospitality businesses that invest time in building proper mailing lists, tagging customer behaviours, and writing “human” messages as opposed to using templates will see stronger returns. And with automation tools now widely available, scaling these efforts has never been easier. Don’t send more emails, just send smarter ones.
Data is your primary currency
In an environment like hospitality, instincts can be helpful, but they’re no substitute for genuine insights. Marketing decisions driven by data don’t just reduce waste; they unlock opportunities that gut feel alone might miss. From tracking which Instagram Reels drive bookings, to analysing the performance of specific call-to-actions on your website, every insight offers a chance to sharpen your strategy.
The most successful hospitality marketers approach data with curiosity, not intimidation. They treat performance metrics as feedback loops, constantly testing, learning and adapting. What days see the most email opens? Which social posts lead to table reservations? Where are people dropping off in the booking journey? These are the questions that guide smart decisions. But to answer them, teams need the right tools – and more importantly, the right culture. Data can’t just live in dashboards; it needs to be embedded in how teams plan, act, and review their work.
Embrace people power
Hospitality, more than any other industry, is built on people – and we’re not just talking front of house. Having the right marketing team in place can mean the difference between a business that reacts and one that leads. The best marketing teams blend agility with insight. They’re quick to act on trends but grounded in what actually moves the needle. That doesn’t require a massive team, just the right people in the right roles, equipped to think strategically and execute quickly.
One of the smartest moves businesses can make is to invest in early-career marketers, particularly apprentices. They bring digital fluency, a fresh perspective, and an eagerness to contribute. But more importantly, they learn by doing, and that means they’re deeply embedded in your brand’s day-to-day rhythm. Supporting apprenticeships also builds long-term resilience. As hospitality evolves, having an in-house pipeline of trained, experienced marketers becomes a competitive advantage. While front of house turnover might naturally be high, marketing is a thread than never ends, with each new team member leaving a lasting mark that will shape your business for months, or even years, to come.
Making it count
A spike in demand whether seasonal or event driven can offer a welcome boost. But success in hospitality isn’t about chasing short-term wins. It’s about building something that can withstand shifts in footfall, consumer habits and market pressure. Whether it’s creating standout content, fine-tuning SEO, or investing in your team, the goal is the same: to turn short-term pressure into long-term growth. Get the right people in place. Give them the tools to act, not just for sales, but for your brand.