Building Community, Not Just Bookings
Marketing Tips to Grow Your Hotel’s Local Impact
In today’s hospitality landscape, travelers crave authentic, meaningful connections that go beyond traditional stays. For boutique hotels and short-term rentals, building community isn’t just a buzzword; it’s a powerful strategy that brings value to both guests and the local area. By fostering a genuine relationship with your community, your hotel can become a hub of local culture, enhancing the guest experience and promoting sustainable growth. Here are some key marketing tips to help your property create a local impact that resonates with guests and strengthens community ties. We flourish together.
1. Highlight Local Experiences in Your Marketing
Guests often choose boutique hotels for their unique character and connection to the area. Partner with nearby artisans, tour operators, and small businesses to offer guests memorable, locally rooted experiences. Feature these partnerships in your marketing—think about adding a “Local Experiences” section to your website, showcasing the stories behind your community connections on social media, or including recommendations in welcome emails.
Example: Collaborate with a local sauna company to offer guests a personalized, immersive wellness experience. Not only does this provide an enriching experience, but it also supports local talent and connects guests with the community. Collaborate with your local private chef to offer guests personalized culinary experiences.
2. Create a Community-Centric Brand Story
Your hotel’s brand story should reflect its role within the local landscape. Share stories of your area, traditions, and the people who make it special. Whether your unique selling point is that you are located in a historically significant building, your property highlights the work of locally sourced designers, or that you are run by a family-run management group, communicate these stories! They tell guests that you are connected. Your brand story should show that you are invested in the community and committed to its preservation and growth.
Tip: Use your blog or social media channels to highlight unique stories about local businesses, inspirational or respected community members, artists, traditions, foods, or history. This gives guests a sense of direction and belonging even before they arrive.
3. Support Local Causes and Events
Aligning with local charities, hosting community events, or sponsoring neighborhood projects not only builds goodwill but also integrates your hotel into the community. Choose events or causes that reflect your brand’s values and that matter to locals—whether it’s hosting a local market pop-up, supporting an environmental initiative, sponsoring an art or wellness event, or organizing a cleanup day. Make sure to share these efforts in your marketing to show guests your commitment to making a positive impact.
Example: Partner with a local yoga teacher to host a monthly “donation only” community class that supports a local non-profit. Or partner with a nearby environmental organization to host a beach cleanup day, inviting guests and community members to join. Not only does this provide a meaningful activity for guests, but it also demonstrates your commitment to caring for your community while actually supporting your local community.
4. Leverage Social Media to Celebrate Local Stories
Social media is a powerful tool for showcasing local culture and personalities. Feature local makers, chefs, and artists who contribute to your guests’ experience. Create posts or reels that celebrate the people and stories that make your location unique. This approach highlights your commitment to local culture while engaging guests who want to feel immersed in their destination.
Tip: Dedicate a monthly “Local Spotlight” post where you showcase a nearby business, artisan, or event. Incorporate local businesses into a guest guidebook. Encourage guests to visit these spots and share their experiences by tagging your brand.
5. Invite Guests to Be Part of the Community
Create opportunities for guests to feel like part of the local community. From offering locally made products to including community-focused experiences in your packages, make it easy for guests to engage. Offer a curated guide with local businesses, events, and restaurants that support sustainable practices, or partner with nearby folk schools or artisan workshops that showcase traditional crafts.
Example: Offer a package that includes a farmer’s market tour and cooking class with a local chef. This gives guests a taste of the local flavor and an opportunity to connect with the area on a deeper level.
6. Incorporate Local Design and Décor
Your hotel’s design can tell a story, too. Source furnishings, artwork, and décor from local artisans to create a space that reflects your area’s character and spirit. This not only supports local talent but also makes your hotel feel truly unique and authentic to guests.
Tip: In your marketing materials, highlight the stories behind these local pieces. Whether it’s a handcrafted chair or a mural painted by a local artist, these details add depth to your brand’s narrative and give guests something special to connect with. Leave notes or posters in your space showcasing how in-room elements are connected to the local community and landscape.
7. Gather and Share Guest Stories
Guests themselves can become advocates for your brand and your community. Invite them to share their favorite experiences from their stay and highlight these stories in your marketing. Whether it’s a testimonial about a favorite local meal or a picture from a community event, sharing guest stories builds trust and fosters a sense of belonging.
Tip: Leave a notebook in the rooms for guests to share their experiences. Create a hashtag for guests to use when they share photos and stories. Repost their experiences on your social media channels, with permission, to build a community of past and future guests who feel connected to your brand and destination.
Final Thoughts
By shifting focus from simply filling rooms to building a community, your hotel can make a lasting impact and have true brand longevity. Embracing local partnerships, celebrating the unique character of your area, and inviting guests to connect deeply with their surroundings help transform each stay into a meaningful experience. Not only does this create a competitive edge, but it also aligns your brand with the values of sustainability, community, and authenticity that today’s travelers increasingly seek.
Encourage your guests to become a part of the story, and in turn, you’ll foster lasting relationships that benefit both your business and the local community.
