how to choose a marketing agency

How to Choose a Marketing Agency Best for Hotel Brands?

What Is a Hotel Marketing Agency?


A hotel marketing agency can be an invaluable resource for hotels of all sizes, but hiring a marketing agency can still be a tough decision. As more people utilize the internet and social media to plan and study their next holiday, the hotel marketing landscape is rapidly increasing, according to a report on hotel marketing data from Amra & Elma. The same survey demonstrates that social media may be the most important for brand discovery as 55% of customers liked a brand’s Facebook page to learn more about the establishment, highlighting the necessity for hotels to work with hotel marketing agencies to develop effective digital marketing campaigns.

The main function of every hotel marketing agency is to develop and execute marketing plans and strategies for their hotel clients. This can include anything from developing and executing a digital marketing plan, to creating targeted print advertising campaigns, to designing and managing social media efforts.

There are many considerations to make while searching for, selecting, and contacting hotel marketing agencies. For hotel brands looking for help locating the most qualified agency to expand their business, Amra & Elma has produced a thorough study on how to choose a marketing agency for hotels, what services they provide, what to anticipate when employing the agency, and much more.


1. What is hotel marketing?


how to choose a marketing agency


Hotel marketing is the process and activity of creating awareness and demand for a hotel’s services and offerings. It is a strategic process that begins with an understanding of the hotel’s product and target guests and ends with the successful booking of a room. The main objectives of hotel marketing are to generate leads and bookings, increase market share, and build brand awareness.

Some of the most important channels used in hotel marketing, and some of the most crucial services provided by hotel marketing agencies are the following:

  • Online marketing: This includes search engine optimization (SEO), paid search, and social media marketing.
  • Traditional marketing: Including advertising, public relations, and direct mail
  • Referral marketing: Including loyalty programs and affiliate marketing.


Hotel marketing requires a deep understanding of both the hotel industry and the travel industry, as it is a complex process that involves creating unique content, building relationships with travel agents and other partners, and using the latest digital marketing tools.


1.1. Why is hotel marketing important?


Hotel marketing is a crucial business component for all hotel brands no matter their size because it allows them to reach out to potential customers and let them know what the hotel has to offer. Every hotel has to establish a recognizable brand out of their business, attract customers with their special and intriguing offers, and exceed all industry competitors. Hotel marketing agencies can help brands achieve all of these objectives, and much more, by offering and implementing services like advertising strategies, public relations, social media marketing, content development, SEO, branding, and more.

Hotel marketing is the process of creating awareness and interest in a product or service, and it can be done through various channels, such as television, radio, print, the Internet, and social media. Hotels also compete with other businesses in the hospitality industry, such as resorts and bed and breakfasts, and they also compete with other forms of travel, such as airfare and car rentals.

Some of the reasons why hotel marketing is important for hotel brands also include the following:

  • Hotel marketing helps brands to differentiate themselves from their competitors
  • It helps hotels increase occupancy rates and room rates
  • It assists hotels to generate awareness of their brand
  • It helps brands to attract new customers and retain existing ones
  • It aids hotel brands in improving customer satisfaction and loyalty


2. What does a hotel marketing agency do?


how to choose a marketing agency


When thinking about how to choose a marketing agency perfect for hotel brands, we must first understand what would this agency do for our brand. A hotel marketing agency is an independent company that specializes in helping hotels of all shapes and sizes to market their services and offerings, and attract new high-quality customers. They do this by creating and managing different types of marketing campaigns, designing and running advertising programs, and developing relationships with key industry partners and distributors.

Hotel marketing agencies work to improve the visibility of hotels online and enhance and differentiate their brands, using search engine optimization and other techniques to help them appear higher in search results. In addition, the best hotel marketing agency can provide support with social media marketing, public relations, event planning, photography and videography services, and more.


2.1. What types of hotel marketing agencies are there?


There are a variety of hotel marketing agencies that exist in the market and hotel industry. The most common types include:

  • hotel advertising agency
  • hotel PR agency
  • hotel digital marketing
  • hotel branding agency
  • hotel creative marketing agency
  • hotel integrated marketing agency


2.1.1. Hotel Advertising Agency


how to choose a marketing agency


Advertising agencies are hired by companies to create and execute advertising campaigns. They work with various forms of media, such as television, radio, and print, to generate awareness for a product or service. Advertising agencies typically have a team of employees who specialize in different aspects of advertising, such as creative design, media buying, and account management.


2.1.2. Hotel PR Agency


Another type of hotel marketing agency is a public relations (PR) firm. PR firms are hired by companies to promote a positive image of their brand and manage any negative publicity. They work with the media to get positive stories about their clients published and to ensure that any negative stories are handled in a way that does not damage the company’s reputation. PR firms typically have a team of employees who specialize in different aspects of public relations, such as media relations, crisis communication, and brand management.


2.1.3. Hotel Digital Marketing Agency


how to choose a marketing agency


The third type of hotel marketing agency is a digital marketing agency. Digital marketing agencies specialize in marketing products and services online. They use a variety of online channels, such as search engines, social media, and websites, to reach potential customers. Digital marketing agencies typically have a team of employees who specialize in different aspects of online marketing, such as search engine optimization (SEO), social media marketing, and website design.


2.1.4. Hotel Branding Agency


Hotel branding agencies are experts in creating and managing a brand’s identity for hotels. They work to create a unique and consistent experience for guests across all touchpoints, from the logo to the website to the employees’ uniforms. They also develop marketing strategies to promote the hotel brand and attract guests. Hotel branding agencies typically have experience in both marketing and design, so they can create a holistic branding strategy that looks good and works well.


2.1.5. Hotel Creative Marketing Agency


Hotel creative marketing agencies are those that specialize in developing and executing marketing plans and campaigns for hotels. They work with hotel owners and managers to create a marketing strategy that will reach potential guests and encourage them to book a stay at the hotel. The agency will develop creative ideas for advertising, public relations, and social media marketing, and then help to implement those ideas. They can also help to track the results of the marketing campaigns to see how well they are performing and make necessary adjustments. Hotel creative marketing agencies can be a valuable resource for hotels looking to increase occupancy and revenue.


2.1.6. Hotel Integrated Marketing Agency


An integrated marketing agency for hotels is a full-service marketing company that provides a wide range of services that help hotel brands achieve their marketing goals. They offer everything from advertising and public relations to website design and social media marketing, and much more. To provide these services, an integrated marketing agency for hotels typically has a team of experts in various areas of marketing. Integrated marketing agencies are often able to provide a more holistic approach to marketing than businesses can achieve on their own. By working with one integrated marketing agency for hotels, hotel brands can get help with full aspects of their marketing campaign, from developing a strategy to executing the plan and measuring the results. This allows businesses to focus on their core competencies and leave the marketing tasks to the full-service experts.


3. How to choose a marketing agency for hotels?


how to choose a marketing agency


When thinking about how to choose a marketing agency perfect for hotel brands, it is important to keep in mind what you are looking for in an agency in general. You first have to determine what are your specific needs and wishes, by looking into what your business requires the most at that specific time.

You can also think about how to choose a marketing agency best for hotel brands by reading online reviews. Look for reviews from third-party sources such as Amra & Elma, and their top hotel marketing agencies list, or Hotel Tech Report, and their list of top hotel marketing agencies in 2022. These reviews will give you a good idea of what the best hotel marketing agency is like to work with and how they perform in terms of results. 

Some things to consider in a hotel marketing agency:

  • Size
  • Location
  • Services offered
  • Price
  • References
  • Reporting
  • Marketing Audit



3.1. Size


The size of a hotel marketing agency matters for many reasons. First, an agency with more employees has more resources to draw on, which allows them to offer a wider range of services and provide a higher level of support to hotel brands. Additionally, a larger hotel marketing agency can typically afford to invest in more sophisticated technology and tools, which allows them to create and execute more effective hotel marketing campaigns. A bigger hotel marketing agency is also likely to have more experience and expertise, which can be invaluable when it comes to developing successful marketing strategies.


3.2. Location


how to choose a marketing agency


When thinking about how to choose a marketing agency perfect for hotel brands, we have to understand that the location of a hotel marketing agency can matter for many reasons. One reason is that the location of the agency can affect its ability to serve its clients effectively. For example, if a hotel marketing agency is based in a rural area, it may not have access to the same resources as an agency based in a larger city. This can limit the agency’s ability to provide its clients with the latest and most effective digital marketing strategies and technologies.


3.3. Services


The services of a hotel marketing agency matter because they can help your business to reach a wider audience, connect with more customers, and achieve its desired results. A hotel marketing agency understands the principles of effective digital marketing and knows how to apply them to the hotel business. They can help hotel brands to create a website that is both user-friendly and search engine optimized, develop an effective social media strategy, and create targeted advertising campaigns that will reach your target audience. A good hotel marketing agency with effective and high-quality services can also help you to track your results and measure the effectiveness of your digital marketing efforts so that you can make adjustments as needed.


3.4. Price


The price of a hotel marketing agency can matter for a few reasons. The most important reason is that the price of services can reflect the quality of the services being provided. If a hotel marketing agency is charging more, it may be because they have a higher overhead cost or because their services are more specialized and require more resources. When a hotel marketing agency charges less, it could be because they are new to the industry and are still building their client base, or because they are offering a lower-quality service.

Another reason the price of a hotel marketing agency can matter is that it can impact how much you will need to spend on marketing to achieve your desired results. If a hotel marketing agency’s rates are too high, you may need to spend more on marketing to get the same results you would have gotten if you went with a cheaper option.


3.5. References


There is no question that the references of a hotel marketing agency matter. After all, this is the organization that will be responsible for helping hotels promote their business online and offline, gain new customers and improve their revenue. As such, it is important to ensure that hotel brands are working with a hotel marketing agency that has a proven track record of success.

One way to determine whether or not a hotel marketing agency is reputable is to take a look at its references. If the hotel marketing agency can provide you with a list of satisfied clients, then this is a good indication that it knows what it’s doing. Furthermore, you can also check out online reviews to get an idea of what other people have said about the agency’s services.


3.6. Reporting


In-depth reporting from a leading hotel marketing agency will show you precisely where you are each month in regard to online traffic, marketing initiatives, and ROI. The top hotel marketing organizations will provide you with standard industry tools, such as Google Analytics and Google Webmaster Toolkits, rather than their own custom monitoring, which may omit crucial attributes. Take a close look at the reporting tools the marketing agency advises utilizing.

Campaign reports are one of the most important tools that a hotel marketing agency has to measure the success of its campaigns. By analyzing the data from campaign reports, a hotel marketing agency can identify what is working and what is not, make necessary adjustments, and ultimately improve its campaigns.


3.7. Marketing Audit


Request an evaluation of your present marketing efforts from the hotel marketing company you are thinking about hiring. You will have a good grasp of your digital footprint after taking an in-depth look at your online presence and where you rank on all the main directories. A reputable agency will return with a list of improvements they would do, enabling you to judge their readiness to meet your marketing needs. The audit will give you a starting benchmark to compare against future marketing efforts.

The marketing audit of a hotel marketing agency also matters for a variety of reasons. The first reason is that it can help to identify any areas where the agency may be struggling or failing, and this information can then be used to improve the agency’s marketing strategies and operations.


4. What are the benefits of working with a hotel marketing agency?


how to choose a marketing agency


The hospitality industry is a competitive and ever-growing sector. To remain successful, hoteliers need to have an effective marketing strategy in place. A hotel marketing agency can help businesses in this sector by developing and executing a plan that targets potential guests and encourages them to book a stay.

Some of the benefits of working with a hotel marketing agency include the following:


4.1. Expertise and knowledge


Hotel marketing agencies are experts in the hospitality industry and have extensive knowledge about what works and what doesn’t when it comes to marketing hotels. They understand the latest trends and techniques and know how to create campaigns that are likely to be successful. This expertise can be hugely beneficial for hoteliers who may not have the time or knowledge to carry out their marketing plans.


4.2. Cost-effective


Hotel marketing agencies can be a cost-effective option for businesses as they typically have access to resources that hoteliers themselves may not have. They also have experience in negotiating favorable rates with media outlets and other suppliers, which can save businesses money in the long run.


4.3. Holistic approach


A good hotel marketing agency will take a holistic approach to the market, looking at all aspects of the campaign including branding, website design, digital marketing, public relations, and social media. This overall approach ensures that all bases are covered and that the campaign is as effective as possible.


4.4. Results-driven


how to choose a marketing agency


Hotel marketing agencies are results-driven, meaning that they are always looking for ways to improve performance and achieve better results for their clients. They use data analysis to track progress and make changes where necessary to achieve the desired outcomes.


4.5. Dedicated team


Hotel marketing agencies generally have a team of dedicated professionals who are responsible for designing and implementing campaigns. This team is experienced in working together cohesively to achieve objectives, which can be beneficial for businesses that may not have the resources or time to manage a complex marketing campaign themselves.


5. What are the drawbacks of working with a hotel marketing agency?


When working with a hotel marketing agency, there are a few potential drawbacks to consider. Some of the most common drawbacks of hiring a hotel marketing agency include the following:


5.1. Quality and experience


First, it is important to understand that agencies vary greatly in terms of quality and experience, and not all hotel marketing agencies possess these qualities. It is therefore important to do your research and select an agency that has a proven track record of success and is staffed by experts in the field.


5.2. Cost


Another consideration is cost. Hotel marketing agencies can be expensive, particularly if you require their services on an ongoing basis. The cost also depends on the size of the agency, and if the agency is larger, hotel brands will have to put out a big budget for their services. It is important to ensure that you have a clear understanding of what services will be provided and what the associated costs will be.


5.3. Control


A third consideration is a control. When working with an agency, you will likely need to cede some control over your marketing efforts. It is important to ensure that you are comfortable with the level of control you are giving up and that the agency has a clear understanding of your goals and objectives.


5.4. Slow responding


Finally, it is important to note that agencies can often be slow to respond and may not always be able to meet your specific needs or deadlines. This can be frustrating, particularly if you are looking for quick turnaround times or specialized services. Also, given that anyone can use an image generation tool to take care of certain marketing tasks in-house, sluggish communication with a third party agency might be the nail in the coffin.


6. How much should brands invest in a hotel marketing agency?


how to choose a marketing agency


The amount of money that hotel brands should invest in a hotel marketing agency greatly depends on a variety of factors. Some of these factors may include the size of the hotel brand, the type of marketing services that are needed, and the amount of experience that the marketing agency has.

Generally speaking, larger hotel brands should invest more money in a marketing agency than smaller brands. This is because large brands have more resources to devote to marketing, and they also have a bigger audience to reach. Additionally, hotel brands that are looking for help with specific aspects of their marketing strategy should invest more money in an agency than those who simply want general marketing services.


6.1. How much does a hotel marketing agency usually charge?


When discussing how to choose a marketing agency perfect for hotel brands, we must also acknowledge its price. The price for a hotel marketing agency’s services can vary greatly, depending on the size and scope of the project, the agency’s location and overhead costs, and the experience and expertise of the team working on the project. However, most agencies typically charge between $5,000 and $25,000 per month for their services.


7. In Conclusion


how to choose a marketing agency


The hotel industry is rapidly changing as technology advances and consumers become more connected. With the rise of online booking platforms and social media, hotels have to adapt their marketing strategies to reach customers online. Digital marketing is becoming increasingly important for hotel brands, as it allows them to connect with potential guests online and create a connection with them before they even arrive at the hotel.

Digital marketing can take many different forms, such as website design, SEO, social media marketing, email marketing, and content marketing. Hotel brands need to create a digital strategy that incorporates all of these forms of marketing to reach potential guests. They also need to make sure that their website is mobile-friendly, as more and more people are booking hotels on their phones.

Digital marketing is also a great way for hotels to connect with guests and create an online presence. It allows them to target specific demographics and create a connection with potential guests before they even arrive at the hotel.