A Marketing Agency
For Resorts & Hotels
For Resorts & Hotels
For Resorts & Hotels
For Resorts & Hotels
For Resorts & Hotels
For Resorts & Hotels
Turning Users Into Guests & Budgets Into Revenue
M&P has built marketing campaigns for thrill seekers, adventurers, solo travelers, girls trip planners, and families seeking all types of hotels – from luxury stays to boutique experiences.
Grounded in detailed geo-targeting strategies, our campaigns find the right people at the right time in their vacation planning journey. Through our unique data collection strategies, we’re able to target users after their flight is booked, but before their stay is locked down.
All the while, blending the right targeting with the right messaging to help your resort stand out from the competition and reduce reliance on major booking platforms that can cut into revenue.
We Get People To Stay With Them So They Stay With Us
“M&P has not only helped increase our bookings, but they’ve built a system that allows our marketing team to quickly read performance and make data-driven decisions for our broader marketing initiatives!”
Nicole Winkler
Marketing Director
Pura Vida Resort & Spa
The 10,000-pound gorilla in the hospitality marketing industry. The necessary evil. Major booking platforms like Expedia dominate the search space.
Their big-budget, flashy marketing campaigns capture a high number of users and peel opportunities away from individual resorts.
Hotels are forced to compete on price point and limit their ability to showcase amenities through these platforms.
M&P Campaigns Reduce Platform Reliance.
Rewards members, exclusive access, and loyalty programs keep regular travelers staying within specific hotel chains.
Also, big-budget marketing campaigns continue to promote these exclusive offers.
Boutique and luxury hotels alike can’t compete on the scope of stays, but they can compete when it comes to the quality of the stay.
M&P Campaigns Are Crafted With Unique Messaging.
Digital visibility for hotels and resorts is becoming more and more limited as competitors and booking platforms continue to expand their reach and budget.
Working within these restraints, hotels often have difficulty justifying their cost because they aren’t able to properly highlight the unique features and amenities that come with a stay.
M&P Campaigns Focus On Amenities & Benefits.
These marketing services are a slow burn, but they set the foundation for long-term success.
SEO
Web Design
Content Marketing
Because sometimes you don’t have time to wait. Launch these services and get instant growth.
Paid Search
Paid Social
Social Media
Nestled in the beautiful jungles of Costa Rica, Pura Vida Resort & Spa partnered with M&P to implement a highly-targeted Facebook marketing campaign.
We built a campaign that highlighted the unique resort amenities targeting women looking to connect with like-minded people who are seeking to expand their personal and spiritual journey.
M&P spearheaded strategy, created social videos, built and optimized social campaigns within Meta Ad Manager.
As much as flashy commercials and “liked” Instagram posts feel good, it still comes down to the raw numbers. How many bookings is your marketing campaign driving? Are these campaigns driving revenue?
At M&P, we know the proof is in the complimentary warm cookie. It’s about creating unique marketing campaigns that look great, and more importantly, increase bookings and reduce empty rooms.
Our Resort Website Revenue Results Last Year
Marketing Impact Timeline: Long-Term (6 – 8 Months)
It’s a slog. It’s a battle. But SEO winners reap the reward of free, trusted traffic to their website.
A lot of marketing agencies will SAY they do SEO, but ultimately, you get about 1 month of work. They report on organic search progress every month, but have little say about what they’re doing to improve your hotel’s SEO coverage.
At M&P, our SEO marketing plan comes with an initial push of improving metadata, updating technical issues, and enhancing the crawl features of your resort’s website. After we have your website pristine in the eyes of the SEO robots, we move into content development that helps your website build authority, rank higher, and increase organic search traffic and revenue.
Despite the increase in booking platforms and the rise of AI, Google still remains the first digital stop for people looking to book hotels and resorts. Quality SEO for hotels is multi-faceted, but the key components of keyword-rich metadata, technical cleanliness of sitemap structure, and quality content remain the keys to growing reach within Google organic search.
Can you guess what the most popular themes of AI prompts occur in ChatGPT, Gemini, and other AI platforms? If you guessed dating advice, you were a close second. The top prompt theme is coming from users planning out their vacation itinerary. These prompts include recommendations on where to stay, which provides a massive opportunity for hotels and resorts to improve visibility by crafting content that aligns with user prompts in AI.
As all good marketers in the hospitality industry know, location is key. That thinking also applies to SEO for hotels and resorts. Maximizing the visibility of Google Maps listings can be a huge source of traffic and revenue from potential guests looking for the perfect location for their vacation.
In addition, Google and other search engines are consistently rolling out enhanced features, like pricing and what to do carousels, that allow hotels to show up in more places than just the search results. That’s where Schema Code comes into play. At M&P, we write and implement this code to tell the search engines deep-level information about your hotel, which improves visibility through these extra features.
Marketing Impact Timeline: Long-Term (4 – 8 Months)
Sizzle off the screen. A good website can make your hotel go from an option to a must-visit.
Beautiful photos and clean video footage are just the beginning of a high-quality hotel website.
Web page structure that focuses on high-quality amenities, high-visibility CTA buttons positioned throughout pages (and not just in the navigation bar), and well-placed testimonials and reviews are the subtle web design features that can turn your hotel website into a revenue machine.
At M&P, our hotel websites are never a “build and forget-it” structure. Our team of marketing analysts are constantly monitoring user behavior and booking data to optimize website design and messaging to ensure your hotel is maximizing every opportunity to turn a web visitor into a guest.
Our agency has worked with them all, but which one is right for your hotel? MotoPress offers easy implementation and a tiered payment program. WeTravel gives resorts deep customization features for future bookings and rooms.
SiteMinder, the most popular option, comes with a pre-built interface and comprehensive analytics, which allows hotel marketers to easily track marketing campaign impact and the user journey from website visit to booking.
More than simply tracking how many users have booked from the website, the ability to track the entire booking funnel is vital to improving the quality of marketing campaigns for hotels and resorts.
Often, booking tools require the use of an iFrame within the main website, which often causes a tracking nightmare for marketers due to tracking pixels firing twice – once on the page and once in the iFrame.
M&P works with Google Analytics and other tracking tool customizations to ensure marketing attribution is clean for proper insights into the campaign’s success.
Marketing Impact Timeline: Short-Term (2 – 4 Months)
A marketing channel that comes in with a BANG! Get instant impact and drive immediate revenue.
For hotels and resorts looking for the immediate impact of their marketing efforts, there is no better channel than PPC. Great targeting. Detailed performance data. Direct ROI. Launching a PPC campaign has an immediate impact.
However, with so many options in the paid social and paid search space, it can be daunting to choose the right one. That’s why at M&P, we run a detailed marketing analysis to find classic and innovative channels that maximize your PPC marketing ROI.
A well-placed paid search ad has the potential to open up a whole new customer base for hotels and resorts. Running a Google Ads campaign has an immediate impact on website traffic and booking opportunities.
The ability to refine geo-targeting from popular travel areas and target high-level, generic keywords like “best hotels with a pool” can reduce competition in search engine results, while not having to wait for months for SEO efforts to take hold.
Utilizing Google Ads and other paid search platforms captures users who are already seeking stay options for their trip. These are highly qualified users who convert into revenue quickly due to their immediate need for a hotel.
Social media ad campaigns are a completely different marketing game. It’s important for every hotel to understand Facebook ads are competing in a different space – alongside pictures of dogs and your ex – when vying for attention.
That’s why when M&P runs a Facebook ad campaign for hotels, we typically structure two levels of targeting.
The first level of targeting includes popular demographic details of your typical guest, along with matching user activity that indicates an upcoming vacation (i.e. frequent visits to booking platforms). The second targeting level includes website retargeting audiences and lookalike audiences that help our ads reach the right people at the right time in their vacation planning journey.
Marketing Impact Timeline: Long-Term (6 – 8 Months)
Every hotel has a story. The best place to start telling your story is by using full sentences.
We’ve heard it a million times. “Why should I hire an agency to write content when AI can do it faster and for free?” If you’re asking yourself the same question, we’re not judging you, but we’re rolling our eyes at you.
Content marketing with AI is faster, no denying that. However, AI models are only as good as the information they’re capturing. If you’re only relying on AI to pick topics and write content, you’re going to get the same content as the hundreds of other lazy marketers doing the same thing.
High-quality content marketing for hotels has three components: informative, helpful, and unique. At M&P, we leverage search data to find common questions and craft unique brand content that will be prioritized in both AI and search engines over the AI content slop.
It’s such a subtle marketing strategy, but DAMN does it work. It’s no secret that blogs rarely convert into revenue. It’s been an age-old marketing debate. However, with the growth of AI, content marketing for hotels has become the linchpin of successful digital presence.
Producing helpful, informative, and unique (sorry, AI copy & pasters) content on the website that doesn’t focus on your hotel, but focuses on your local area, will help increase your presence within search engines and AI tools.
The best part? Generating content that targets users looking for information about your city (read: they’re in the planning phase) can create a potent retargeting audience that can be leveraged in any PPC campaign.
At M&P, we call this the ripple effect of content marketing. Sure, blog writing will only cover information keywords that rarely directly convert. Yes, blog web traffic will be a small fraction of your overall website traffic. However, there is an unseen benefit of producing high-quality, informative content.
That benefit can be measured in the overall domain authority of your hotel’s website. As other bloggers and websites write similar topics, your informational blog content will be linked (they’re doing SEO, too) from other websites.
These referring domains increase your site’s overall domain authority, allowing for high-conversion pages, like your amenities pages, to rank higher due to the link building that occurs naturally through content marketing.
Marketing Impact Timeline: Short-Term (3 – 6 Months)
We know that you know that modern travel is all about the content you get for your feed.
What’s the real goal of social media marketing for hotels and resorts? Is it followers? Is it revenue? Truthfully, it all depends.
Hotels and resorts that are successful on social media have a mixture of deals, amenity highlights, user-generated content, and local insights. That’s the beauty of social media; your brand doesn’t need to be one-dimensional. Interact with your community, bring special insights for your city, and promote the fun times guests have during their stay.
As long as you’re not posting holiday graphics or giving travel influencers free stuff, you’re on the right track.
Despite the stigma about Facebook (mostly from the M&P team), the social platform still remains the best social media network to drive web traffic to your hotel website.
The problem? Getting organic reach is notoriously difficult on Facebook. Simply posting content does little to grow your reach or followers. That’s why M&P utilizes a variety of Facebook strategies, like putting emphasis on reposting and sharing guest posts, to maximize visibility on Facebook.
It’s where your guests go to brag about their stay. Instagram is a terrific platform for showcasing the unique style and amenities of your hotel. Getting eyeballs on your property is fairly easy. Emphasis on short-form video content aligns with Instagram’s algorithm to show up in non-follower feeds more often.
However, Instagram has never been a high-value revenue source for hotels. Instead, users use Instagram as a “validation” source. Looking at your profile to ensure they’re making the right decision for their vacation experience.
You need some awareness? TikTok is the social platform for your hotel. The ability to make low-lift, high-visibility videos perfectly aligns with what feeds the TikTok algorithm. Rapid release and minimal editing of these videos can help your hotel improve awareness instantly.
If you happen to be looking for a high-revenue marketing channel, TikTok is not going to be your best bet. The platform is infamously hard to get users to leave the app. It’s information overload for many, and while a video can garner plenty of impressions, likes, and comments, the platform has limited potential when it comes to driving direct bookings.
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We’re going to get some hate for this marketing tactic. But those hating are the agencies that only want to show their own value, not build campaigns that maximize their clients’ ROI.
Most PPC agencies will list a string of reasons why a hotel should bid on its own brand name in search. Competitors, double-coverage, or booking campaigns – we’ve honestly heard them all. We don’t believe in this marketing strategy.
For us, hotels should allow their SEO efforts to dominate search pages for their own brand name while using paid search budget to target high-level, general keywords that are far more competitive.
Our reasoning is simple, and it comes down to intention. If a potential guest is searching for your hotel name, they know exactly who they’re looking for. Despite competitor ads and promotions from Viator or Expedia, they will move past those distractions 99% of the time and head right to your website.
When it comes to branded keywords, your marketing work is already done. They’ve sifted through their options and are now CHOOSING your hotel. Why spend your valuable marketing dollars on somebody who has already decided where they’re going to stay?
SEO takes care of information and branded search; paid search takes care of highly competitive general keywords. That’s how we create a holistic search strategy that maximizes YOUR marketing dollars, not our own bottom line.
If SEO should take care of the high-converting branded keywords, the question becomes, where do you spend your paid search dollars? For our hotel and resort partners, we’ve found massive potential when it comes to keywords with amenity-qualifiers.
For general keywords like hotels near me, where to stay [city], or best resorts in [city], the search results are filled with ads from travel aggregation sites. This not only makes it hard to get attention but also drives up the cost of those keywords significantly.
For luxury and boutique hotel marketers, who aren’t working with a blank marketing check, a quality search campaign finds long-tail and keyword variations that reduce overall cost but still convert into actual guests.
At M&P, our tactic of launching PPC campaigns that cover amenity keywords like hotel with rooftop pool in [city] can greatly reduce your cost per booking. While these keywords have lower overall volume, the reduced competition in the search results always leads to a more impactful paid search campaign.
Now that we’ve set specific lanes for SEO and PPC, the work isn’t done. A real holistic search approach leverages data from both channels to drive marketing strategy moving forward.
If a paid search keyword is converting at a high rate, roll that keyword into your SEO strategy. Create information blogs about the keywords. Enhance a converting page by writing additional content sections about the keyword. Even a simple shift in page metadata can increase your organic rank and reduce dependency on paid media budget in the long run.
If you lose an SEO keyword, simply have a “safety net” ad group in your paid search campaign that easily covers any lost search visibility. Organic rankings can be volatile and competitive. If it were easy to rank organically, we would be out of business. However, you can keep the flow of search revenue by monitoring SEO rankings and covering any losses in paid search.
We will put our extreme bias to this question aside for a moment. In all honesty, in-house marketing teams know the brand inside and out and can manage limited campaigns. An agency comes in handy when your in-house team isn’t getting results, or you want deeper insights to leverage industry marketing trends.
We hate to give vague answers, but it truly depends on your needs. Each M&P partner gets a customized marketing plan, and M&P is an à la carte agency, meaning you don’t have to take everything we propose.
But if you NEED an answer, the typical monthly cost for marketing hotels and resorts ranges between $3,000 – $6,000 a month.
Every M&P marketing campaign starts with our data team doing their whole nerd thing and ensuring every website visitor, social follower, or ad clicker is tracked throughout their booking journey.
That way, you get insights into which marketing channels are working for your hotel. We get to actually show that what we’re doing is working. Really a win-win-pop champagne situation.
That’s fine by us! In truth, M&P has built a system that is very good at targeting American tourists. However, since we start every campaign with detailed market research and custom target demographics, our proven hotel marketing system can easily apply to any hotel around the world.
They’re not. Stop giving them free stuff. It’s stupid, and they do nothing for your business.
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