As we head into Spring, small hospitality businesses are facing familiar challenges in a new light—rising costs and an ever-shifting economic landscape. But the beauty of running a small, independent property is your ability to pivot quickly, personalize deeply, and create experiences big brands simply can’t replicate. This is an opportunity to grow your business if you understand what travelers want and need. They still want to travel!
Here are three immediate, actionable strategies that can help you attract new guests, strengthen your marketing, and bring in bookings—without stretching your budget.
1. Attract the Drive Market: New experiences can happen close to home
Why it works: Travel trends show that many people are still craving getaways, but closer to home. Your boutique inn or charming B&B might be the perfect “escape without the airfare.”
Actionable Steps:
- Highlight proximity to nearby cities in your website copy, email newsletters and social media posts (e.g., “A peaceful retreat just 75 minutes from Boston”).
- Publish a short blog about the “Ultimate Road Trip” and the exciting activities and excursions in your area.
- Emphasize features travelers love: luxury amenities, free parking, electric vehicle charging stations, pet-friendly rooms, early check-ins, or outdoor breakfast options. Sell the experience by creating a story that is compelling.
2. Promote your community and partner with businesses who serve your guests
Why it works: Travelers today crave authentic, local, and personal experiences—exactly the kind of value a boutique inn can provide. You don’t need to offer everything in-house; you just need the right partnerships.
Actionable Steps:
- Bundle a stay with a local wine tasting, pottery class, or guided nature walk. Here’s some inspiration from small property partnerships.
- Offer a “Truly Local” itinerary featuring hidden gems, favorite cafes, or seasonal events. Or offer a “Local Flavor Passport”—a “passport” that encourages guests to try 3–5 local spots with a perk at the end.
- Team up with nearby small businesses for mutual promotion—swap flyers, share each other’s content, or offer special add-ons for cross-referrals.
3. Refresh Your Marketing with Personal, Bite-Sized Content
Why it works: Guests book boutique inns for the personal touch. Your marketing should reflect that same comfort, luxury, charm and warmth. The best part? You don’t need a huge following—just consistency and heart.
Actionable Steps:
- Post short, casual videos of you prepping breakfast, fluffing pillows, or sharing a guest thank you note. Simple social strategies like these go a long way.
- Introduce yourself (or reintroduce!) with a “Meet the Innkeeper” story on social media or your newsletter.
- Use simple marketing tools to share seasonal updates, guest quotes, or last-minute availability in an easy, on-brand way.
Final Thought: Your Story Is Your Superpower
In uncertain times, travelers crave the comfort of connection—and that’s where boutique properties shine. By leaning into what makes your boutique inn or B&B genuinely special, focusing on nearby markets, and showing up with a personal touch, you’ll not only attract more guests—you’ll build deeper loyalty.