Starting a New Hotel: From Groundwork to Guestbook

As a hotel owner you’ve navigated the chaos of permits, watched the first brick get laid, and seen your vision take shape room by room. From selecting the right location to managing construction and hiring staff, the pre-opening phase is about laying the groundwork. But once everything is ready, the focus shifts.

The next step is just as important—getting your hotel noticed. 

The post-opening phase- That’s when the real game begins. This is where your hotel either finds its footing or risks being an empty shell.

How do you ensure guests find you, trust you, and book with you in a world dominated by established giants? In this guide, we’ll share simple strategies to help your hotel grow and start earning revenue. From showing up online to creating a buzz through word of mouth, you’ll learn how to fill those rooms and kickstart your hotel’s journey.

Digital Visibility: How Can Guests Find You?

Your hotel may have the best rooms and services, but if no one can find you online, it’s like being invisible in a location. Guests today search, compare, and book almost entirely online, and your digital presence is what puts you on their radar. Whether it’s a well-crafted website, partnerships with OTAs, or engaging social media, creating a strong online footprint is how you turn searches into bookings.

1.1 Website: Your Digital Storefront

Your hotel’s website is the first step in building your brand’s presence. It’s where guests learn about your property, explore rooms, and understand why they should choose you. While new websites may not rank high on Google initially, they are essential for establishing trust and encouraging direct bookings, especially with return guests.

Unlike established platforms such as Booking.com or Expedia, which dominate search results, your website needs time and effort to carve out its own space online. This doesn’t mean your website lacks value. On the contrary, it’s a powerful tool to encourage direct bookings, particularly for guests who are returning or looking for exclusive deals.

To make your website effective, focus on usability and convenience. Tools like Hotelogix’s Web Booking Engine simplify the reservation process, allowing guests to book directly. Offering promo codes through your website along with a  well-planned hotel SEO (Search Engine Optimization) strategy ensures your website stands out when potential guests are searching  for accommodations in your location. Focus on using location-specific keywords, like “boutique hotel in [city name]” or “family-friendly stay near [landmark],” to attract the right audience. Optimizing meta titles and descriptions with unique selling points, such as “spacious suites” or “complimentary breakfast,” can make your listing more appealing in search results. Regularly updating your site with blogs about local events or hidden gems nearby also signals search engines that your website is relevant and engaging.

1.2 Online Travel Agencies: Expanding Your Reach

When travelers search for a place to stay, they usually turn to Online Travel Agencies (OTAs) like Booking.com, Expedia, or Agoda. These platforms are like digital marketplaces, showcasing hotels to millions of potential guests. For a new hotel, OTAs are one of the quickest ways to gain visibility, especially for guests looking for options in a specific location.

If you want your hotel to show up when someone searches for accommodations in your area, getting listed on OTAs should be your first move. It’s the gateway to putting your property on the map and attracting those first bookings.

What is an Online Travel Agency?

OTAs like Booking.com, Agoda, and Expedia act as intermediaries, allowing travelers to search, compare, and book hotels easily. These platforms bring exposure to new hotels by showcasing them alongside other options in the same location.

How to Sign Up with OTAs?

Getting listed on OTAs is straightforward but requires attention to detail:

1. Choose Your OTAs: Identify platforms popular with your target audience and region.
2. Register Your Hotel: Complete the signup process, providing your property details.
3. Add High-Quality Content: Upload professional photos and write engaging descriptions to attract attention.
4. Integrate Your Rates and Inventory: Managing multiple OTA platforms manually can quickly become overwhelming, leading to errors like double bookings or inconsistent pricing. This is where a Channel Manager becomes essential. A Channel Manager is a tool that synchronizes your room availability, pricing, and inventory across all connected OTAs in real-time. 

For example, if a guest books a room through Booking.com, the Channel Manager will instantly update the availability on other platforms like Expedia or Agoda, minimizing errors and ensuring a smooth booking process.

According to Hotelogix, integrating a Channel Manager not only saves time but also maximizes revenue by keeping your rates competitive and availability accurate across all platforms. It allows hoteliers to focus on guest experiences rather than juggling manual updates.

Key Considerations for OTA Accounts

1. Pictures: High-quality, professional images of your rooms, amenities, and surroundings can significantly impact your listing’s performance.
2. Rate Parity: Ensures that your room rates remain consistent across all distribution channels, from OTAs to your direct website. This practice simplifies revenue management, builds trust with booking partners, and avoids conflicts between platforms. For more details, check out the Hotelogix Blog on Hotel Distribution Channels.
3. Descriptions: Craft clear, detailed descriptions that highlight your hotel’s unique features and value. For example, describe your rooms as “spacious with large windows offering garden views or pool view,” or your amenities as “a cozy lounge with complimentary coffee and snacks.” For location, mention, “just a 5-minute walk from the city’s main shopping district.” Simple, relatable details help guests picture their stay and make your property more appealing.

How Many OTAs Should You Sign Up With?

As a new hotel, the temptation might be to list your property on as many OTAs as possible. However, this approach can quickly become overwhelming and counterproductive. Instead, start with 3–5 well-chosen OTAs that cater to your target market and region. For example, if your audience includes international travelers, platforms like Booking.com or Expedia, often considered among the best online travel agency platforms, are ideal. For local guests, prioritize region-specific OTAs. For example, if your hotel is in India, OTAs like MakeMyTrip or Goibibo are widely trusted by domestic travelers. Similarly, in Southeast Asia, platforms like Traveloka are popular among local audiences. By listing your property on these region-specific OTAs, you can effectively target local guests who may not typically use global platforms

As your hotel gains traction and you understand your audience better, you can expand to more OTAs. However, managing multiple platforms manually can be time-consuming and prone to errors, like double bookings or inconsistent pricing. At this point  Channel Manager becomes invaluable.

With a tool like Channel Manager, you can:

• Sync your room inventory and rates across all OTAs in real time.
• Avoid overbooking by ensuring availability updates are instant.
• Save time by automating tasks, so you can focus on delivering exceptional guest experiences.

Starting small and scaling strategically, with the right tools, ensures your OTA presence is both effective and manageable.

Running Offers and Promotions

For a new hotel, promotions can be a game-changer. Guests are always on the lookout for great deals, and offering early bird discounts or limited-time offers is a great way to catch their eye. You can also create unique packages like free breakfast or late checkout that make your listing stand out. These small but thoughtful touches not only attract attention but also give travelers a reason to choose your hotel over the competition.

By effectively managing your hotel presence on OTAs, you not only increase visibility but also create a consistent stream of bookings that helps establish your hotel’s reputation in the market.

1.3 Social Media: Your Hotel’s Window to the World

Social media is no longer just a place to scroll through pictures; it’s where potential guests go to discover, trust, and connect with your hotel. Platforms like Instagram and Facebook let you create a lasting impression and enhance guest experience by  sharing fresh, engaging content. Staying relevant by regularly updating your hotel page with new photos, videos, and guest experiences. For example, post a video testimonial from a happy guest or share an Instagram story tagging a guest’s account who captured a beautiful sunset from your rooftop. These updates keep your audience connected and intrigued about your hotel.

Making your hotel stand out on social media doesn’t have to be about polished perfection—it’s about creativity and authenticity. They’re looking for something real and relatable.

1. Share Local Insights: Position your hotel as a local expert by sharing posts about nearby attractions, events, or insider tips. This not only provides value to your audience but also enhances your hotel’s image as a knowledgeable local guide. 
2. Host Live Q&A Sessions: Engage directly with your audience by addressing common queries, providing travel tips, and showcasing your hotel's unique offerings. This interactive approach builds trust and fosters a sense of community. Hotel Tech Report
3. Feature User-Generated Content: Encourage guests to share their experiences and repost their content on your platforms. This not only provides authentic testimonials but also strengthens guest relationships.

Read Also - How Hoteliers Can Use Social Media in Their Best Interest

2. Word of Mouth: Let Your Guests Do the Talking

Word of mouth is one of the most powerful ways to build your hotel’s reputation, especially for a new property. But it’s not just about offering great service it’s about creating moments that guests can’t wait to share. A warm welcome, personalized touches, or an unforgettable gesture can turn a good stay into a story worth telling.

In this section, we’ll explore how to craft an exceptional guest experience that leaves a lasting impression and simple ways to encourage guests to talk about things like how to get the word out both online and offline. Because every guest’s story is an opportunity to showcase your hotel to the world.

2.1 Building a Great Guest Experience

Creating an exceptional guest experience is about going beyond the basics and making every guest feel genuinely valued. Here’s how you can achieve this while integrating smart tools to elevate your service:

1. Know Your Guests

Understanding your guests’ preferences is key to personalization. From dietary restrictions to room preferences, keeping a detailed record of their likes and dislikes can transform a good stay into a memorable one. For returning guests, having this information readily available shows that you care and makes them feel at home.

Use a Guest Management System (GMS) to save and access detailed guest data, ensuring every interaction is informed and personal.

2. A Seamless Check-In Experience

First impressions matter, and the check-in process sets the tone for your guests’ stay.

• The Welcome Experience: Offer a refreshing beverage, assist with their luggage, and greet them warmly. Think of it as welcoming someone into your home add a local touch to make your welcome feel truly special. For instance, hotels in Hawaii greet guests with a lei as a symbol of aloha, while in India, hotels greet guests with a warm namaste, offering a fragrant garland and applying a tika as a mark of respect and traditional hospitality. Accompany these thoughtful gestures with a well-crafted hotel welcome letter that highlights key amenities, check-in details, and local attractions to ensure a smooth and memorable arrival experience.
• Streamlined Check-In: Make the process quick and easy with a 3-step check-in system or a mobile app for personalized service.
• Engage in Conversation: A simple, friendly chat about their travel or stay plans (without being intrusive) can help you build rapport and offer tailored recommendations like top local attractions or dining options.

3. Deliver a Great Stay

A flawless stay requires attention to detail and a proactive approach to service.

• Ensure the rooms are spotless, housekeeping is prompt, and service exceeds expectations.
• Don’t wait until checkout to ask for feedback. Regularly check in with guests during their stay to ensure everything is to their liking. This approach is especially critical for new hotels still fine-tuning their processes. Addressing concerns immediately not only improves their experience but also prevents negative feedback later.

By combining thoughtful gestures with smart tools like a GMS Guest Management System (GMS)—a platform that stores guest preferences, tracks housekeeping efficiency, manages service requests, and gathers real-time feedback to refine processes you can create a guest experience that not only delights but also encourages loyalty and word-of-mouth recommendations.

2.2 Getting the Word Out

Delivering a great guest experience is only half the journey. The other half is encouraging your guests to talk about it. Here’s the truth: unhappy guests are far more likely to leave a review than happy ones. But with the right nudge, satisfied guests will gladly share their positive experiences, helping you build your hotel’s reputation.

Start by encouraging reviews on platforms that drive the most business for you, such as Google, TripAdvisor, or OTAs like Booking.com and Expedia. Social media is equally important potential guests often browse Instagram or Facebook to check reviews and get a sense of the property.

How to Encourage Guest Reviews:

1. Ask at the Right Time: The best time to request a review is when a guest is still enjoying the positive vibes of their stay during check-out or shortly after.
2. Simplify the Process: Make it easy by providing direct links to review sites or using QR codes at the reception.
3. Focus on Social Media: Encourage guests to tag your hotel or share photos of their stay. Create incentives like small discounts on their next booking for social media mentions.

Automated tools like Review Express allow you to send personalized reminders to guests, prompting them to share their experiences on key platforms with minimal effort.

Building a strong presence through guest reviews and social proof doesn’t just enhance your visibility—it creates trust and helps new guests choose your property with confidence.

3. Offline Travel Agents: A Timeless Strategy for Steady Bookings

Offline travel agents are professionals or agencies who book accommodations directly for their clients without relying on digital platforms. They often maintain close, personal relationships with both hotels and travelers, tailoring bookings to individual needs and preferences; they remain a vital player in the travel industry. These agents specialize in connecting hotels with specific guest segments that online platforms often overlook, such as corporate travelers, large groups, or high-end luxury clients. What sets them apart is their ability to build trust and loyalty through personalized service, often resulting in consistent, repeat business.

They bring in guests who rely on personal recommendations and customized deals, offering a steady flow of bookings that can help you establish your reputation in a competitive market.

Read Also - How to Use Google Ads for Better Hotel Visibility

Why Partner with Offline Travel Agents?

1. Rate Flexibility - Unlike OTAs, which require consistent pricing across all platforms (rate parity), offline travel agents provide an opportunity to offer tailored rates. These unpublished rates allow hotels to:
   • Provide discounts for group bookings or loyal agents.
   • Offer personalized pricing for niche markets, like long-stay guests or special events.

This flexibility ensures you can compete effectively in markets where price sensitivity varies without impacting your overall pricing strategy.

2. Negotiation Power - Offline travel agents allow more room for negotiation, particularly with commission rates. Since they operate outside standardized platforms, hotels can:
   • Adjust commissions based on the agent’s business volume.
   • Build mutually beneficial partnerships by offering exclusive deals to agents who bring in high-value clients.

This flexibility fosters long-term relationships and ensures a steady flow of bookings.

3. Diverse Market Reach - Offline agents often have direct connections with niche markets, including:
   • Local travelers who may prefer personal recommendations.
   • Corporate clients seeking tailored packages for business stays.
   • Group travelers or event organizers looking for negotiated deals.

They serve as an extension of your sales team, helping you reach audiences that may not actively search for hotels online.

How to Build Strong Relationships with Offline Travel Agents

• Provide Consistent Support: Ensure agents have clear and timely communication about room availability, rates, and policies.
• Offer Incentives: Reward top-performing agents with bonuses, special deals, or exclusive perks for their clients.
• Track Performance: Use tools like a TA Console to monitor which agents bring in the most business and tailor strategies accordingly.

A Real-World Success Story: Allan’s Journey

Take the case of Allan, a seasoned hotelier who generates over 95% of his bookings through offline travel agents. By leveraging personalized pricing, offering flexible commissions, and using a streamlined TA Console to manage relationships, Allan has built a network of trusted agents who consistently bring him business.

Curious about how he did it? Discover his proven strategies in this detailed webinar.

Offline travel agents may seem traditional, but their ability to drive bookings with personalized service and market-specific expertise makes them indispensable. By leveraging their strengths and using the right tools, your hotel can tap into a steady stream of guests and build a reputation for reliability and excellence.

4. Global Distribution System (GDS): Is It Still Relevant?

The GDS is a network that connects travel agents with hotels, airlines, car rental companies, and other service providers. Think of it as a centralized marketplace where travel agents can access real-time availability and rates to book on behalf of their clients. For hotels, being on a GDS means tapping into a global audience, especially corporate and international travelers who rely on travel agents to handle their bookings.

While OTAs dominate leisure travel, GDS remains relevant for targeting:

• Corporate Guests: Businesses often rely on travel agents using GDS for booking.
• International Markets: Many global travelers prefer agent-recommended options.
• Group and Event Bookings: Event planners and niche agents frequently use GDS.

If your hotel is aiming for these segments, signing up for a GDS can be a valuable strategy to diversify your bookings. For properties focused on local or leisure travelers, it may not be a top priority initially but can be considered as your hotel grows.

Should You Sign Up?

Deciding whether to use a GDS depends on your target market and goals. Consider signing up if:

• Your hotel aims to attract corporate or international guests.
• You have the operational capacity to manage these bookings efficiently.
• You want to establish a presence in markets that heavily rely on travel agents.

However, if your initial focus is on local guests or leisure travelers, OTAs and direct bookings might be a better starting point.

Conclusion: From Preparation to Performance

Starting a new hotel is a journey filled with challenges and opportunities. From navigating permits and construction in the pre-opening phase to driving visibility and bookings in the post-opening phase, every step demands focus and strategic planning.

In this guide, we’ve outlined essential strategies for establishing a strong foothold in the competitive hospitality market:

1. Digital Visibility: Building a compelling website, leveraging Online Travel Agencies (OTAs), and using social media creatively are key to attracting attention and turning online searches into bookings.
2. Word of Mouth: Creating memorable guest experiences and encouraging reviews can amplify your hotel reach and establish trust with potential guests.
3. Offline Travel Agents: Tapping into personalized service and niche markets through offline agents offers flexibility in rates and commissions, fostering steady and diverse bookings.

Every strategy mentioned from crafting standout descriptions to maintaining rate parity aims to position your hotel as a reliable and attractive choice for guests. With a mix of thoughtful service, effective tools like a Channel Manager or GMS, and consistent effort, your hotel can transform from a new name in the market to a trusted destination.

The path to success lies in embracing both tradition and innovation, ensuring your hotel stands out in today’s competitive landscape while delivering experiences guests will remember and recommend. Your journey is just beginning, and the possibilities are endless.