When times get uncertain, many businesses instinctively pump the brakes.
“Visibility isn’t optional in a downturn. It’s your competitive edge.”
Cut back.
Hold off.
Wait it out.
For independent hotels, this reaction is tempting — especially when you’re watching expenses closely. But pulling back on marketing when things slow down is exactly what can put your property at risk.
Here’s the reality: Downturns don’t last forever. But the decisions you make during them will impact your hotel’s success long after things recover.
Let’s talk about why staying visible (and strategic) is critical right now—and how independent and boutique hotels can do it smartly, without breaking the budget.
The Danger of Disappearing
When guests aren’t booking in droves, you may wonder — why keep marketing? Won’t it just waste money?
The problem is what happens next.
When you pull back:
- Your property becomes invisible to potential guests.
- Competitors who stay visible take your place.
- OTAs and chains step in to dominate the conversation (and bookings).
In short: out of sight = out of mind.
And rebuilding awareness later? That’s much harder and much more expensive.
Visibility Is About Smart Presence, Not Big Spending
Let’s be clear — staying visible doesn’t mean massive ad budgets or gimmicky promotions.
It means being:
✅ Consistent. Show up regularly online and in front of your target audiences.
✅ Relevant. Speak to current guest needs — flexibility, safety, value, and unique experiences.
✅ Helpful. Provide valuable insights, local tips, and hospitality updates to stay connected.
Independent hotels have a huge advantage here. Unlike big chains, you can be authentic and personal in ways your guests appreciate.
The Hidden Cost of Over-Reliance on OTAs
During downturns, it’s easy to lean into OTA platforms — after all, they offer guaranteed visibility. But they also:
- Take a large chunk of your profit margin
- Own the guest relationship (not you)
- Make you vulnerable to pricing wars and reviews outside your control
Staying visible through your own marketing — website, social media, email — ensures you keep more profit and build stronger guest loyalty.
How to Stay Visible (Without Burning Out or Overspending)
Here’s what smart independent hotels are doing:
- Updating their websites for speed, mobile, and seamless booking
- Posting valuable, on-brand content consistently on social media
- Engaging past guests via email and local offers
- Highlighting unique experiences that differentiate them from chains
And most importantly — they aren’t doing it alone.
They’re leaning on strategic partners (like Fractional CMOs) to create smart, cost-effective marketing plans while they stay focused on delivering amazing guest experiences.
The Bottom Line
Downturns aren’t easy. But they are temporary.
The visibility you maintain now becomes the trust and loyalty that powers your recovery later.
If you wait to market until the good times return, you’ll already be behind.
Stay visible. Stay strategic. Stay top of mind.
👉 Is your marketing keeping you visible (and profitable) right now?
Let’s talk about how a smart, strategic marketing approach can help you weather the storm and come out ahead.