When travelers think of independent hotels, images of quaint B&Bs, historical gems, and charming locales often come to mind. For the growing number of travelers seeking unique experiences, these independent properties are perfect. But amid the noise of Online Travel Agencies (OTAs) like Expedia and Kayak, branded hotel chains, and sponsored ads, how can small properties stand out?

Here are five effective ways for small independent hotels to boost their digital marketing efforts:

1. Step into Your Guests’ Shoes

Take a tour of your website from a guest's perspective. Is it easy to navigate? Is the content relevant and engaging? Imagine yourself planning a vacation; what information would you look for? Ensure your website is mobile-friendly, as over half of all web traffic comes from mobile devices. A seamless, user-friendly experience can significantly influence potential guests' booking decisions.

2. Branch Out to Newer Social Platforms

Social media is a major source of travel inspiration, with one in three travelers seeking ideas there. While Facebook remains popular, it's losing traction with younger demographics. Visual platforms like TikTok and Instagram are ideal for showcasing your property and engaging with potential guests. Encourage guests to become influencers by sharing their experiences, creating organic and authentic content that resonates with future travelers.

3. Keep Information Fresh

A well-designed website loses its impact if the content is outdated. Travelers crave fresh, current information. Maintain a steady flow of new content on your digital platforms through regular social media updates or blog posts. Go beyond the usual topics like special rates or new menus; highlight community events, behind-the-scenes insights, and employee stories. This not only keeps your content relevant but also builds a deeper connection with your audience.

4. Don’t Brush Off SEO

Competing with OTAs for search engine visibility can be challenging, but there are effective strategies to improve your hotel's online presence. Google’s algorithm favors businesses with comprehensive, accurate information. Make sure your Google Business Profile is fully completed and regularly updated with current photos, contact details, and amenities. Ensure your property is accurately listed in local directories and encourage guests to leave reviews on Google. Positive reviews can significantly impact your search ranking and visibility.

5. Load up Your Digital Toolbox

Embrace a variety of digital tools to enhance your marketing efforts. Utilize email marketing to keep past guests informed about special offers and upcoming events. Implement a booking engine that is easy to use and integrates seamlessly with your website. Consider using customer relationship management (CRM) software to personalize communication with guests and improve their overall experience.

By focusing on these strategies, independent hotels can carve out a distinctive presence in the crowded digital landscape, attracting travelers who are seeking unique and memorable experiences.