Choosing a marketing agency for a hotel or resort
What to ask a marketing agency before hiring them for a hotel or resort, and why understanding the OTA-versus-direct dynamic matters more than general creative flair.
4 min read
A guest who first booked through an OTA is, for that stay, largely the OTA's customer, not yours — the property often has limited direct contact information. Capturing an email address and consent during the actual stay is a key opportunity to build a direct relationship for their next visit.
Capturing consent during the stay
- A simple opt-in at check-in or through an in-stay digital touchpoint (Wi-Fi login, feedback form).
- Clear value exchange — a loyalty benefit or future discount — for signing up.
- A post-stay email thanking the guest and inviting a review, with consent for future contact confirmed.
What content brings a guest back direct
A well-timed email ahead of a return-likely occasion (an anniversary, a seasonal favourite time to visit) with a direct-booking incentive converts better than generic promotional blasts sent without any timing logic.
The guest you already hosted once is your cheapest, highest-probability direct booking for next time — if you actually captured a way to reach them.
Segmenting by guest type
Leisure guests, wedding guests and corporate/MICE contacts respond to very different content — segment your list accordingly rather than sending one generic newsletter to everyone who has ever stayed.
The takeaway
Capture guest email addresses during the stay itself, not just at booking — this is often your best chance to build a direct relationship independent of the OTA that brought them the first time.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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