The playbook is clear: A luxury resort needs to speak to high-end travellers differently than a trendy budget-friendly stay. A city hotel catering to business professionals must have a distinct message from a countryside wellness retreat. That’s classic marketing: knowing your audience and positioning yourself to attract them at the right time and in the right way.

But in 2025, sticking to the basics will not be enough. The best hotels are pushing beyond traditional marketing, using AI, immersive experiences, and unexpected strategies to stand out in an increasingly competitive market.

Here’s where hotel marketing is heading:

1. Experiences Over Discounts
   Loyalty isn’t about collecting points anymore. Today’s guests want personalised perks and exclusive experiences. Virgin Hotels’ “The Know” programme gets it right—offering customised benefits that make guests feel like VIPs rather than just another loyalty number.
2. Selling More Than Just Rooms
   Your hotel isn’t just a place to sleep; it’s an experience hub. Think spa days, rooftop dining, and day-pass access to top-tier facilities. AI-driven marketing helps promote these extras, boosting revenue far beyond room bookings.
3. The Experience Economy Wins
   Millennials and Gen Z don’t just book hotels—they book experiences. Food tours, adventure packages, collaborations with local artists… Hotels that tap into this demand will win the battle for bookings.
4. AI Knows What Guests Want Before They Do
   AI-driven personalisation is changing the game. Soon, your hotel will predict what guests want before asking—just like Netflix knows what they’ll binge next.
5. AI-Driven SEO for Direct Bookings
   Why let OTAs take all the traffic? AI-powered content strategies help hotels rank higher on search engines, increasing direct bookings and reducing commission fees.
6. Smarter Metasearch Bidding
   With Google constantly shifting the rules, manual bidding is a losing battle. Automated, AI-driven bidding ensures your hotel stays competitive without being undercut by OTAs.

The Bottom Line

Being a competitive hotel marketer in 2025 means thinking beyond room rates and traditional promotions. It’s about crafting experiences, predicting guest desires before they know them, and using AI to personalise, optimise, and drive direct bookings. It’s about standing out in a market with higher expectations than ever. The best marketers aren’t just selling stays—they create unforgettable journeys that keep guests returning.

References:

West, D., Ford, J. and Ibrahim, E. (2015) Strategic Marketing: Creating Competitive Advantage. 3rd ed. Oxford: Oxford University Press. ​

Triptease. (2025) ‘6 hotel marketing trends for 2025 – and how you can take advantage of them’, Triptease, 13 February. Available at: https://www.triptease.com/resources/6-hotel-marketing-trends-for-2025