You built it, now let them come 

You’ve crafted your strategy, launched your website, and finessed your photography. But in today’s digital landscape—especially with AI tools like ChatGPT influencing how travelers search and book—visibility is everything.

Just like a party, you can spend hours planning the décor, drinks, and playlist, but if you don’t send out invitations, no one will show up. The same goes for your online presence: building is only half the battle. The other half is distribution.

Let’s explore the key components of an effective marketing distribution strategy.

Getting the basics right

Before diving into advanced tactics, make sure your foundational elements are solid:

• Google Business Profile: Create and verify your listing, and link it to your website.
• Website metadata: Ensure your titles, descriptions, and keywords are optimized for search engines.
• Accurate information: Keep your contact details, hours, and offerings up to date across all platforms.
• Local associations and memberships: If you're a member of trade or tourism associations, make sure you're listed on their websites.

These steps help search engines—and potential guests—trust and find your business.

Harness the power of reviews

Reviews are one of the most influential tools in hospitality marketing, yet they’re often overlooked. OTAs like Booking.com and Expedia use automated systems to collect reviews, but gathering them on your own channels (like Google or Tripadvisor) gives you more control and credibility.

How to collect reviews effectively:

• In-stay: Use QR codes at reception or in rooms to prompt guests to leave feedback.
• Post-stay: Ask personally at checkout or send a follow-up email with a direct link.
• Make the process effortless—no apps, no sign-ins, and as few clicks as possible. Remember: frustrated guests will go to great lengths to leave a bad review, but happy ones need a nudge.

In the software world, just like in hospitality, public customer reviews are incredibly valuable. With so many platforms available, such as HotelTechReport, G2, and Capterra, it’s natural to wonder: Which one should we prioritize? Should we ask for reviews on all of them?

My advice: Start with one platform and go deep.

It’s far more impactful to have a strong presence on a single review site than to be thinly spread across many. A concentrated collection of high-quality reviews builds credibility and trust much faster than a few scattered ones.

At RMS, we’ve chosen to focus our efforts on HotelTechReport. Their audience aligns with our goals, and their reach gives us the visibility we’re after. (And yes—we’d love a review from you if you’ve had a great experience with us 😊)

We may explore other platforms in the future, but for now, we’re staying focused.

So whether you’re choosing between Tripadvisor or Google Reviews, the principle is the same:
Pick one, commit to it, and build a strong foundation.

Invest in SEO

Search Engine Optimization (SEO) is a long-term investment that pays off in organic traffic and visibility. With AI tools increasingly shaping how travelers research destinations, your content needs to be discoverable by both humans and algorithms.

Tips for Effective SEO:

• Write blog posts about local events, attractions, and seasonal travel tips.
• Use keywords that reflect what your ideal guests are searching for. Once again, the research you undertook in your initial planning phase should come in handy.
• Keep content fresh and updated—SEO is not a “set and forget” strategy.

The #1 result in Google’s organic search results has an average CTR of 27.6% (compared to second and third-ranking results getting 18.7% and 10.2%), according to Backlinko research.

Why SEO Matters More with AI

AI tools like ChatGPT and Google’s Search Generative Experience are changing how people find travel information. Instead of browsing multiple websites, users now get curated answers from AI—often based on well-optimized content.

If your site isn’t SEO-friendly, it might not be included in these AI-generated recommendations. That’s why investing in content and structure is more important than ever.

Pay-to-Play: Leveraging paid channels 

While organic marketing builds long-term brand equity, paid channels offer the agility and targeting precision needed to compete. For hotels and campgrounds, investing in paid media can significantly enhance visibility, drive direct traffic and bookings, and fill occupancy gaps—especially during shoulder seasons or competitive booking windows.

Paid marketing channels for hospitality: What works and what doesn't

• Google Hotel Ads (GHA):

  Google Hotel Ads is a powerful metasearch advertising platform that enables hotels to showcase their real-time rates and availability directly within Google Search and Maps. By linking your campaign to your Google Business Profile (formerly Google My Business), you can promote your direct booking rates alongside OTA listings—giving travelers a compelling reason to book directly with you.

  In essence, Google Hotel Ads helps hoteliers increase online visibility, compete more effectively in search results, and capture more direct bookings—reducing reliance on third-party commissions.

  Done incorrectly, this can also be a very quick way to burn through your entire marketing budget (trust me, I've been there). If you're new to Google Hotel Ads, I recommend partnering with an agency to help you manage your budget effectively. Massey Online Management is a great option; they're an external agency to RMS but have considerable expertise in the space.

• Promoted listings on OTAs: Platforms like Booking.com, Expedia, and Airbnb offer paid placements that boost your property’s visibility in search results. These are particularly effective for increasing exposure during peak travel periods or when launching a new listing. The way it works is that you can place a cost-per-click (CPC) bid, and the OTA platform will then automatically choose the most relevant bid to display from the highest bids submitted. The CPC bids start at $ 0.50 per click. You will pay based on the number of clicks your listing has received, not on bookings, so once again, the budget can quickly run out if left unchecked.

• Public relations and influencer marketing: Collaborate with travel influencers, bloggers, or regional media to generate authentic content and third-party endorsements. These partnerships can help build trust and attract new audiences, especially for unique stays or experiential offerings. Public relations, a muscle that some say has been in decline for a few years, is making a comeback thanks to generative content. With your point of view, news, and thought leadership disseminated across multiple platforms, it makes it easier for the algorithms to consider your brand and serve it as a result.

A well-integrated marketing strategy that combines organic efforts with paid amplification ensures your property remains top-of-mind throughout the guest journey—from inspiration and research to booking and beyond.

Final thoughts

Visibility doesn’t happen by accident. In the age of AI, your marketing strategy must be proactive, dynamic, and guest-focused. By combining strong fundamentals with smart distribution, you’ll ensure your property stands out in a crowded digital landscape.

Ready to get found? Let’s make it happen.

By Sandrine Zechbauer
Chief Marketing Officer