Many family-run hotels work mainly with domestic guests — often regulars, often from the same regions. It's a solid base, but it has two limits: it depends on a few weeks of holiday and on a market that can slow down. International guests, on the other hand, travel at different times, often stay longer and discover destinations off-season too.

Let's look at how to attract international guests to a family-run hotel without losing its soul (in fact, by making the most of it).

1. Choose markets, not "abroad"

"Abroad" isn't a market. Germany, Austria, Switzerland, the Netherlands, France, Poland, the UK and the US have different habits, holiday periods and channels. To choose:

  • look at where your international guests already come from;
  • ask the tourist office which markets are growing in your area;
  • consider connections (flights, trains, driving distance);
  • assess which markets travel during your weak months.

Better to target two markets well than ten badly.

2. Make the most of being family-run (international guests love it)

For many international guests, a family-run hotel is part of the experience: personal hospitality, home cooking, advice from people who live there. Tell that story in their language, with real photos of real people. See how to promote a family-run hotel without competing only on price.

3. A website in the right languages

  • complete language versions of key pages (rooms, amenities, location, prices, booking);
  • careful translations, adapted to the market;
  • booking engine and confirmation emails in the same language;
  • SEO for that country's searches.

See multilingual hotel websites: which languages to choose and which pages to translate and multilingual SEO for hotels.

4. Adapt information (and some services)

Each market has different questions and habits:

  • meal times: many Northern European guests eat dinner earlier;
  • breakfast: some expect savoury options too;
  • practical information: how to get there from airports, parking, restricted traffic zones, city tax;
  • pets, bikes, EV charging: often in high demand in certain markets.

5. Use the right channels for each market

  • OTAs: Booking.com is strong across Europe; Expedia and other channels matter more in some long-haul markets. See how to choose the right booking portals for a small hotel;
  • Google: a profile with reviews in several languages (reply in the guest's language), free booking links and possibly Hotel Ads for chosen countries;
  • specialist portals and tour operators for some markets;
  • targeted advertising by country and language, in the periods when that market books.

6. Staff and communication

Not everyone needs to speak five languages. But you do need:

7. International reviews

Reviews in German, English or Dutch persuade guests from those countries. Ask satisfied international guests to leave a review and always reply in their language.

Frequently asked questions

Do I need to translate my whole website into every language?

No. Start with key pages in the 1–3 languages of your chosen markets, done well. Add content gradually.

Do international guests book more through OTAs?

Often yes, especially on a first visit. The work is making sure that next time they book with you.

When do international guests travel?

It depends on the country: school calendars and holidays differ. Study your markets' holiday periods to fill your weak months.

Want more international guests at your hotel?

With our free marketing audit we identify the most promising foreign markets for your hotel and check whether your website, channels and communication are ready to welcome them.