Someone pitched you a new website. Then an Instagram campaign. Then software that "doubles your bookings". It might all be useful, but where do you start? Before spending a single euro, do what a good doctor does: a hotel marketing check-up.
The check-up tells you what already works, what's broken and what's worth improving first. Here's the checklist we use at our own hotels, split into 8 areas. You can do it yourself in a couple of hours.
1. Your starting numbers
Without numbers, every decision is a gut feeling. Collect at least:
- room revenue for the last 12 months, split by channel (OTAs, website, phone/email, agencies);
- total commission paid to OTAs;
- occupancy, average daily rate (ADR) and RevPAR by month;
- comparison with the previous year.
Key question: how much does it cost you today, in euros, to sell a room? This calculation alone often changes your priorities. More in how much an OTA booking really costs you.
2. Your website
Open it on your smartphone and answer honestly:
- does it load in under 3 seconds on mobile data?
- is the "Book" button always visible?
- do the photos really show the rooms you sell?
- are prices, taxes and extras clear?
- is there at least one other well-written language (not a bad translation)?
If you answer "no" more than once, the website is the first item in your plan.
3. Your booking engine
Make a complete test booking (you can cancel it afterwards). Count the steps, the mandatory fields and the time it takes. Check that the price shown matches the OTA price — or better, that it's more attractive.
4. Rate parity
Pick 3 dates (high, mid and low season) and compare the price of the same room on your website, Booking.com, Expedia and Google. If your website isn't the cheapest place (or at least the one with the most perks), you've found a guaranteed leak.
5. Google profile and maps
- Is your profile verified and managed by you?
- Recent photos, at least 20–30?
- Correct amenities, hours and links?
- Does your hotel appear in price results with a link to your website?
6. Reviews and reputation
Look at your average score and the last 20 reviews on Google, Booking.com and Tripadvisor. Look for recurring themes: if three guests in ten mention noise or breakfast, that's a product problem, not a marketing problem. And no campaign will fix it.
7. Advertising and social media
If you already advertise, ask (or check) three numbers: how much you spend each month, how many bookings it generated, how much revenue they brought in. If nobody can answer, that's not a good sign. See also your agency report shows clicks and impressions: where are the bookings?.
8. Database and returning guests
- Do you collect guest emails with consent?
- How many contacts do you have?
- When did you last send a newsletter?
- How many of last year's guests came back, and which channel did they book through?
How to read the results
Score each area from 1 to 5. Then cross the score with economic impact and ease of action:
| Area | Score | Impact | Ease | Priority |
|---|---|---|---|---|
| Rate parity | 2 | High | High | Now |
| Mobile website | 2 | High | Medium | Within 2 months |
| Google profile | 3 | Medium | High | Now |
| Newsletter | 1 | Medium | Medium | Before the season |
| Advertising | 2 | Medium | Medium | After the website |
The rule is simple: first the high-impact, easy fixes, then the high-impact but harder ones. Advertising almost always comes later, because it amplifies what's already there — if your website converts badly, it amplifies the problems too.
How often should you repeat the check-up?
At least once a year, ideally before planning the new season. Plus whenever you change something important: new website, new booking engine, new agency, renovation. For full planning, see how to prepare your hotel's marketing plan before the new season.
Frequently asked questions
Can I do the check-up myself?
Yes — the checklist above is designed for that. An outside view helps mostly with technical data (speed, tracking, SEO) and because it isn't "attached" to past decisions.
How long does it take?
A first pass takes a couple of hours. An in-depth analysis with Analytics, Search Console and campaign data can take a few days.
What if I find too many problems at once?
Normal — it almost always happens. Pick no more than three actions for the next three months, starting with the ones that cost little and return a lot.
Want us to run the check-up for you?
AI Hotel Agency's free marketing audit covers advertising, website, branding, strategy, pricing and costs. You get a report with priorities and recommended next steps, no strings attached.
