If you’re looking to grow revenue, these five areas are a great place to start.
By Kathleen Kubota, Director of Screenfire Hospitality Group
In hospitality marketing, independent operations often put themselves at a disadvantage — not because they lack resources, but rather because they miss the same handful of opportunities that can create significant boosts in revenue. Here are five of the ones we see the most.
1. Over-Reliance on OTAs
It’s easy to fall into the trap of relying too heavily on online travel agencies, or OTAs. They are useful for filling gaps, but they should not own your business. Reducing their share does not require a complete overhaul. A few focused changes can make a big impact.
Start by making sure your website is fast, mobile-friendly, and bookable in seconds, with a clear call to action. Offer a simple incentive to book direct, such as a best rate guarantee or a small value add. Most importantly, capture guest emails so you can build direct relationships and reduce future OTA dependence.
2. Ignoring Past Guests (Your Highest-Value Audience)
Acquiring new guests takes time and money. Do not lose momentum once they leave. Even a basic email list is incredibly valuable, and there are plenty of low-cost tools to manage it.
Send one or two meaningful emails each month featuring special offers, local events, and updates at your property. Encourage guests to return or share with friends and family. It is almost always more cost-effective to bring a guest back, or benefit from word-of-mouth, than to find a new one.
3. A Website That Doesn’t Convert
A slow, outdated, or confusing website pushes potential guests straight back to OTAs. Your website should feel like an extension of your guest experience. It should be modern, visually appealing, and easy to use.
Focus on fast load speeds, mobile optimization, and clear “Book Now” buttons. Simplify the booking process to reduce friction and eliminate frustration. A helpful way to think about it is this: if your website were a front desk agent, would you keep them on staff?
4. A Weak (or Invisible) Local Presence
Most travelers choose a destination before selecting a hotel, and many rely heavily on search and maps to guide that decision. If your property is not showing up clearly and consistently, you are missing high-intent demand.
Make sure your Google Business Profile and listings on third-party sites are complete, accurate, and up to date. Reviews also play a critical role. How you respond to both positive and negative feedback signals your level of service to future guests.
5. No Strategy for Filling Need Periods
Every hotel faces slower periods, whether it is weekdays, shoulder seasons, or off-peak times. Without a plan, those gaps turn into lost revenue.
Target specific segments like corporate travelers, local events, or partnerships to help fill those periods. Create simple, time-bound offers with added value to drive urgency, and communicate them directly to your audience. A thoughtful approach to capturing and converting demand during these times can make a meaningful difference in overall revenue.
The good news is that most of these opportunities are within your control, and even small changes can drive measurable results over time.
Need help? Screenfire is here. If you’re a hotel who needs to improve your marketing, we would love to help. Contact us now using the form to the right or at info@screenfiremedia.com.
About the author: Kathleen Kubota is a strategic leader with deep expertise in directing integrated marketing and digital ecosystems. Prior to joining Screenfire, Kathleen spent more than a decade with the San Diego Tourism Authority. She has also held senior marketing leadership roles at Town and Country Resort, the historic Hotel del Coronado in San Diego, and Miramonte Resort and Spa. She is a graduate of the University of Southern California’s Marshall School of Business.
