Winning Tactics for Small Hotel Operators

Dear Hospitality Leader,

Small hotel operators are under constant pressure to carve out their niche, competing not only with large hotel chains but also with alternative lodging like vacation rentals.

But those who embrace creativity, data-driven decisions, and community engagement are proving that small hotels can outmaneuver even the giants of the industry.

Here’s how a few small hoteliers are reimagining hospitality, backed by numbers and insights that show just how impactful their strategies have been.

Take Alex Mengual and Mark Matula, a young couple in Australia who took ownership of the Copper Country Motor Inn in Nanango almost by accident. Alex, who’d been working as an events coordinator, frequently stayed at the inn during her travels. When the inn came up for sale, it felt serendipitous for her and Mark.

They faced a daunting challenge: an outdated 15-room inn in need of serious modernization and a community unsure of its potential.

So, they turned to social media, but with a twist—they didn’t just post promotions or pretty photos. Alex put out a call to the community on TikTok, asking for input on how the inn could become a true local treasure.

The response was staggering.

The post went viral, reaching over 100,000 views and bringing in a flood of ideas, from transforming an old restaurant on the premises into a vineyard dining experience to using the inn’s grounds for local events.

Community members felt invested in the inn’s success, and Alex and Mark found themselves not just as innkeepers but as local curators.

Their engagement turned a small motel into a symbol of regional pride, and it’s reflected in the numbers: within months, occupancy rates rose by 30%, and they saw a 20% increase in direct bookings, a significant boost for an inn with just 15 rooms.

Another example that stands out is Hotel Mari?nhage in Eindhoven, The Netherlands, which went a step further in personalized hospitality.

Situated in a former monastery, this hotel embodies Eindhoven’s cultural and historical essence, right down to its interior design. Every room feels like a step into the region’s heritage. But more than aesthetics, it’s their attention to personalized service that has earned them a loyal clientele.

According to a survey from 2023, personalized guest experiences increase customer satisfaction by 65%, translating to repeat visits and word-of-mouth recommendations.

Hotel Mari?nhage doesn’t just provide a place to stay; it creates an immersive experience that resonates on an emotional level with guests. Their occupancy rates hover around 90% year-round, significantly above the industry average for comparable boutique hotels in Europe, and they’ve attributed over 70% of this to their commitment to personalization and local partnerships that create unique in-room experiences.

Sustainability, meanwhile, is not just a buzzword for Sensei Lanai, a Four Seasons Resort in Hawaii. While large hotels often struggle with implementing sustainable practices due to their scale, smaller establishments like Sensei Lanai use it as a powerful differentiator.

Their approach?

Rewilding.

By dedicating portions of their land to support local biodiversity and eco-friendly initiatives, they’ve appealed to an increasingly eco-conscious clientele.

Research from Cornell University shows that 52% of travelers are more likely to book with a brand that commits to environmental sustainability.

Sensei Lanai is reaping the benefits, with a noticeable 15% bump in bookings from eco-conscious travelers and a 12% reduction in operating costs by implementing energy-efficient systems. This dual approach of appealing to green-minded guests while saving on costs has set a benchmark that many larger chains are still struggling to match.

Behind each of these stories is a common thread: an understanding that small hotels can thrive by becoming agile, hyper-local, and highly personalized.

While many large hotel chains rely on loyalty programs, small hotels often have a loyalty that’s earned in the moment, built one unique guest experience at a time.

Until next time.

Stay well. Swim strong!

Warmly,

David

P. P. S. ?????? ? If you don’t know who I am, my name is David Vogel, retired CEO turned LinkedIn influencer and Founder of the Church of Unity Society. Six mornings a week Live at 7 AM, I preach to the C-suite, igniting their spirits with the power of God. As the publisher of Mindful Ethics, the unapologetic voice of ethics on LinkedIn, I challenge leaders to elevate their game, lead with heart, and redefine what it means to live with purpose.

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? Published by: David Vogel, in Wolfeboro, New Hampshire