Introduction

Running a small hotel in Indonesia’s hospitality scene is like running a food truck next to a five-star buffet. The big chains are loud, flashy, and flush with cash. But that doesn’t mean you’re out of the game. In fact, you’ve got something they don’t: authenticity, local flair, and the agility to market smartly. With the right small hotel marketing strategies, you can attract the right guests, fill more rooms, and build lasting success—even on a tight budget.

I’ve spent over a decade working with small hotels across Bali, Lombok, and Yogyakarta, and I’ve seen clever, budget-conscious moves lead to packed bookings and loyal fans. This guide shares 10 strategies (with a bonus wellness twist!) that actually work.

Key Takeaways

• Use social media to show off your hotel’s unique character

• Build strong local partnerships for cross-promotion

• Create a high-converting hotel website with SEO best practices

• Stay in touch with guests through email marketing

• Launch referral programs that turn guests into marketers

• Stand out on OTAs with compelling listings

• Attract locals with staycation deals and wellness perks

• Tell your hotel’s story to form emotional connections

• Leverage guest reviews to build credibility and trust

• Track performance and adapt based on data

1. Own Social Media Like an Aussie Influencer

Social media is your digital shopfront—and one of the cheapest ways to increase hotel revenue. Share eye-catching photos of your property, behind-the-scenes snippets, and engaging stories.

Pro Tip: Get a local photographer to snap stunning shots of your beachfront views, yoga spaces, or breakfast spreads. Share short videos on Reels or TikTok of sunrise yoga, poolside chill-outs, or Balinese cooking classes.

Real Example: A Seminyak hotel saw 40% more traffic after posting daily sunrise yoga clips tagged #BaliZen.

2. Partner with Local Businesses

Team up with nearby spas, cafes, and tour guides to reach a broader audience. Create joint promotions like "Stay & Surf" or "Sleep & Spa" packages. This isn’t just about discounts; it’s about creating memorable guest experiences.

Example: A Lombok hotel collaborated with a dive shop to offer a "Reef & Rest" bundle, which doubled their bookings from scuba lovers.

3. Build a Website That Converts

Your website should be more than just a pretty face. Make sure it’s fast, mobile-optimised, and full of action-driving elements.

• Add bold “Book Now” buttons

• Include SEO keywords like "Ubud boutique hotel" or "family-friendly stay in Bali"

• Showcase reviews and testimonials

Example: A Jakarta hotel updated their site with real guest photos and saw a 25% jump in direct bookings.

4. Use Email to Bring Guests Back

Email is still one of the best ways to increase hotel revenue. It’s free, personal, and effective.

• Offer a welcome drink for sign-ups

• Segment emails by guest type (couples, families, business travelers)

• Share value: local tips, upcoming deals, or return discounts

Example: A Yogyakarta hotel sent monthly updates and exclusive offers, resulting in a 12% increase in return guests.

5. Launch a Referral Program

Guests who love your hotel are your best marketers. Encourage them to spread the word by offering referral perks.

• Free night after 3 successful referrals

• 15% off for each new guest they refer

• Easy-to-share referral links via email or social

Example: A Bali hotel gained 20% more bookings after launching a refer-a-mate campaign.

6. Make the Most of OTAs

Online travel agencies help you reach millions—but you need to shine bright among the listings.

• Use vibrant images

• Write clear, enticing descriptions

• Highlight special offers and guest perks

Example: A Lombok hotel added a “Surf Escape” package on Agoda and boosted visibility by 30%.

7. Offer Irresistible Staycation Deals

Locals are gold. Target city dwellers with weekend escape packages, spa discounts, or wellness deals inspired by Emersion Wellness.

• Offer packages like "Weekend Zen" or "Family Retreat"

• Slash midweek rates to fill empty rooms

• Include yoga, healthy meals, or spa treatments to add value

Example: A Bali hotel saw rooms booked out midweek thanks to their "Local Escape" package.

8. Tell a Cracking Story

People don’t just book beds—they book stories. Tell yours through visuals, words, and real guest experiences.

• Share your history: family-run, surfer's paradise, eco-lodge

• Use Instagram stories and your About page to showcase your vibe

• Feature guest testimonials and re-shares

Example: A Lombok hotel’s "Fisherman’s Legacy" backstory appealed to eco-travelers, boosting direct bookings by 18%.

9. Leverage the Power of Reviews

Reviews drive bookings. Make it easy for happy guests to share their thoughts.

• Ask at check-out

• Offer a freebie for posting a review

• Always respond—thank positive reviews and resolve any issues

Example: A Gili hotel improved its Booking.com rating by actively managing and replying to reviews.

10. Track Results and Tweak Your Strategy

Your marketing needs to evolve. Use tools like Google Analytics, OTA insights, and email campaign data to see what’s working.

• Monitor KPIs like bounce rate, CTR, and booking conversion

• Test new offers based on guest behaviour

• Stay ahead of trends (wellness, solo travel, eco-tourism)

Example: A Jakarta hotel used website data to spot a trend in locals loving spa deals. They doubled down and filled up weekday slots.

Bonus: Tap Into Wellness Trends

Inspired by Emersion Wellness, add wellness elements to attract health-conscious travelers. This can help you discover new ways to increase hotel revenue.

• Run yoga retreats or spa weekends

• Partner with a wellness brand or trainer

• Offer healthy meal plans or detox packages

Example: A Ubud hotel offered "3-Day Rejuvenation Packages," increasing both spa revenue and average stay duration.

Conclusion

Winning at small hotel marketing isn’t about outspending the big chains. It’s about outsmarting them. With social media creativity, local partnerships, a killer website, strategic email campaigns, glowing guest reviews, and wellness-inspired packages, your hotel can stand out and increase revenue without burning through cash.

Get scrappy, stay authentic, and let your hotel’s personality shine. These strategies are more than just tactics—they’re your ticket to becoming the go-to destination in your slice of paradise.

FAQs

1. What’s the best low-budget marketing move for small hotels?
Start with social media and partnerships—big impact, low cost.

2. Can wellness packages really help increase hotel revenue?
Absolutely. Health-focused deals attract premium-paying guests.

3. How often should I send marketing emails?
Monthly or bi-monthly is ideal to stay top-of-mind.

4. Are OTAs still worth it for small hotels?
Yes, but optimise your listings and manage reviews carefully.

5. How do I know if my marketing is working?
Track metrics like bookings, web traffic, and guest feedback regularly.