How we do it.
Hotel Marketing Point — Complete Service Catalogue
Detailed descriptions of all 11 services, including tools, deliverables, frequency, client requirements, and scope boundaries. Content intended for hotelmarketingpoint.com.
1. 🏨 Guest Help Centre
Description
A professional, always-available digital guide for your guests, published as a clean, branded webpage under your hotel's domain. It centralises all the information a guest needs before, during, and after their stay: arrival logistics (how to get there, transfer options, driving directions), house rules, check-in/check-out procedures, local area information, activity guides, restaurant recommendations, emergency contacts, and frequently asked questions.
The guide is designed to reduce friction at every touchpoint. Guests receive the link in their booking confirmation and pre-arrival email, which means they arrive better informed, with fewer unmet expectations, and with less need to ask your front desk the same questions every day.
Tools Used
- Notion (content management and publishing platform)
- Feather (for branded web publishing with custom domain)
- Google Analytics 4 (traffic and usage tracking)
Deliverables
- Fully structured digital guide with branded design, published on your domain
- All core sections written and formatted: arrival, rules, activities, area guide, FAQs
- QR code for physical placement at the property (reception, rooms)
- Monthly usage report (page views, most visited sections)
Frequency
- Initial setup: 2-3 weeks for full build
- Ongoing: content updates as needed (seasonal activities, policy changes, new services)
- Review cycle: quarterly content audit to ensure accuracy
What We Need From You
- Access to your current guest information (welcome folder, emails, house rules)
- Photos of the property, area, and activities (or permission to use existing ones)
- One 60-minute onboarding call to capture your property's voice and priorities
- Timely review and approval of draft content
What's NOT Included
- Full website redesign (this is a standalone guide, not a website rebuild)
- Translation into additional languages (available as an add-on)
- Domain works as helpguide.yourdomain.com . If you want yourdomain/helpguide.com we need to add 45 U$D per month.
2. ✍️ SEO Blog — 1 Article per Week
Description
Weekly long-form articles written and published on your hotel's blog, based on real guest questions, seasonal activities, destination keywords, and local expertise. Each article is optimised for traditional Google search (SEO) and for AI-powered search engines like ChatGPT, Perplexity, and Gemini (GEO).
The content strategy is built on a keyword research foundation specific to your destination and property type. We prioritise topics where search intent aligns with booking intent: "best time to visit [destination]," "things to do near [property]," "how to get to [destination]," "[destination] weather in [month]."
Content is based on your property's actual experience, not generic travel writing. Guest questions, local knowledge, and seasonal stories are the raw material.
Tools Used
- Feather (blog publishing)
- Google Search Console (keyword research and performance tracking)
- Claude AI (drafting assistance, always reviewed and edited by a human)
- Grammarly (quality control)
- SurferSEO (on-page optimisation scoring)
Deliverables
- 4 published articles per month (1 per week), 1,200-2,000 words each
- Keyword research report updated monthly
- Monthly traffic and ranking report (which articles are performing, which keywords are moving)
- Internal linking strategy across all published content
Frequency
- Publishing: weekly (every Monday or Tuesday)
- Keyword research: monthly refresh
- Performance report: monthly
What We Need From You
- Occasional input on topics (what guests are asking, what's happening locally)
- Ideally, one article per month written in your own voice (we edit and optimise it)
- Photos related to the content (activities, area, seasons)
- Quick approval turnaround on drafts (48 hours)
What's NOT Included
- Social media distribution of articles (available as add-on)
- Video content creation
- Blog platform setup costs (Feather subscription billed separately at cost)
- Content in languages other than English
3. 🔍 GEO — Generative Engine Optimisation
Description
Technical and content optimisation designed to make your property visible in AI-generated answers. When a traveller asks ChatGPT, Perplexity, or Google's AI Overviews "where to stay in [your destination]," your property needs to appear in that answer. This service makes that happen.
The technical side covers website speed, crawlability, structured data (schema markup for hotels, rooms, reviews, FAQs), sitemap management, and Core Web Vitals. The content side builds a semantic authority layer: comprehensive destination content, structured FAQs, entity-rich descriptions, and citation-worthy data that AI models prefer to reference.
AI search is not replacing Google. It's adding a new layer on top. Properties that don't adapt now will find themselves invisible within two years as AI-mediated discovery becomes the norm.
Tools Used
- Google Search Console (technical monitoring)
- Schema.org markup (Hotel, LodgingBusiness, FAQPage, Review structured data)
- PageSpeed Insights / GTmetrix (performance testing)
- Perplexity / ChatGPT / Gemini (AI visibility monitoring)
Deliverables
- Full technical audit with prioritised action list
- Schema markup implementation (hotel, rooms, reviews, FAQs, local business)
- Sitemap optimisation and submission
- Monthly AI visibility report: does your property appear in AI answers for key queries?
- Core Web Vitals monitoring and optimisation
- Quarterly content strategy update aligned with AI search trends
Frequency
- Initial audit and implementation: 2-4 weeks
- Ongoing monitoring: weekly technical checks
- AI visibility report: monthly
- Strategy review: quarterly
What We Need From You
- Admin access to your website CMS
- Google Search Console access (or permission to set it up)
- Access to your hosting provider (for server-side optimisations if needed)
What's NOT Included
- Full website redesign or migration to a new platform
- Content creation (covered by the SEO Blog service)
- Paid search advertising (covered by Paid Advertising Management)
4. 🌐 Website Maintenance
Description
Ongoing technical management of your hotel's website so you never have to think about it. This covers content updates (new photos, rate changes, seasonal information), Google Search Console monitoring for errors and indexing issues, sitemap submissions, performance optimisation (speed, caching, image compression), security updates, plugin/theme updates, SSL certificate management, and server health checks.
When something breaks, you don't need to find a developer. When Google flags an issue, it gets fixed before it affects your rankings. When you need a page updated, it happens within 24-48 hours.
Tools Used
- Your CMS (WordPress, Squarespace, Wix, or custom)
- Google Search Console (error monitoring)
- UptimeRobot (uptime monitoring with instant alerts)
- GTmetrix / PageSpeed Insights (performance tracking)
Deliverables
- All content updates implemented within 24-48 hours of request
- Monthly technical health report (uptime, speed, errors, indexing status)
- Immediate response to critical issues (site down, security breach)
- Quarterly performance optimisation pass (image compression, cache, speed)
Frequency
- Content updates: as requested, within 24-48 hours
- Technical monitoring: daily (automated) + weekly manual review
- Health report: monthly
- Deep optimisation: quarterly
What We Need From You
- Admin access to your CMS and hosting
- Clear communication of content changes needed
- Timely approval of changes before publishing
What's NOT Included
- Full website redesign or rebuild
- New feature development (custom booking widgets, new page templates)
- Hosting costs (billed directly by your provider)
- Domain registration and renewal
5. 📣 Paid Advertising Management
Description
Active management of performance marketing campaigns designed to drive high-intent travellers to your booking page. This covers campaign setup, ongoing optimisation, budget allocation, bid management, ad copy writing, audience targeting, and weekly performance review.
Platforms managed include Google Ads (search campaigns targeting travellers actively planning a trip to your destination), TripAdvisor Sponsored Placements, Booking.com Sponsored Listings, and Meta/Instagram Ads (for awareness and retargeting).
All campaigns are reviewed weekly. Budget recommendations are data-driven, based on seasonality, booking pace, and return on ad spend (ROAS). We focus on efficiency: every dollar should drive measurable revenue.
Tools Used
- Google Ads (search, display, remarketing)
- Meta Business Suite (Facebook/Instagram ads)
- TripAdvisor for Business (sponsored placements)
- Booking.com (sponsored listings)
- Google Analytics 4 (conversion tracking)
Deliverables
- Campaign setup and launch on selected platforms
- Weekly campaign review and optimisation (bids, keywords, audiences, ad copy)
- Monthly performance report with ROAS, cost per booking, and recommendations
- Seasonal budget recommendations (when to increase/decrease spend)
- A/B testing of ad copy and landing pages
Frequency
- Campaign review: weekly
- Performance report: monthly
- Budget recommendation: monthly (or as needed during peak/low season)
- Strategy review: quarterly
What We Need From You
- Ad spend budget (paid directly by you to the platforms, no markup)
- Access to your Google Ads, Meta Business, and OTA extranet accounts
- Booking data for conversion tracking and ROAS calculation
- Approval of ad copy and creative before launch
What's NOT Included
- Ad spend (this is your direct cost, we do not mark up media spend)
- Graphic design for display/social ads (basic designs included, custom creative is an add-on)
- Video production for YouTube/Meta campaigns
- Landing page development (we optimise existing pages)
6. 🏷️ OTA Listing Optimisation
Description
Your OTA listing on Booking.com and Expedia is your most visited sales page. Most independent hotels leave significant revenue on the table by neglecting it: poor photo sequencing, generic descriptions, suboptimal room naming, and policies that discourage conversion.
This service covers a complete audit and improvement of your listings: content score analysis, photo sequencing and caption strategy, property and room description rewrite (conversion-focused, not generic), policy review (cancellation, payment terms, meal plans), room type naming and attribute optimisation, and rate plan structure review.
Better listings rank higher organically on OTAs, which means free visibility without ad spend.
Tools Used
- Booking.com Extranet (listing management)
- Expedia Partner Central (listing management)
- OTA Insight / RateGain (competitive benchmarking)
- Booking.com Content Score tool (content quality assessment)
Deliverables
- Full content score audit for Booking.com and Expedia
- Rewritten property description (conversion-optimised)
- Rewritten room descriptions for all room types
- Photo sequencing strategy with caption recommendations
- Policy review with recommendations
- Room type naming optimisation
- Attribute and amenity checklist (ensure nothing is missing)
Frequency
- Initial setup: one-time deep audit and rewrite (2-3 weeks)
- Quarterly review: content score check, new photos, seasonal updates
- Ad-hoc updates: when you add new room types, change policies, or update amenities
What We Need From You
- Admin access to Booking.com Extranet and Expedia Partner Central
- High-quality photos of all room types and common areas
- Current rate structure and policy details
- Approval of all copy before publishing
What's NOT Included
- Professional photography (we advise on what's needed, you arrange the photographer)
- Channel manager configuration
- Rate strategy (covered by Revenue Management service)
- OTAs beyond Booking.com and Expedia (available as add-on)
7. 💬 Guest Messaging Automation
Description
Automated, personalised communication at every stage of the guest journey, delivered by email and/or WhatsApp. Messages are written in your property's voice and feel human, not automated.
The sequence includes pre-arrival messages (7 days before check-in: confirmation, practical travel details, what to expect, what to pack), during-stay messages (mid-stay check-in, activity suggestions, upsell opportunities like spa, dining, excursions), and post-checkout messages (thank you, review request with direct link, return visit offer).
The goal is threefold: reduce front-desk workload, increase review volume and scores, and drive repeat bookings and upsell revenue.
Tools Used
- Make.com (automation workflows)
- WhatsApp Business API via 360dialog (WhatsApp messaging)
- Feather Newsletter (email delivery)
- Your PMS (guest data extraction: names, dates, room types)
Deliverables
- Full messaging sequence designed and implemented (pre-arrival, during stay, post-checkout)
- All messages written in your property's voice (English and/or Spanish)
- Automation workflows built and tested
- Monthly performance report (open rates, click rates, reviews generated, upsell conversions)
- Ongoing message refinement based on guest responses and data
Frequency
- Initial setup: 2 weeks for full sequence build and testing
- Ongoing: fully automated, runs with every booking
- Review and optimisation: monthly
- Performance report: monthly
What We Need From You
- Access to your PMS or booking system (to extract guest data)
- Approval of all message templates before launch
- A dedicated WhatsApp Business number (we help you set this up)
- Feedback on guest reactions and any issues
What's NOT Included
- Manual message sending (this is fully automated)
- WhatsApp API costs (billed at cost, approximately USD 5-20/month)
- Email platform subscription (billed at cost if needed)
- Guest complaint resolution (messages escalate to your team when needed)
8. 🤖 AI Reservations Agent (WhatsApp)
Description
A trained AI assistant available 24/7 on WhatsApp that handles reservation inquiries in real time. The agent answers questions about rates, availability, room types, activities, transfers, policies, and local logistics. It provides personalised quotes based on travel dates and group size, and escalates to a human team member when the conversation requires it.
For guests in distant time zones, this means receiving an accurate, helpful response at 2am instead of waiting until morning and potentially booking elsewhere. Every interaction is logged for follow-up and quality review.
The agent is trained on your property's specific knowledge base: current rates, seasonal policies, room details, activity offerings, transfer logistics, and FAQs. It learns and improves over time based on real conversations.
Tools Used
- Claude AI (language model powering the agent)
- WhatsApp Business API via 360dialog (messaging platform)
- Make.com (automation and integration layer)
- Notion (knowledge base and conversation logging)
- Your PMS (for real-time availability checks, where API allows)
Deliverables
- Fully trained AI agent deployed on your WhatsApp Business number
- Complete knowledge base built from your property's information
- Escalation protocol defined and tested (when and how to hand off to humans)
- Conversation log accessible for review
- Monthly performance report (conversations handled, conversion rate, escalation rate)
- Ongoing training updates as your rates, policies, or offerings change
Frequency
- Initial setup: 2-3 weeks (knowledge base build + testing)
- Ongoing: 24/7 automated operation
- Knowledge base updates: as needed (rate changes, seasonal updates)
- Performance report: monthly
- Quality review: weekly (sample conversations reviewed for accuracy)
What We Need From You
- Complete and current rate sheet, policies, and property information
- A dedicated WhatsApp Business number
- Defined escalation contacts (who gets notified when the AI hands off)
- Feedback on conversation quality (flag any incorrect responses)
What's NOT Included
- AI token costs (billed at cost, approximately USD 20-40/month)
- WhatsApp API costs (billed at cost, approximately USD 5-20/month)
- Actual reservation processing (the agent generates quotes and captures leads; your team confirms bookings)
- Phone call handling (WhatsApp text only)
9. 📊 Revenue Management
Description
Weekly automated competitor rate monitoring across OTAs, combined with data-driven pricing recommendations. The system checks competitor pricing every week, calculates market averages for your competitive set, and sends you a concise summary report. On your approval, it updates selected room categories in your channel manager to maintain competitive positioning.
You stay in control at all times. Nothing changes without your explicit approval. The system does the legwork; you make the decisions. This is not about undercutting competitors. It's about understanding where you sit in the market and making informed pricing decisions based on real data, not gut feeling.
Tools Used
- Google Hotels / OTA Insight / RateGain (competitor rate scraping)
- Make.com (automated monitoring workflows)
- Notion (rate tracking database)
- Your Channel Manager (rate updates, with your approval)
Deliverables
- Weekly competitor rate report (your rates vs. comp set, by room type and date range)
- Market positioning summary (are you above, below, or at market average?)
- Pricing recommendations with rationale
- Rate updates implemented in your channel manager upon your approval
- Monthly revenue analysis (ADR, RevPAR, occupancy trends vs. previous year)
Frequency
- Competitor monitoring: weekly (automated)
- Rate report: weekly (delivered every Monday)
- Rate adjustments: as approved by you
- Revenue analysis: monthly
- Strategy review: quarterly (seasonal pricing strategy)
What We Need From You
- Your competitive set (3-5 properties you benchmark against)
- Access to your channel manager
- Access to your PMS or revenue data (occupancy, ADR, RevPAR)
- Timely approval of recommended rate changes
What's NOT Included
- Full revenue management strategy consulting (this is monitoring and tactical adjustments)
- Group pricing and contract negotiation
- Yield management for events and holidays (available as an add-on)
- Channel manager subscription costs
10. ⭐ Online Reputation Management
Description
Professional, timely responses to every guest review across Google, Booking.com, and TripAdvisor. Responses are written in your property's voice, acknowledge specific guest comments, and are crafted for future readers who are potential guests evaluating whether to book.
Review response rate and quality directly affects your OTA ranking algorithm. A property that responds to every review, thoughtfully and within 24-48 hours, will rank higher than one that doesn't. This is not optional maintenance. It is active marketing.
For negative reviews, responses are crafted to acknowledge the issue, demonstrate that you take feedback seriously, and reassure future readers that the experience described is not representative. We never argue with guests or make excuses.
Tools Used
- Google Business Profile (Google review management)
- Booking.com Extranet (Booking.com review responses)
- TripAdvisor Management Centre (TripAdvisor review responses)
- Claude AI (drafting assistance, always reviewed and personalised before posting)
- Notion (review tracking and sentiment logging)
Deliverables
- Responses to 100% of reviews across all three platforms
- Response time target: within 24-48 hours of review publication
- Monthly reputation report (review volume, average score, sentiment trends, key themes)
- Quarterly trend analysis (what guests praise most, what they complain about, actionable recommendations)
Frequency
- Review monitoring: daily
- Response posting: within 24-48 hours
- Reputation report: monthly
- Trend analysis: quarterly
What We Need From You
- Access to Google Business Profile, Booking.com Extranet, and TripAdvisor Management Centre
- Your property's voice and tone guidelines (we develop these with you during onboarding)
- Notification when a review mentions a specific incident you want us to address differently
- Approval workflow: you can choose to approve every response before posting, or trust us to post directly (most clients choose the latter after the first month)
What's NOT Included
- Review generation campaigns (we respond to reviews, we don't solicit them; that's covered by Guest Messaging Automation)
- Social media comment management
- Platforms beyond Google, Booking.com, and TripAdvisor (available as add-on)
- Crisis communication or PR for major incidents
11. 📈 Weekly Intelligence Report
Description
Every Monday morning, one email. No dashboards to open, no platforms to log into. In five minutes, you know exactly where the business stands.
The report contains: occupancy and revenue vs. the same period last year, booking pick-up for the next 30, 60, and 90 days, your rates vs. competitor rates (from the Revenue Management service), a summary of last week's guest reviews with sentiment analysis, website traffic highlights, and any alerts requiring your attention (unusual drop in bookings, competitor price changes, negative review trends).
This is your weekly pulse check. It replaces the need to log into five different platforms and try to piece together what's happening. Everything is in one place, in plain language, with clear action items when something needs your attention.
Tools Used
- Your PMS (occupancy and revenue data)
- Your Channel Manager (booking pace data)
- Google Analytics 4 (website traffic)
- Google Business Profile / Booking.com / TripAdvisor (review data)
- Make.com or n8n (automated data collection and report generation)
- Email (delivery)
Deliverables
- Weekly report delivered every Monday morning by email
- Occupancy dashboard: current vs. same period last year
- Revenue summary: ADR, RevPAR, total revenue
- Booking pace: pick-up for 30/60/90 days
- Competitor rate comparison
- Review summary with sentiment score
- Website traffic snapshot
- Action alerts (items requiring your attention, highlighted in red)
Frequency
- Report delivery: every Monday morning
- Data collection: automated, runs weekly
- Format review: quarterly (we adjust the report as your priorities evolve)
What We Need From You
- Access to your PMS, channel manager, and analytics accounts
- Your competitive set (same as Revenue Management)
- Feedback on what's most useful and what can be improved in the report
What's NOT Included
- Real-time dashboards (this is a weekly summary, not a live monitoring tool)
- Financial reporting (P&L, cash flow; this is operational intelligence)
- Forecasting models (available as an add-on)
- Daily reports (weekly frequency is the standard; daily available as add-on)