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Boutique Inn & Hotel Marketing Strategy

How to Plan For Future Success - The Recipe for Revenue

Scott Crumpton

Scott’s love of marketing, public speaking and all things computing was kindled in his early high school years. He attended California Polytechnic State University in San Luis Obispo, California where he majored in Agricultural Business with a concentration in Marketing. While Agricultural Business may seem like an odd major for a hospitality professional, Scott found the practical education focused on small businesses much more applicable than corporate-centered classes frequently found in the business department majors. Scott and his wife Allison founded the first internet marketing agency solely dedicated to small lodging properties back in 1994 and today focus on taking great care of a small collection of highly successful properties. Scott’s desire to achieve excellent results for his clients can be summed up in one of his favorite sayings for his team: “Take twice as long to do it twice as right.”

Whether you’ve just bought a boutique hotel, inn, bed and breakfast or are an innkeeping veteran, there are a few key things you need to do right now to get the future revenue you want. With changes in the industry, and increased competition from the OTAs and Airbnb, it’s more important than ever that you get your marketing and pricing right. If you attended the 2020 PAII conference in South Carolina, then you may have caught Scott Crumpton’s presentation entitled The Recipe for Revenue – Targeted Marketing for Limited Budgets. If you missed it, or just needed a refresher, we have the full presentation available for you here. Watch it now to help you break out of your comfort zone and push through the fears that are holding you back from making more money.

When you click on the video below, you’ll learn about the necessary steps required to start your transformation!

  1. Know where you want to be.
    How do you know which direction you should take if you don’t know where you want to end up? Sometimes you need to start at the end, and not the beginning, to see the steps needed to attain your goals. Get ready to throw your fears of loss aside and change your mindset to instead be focused on success.
  2. Create a plan to get there.
    Talk with your marketer and set a budget to get the wheels in motion, because a goal without a plan is just a wish. Trust the professionals and have faith in marketing to help you concentrate your spending in the right places and do a few key things to showcase the experience you’re trying to sell.
  3. Keep checking on your progress and refine as needed.
    Keep the lines of communication open with your entire marketing team. Ask them for the honest truth, even if it’s not what you want to hear. Keep your eye on your rates to make sure they are where they need to be – maybe they’re too high, maybe they’re too low. It may be worth getting some extra help from a business consultant and/or revenue manager, as innkeeping is a constantly-changing science, not just taking care of guests.

We understand that every bed and breakfast inn, boutique hotel, and small independent lodging property has a limited marketing budget. That’s why it’s so important to wisely target your marketing dollar to get the greatest return on investment. In less than one hour, you’ll see Scott Crumpton, owner and CEO of White Stone Marketing, point out what you need to do to increase your revenue in the coming year. Get ready to jump into your best year yet!

If you need help with your hotel marketing strategy, contact us to see if we’re a good fit. We’re also happy to connect you with other leading industry professionals who may assist you in attaining your goals.

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