Marketing Multi-Location Hotels: The Ultimate Guide

Hotels with multiple locations face a unique challenge: How do marketers craft a unified brand message if their property portfolio appeals to diverse guests?

Hotel chains with strict brand guidelines often deliver some of the most consistent marketing in the industry — a major benefit for travelers who value reliability. But when corporate dictates the same voice for every hotel, the messaging can feel generic or disconnected from local customers.

Multi-location marketing finds unique ways to highlight individual hotels without diluting the larger strategy. Incorporated with insights from general managers (GMs) or property teams, it ensures each location connects with its ideal guests while staying true to the brand. 

In this article, we’ll explore how to balance brand consistency with localized messaging and why tailored content resonates with potential customers. 

Multi-location marketing is all about finding balance

From local SEO to geo-targeting to individual traveler preferences, multi-location marketing helps hotels attract the right guests for each property without prioritizing one location over another. 

A beachfront property might see the highest ROI from vacationers, but if half the portfolio is landlocked, shifting the entire brand’s messaging to highlight coastal escapes would alienate other locations. 

Brand consistency matters. Straying too far from central messaging — whether it’s kid-friendly amenities or spacious suites — can weaken brand identity. 

Take The Hoxton, for example. Each location has unique details, but a core brand promise remains: Dogs are welcome at all properties. To reinforce this, they created a dedicated page outlining pet-friendly policies in a playful, engaging way.

Finding the right balance in multi-location brands starts with stronger communication. When corporate teams and local hotel operators align — through better data collection methods, regular check-ins and shared marketing insights — they can break down silos that might otherwise fragment the brand. 

At the same time, local teams need flexibility to tailor messaging to their market. If a one-off local event, like a meteor shower, is drawing travelers to a location, the hotel should be able to use the chain’s general marketing playbook to adapt a campaign that speaks to stargazers and still boosts brand awareness. 

Data is the key to multi-marketing success 

When a hotel chain serves a wide range of guests across varying price points and amenities, marketing misalignment is inevitable. Corporate teams often aim for broad, inclusive messaging, while local teams tailor campaigns to their specific properties. This disconnect can confuse customers, making it harder to set the right expectations. 

For example, Hilton operates multiple sub-brands, where guests can book a budget-friendly room for under $100 or a luxury suite at the Waldorf for well over $1,000. This extreme price range makes it difficult for corporate to craft language that conveys quality at every level. Meanwhile, luxury property managers may feel their unique experience is getting lost in generic brand descriptions. 

Data bridges this gap, getting everyone on the same page. Instead of relying on assumptions, it provides visibility into customer segments, guest preferences and local communities. When location alone doesn’t define a property’s success, better insights help corporate and local marketing teams identify the ideal guest profile for each hotel.

For instance, if business travelers prefer a hotel’s mountain-view conference rooms on weekdays, while families flock to the nearby ski slopes on weekends, multi-location marketing can speak to both target audiences—without weakening the brand’s tone of voice. When corporate and local teams use the same data, they can create targeted, effective campaigns that resonate with the right guests at the right time.

If you’re looking to refine your strategy, a customer relationship management (CRM) tool is your best bet. It provides insights into customer lifetime value, churn rates and sales trends, while local teams can offer on-the-ground feedback about guest preferences. 

When corporate and property teams share this data, marketing campaigns become more precise, relevant and effective — driving higher conversion rates across locations. 

Guest reviews are an often untapped goldmine of valuable insights 

Guest reviews reveal insights no CRM can provide, offering a direct look at how well your brand messaging aligns with real customer experiences. 

Most travelers know that every Hilton hotel offers a different experience, which is why they research individual locations rather than relying on the brand’s overarching messaging. As they skim online reviews, they see how staff respond to complaints, whether rooms match the photos and if the property needs updates. 

If you market a high-end getaway and guests report a mediocre stay at best, that disconnect will show in rankings and reviews. Worse, initially reasonable customers may become disgruntled if issues go unaddressed.

To protect and improve your brand reputation, it pays to tease out trends in guest feedback and adjust your marketing accordingly. For example, if a hotel is located in a lively downtown district, where noise is inevitable and out of your control, targeting younger travelers who embrace nightlife may create a better alignment between expectations and experience. 

3 hotel marketing tactics and how to use them in multi-location marketing strategies

Multi-location marketing strategies work best when integrated across multiple channels. Here, we’ll explore how to tailor your messaging for different platforms to maximize impact. 

1. Digital advertising 

Digital advertising allows hotels to geo-target customers, improving ROI by focusing on travelers who are most likely to book. By leveraging location-specific benefits, hotels can craft highly relevant messaging that resonates with the right people. 

However, digital marketing can be tricky for large and small businesses alike. CRMs and guest reviews provide valuable insights, but without proper analysis, KPIs can be misleading. To stand out in a local compset, marketers must highlight what makes each property unique. 

Better data helps you understand why guests book and what drives a great stay. Modern software solutions go beyond basic databases, linking demographics to revenue trends so you can spot opportunities and address gaps.

For example, a Hawaiian Marriott might target high-income travelers in Los Angeles and San Francisco, knowing these cities offer convenient flights for long weekends. Whether through banner ads or email marketing, the campaign can emphasize Marriott’s strong reputation while showcasing how the property captures the island’s landscape and culture. 

Pay-per-click (PPC) ads further enhance your brand’s online visibility by reaching travelers searching for specific destinations. Hotels can select locations and keywords to refine their targeting, though pricing varies based on demand. So a hotel in upstate New York may pay more to advertise to Manhattanites looking to escape the grind. 

2. Social media 

Social media is a tried-and-true way for multi-location businesses to increase visibility, strengthen their online presence, and engage potential guests. 

Like geo-targeted ads, it allows marketers to fine-tune audience targeting based on location, interests and demographics. Automation tools also help launch and manage campaigns at the individual property level. 

Local social media management strategies differ from national brand efforts. While corporate accounts typically focus on a generalized customer profile, specific locations can tailor content to regional trends. For example, if a location finds a market with 18–24-year-olds, while the average hotel chain guest is 42, corporate may allow that property to run a youth-focused campaign on TikTok or Instagram. 

Some hotels take this a step further by creating interactive, guest-driven campaigns. Shangri-La’s “Find Your Shangri-La” campaign showcased local culinary cultures at each property, inviting guests to share their experiences using a branded hashtag. 

Limited-time cocktails and dishes tied the campaign to each property’s unique flavors and cultural differences, while guest participation added an element of competition. By putting guests at the center of the campaign, Shangri-La elevated engagement beyond static content, reinforcing its reputation for unforgettable and immersive hospitality across locations.

Social media also enables retargeting, helping hotels reconnect with potential guests who initially showed interest but didn’t book. Dynamic ads automatically pull images and details from a hotel’s website, creating personalized promotions that encourage reservations. 

If a campaign drives traffic but results in moderate conversions, messaging could be the issue. If visitors engage with your site more for escapism than booking intent, better data can refine targeting — focusing on customers with both interest and the means to stay. 

3. Online travel agencies 

Nearly 80% of travelers start their search with online travel agencies (OTAs) like Booking.com and Google Travel. While OTAs come with commission fees, they remain essential for expanding a property’s reach. 

The best way to approach OTA marketing is in conjunction with your larger marketing strategy. Participating in OTA campaigns may increase costs, but for some hotels, it’s still more cost-effective than running independent marketing efforts. 

Using the same strategy across all properties — such as relying on the same stock photos and generic descriptions for every room — can make hotels less competitive at the local level. OTAs not only offer geo-targeting capabilities but also feature property-specific reviews and support seasonal packages or limited-time sales. 

Additionally, OTAs run location-specific campaigns tied to regional events or seasonal activities, helping hotels attract local audiences who may not have otherwise considered their property. Whether your hotel caters to bucket-list travelers or frequent adventurers, OTAs can provide valuable exposure when used strategically.

Enhance your marketing strategy with competitive data insights 

Data is key to successful multi-location marketing. It aligns corporate and local teams, ensuring strategic, location-specific outreach. Without it, brands risk misalignment and missed opportunities. 

This is where Lighthouse stands out. Its real-time data insights break down silos between corporate, regional, and on-property teams, enabling informed, unified marketing decisions. By analyzing regional demand, guest preferences and market shifts, Lighthouse helps hotels stay ahead of the competition and maximize ROI — while meeting travelers on their level. 

When teams work from the same data, marketing becomes more precise, effective and profitable. Instead of relying on assumptions, hotels can tailor strategies that drive real results. 

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.