Navigating the world of digital marketing can be overwhelming, especially when you’re running a hotel, restaurant or bar. Between managing bookings, reviews, social media and search rankings, it’s hard to know where to focus your energy.
That’s where this guide comes in.
Hospitality businesses often blur the lines, with many restaurants hosting events, some bars offering boutique stays and hotels frequently including in-house dining and entertainment. As a result of this natural overlap, we’ve combined everything into one comprehensive guide.
We break down the core digital strategies every hospitality venue should know then zooms in on how to tailor each one to suit your business type. From SEO and social media, to online reviews, content creation and paid ads, you’ll find clear, actionable tips for hotels, restaurants and bars.
1. Hospitality SEO basics: What every venue needs to get right.
Getting discovered online starts with understanding how people search for venues like yours. If someone is searching for a ‘rooftop bar near me’, your business needs to show up online with the right content, on the right platform and optimised to turn that search into action.
That starts with getting the basics right: a fast, mobile-friendly website, up-to-date business listings, high-quality content that reflects your brand and strong local SEO. These are the foundation for visibility and trust, no matter what kind of hospitality venue you run.
But even within hospitality, the way people book, browse and make decisions can be completely different. A hotel guest might spend weeks comparing options, while someone looking for a bar might choose the closest one with good reviews and an open kitchen. Recognising these differences is key to applying the right strategy for your venue and your customers.
Before we dive into tailored tactics for each type of business, we’ll start with the shared strategies every hospitality venue should have in place.
2. Local SEO: Be the top pick in your area.
Local SEO helps your venue show up in the right searches at the right time. It’s what puts your business on the map – literally – and drives traffic from people nearby who are ready to book, visit or make a decision. Done right, it can be one of your most powerful sources of bookings and foot traffic.
Optimise your Google Business Profile.
Start by claiming and fully optimising your Google Business Profile. This listing powers your visibility in Google Maps and local search and it’s often the first thing people see before they even visit your website. Make sure to include:
- Accurate business name, address and phone number (NAP)
- Business categories that reflect all the different aspects of your venue
- Opening hours (including holidays or seasonal changes)
- Booking or reservation links
- High-quality photos of your space, food, rooms or events
- A description that highlights what makes your venue unique
- Services and amenities like Wi-Fi, outdoor seating, pet-friendly options or parking.
Double-check that these details match your website and other platforms to boost your credibility and rankings.
RELATED: How to set up and update your Google Business Profile.
Reviews and reputation signals.
Reviews are a major ranking factor and a powerful trust signal for potential guests. Encourage happy customers to leave a review after their visit and always respond, even if the feedback is negative.
Nobody expects a perfect five-star rating. In fact, having around four stars over a healthy number of reviews often feels more authentic and reliable. What matters most is showing that you care and consistently engage.
Add details that match how people search.
There are also platform-specific features that can help you stand out:
- Hotels can list room rates and availability directly through Google Hotel Ads
- Restaurants can upload menus, enable reservations and post updates like seasonal specials or limited-time offers
- Bars and venues can highlight upcoming events, drink deals, happy hours or live entertainment schedules.
Taking advantage of these features helps your listing stay fresh and more relevant to searchers.
Highlight your different services.
If your venue offers more than one type of experience – such as a hotel with a restaurant or a bar with private dining – make sure that’s reflected in your listing. Use secondary business categories and create individual landing pages on your website for each service. This increases your chances of appearing in multiple types of searches and gives visitors a clearer picture of what you offer.
3. Content that converts: What to write and where it matters.
To convert searches into paying customers you need content that answers common questions, builds trust and clearly shows what sets your venue apart. The more helpful and relevant your content is, the more likely someone is to book a room, make a reservation or drop in for a drink.
To write good content, you’re going to have to tick all the boxes. It could be a clear menu layout, a guide to parking nearby, a list of FAQs or a few sharp photos of your space. If it helps someone take the next step – book, visit or call – it’s doing its job.
To write good content, focus on what your customers actually need to see:
- Hotels: Room types and features, check-in/out details, on-site amenities, nearby attractions
- Restaurants: Current menus, opening hours, dietary options, how to book
- Bars and venues: Drink specials, event calendars, live music schedules, venue hire details.
Keep the content up to date, easy to scan and written in plain language.
Content also plays a big role in how well your site ranks. Search engines prioritise pages that are useful, regularly updated and relevant to what people are searching for.
The more questions you answer upfront – such as ‘Do you have gluten-free options?’ or ‘Is parking available?’ – the more likely you are to show up in search and convert traffic into bookings.
Use what you already have – menus, event flyers, booking instructions, photos and answers to common questions – and turn it into helpful content. Put yourself in your customers’ shoes and ask, ‘What would I want to know before visiting?’. The goal is to provide useful, relevant information, not to write as much content as possible just for the sake of it.
4. Online reviews: Build trust and boost visibility.
Reviews can influence bookings, rankings and your reputation. For hospitality venues, they’re often the deciding factor when someone is choosing between you and a competitor. People trust other guests more than they trust your website, which makes managing your reviews just as important as managing your marketing.
Make it easy for happy customers to leave a review. Ask in person after a good experience, include a review link in your follow-up emails or place a QR code at the front desk, on receipts or near exits. The sooner you ask, the more likely they are to respond.
Replying to reviews matters just as much as collecting them. Thank people for positive feedback and respond calmly to criticism.
RELATED: How to get and respond to online reviews for your small business.
Platforms.
Focus on the platforms that matter most in Australia, depending on your type of venue:
- Hotels: Google is essential for visibility. TripAdvisor and Booking.com are still key players for tourists and sites like Expedia and HotelsCombined can drive additional bookings.
- Restaurants: Google and Facebook reviews are highly visible. Zomato is still used in major cities, while TheFork and EatClub are growing platforms for diners looking for deals or easy bookings.
- Bars and venues: Google and Facebook are the main platforms for reviews. If you host events or live entertainment, having a presence on Eventbrite or TimeOut can help increase visibility and trust.
RELATED: [Review management] How to use online reviews for lead generation and SEO.
5. Social media: Build awareness and show off your space.
Social media, in a nutshell, is a discovery engine. People now use Instagram, Facebook and TikTok to find where to eat, drink or stay next. It’s not all just brain rot; it’s actually one of the easiest ways to get in front of new customers.
Focus on the platforms your customers actually use. For most venues, Instagram and Facebook are the best place to start. TikTok is worth considering too, especially if you’re targeting a younger crowd or running a venue with a strong visual or social vibe.
Show what your venue actually looks and feels like: your food, your staff, your space and your customers enjoying it. Quick videos, behind-the-scenes photos and posting daily specials all go a long way to building your brand on social.
User-generated content is one of the easiest ways to build trust. Encourage guests to tag your venue in posts and stories. Re-posting their content not only saves you time, it also acts as social proof – real people enjoying your space.
Keep your profile details up to date. Make sure your bio includes clear links to your menu, booking page or contact info. Tools like Linktree or a simple landing page can help direct people to everything in one place.
RELATED: Social media marketing trends in 2025.
6. Email marketing & CRM: Keep customers coming back.
It’s easier (and cheaper) to bring back a happy customer than to find a new one. That’s where email marketing and CRM tools come in. Collecting contact details and using them well can help you stay top of mind, fill quiet periods and build long-term loyalty.
Start by collecting customer details in simple, low-effort ways:
- Hotels: During online bookings, check-in forms or Wi-Fi sign-ups
- Restaurants: Through reservation forms, QR code menus or loyalty programs
- Bars and venues: Via event RSVPs, ticketing platforms or competitions and giveaways.
Ensure you’re upfront about how you’ll use their details and always offer an easy opt-out.
Once you’ve built a list, send emails people actually want to open. This could include:
- Special offers or last-minute deals
- Seasonal menus or new dish announcements
- Upcoming events or live entertainment
- Birthday or anniversary promos
- Local guides or stay-cation ideas for hotels.
Just make sure the intent is clear – and don’t spam.
RELATED: The small business guide to email marketing on a budget.
Make your life easier with Thryv.
A simple CRM tool can make this process easier. You can segment your audience, personalise messages, and set up automations that run in the background. For example, Thryv lets you manage contacts, track bookings, send review requests and follow up with guests, all from one platform.
Take a look at what Thryv’s got to offer via the link below.
7. Paid ads and promotions: Get seen by the right people.
Paid ads can help you reach new customers fast, especially when you’re launching something new, running a special or filling last-minute spots. With the right setup, ads can drive bookings, build awareness and bring in targeted traffic without wasting your budget.
Google Ads are great for high-intent searches. If someone’s looking for ‘cocktail bar Sydney’ or ‘pet-friendly hotel in Melbourne’, a well-placed search ad can put your business right in front of them. Display ads can also work well for awareness, especially when paired with strong visuals.
Social media ads are ideal for promoting events, seasonal offers and brand awareness. Facebook and Instagram let you target by interests, location and behaviour, so you can reach people nearby who are likely to visit. TikTok is also gaining traction, particularly for bars and casual dining.
Even a small budget can go a long way if your ad is well-targeted and the offer is clear. Focus on one objective at a time: fill seats, sell out a night or boost midweek bookings. Track what works, tweak what doesn’t and build from there.
8. Creator content & social proof: Let others sell it for you.
In the hospitality space, nothing drives interest like a viral food video or an Instagram story tagged at your venue. Social media creators, food bloggers and local influencers can build hype faster than traditional ads – and often with more trust.
You don’t need to go after big-name influencers. Reach out to local creators who already post about venues like yours. Offer them a free meal, bar tab or exclusive tasting experience in exchange for content. Many will be happy to promote your venue if it aligns with their audience and style.
Encourage your customers to tag you too. A steady stream of real posts builds momentum and keeps your venue visible, even without a formal campaign.
And if you’re using a tool like Thryv, you can keep track of tagged posts, monitor your mentions and pull customer content into your own marketing quickly and easily.
9. Website optimisation: Make every click count.
Websites should work, right? Right. Your site should load fast, look good on both mobile and desktop and make it easy for someone to find what they’re looking for. Every key action – viewing the menu, booking a table or checking room availability – should be accessible in one or two clicks. Make sure your contact info is easy to find, and always include a clear call-to-action on every page.
Optimising for search engines also helps. Use headings properly, write clear page titles and descriptions and include relevant keywords without overloading the page. Adding schema markup (menu, event or hotel info) can help Google better understand and display your content.
Photos play a big role too. Use high-quality images, compress them for speed and label them clearly. This helps both your users and your SEO.
Summary of key steps for hospitality SEO.
- Optimise your Google Business Profile
- Keep your site fast, clear and mobile-friendly
- Answer real questions with useful content
- Collect reviews and reply to every one
- Post on social, and share what your customers post
- Build an email list and send things people care about
- Use paid ads to boost visibility or fill empty spots
- Be clear, helpful and consistent.
Need help managing it all? Thryv brings bookings, reviews, emails and more into one easy-to-use platform.
