Digital marketing for hotels, inns and B&Bs

Hotel Marketing Agency for Independent Hotels, Inns and B&Bs

Référenceur is a hotel marketing agency for independent hotels, boutique inns, motels and bed and breakfasts. We help travelers find you on Google, Google Hotels, Maps and AI travel answers, then book directly on your website, so more reservations come in without an OTA commission.

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A hotel marketing agency focused on your booking engine

Travelers compare prices, photos, reviews and location across Google, online travel agencies and your website. If your direct rate is hard to find or your booking engine is slow on mobile, they book elsewhere. We make your website and booking path the easiest and most trustworthy option.

Digital marketing for hotels, inns and B&Bs: what makes the difference

More direct revenue

We connect your booking engine to Google’s free booking links where your provider supports it, promote direct-booking perks and track bookings by channel, so you see which campaigns actually pay off.

Transparent, compliant pricing

Since May 12, 2025, the FTC rule on unfair or deceptive fees requires short-term lodging businesses to show the total price, including mandatory fees such as resort fees, when they advertise a price. We review your rate displays and ads with that rule in mind.

Why hotels and B&Bs need specialized marketing

Independent properties compete with large OTAs and hotel chains that have big budgets. You win on what makes your property unique: location, character, service and direct-booking value.

We build pages for each room type, local attractions, events, weddings and corporate stays, and target searches like “boutique hotel in Savannah,” “pet-friendly B&B in Vermont” or “hotel near the convention center.”

Accessibility also matters: the ADA requires lodging reservation services, including websites, to describe accessible features in enough detail for guests with disabilities to assess whether a room meets their needs. We make that information clear and easy to find.

Show up in AI trip planning

Travelers ask ChatGPT and Google AI Overviews to “plan a weekend in Asheville” or “find a quiet inn near Napa wineries.” We structure your content, amenities, FAQs and schema markup, and keep your details consistent across Google, Tripadvisor and the OTAs, so AI tools understand your property and are more likely to recommend it accurately.

Customers already ask ChatGPT and Google’s AI for a recommendation. Your business should be one of the answers.

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Digital marketing for hotels, inns and B&Bs: the services that bring results

Hotel SEO

Hotel SEO: Rank for destination, amenity and “near me” searches, and in the Map Pack.

Google Ads & metasearch

Google Ads & metasearch: Brand protection, destination campaigns and Google Hotels exposure.

Hotel website design

Hotel website design: Fast, visual, mobile-first websites with an integrated booking engine.

AI search optimization

AI search optimization: Accurate visibility in AI Overviews, ChatGPT, Perplexity and Gemini.

Social media for hotels

Social media for hotels: Visual storytelling, local guides and event promotion.

Hotel analytics & booking tracking

Hotel analytics & booking tracking: Track direct bookings, calls and group inquiries by channel with your booking engine and GA4, so you know which campaigns bring revenue.

Win on Google Hotels and your Business Profile

We optimize your Google Business Profile (photos, amenities, check-in times, policies) and work with your booking engine or channel manager to show your direct rate in Google’s hotel results through free booking links where available.

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Weddings, groups and corporate stays

Events and group bookings can fill rooms in low season. We create dedicated pages, inquiry forms and campaigns for weddings, retreats, sports teams and business travel, with tracking from inquiry to signed contract.

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Your questions, answered

It helps travelers find and book your property through SEO, Google Hotels, paid search, your website, reviews and social media, with a focus on direct, commission-free reservations.

Make your direct rate visible on Google, offer direct-booking perks, keep your booking engine fast on mobile and target your own brand name in ads so OTAs don’t capture those searches.

They let eligible properties show their own website as a booking option in Google’s hotel results at no cost. You usually need a compatible booking engine or connectivity partner.

Under the FTC rule on unfair or deceptive fees, in effect since May 12, 2025, short-term lodging businesses that advertise a price must show the total price including mandatory fees. Government-imposed taxes and fees can be shown separately, as long as they’re disclosed. Check details with your counsel, as some states have their own fee disclosure laws.

Often, yes. Local and niche searches (“B&B with breakfast near Acadia”) are usually less competitive, and a well-optimized site with good reviews can bring direct bookings without paying a commission on each stay.

We plan content and campaigns ahead of each season, promote events and packages for low season and adjust ad budgets to demand.

Yes. We help you describe accessible rooms and features clearly, as required for reservation services under the ADA, and improve your site’s accessibility overall.

There’s no one-size-fits-all price: the budget depends on your goals, your market, local competition and the channels that actually make sense for your business (website, SEO, Google Ads, AI visibility). After a free assessment, we send you a detailed, tailored proposal with no commitment. Any ad budget is paid directly to Google or Meta and stays under your control.

It depends on your market and your competition, and no result is guaranteed. Once your accounts are approved, Google Ads can bring in first inquiries within days. SEO and AI visibility take several months to build: we show you the progress every month, with concrete numbers.

It depends on what you need. A website is a one-off project with a clear start and finish. SEO, Google Ads and AI visibility work best over time, but the format and length of the engagement are decided together, based on your goals. In some cases, month-to-month support is possible. Everything is spelled out in writing in our proposal before any work begins.