Running a locally owned 3–4 star resort in Thailand is a journey filled with both charm and challenges. These independent hotels often feature beautiful designs, stunning locations, and heartfelt service that can make any guest feel at home. Yet, despite these advantages, some small resorts find themselves grappling with low occupancy and dwindling revenue, especially during the quieter green seasons.
So, what’s holding them back?
The answer often lies in one crucial area: strategic online marketing.
The Importance of Online Visibility
In today’s digital age, travelers don’t just stumble upon properties by chance. They embark on a journey of research, comparing options, reading reviews, and scrolling through social media before making a decision. If a resort isn’t actively visible across these platforms—or if it relies solely on free exposure—it risks being overshadowed by the competition.
Common Misconceptions About Online Advertising
Many small resorts hesitate to invest in online advertising for various reasons, but these misconceptions can be costly:
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“We rely on word-of-mouth.” While word-of-mouth can be powerful, it’s often a slow process. In a world where travelers begin their journey online, a lack of digital visibility can leave a resort hidden, no matter how exceptional it may be.
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“We’re listed on OTAs like Agoda or Booking.com.” Online Travel Agencies (OTAs) can help with exposure, but they come with high commission fees. Without a direct booking strategy or ads driving traffic to their own website, resorts may find their profits thin and brand loyalty diminished.
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“We’re only partially open.” Soft openings are a perfect opportunity to run small, targeted ads. This approach builds anticipation, attracts early guests, and lays a strong foundation for full operations later on.
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“We don’t have a budget for ads.” The good news is that you don’t need a massive budget to start. Even a modest investment of 1,500–5,000 THB per month on Facebook or Google ads can yield measurable results when executed effectively. It’s all about smart targeting rather than big spending.
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“We’re not familiar with how online ads work.” This is completely understandable. However, there are professional tools, consultants, and agencies available to guide you. This support allows you to focus on what you do best—running your resort—while your marketing works in the background.
Steps Small Resorts Can Take to Improve Bookings
To boost bookings and remain competitive, small resorts in Thailand should consider a few key strategies:
- Run targeted Facebook or Google Ads: These can enhance visibility and drive direct bookings, making it easier for potential guests to find you.
- Maintain an active social media presence: Share engaging, destination-focused content that resonates with your audience. Highlight local attractions, unique experiences, and the charm of your resort.
- Invest in SEO for your website: Optimizing your website and Google Business Profile can significantly improve your search rankings, making it easier for travelers to discover your resort.
- Create clear booking pathways: Ensure that guests can easily book through your website, OTAs, or even via messaging apps like LINE.
- Partner with digital professionals: Collaborating with experts who understand hospitality and tourism marketing can help you navigate the complexities of online advertising and strategy.
The Bottom Line
Even if your resort offers exceptional service, charming design, and a stunning location, without visibility, potential guests simply won’t find you. Online advertising isn’t just for big hotel chains anymore; it’s a vital tool for small and mid-sized resorts, especially in secondary destinations or during off-peak seasons.
Being seen online isn’t optional—it’s essential.
Investing in the right marketing tools today ensures your property stands out tomorrow. Whether you have 5 rooms or 50, a smart digital strategy is the key to long-term success.