B2B Marketing and Communications for Hospitality
Our B2B marketing and communications experts focus on the unique needs of your brand, operators, vendors and owners by tailoring strategies that leverage the right platforms to effectively reach your target audience.
Meet Our Consultants
Don Farrell
Sales, Service & Leadership Training
Simon Turner
Expert Witness, Asset Mgmt, Transactions
Rebecca Lombardo
CMO, Marketing, Branding Strategist
Holleigh Alexander-Ramsey
Spa, Wellness, Recreation, & Branding
Charis Atwood
FF&E Project Planning and Management
James Kuester
Interior and Experience Design
Rick Blackburn
Sales Optimization & Growth Strategies
Susan Barry
Commercial Strategy
Janet Eason
Marketing and Branding
B2B Marketing & Communications Consulting
The hospitality industry has marketing and communications needs outside of attracting guests to individual hotels. From the content marketing of a destination to brand creation and CVBs, B2B marketing and communications consultants of Cayuga help fellow hospitality companies build presence and enhance relationships while providing economic development for the destination.
Creating a Great Hotel Brand
Every great brand starts with a compelling story. When you craft a narrative that resonates with guests and travelers, you don’t just capture their attention – you build lasting connections that drive revenue and turn first-time visitors into loyal, repeat customers.
Once brought to life, this narrative becomes the heartbeat of your brand—guiding its voice, shaping experiences, and leaving a lasting impression across every touchpoint.
Storytelling & Brand Voice
- Craft a compelling brand story. Highlight the hotel's history, local culture, or unique personality to resonate emotionally with guests.
- Personify the brand: Develop a consistent voice (friendly, luxurious, quirky) across all touchpoints—website, social, email, in-room materials.
- Guest-centric messaging: Shift focus from amenities to how the guest will feel—restored, connected, inspired.
Visual Identity
- Create a cohesive look (color palette, typography, logo) that is instantly recognizable across digital and physical spaces.
- Photography/Video: Invest in storytelling photography—show real moments, not just empty rooms.
- Utilize recognizable graphic design elements throughout social media, email and collateral.
Personalized Guest Journeys
- Pre-Stay Communication: Tailor pre-arrival emails with upsells (spa, local tours) that feel personalized.
- Guest Profiles & CRM: Create detailed guest profiles for hyper-personalized marketing—favorite wine, past stay dates, reason for travel.
- Loyalty Reimagined: Design a loyalty program that rewards experiences (sunset cocktails, local art tour) over points alone.
Community & Legal Integration
- Leverage Local Partnerships: Co-brand with local businesses, artists, or chefs to offer unique experiences guests can’t get elsewhere.
- Host Events: Invite both locals and guests to events that feel authentic and share-worthy—think wine tastings, rooftop yoga, or artist showcases.
- Social Impact Branding: Align with a meaningful cause (sustainability, local charities) that attracts values-driven travelers.
Social Media & UGC Strategy
- Branded Hashtag Campaigns: Encourage guests to share their experiences using a branded hashtag—reward or reshare the best ones.
- Influencer Collaborations: Partner with micro-influencers who align with your target audience.
- Instagrammable Moments: Design hotel spaces or signature items (cocktail, mural, lobby art) that beg to be photographed and shared.
Post-stay Engagement
- Thank-You Campaigns: Send personalized thank-you emails post-stay with a photo or moment from their visit.
- Memorable Follow-Up Offers: Offer exclusive packages based on their previous stay (romance package for couples, local adventure for families).
- Anniversary Marketing: Triggered campaigns on stay anniversaries to reignite the memory and prompt rebooking.
Website & Booking Experience
- Branded Booking Engine: Ensure the direct booking experience mirrors the hotel’s personality (copy tone, visuals, ease).
- Use Guest Stories: Feature real guest experiences or testimonials prominently on the website.
- Booking Experience: A consistent, easy, and memorable digital experience that reflects the brand’s core values.
Destination Marketing Organization
Destination Marketing Organization (“DMO”) can be interchangeable with Convention & Visitors Bureau (“CVB”). Each are still very relevant in many markets.
DMOs are not-for-profit entities, usually supported by a percentage of the hotel occupancy tax. The main idea is to provide economic development for any particular destination.
How does it work?
A hospitality consultant works with DMOs or Sales & Marketing teams that need strategies, tactics, and talented personnel to compete against other destinations, selling unique offerings, experiences, and stories. DMOs can be assisted with the development and deliverance of sales training for your partners and stakeholders to better sell your destination, take care of clients, and in general to collaborate with the DMO.
Considerations for DMOs
It’s not unheard of that we’ll steer you through concepts such as building conference websites, mobile applications, and providing incentives after understanding your hotel, winery, activity or retail structure. In addition to the following aspects of your DMO, consider whether your needs are business-to-business, or if sales consulting for hospitality should also be addressed in conversation.
- Whether your DMO is partner-based or member-based
- Business/es that your partners/members are associated with
- Location/s of existing marketing or efforts to boost your region, increasing the travel and tourism dollars
- Targeted audience, such as leisure travelers, or whether you consider business travel
- Your DMO’s internal structure consisting of marketing, leisure and convention among others
- Various departments within DMOs can work directly with convention clients to promote and drive attendance. What digital assets does your team provide?
