Why You Need an Event Venue Brand Strategy Before Running Paid Ads

in Brand Strategy, Event Venues by Hawthorn Editorial

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t’s a story we see again and again: Wedding venues throw money at paid ads and hope they find their way to newly engaged couples who are ready to book. But, so often, these brands skip the most crucial, foundational step in wedding venue marketing: defining their unique value proposition (and ultimately, using that statement to guide an overall brand strategy). After all, pretty photos, a clever caption, and some ad budget aren’t going to translate into bookings if your team isn’t crystal clear on what exactly sets your wedding venue apart from all the rest — because, trust us, the market is competitive.

Your online presence, marketing collateral, and any paid ads should be distinguishable from your competitors’ at a glance. How do you achieve that? Messaging that truly captures what makes your venue different, also known as your “unique value proposition.” Once you define your UVP, you’ve got a much better chance of attracting the right couples — the ones who are seeking the distinctive services and experiences you’re offering.

What Is a Unique Value Proposition?

A unique value proposition (UVP) is a clear, concise statement that showcases the benefits of a product or service, explains how it solves customer needs, and shows why it’s superior to competitors. For wedding and event venues, a UVP should take the form of a compelling phrase that illustrates the specific, memorable experience guests will have.

Your wedding and event venue UVP should speak to these five elements:

  • Who: What audiences the experience is for — for example, couples looking for a true luxury experience (and willing to pay for it), eco-conscious wedding parties prioritizing sustainability, or modern couples envisioning a small, non-traditional celebration.
  • What: The tangible benefits: the ceremony and reception spaces, on-site catering or relationships with local vendors, and the amenities and services you offer.
  • Where: Your wedding venue’s destination, from historic city gems to sprawling waterfront resorts.
  • How: How the experience makes couples (and their guests) feel, whether it’s relaxed and pampered or inspired and energized.
  • Why: Why a couple or group should pick your property over a competitor — what makes it unique, exciting, and special.

A UVP distills a venue’s brand identity into an elevator pitch that stands out from the crowd and influences all of your marketing efforts (including paid ads).

5 Steps for Building a Brand Strategy for Wedding Venues

Defining a brand identity and UVP is the first step in building a cohesive brand strategy for wedding venues. It’s a strategic process that involves defining the venue’s core purpose, personality, and values, and then communicating those identifiers to consumers in consistent, memorable ways. A successful brand identity differentiates your business from competitors, builds emotional connections, and fosters customer loyalty.

Here is a step-by-step guide to developing a winning event venue brand strategy — from the initial research to weaving in your UVP across all touchpoints:

1. Zero In On Who You Are

  • Get to the heart of it all: Define your venue’s mission (what you do), your vision (what you aspire to be), and your core values (what matters to you). It might be bringing couples’ out-of-the-box visions to life, delivering a luxurious yet approachable wedding, or crafting intimate and unique micro-celebrations.
  • Know your audience: Clarify which couples and guest types are the best fit for your venue. Then, analyze their pain points, preferences, and motivations. Consider creating detailed customer personas to help you better understand each type of potential booker.
  • Examine the competition: Perform a SWOT analysis (strengths, weaknesses, opportunities, threats) of competitors to identify gaps in the market and opportunities to differentiate your venue.
  • Bring it all together: Use your research to define your UVP, which you’ll express in your marketing materials and pull through every part of the experience you offer.

2. Define Your Messaging

  • Choose your descriptors: Select a handful of adjectives and phrases that describe your brand, like “rustic charm,” “timeless sophistication,” or “fairytale wedding.”
  • Find your voice: Establish a brand voice with a tone that matches your overall brand identity — whether it’s flowery and lyrical, personable and witty, or elevated and sophisticated.
  • Craft your brand story: Tell the story of your event venue, including the history, philosophy, and people. Your brand story should live on your About page and serve as a touchstone for all of your marketing and messaging.

3. Infuse Your Brand Into Your Visuals

  • Design (or redesign) your logo: About two-thirds of consumers say their first impression of a brand is based on its logo, so it needs to express the core of your identity in a simple, distinctive visual form. You’ll also want it to be flexible enough to work on everything from mugs and business cards to canopies and lobby areas.
  • Choose your color palette and fonts: Select hues that tap into color psychology to evoke the specific emotions and vibes that represent your brand. Choose typography that communicates your brand personality, whether it’s modern, minimalist lines or serif fonts that conjure up old-fashioned elegance.
  • Consider how your images reflect your brand: Your image and videos should also reflect your brand philosophy — from vibrant scenes of large-scale ballroom receptions to serene panoramic vistas of nature-filled ceremony spaces.

4. Bring Your Brand Identity to Life

  • Apply it everywhere and keep it consistent: Weave your identity and UVP messaging into your website, social media, email marketing, and physical space. To ensure you stay on track, develop a comprehensive brand guide document that outlines all elements of your visual and brand voice.
  • Use UVP to drive your paid ad strategy: Once you’ve intentionally explored and defined your brand identity, shaping ads for your wedding and event venue will come much easier. Your brand voice and descriptors will drive your slogans and ad copy, your color palette and image library will inform your paid social ads, and your UVP will help you define keywords for paid search.

5. Check In and Stay Flexible

  • Monitor and modify: Regularly evaluate your brand’s performance by tracking customer feedback and industry trends. Adapt as needed, while preserving your core brand identity.
  • Be consistent, but not rigid: While consistency is important, staying vital and relevant may mean allowing your identity and UVP to subtly shift and evolve over time. What matters most is that your brand identity continues to accurately reflect your property, services, and philosophy.

Need support honing your unique value proposition and shaping your event venue brand strategy? Our expert team of strategists and designers can help you define your brand and weave design, storytelling, and visuals together to produce standout collateral. Find out more and schedule a consultation.

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From Daydream to Decision: Paid Search vs. Paid Social for Hospitality Brands

in Hotels & Resorts, Search Marketing, Social Media Marketing by Hawthorn Editorial

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ocial media as a search engine. Google Zero. AI everywhere you turn. The digital landscape is in extreme flux right now, leaving hospitality marketing teams wondering where to invest their dollars. One of the biggest questions is whether it’s best to focus on paid search vs. paid social. Should hotels and resorts try to catch travelers who are ready to book right away, or work toward inspiring future visitors to start dreaming about their next trip?

Understanding where to allocate budget starts with knowing the essential difference between the two. In a nutshell, paid search captures intent (“I need this kind of venue now”), while paid social creates demand (“I didn’t know I wanted to stay here, but now I do”). Both play vital but distinct roles in the guest journey — and the most effective hotel and resort advertising blends them strategically.

Paid Search: Capturing Travelers Who Know What They Want

Paid search on platforms like Google and Bing reaches people who already know what they want, whether that’s one of the “best oceanfront hotels in Cape Cod,” a “last-minute ski weekend deal,” or a “wedding venue in Key West.” Their intention is crystal clear, and they’re actively looking to book.

For hospitality brands, connecting with this group is a huge win. Paid search helps your property show up in search results when consumers are closest to conversion — reserving a room, a table at your hotel’s restaurant, or a tour of your wedding venue. While traditional ads (and paid social, to an extent) strive to tell people what they want, search ads answer the questions that people are already asking.

Key advantages of paid search:

  • High conversion potential: You’re speaking to motivated users who are poised to take action.
  • Measurable ROI: Every click can be tracked to bookings, revenue, and cost per acquisition.
  • Flexibility: You can scale paid search spend as needed based on seasonality, occupancy, or promotions.

For example, a boutique hotel in upstate New York bidding on long-tail keywords like “romantic weekend getaway in the Hudson Valley” or “rustic wedding venue outside NYC” can reach couples who are looking for just that. These intent-driven searches often translate into immediate bookings, making paid search central to wedding advertising and hotel and resort advertising.

Paid Social: Creating Desire and Brand Awareness

The goal of paid social, on the other hand, is to generate desire. Instagram reels or carousels, gorgeous images on Facebook, and user testimonials shared on TikTok allow hospitality brands to tell visual, emotional stories that spark wanderlust before a more concrete intention takes shape.

Rather than targeting people actively searching for a particular venue, paid social appears to users based on their activity (you can also target audiences based on demographics, past behavior, and interests). These ads can trigger a sense of longing by depicting quintessential vacation or wedding moments — perhaps a margarita by the beach at dusk, an intimate summer ceremony in a rose garden, or a five-course meal by candlelight.

Benefits of paid social for hospitality brands:

  • Inspiration through storytelling: Video, imagery, and descriptive narrative capture the essence of your property’s unique brand and the experiences guests will have there.
  • Brand awareness and trust: The emotion and sense of connection kindled by strong social media posts build long-term recognition and loyalty.
  • Audience growth: Advanced targeting with tools like geofencing and lookalikes helps your property reach new demographics and types of travelers.

Paid social is the way to go when launching new properties, entering new markets, or repositioning a brand. It helps your hotel or resort stick in potential visitors’ minds and imaginations, planting a seed that may blossom into a booking down the road.

How Paid Search and Paid Social Work Together: Remarketing and Insights

The strongest hospitality marketing strategies find a balance between inspiration and conversion. Paid social builds brand awareness and interest, showing travelers and engaged couples what’s possible for their vacation or special day. Then, paid search takes over, ensuring that your resort or venue pops up when those same followers (and other potential guests) start typing keywords into their search engine or AI assistant.

Remarketing is one of the most effective ways in which social engagement can fuel search conversions. Also known as retargeting, remarketing allows you to bid on paid search for people who have already engaged with your social media ads. Their interactions with your paid social posts are recorded via tracking pixels and cookies, and when those same followers search relevant keywords in Google, your paid search ads “follow” them.

You can also gain insights from comparing data from both approaches and how they fit together:

  • Tracking interests and trends: When you’re building your ad budget, data from paid social campaigns can inform your paid search keyword strategy by helping you zero in on terms that potential guests are most interested in.
  • Following the journey: Analytics tools can also show you how often a customer interacted with your social ads and paid search ads before converting, helping you refine your targeting, budgeting, and creative decisions.

Moving Users from Daydreaming to Decision

For hospitality brands, there’s no one-size-fits-all answer to the paid search vs. paid social question. Each serves a distinct purpose: Paid search captures travelers who are ready to act, while paid social kindles the desire that carries them closer to booking. The best wedding, hotel, and resort advertising blends the two — tapping into both inspiration and intent.

Looking to create a balanced marketing budget that blends both approaches? Our experts will work with you to create solutions for your search engine marketing and your paid social strategy. Get in touch today to schedule a consultation.

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Is Your Hotel or Resort Content Strategy Working? Here’s How to Measure Its Impact

in Content Marketing, Hotels & Resorts by Hawthorn Editorial

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nvesting in quality content is a non-negotiable for hotels and resorts looking to connect with potential guests, drive brand awareness, and build trust through authentic storytelling. But once you’ve developed and executed your content strategy — the destination blog posts are published, your social media presence is polished, and your landing pages have been optimized for search engines — what’s next?

For a hotel and resort content strategy to truly succeed, it can’t just look pretty; these pieces of marketing collateral need to translate into bookings and revenue. Here, we’re sharing a guide to tracking “soft” metrics (like engagement and time spent on site) and connecting them to the “hard metrics” that show real ROI (room and event bookings).

What Are Soft and Hard Metrics?

Soft metrics are all about how audiences respond to content, intellectually and emotionally. While harder to measure and connect to revenue than hard metrics, you won’t want to overlook these more qualitative pieces of data. Soft metrics like shares on a recent social media post may not directly relate to your brand’s ROI, but understanding how your audience is engaging with your content can give you heaps of useful information for future social media marketing campaigns. Similarly, knowing a page’s bounce rate will clue you in to whether potential guests are finding what they need on your site. These are all soft metrics that indicate whether your storytelling is resonating with visitors and followers.

Hard marketing metrics, on the other hand, directly tie to conversions: bookings for rooms, special events, or on-site restaurant reservations made via your brand website. These easily measurable data points reflect how well your content’s intangible emotional quality is benefiting your bottom line.

Tools for Tracking Soft Metrics

To ensure your hotel and resort content strategy isn’t overlooking soft metrics, consider using a combination of these tools and platforms:

  • Google Analytics 4 (GA4): Tracks time on site (average session duration), pages per session, and bounce rates.
  • Instagram Insights: Looks at reach (visibility), engagement (interactions), audience demographics, follower growth, and profile visits.
  • LinkedIn Analytics: Captures impressions and click-through rates.
  • Hootsuite or Sprout Social: Aggregates data and compares it to industry averages.
  • Typeform: Creates quizzes and surveys that can track customer engagement and feedback.
  • Brandwatch and other consumer intelligence tools: Collects and analyzes social media metrics to calculate engagement rates.

Bridging Both Types of Marketing Metrics

To determine whether your content marketing is driving revenue and meeting your brand’s goals, you need to connect them with advanced analytics. The key is to identify the soft indicators that are involved in hard conversions and position them for greater impact. Here are some ways to do just that using UTMs, Google Analytics, and other tools.

1. Track the Content Involved in Your Customer Journey

  • Determine which content pieces users engaged with before they converted — even if they didn’t click a CTA (call to action) immediately.
  • Identify which soft actions, like downloading a vacation itinerary or watching a testimonial video, precede conversions.
  • Assign point values to soft interactions with content (think: one point for opening an email, one point for requesting information) to create a lead score, then analyze which score ranges correlate with higher conversion rates.

2. Look for Correlation Between Soft Metrics and Hard Results

  • Check whether spikes in website traffic, brand mentions, or other content engagement coincide with increases in bookings.
  • Identify which blog posts or other pages on your site have high page views or high time spent on page. Then, determine if those pages are in conversion paths.
  • If a hard metric dips, do some digging to figure out whether soft data (such as negative comments on social media or reduced time on key webpages) can help explain the drop.

3. Hone What’s Working — and Let it Shine

  • Optimize your site’s high-performing webpages that precede conversions to make them easier for both humans and chatbots to find.
  • Surface these pages in emails, on social media, and in your website navigation to encourage visitors to enter the conversion path.
  • Strengthen CTAs by using clear, concise, action-oriented language like “Book Now” or “Download Our Vacation Itinerary.”

When measuring the impact of your hotel and resort content strategy, remember that it can take a while for a clear picture to form. Keep tracking and comparing this data regularly, watching for trends and takeaways that emerge over time. (Better yet, partner with a marketing team that has expertise in hospitality marketing, data collection, and content analysis — contact our team today to learn how we can help.)

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Adapting Your Hotel SEO Strategy for AI and Voice Search

in Hotels & Resorts, Search Marketing by Hawthorn Editorial

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ou may not have heard of Google Zero yet, but you’ve very likely seen it in action. An industry term for Google’s shift toward functioning as an answer engine, Google Zero refers to searches that lead to zero clicks. Instead of sending users to a website, Google is serving up featured snippets and AI overviews that answer users’ questions — without them needing to click through to multiple websites.

So, what does this mean for content marketers? In short, it’s essential to factor this new paradigm into your hotel and resort SEO/SEM strategy. Boosting your SEO, AEO (answer engine optimization), and GEO (generative engine optimization) in the age of Google Zero means enhancing your content so it shows up in featured snippets and “near me” searches, adding local schema markup to your strategy, and ensuring that your mobile pages are fast-loading and easy to use.

Here, we break down how to accomplish each of those objectives and enhance your hotel or resort’s SEO.

How to Show Up in Featured Snippets and Voice Searches

A featured snippet is the condensed answer that sometimes appears at the top of a Google page when you search a word or phrase — a concise response that distills information from multiple web pages. If Google determines a quick answer is relevant, a featured snippet is the first thing searchers see when they type a phrase into Google (or use another search engine). The most relevant sites referenced in the snippet are listed at the top right of the page, which is where you want your brand to appear.

Featured snippets also power voice searches, which are increasingly important for on-the-go hotel queries, like a driver activating a voice assistant to find a “hotel near me.” It’s not just travelers already on the go using this feature, either. More and more people are using voice assistance for all their needs, particularly younger generations: 77% of consumers aged 18-34 use voice search for online shopping.

To optimize your hotel and resort SEO/SEM for snippets and voice search, you’ll need to make your content as digestible as possible for both humans and chatbots. The clearer and more structured your content is, the easier it is for search engines and LLMs (large language models like ChatGPT, Gemini, and Claude) to grab it for featured snippets. That means presenting information through short paragraphs, sections with clear headlines and subheadings, bulleted lists, and tables.

Use Schema to Capture “Near Me” Searches

“Near me” searches are just what they sound like: location-based queries that include specifics, like “hotel near me with pool.” Location information should be prominently displayed across your website and combined with details about your property, including phone number, geocoordinates, number of rooms, check-in times, pet policy, and more. You can be creative with location keywords, too. Think: producing a blog post titled “Rustic Barn Wedding at a Vermont Venue” or creating a page called “Top Weekend Activities Near Our Great Lakes Resort.”

There’s also a way to insert invisible location-focused information into your website that LLMs and search engines can read. It’s called schema markup, and it’s essentially bits of code that can be embedded into the HTML on your site. Schema can help search engines interpret your content correctly and connect your property to its physical location and amenities. Some schema types allow search engines to interpret and display details like ratings, amenities, or location directly in search results.

FAQ schema, for example, is a type of schema that indicates a page contains a list of questions and answers rather than just general text. That’s great for chatbots and search engines, because it puts common questions and answers about your property — like “Does (your property name) have a restaurant?” or “Does (your resort) have beachfront access?” — into an easily machine-readable format.

Optimize Content Around Amenities and Long-Tail Queries

Travelers don’t just search “hotel” plus a location; they also add in search words focused on specific amenities that are important to them. To stand out from the crowd, zero in on the phrases that best encapsulate what your venue offers, both the basics and the things that make your property unique.

For hotel and resort SEO/SEM, this means building long-tail keywords (phrases with three or more words) that combine descriptors highlighting location, vibe, offerings, and amenities. Use keywords that show why you’re a good fit for guests’ specific needs — like “pet‑friendly hotel in the Berkshires” or “resort with spa in Virginia Beach.”

Prioritize Fast, Mobile-First Experiences

Because most “near me” searches occur on mobile devices, site speed and mobile usability are vital. Fast-loading pages reduce bounce rate for human users and signal quality to search engines. Prioritize responsive UX/UI design and compressed images that won’t take ages to load on critical pages like the homepage, location pages, and amenity-focused pages.

Make sure the most important information about your property — address, phone number, room highlights, key amenities — shows up “above the fold” on mobile, meaning visitors don’t have to scroll to see them. This makes it easier for users to take action and book when they land on your site from a snippet reference or “near me” result, while reinforcing to search engines that your page delivers what the query is looking for.

Ultimately, each of these approaches works in tandem. By weaving together a robust local schema, amenity-focused content, structured answers, and fast mobile pages, your property can earn greater visibility in featured snippets — while also attracting local searchers ready to book.

Need some support implementing these hotel and resort SEO/SEM strategies? Learn more about our search engine marketing solutions for hospitality brands.

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Beyond Black and Gold: The Psychology of Color in Modern Luxury Branding

in Brand Strategy, Hotels & Resorts by Hawthorn Editorial

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or decades, luxury brands telegraphed their upscale brand identity with colors like ebony, gold, and royal purple. But in 2026, these traditional signals of opulence feel outdated rather than exclusive. In keeping with the latest “quiet luxury” trends, hotels are leaving bling behind and leaning into earth tones, jewel hues, and soft shades of smoke and rose for their luxury brand strategy.

That’s because today’s consumers, especially younger generations, view excessive flashiness as fake. They’re drawn to authentic experiences where the vibe and values align. Color choices can send that message — or subvert it — in the blink of an eye.

For example, a property that trumpets its sustainability policies but uses synthetic-looking colors like neon pink and electric green creates an immediate sense of disconnection and dissonance. On the other hand, a wellness or nature-focused property can communicate a feeling of serenity and contentment by leaning into soft earth tones throughout its branding.

 

The Psychology of Color in Brand Identity Design

Color is the first psychological cue to your brand identity. Different hues and shades influence our emotions, perceptions, and even our behaviors. Some of our reactions to color are hardwired — like our response to a stoplight or a red flag; others are learned through culture and conditioning, like the symbolism of a white wedding dress.

A luxury brand strategy should tap into both visceral and cognitive reactions to color. Your brand color palette should include primary, secondary, and accent colors that communicate your property’s personality and unique selling points. Whether they’re on your homepage or holding a brochure, potential guests will feel the color story working on them right away — whether they’re aware of it or not.

The Colors That Signal Luxury in 2026

The chart below offers a glimpse at five color families — from calming neutrals to bold jewel tones — that signal modern luxury, the emotions they evoke, and which hospitality brands they best support.

Color Chart

Maintaining Brand Integrity in Marketing Materials

Once you decide on your brand palette, it’s essential to implement it in all areas of your property and across your marketing materials. Here are some tips for using color to strengthen website UX and brand integrity.

  • Create a style guide (and live by it): Your brand style guide serves as a foundational rulebook to ensure consistency across all marketing collateral. All the colors included in your palette should be listed with their specific codes (HEX for web, RGB for digital, and CMYK/Pantone for print).
  • Prioritize accessibility: Using high-contrast colors shows your dedication to visual accessibility in your website design. Your color palette should include shades that both complement and contrast with one another.
  • Use color as a navigation tool: The color of a “Book Now” button or other call-to-action message can encourage or deflect a potential consumer’s decision. There’s no single “magic” color — the best button color is one that contrasts with the background, so it pops without being too “in your face.”
  • Consider how colors change across mediums: A brand color might look rich on a matte-finish brochure but harsh on an iPhone screen. Your palette should be versatile enough to carry your luxury brand strategy across all touchpoints.
  • Build on what’s already working: Check out how Hawthorn Creative designers created a visual brand identity for the Tide House in Portsmouth, New Hampshire, by capturing its existing character in a refined coastal palette.

Does your color palette reflect the luxury experience you deliver, or is it stuck in the past? The Hawthorn Creative team can help you zero in on your luxury brand identity and translate it through a whole new world of hues. Set up a brand strategy consultation with our marketing experts to align your visuals with your values.

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SEO for Wedding Venues: How to Rank Higher in Search Results

in Event Venues, Search Marketing by Hawthorn Editorial

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rom garden-inspired receptions to grand affairs at historic estates, couples usually have a very specific vision for their wedding day. That personalized concept informs each step they take along the way to the altar — including the words they type into a search engine when they’re researching venues. That’s why, as a wedding venue, your strategy for event venue SEO and SEM (search engine optimization and search engine marketing) is so important.

Whether they’re using Google or asking for recommendations from an AI chatbot, newly engaged couples (who are likely to be Millennial or Gen Z digital natives) tend to narrow down their searches by overall aesthetic and location. In other words, they’re not looking just for “wedding venues in Vermont.” Instead, they’re searching for phrases like “winery wedding venue Napa” or “industrial wedding venue Chicago.”

The Hawthorn Wedding Venue

5 Steps to Improve SEO for Wedding Venues

The key to effective SEO for wedding venues is shifting from generic terms to thoughtful, localized phrases that align with how couples actually search online. Your goal is to distill your one-of-a-kind brand identity and communicate it succinctly across your site, social media, and profiles, for both humans and bots to find. Here are five concrete steps marketers can take to boost wedding venue rankings:

1. Identify Your Target Keywords

To differentiate your wedding venue from all the others, zero in on the phrases that best encapsulate what your venue offers and what truly makes it special. Build a list of long-tail keywords (phrases with three or more words) by combining descriptors from various categories:

  • Start with basic location keywords: Combine your city, neighborhood, or region with “wedding venue” — for example, “Hudson Valley wedding venue,” “beach wedding venue in South Florida,” or “wedding venues in the Poconos.”
  • Add on style keywords: Include the physical features that make your venue unique, like “rustic barn,” “historic mansion,” or “lakeside ceremony space.”
  • Include niche keywords: Use specific qualifiers that highlight your offerings and specialties, such as “intimate wedding venues for 50 guests,” “wedding weekend packages,” or “wedding venues with catering included.”

You’ll want to combine these phrases across various website pages. Let’s look at where they should show up …

2. Place Your Keyword Phrases Strategically

Once you have your keywords, integrate them into these high-impact areas of your website:

  • Page titles and metadata: Optimize your gallery pages and blog posts for niche keywords by using your primary location-based keyword phrase as the title (H1) — like “Gorgeous Garden Wedding Venue in Savannah, GA” or “5 Themes for a Summer Wedding on Cape Cod.” Be sure to include that keyword phrase in your meta title and meta description.
  • Captions and alt text for images and virtual tours: Describe your photos using your keywords (like “beachside ceremony at our Rhode Island wedding venue” or “image gallery from rural Berkshires wedding venue”) to help your site rank in image searches and chatbot crawls.
  • Instagram content: Instagram posts, captions, Reels, and carousels can now appear in search results. Use location and style keywords in your bio, username, and hashtags for improved visibility.

3. Optimize Your Local SEO Rankings

When it comes to event venue SEM, local map rankings are often more valuable than organic rankings. Here are a few ways to get your venue in front of locally based couples:

  • Claim your Google Business profile: Ensure your venue’s name, address, and phone number are correct on your profile, and add relevant keywords in your description.
  • Create landing pages tailored to surrounding areas: Target nearby regions with landing pages that use related keywords in the H1s and URLs, like /hudson-valley-weddings or /ny-metro-area-venues.
  • List your venue in local directories: Get listed on industry-specific sites like Zola, The Knot, and WeddingWire, which offer filtering by city and state. Go hyperlocal with these efforts, too: Create an entry on your town or city’s tourism website and Chamber of Commerce directory.

Wedding Couple

4. Write for Both Humans and Bots

Yes, it’s possible to do both at once. To rank on the first page of search engine results and also show up in AI summaries, aim for clean copy that’s easily digestible, includes your keyword phrases, and also has personality (the kind that AI-generated copy can never quite achieve). Here are some approaches:

  • Make it digestible: Both SEO and AI engines look for information that’s easy to crawl and integrate into snippets and summaries. Break down your content and visuals into short, snappy sections with subheadings that highlight your keyword phrases — for example, “Elements of Our Rustic Barn Décor” or “Images of a Winter Wedding in the Twin Cities” for a gallery.
  • Create FAQ pages: Build FAQ pages on your website that skillfully integrate your keywords into both the questions and the answers. Use a variety of phrases that focus on different aspects of your venue.
  • Respond to reviews: Ask newlyweds for reviews and showcase them on your site via a testimonials webpage. While you can’t control user-generated content, you can work your keywords into your responses, as naturally as possible — for example, “We’re so glad our beachfront wedding venue was exactly what you imagined, and wow, the weather was perfect!”

5. Track How Your Keyword Strategy Is Working

These free tools will help you track how well your keyword strategy is working to drive traffic to your site:

  • Google Search Console provides data on clicks, impressions, and average position.
  • Google Analytics 4 (GA4) tracks user behavior and engagement after they land on your site.
  • Bing Webmaster Tools monitors performance on Bing, the second-largest search engine after Google.
  • Semrush’s SEO Checker is a free SEO audit tool that scans your website and finds SEO issues that could limit your search performance.
  • Google Trends provides insights into search volume trends and seasonality to inform your keyword and content strategy.

If you’re looking for expert support with SEO for wedding venues, the Hawthorn Creative team can help. We’ll optimize your website to communicate effectively with Google and other search engines, improve the user experience, and help you climb up the rankings. Set up a consultation today.

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Hotel and Resort Content Strategy: How to Sell a Feeling (Not Just a Room)

in Hotels & Resorts by Sara Frazier

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hen deciding whether to book your property, potential guests want to know so much more than just the square footage of your rooms. Is your hotel or resort a quiet place to unplug or an adventure-packed getaway? Can they try pickleball, energy healing, horseback riding, or other unique activities at your property? What local attractions can they add to their vacation itinerary? And, above all else: How are they going to feel once they check in?

Answering these types of experience-based questions is your best bet for encouraging guests to book through your website rather than a third-party service. Here, we’re sharing a few steps to enhance hotels and resorts’ content strategy and ensure you’re using brand storytelling to sell a feeling, not just a place to sleep.

Think of Storytelling as a Direct Booking Strategy

Tired of losing bookings and guest relationship-building opportunities to the online travel agencies (OTAs)? Storytelling is the number one marketing tool at your property’s disposal. OTAs like Expedia and Booking.com aren’t known for their captivating storytelling; you’re much more likely to find a straightforward list of amenities and simple descriptions that don’t illustrate your true guest experience.

Where third-party sites compete on price, your website can stand out by creating an emotional connection with soon-to-be guests. Draw audiences in with engaging storytelling that shows why your destination and property stand out from the rest. Narrative marketing, focused on your property’s storied history, passionate team, and thoughtful amenities, brings your brand identity to life and helps convert unsure browsers to confident bookers.

Define Your Hotel or Resort’s Story

To ensure your website outperforms the OTAs, you have to tell an immersive story — and before you can communicate your brand story to potential guests, you’ll need a crystal-clear picture of your property’s unique selling points and one-of-a-kind experience.

For example, is your property an urban escape in the heart of an exciting city? A sprawling resort set on hundreds of waterfront acres? A historic gem popular for wedding weekends? Answering these questions will also help you identify your target demographic (a key element of your property’s story). To get started crafting your hotel or resort’s brand strategy, consult our guide to developing powerful brand stories.

With a strong sense of what you want your hotel or resort to be known for, which experiences you offer that most properties don’t, and who your key demographic is, you’re in a great place to start communicating and selling that story on your website.

Elevate Your Brand’s Website Copy

Your website is usually the very first impression potential guests have of your brand, and it’s your best opportunity to be more engaging than OTAs. When crafting your website copy, think in terms of the feeling you provide to guests rather than solely sharing logistics. Case in point: “Wake up to soothing ocean breezes, with plenty of space for the whole family to spread out” is much more captivating than “Two-bedroom suites with water views.” You don’t have long to make a positive impression on website visitors, so stop the scroll with homepage copy that gets to the heart of your guest experience.

If you need a little inspiration: The Home Ranch’s website, designed and written by our digital team, greets visitors with descriptive copy that paints a transportive picture of the property: “Stretching across 3000 acres in the Upper Elk River, surrounded by rugged nature as far as the eye can see, you’ll find The Home Ranch’s historic homestead. Here, gracefully undulating grassy hills are dotted with cattle and horses, creating an idyllic scene of Western ranch life — one that the Stranahan family sought to preserve from the very start.”

Plus, you’ll want to consider creating a dedicated webpage that breaks down on-property offerings, including any spa treatments, fitness programming, culinary workshops, or special events. If you provide discounts for group stays, coordinate wedding weekends, or offer anything else that differentiates your property, make sure those details are easily accessible on your site as well. OTAs aren’t likely to sell the full, well-rounded experience of your getaway, so it’s crucial that your website tells the story so much better.

Strengthen Your SEO Efforts for Discoverability

Now you know what you want your hotel and resort to be found for, and you’re well on your way to communicating the unique selling points on your website. But how will potential guests find your website in the first place (and choose to click into your brand site over a site like Expedia)? This is where SEO takes center stage.

There’s a whole world of search engine optimization strategies out there, but hospitality brands should start with the fundamentals: ensuring the website meets Google’s expectations (think: quick loading times, easy navigation, and overall relevance to searchers). Essentially, providing an optimal user experience is key to all your SEO efforts. Using location-specific keywords like “downtown Portsmouth hotel” in your page titles and meta descriptions will also help search engines understand that your website is relevant to travelers in your target demographic.

Apply Your Hotel or Resort’s Brand Strategy Across Channels

To truly communicate the experience of your hotel or resort, think outside the (website) box and create content for other digital channels, such as social media or email newsletters. Consider focusing on user-generated content from real stays to show a glimpse into the authentic guest experience and humanize your brand. This type of unfiltered content is especially popular on social media, with 93 percent of customers saying UGC helps them make purchase decisions. Plus, with Instagram captions now appearing in search engine results, prioritizing social media marketing also means prioritizing SEO.

Through email, hotels and resorts can use drip campaigns to share social proof (glowing testimonials from past guests), provide value with vacation itineraries (perhaps sourced from your destination blog), and showcase standout amenities (think: on-site restaurants and spa treatments) to potential guests who have previously clicked into your website. As users move through the conversion funnel, this content can make all the difference and convince them to ultimately click “book now.” This digital content may not live on your website, but it all directs back to your site, supports overall brand awareness, and increases the likelihood that guests will book directly with you rather than through an OTA.

The bottom line? While OTAs present your property with simple rates and room types, your brand website and digital content can sell the full guest experience, from check-in to check-out (with all the memorable activities in between). This feeling is ultimately your competitive advantage — and your most reliable path to direct bookings.

Want to outsource your hotel or resort’s content strategy? When you partner with Hawthorn Creative, we’ll ensure your site is optimized for search engines, your copy hooks potential guests straight away, and every element of your digital marketing positions your property for success. Reach out today to discuss your marketing needs.

RELATED READING

From GEO to UGC: 7 Marketing Trends to Know for 2026

in General Marketing Insights by Hawthorn Editorial

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n 2026, marketing trends will be largely driven by new technologies (think: AI and VR), coupled with the continued consumer demand for authenticity and personalization. Even as sophisticated technology tools gain traction, audiences still crave genuine human connection — and they prefer to buy from value-driven brands. Successful 2026 campaigns and marketing strategies will balance AI-related gains in impact and efficiency with a commitment to building trust and brand loyalty.

As we head into the new year, here are seven major trends for marketers to keep in mind.

1. AI-Powered Personalization

Almost 90% of marketers use AI daily for a variety of tasks, but personalization is perhaps the biggest AI-related marketing trend for the year ahead. Consumers want to feel seen and heard, and AI can do that by interpreting subtle behavioral signals and dynamically tailoring content, ad copy, product recommendations, and even websites in real time. For example, a first-time visitor to a site might see a welcome offer and a clear depiction of the brand story, while a returning customer will see recommendations based on their past activity.

2. Generative Engine Optimization (GEO)

SEO is so 2024. The new goal for marketers? To create content that can be cited as a credible source by AI chatbots or LLMs (large language models). GEO refers to optimizing content so it can be easily crawled and summarized, making it a reliable source that helps generative AI formulate meaningful, long-form responses. This is a huge area of growth for the travel industry: A 2025 survey found that about 70% of Millennials and 66% of Gen Z already use AI to create their vacation itineraries, and that number is predicted to increase in 2026.

3. Storytelling Through Video and VR

Short-form, easily digestible video content on platforms like TikTok and Instagram Reels will continue to engage viewers in high numbers, with these channels increasingly functioning as search tools for consumers. Immersive storytelling and experiences will take a leap forward, as Augmented Reality (AR) and Virtual Reality (VR) move into mainstream marketing. There’s exciting potential for these technologies in the travel and wedding industries — for example, customers can virtually “try on” wedding dresses, walk through resorts, or explore a city they’re planning to visit.

4. User-Generated Content (UGC) and Authenticity

With AI becoming commonplace in digital ads and other promotional materials, consumers are seeking genuine human connection. That means even more importance is placed on all forms of UGC. UGC, or user-generated content, refers to reviews, images, videos, or testimonials created by consumers rather than by the brand. Instead of slick, overly polished imagery and messaging, marketers will want to give greater visibility to real people and raw, unfiltered content.

5. Community Building

Social media used to be a place where you could easily find your niche or community. Now that social platforms have become oversaturated and less differentiated, more users are seeking out private communities on specialized forums like Facebook Groups, Discord, and Slack. Case in point: About two-thirds of internet users belong to online communities. Brands can build loyalty and gain valuable audience insights by participating authentically in these spaces.

6. Strategy and Ethics

Data breaches, deepfakes, text scams, AI hallucinations — these days, there are minefields everywhere in the online world. Marketers will need to balance technological innovation with building trust and making audiences feel safe. Growing user privacy concerns have led to the phase-out of third-party cookies, making it crucial for marketers to collect and leverage first-party data (information willingly shared by customers). Consumers are more likely to share that personal information with brands that respect their privacy and clearly communicate their data practices.

7. Meaningful and Inclusive Marketing

Consumers, particularly younger audiences, want brands to care about what they’re selling and the impact it makes. Marketing that prioritizes ethical practices, inclusive design, and cultural sensitivity appeals to audiences who want to buy from companies with values that mirror their own. That means going beyond the basics to encompass functionality as well as content — for example, a digital asset could feature people of diverse races, and also include either video captions or alt text for imagery to ensure it’s accessible to people with vision disabilities.

Looking to craft a strategy that takes into account the biggest 2026 marketing trends? Hawthorn Creative can help you head into the new year with a strong marketing plan. Get in touch today to schedule a consultation.

RELATED READING

How to Sequence Email Nurture Campaigns for Wedding Venues

in Event Venues by Hawthorn Editorial

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ave you ever heard of the Rule of 7? It’s a marketing principle about consumer behavior that suggests a prospect needs to encounter a brand at least seven — yes, seven — times before taking action. Whether that specific number applies to your brand or not, the concept is certainly true: With so many options to choose from, brands need to stay in front of potential customers as they’re considering their choices. A great way to ensure your brand is top of mind? An email nurture campaign.

How does that translate to wedding venues? Engaged couples typically browse 10-15 options online before scheduling an in-person tour at three to five locations, and they make a final decision within two to three months. The research phase of the customer journey is pivotal, which is why it’s so important to keep reaching out to potential customers who have shown interest in your venue.

Email nurture campaigns for wedding venues help ensure your messaging and imagery don’t get lost in the torrent of information available to couples. By providing multiple touchpoints, a nurture campaign can guide soon-to-weds to conversion — whether that’s booking a tour or signing a contract.

The Sequence and Flow of an Email Nurture Campaign

To make an impact with new audiences, a nurture campaign needs to guide them through the marketing funnel, from initial awareness and interest to conversion. In a way, email nurture campaigns for wedding venues aren’t all that different from a real-life relationship journey, moving from an introductory first date to more detailed information sharing and finally popping the question — otherwise known as the call to action.

Since engaged couples tend to research for only a few months before securing a venue, a campaign shouldn’t last much longer than five weeks, with one email sent every four to seven days. Here’s a general idea of how an automated nurture campaign should flow before a tour is booked:

  • Email 1: Recognize their prior interactions with your venue (likely through a website visit) and provide your digital event brochure, paired with a distilled version of your unique brand story. This will give prospective couples a better sense of what sets your venue apart — whether that’s your venue’s unique history or your stellar in-house catering team.
  • Emails 2-3: Familiarize email recipients with your services and location through testimonials, real wedding stories, menu information, staff profiles, and more. You can also provide educational content in the form of how-to guides, blog posts, and industry news to build trust and establish authority.
  • Email 4: Entice them to dig deeper and truly picture their big day at your venue by watching a video tour, scheduling an informational call, or downloading a step-by-step wedding-planning guide.
  • Email 5: Use a direct call to action (CTA) inviting them to book an on-site tour.

What to Include in a Follow-Up Nurture Campaign After a Tour

After the tour, consider a shorter email nurture to stay top-of-mind while couples are making their decision:

  • Email 1: Send a “Thank you for attending!” email that feels personalized, with details and photos from the tour.
  • Email 2: Provide social proof in the form of website testimonials, any awards your venue’s earned over the years, or social media posts featuring real weddings at your venue.
  • Email 3: Include a brief wrap-up of your services, packages, team, and overall experience — with a final CTA encouraging them to save their date at your venue.

Also, a crucial tip: Be sure to remove emails from the campaign once a customer signs a contract.

5 Tips for Crafting Nurture Campaigns

  • 1. Be warm and friendly: Your goal is for the reader to feel that you know them (and vice versa), so your tone should be conversational and relaxed. Tell them engaging stories about your brand, team, and the overall experience at your wedding venue. Remember, it’s all about building a relationship.
  • 2. Address leads by name: Your marketing email platform should allow you to address potential customers by their first name, as in “Dear XX.” If your contact data isn’t complete or isn’t entered properly, this can backfire, so only use this feature if you’re sure it’ll be accurate.
  • 3. Harness technology: To target the right groups, use a customer relationship management (CRM) platform to segment your audience by interests or funnel stage. Then, set up triggers that deploy automated sequences when a lead takes a specific action, such as submitting an inquiry form, downloading a brochure, or visiting a specific page on your website.
  • 4. Focus on the visuals: Incorporate high-quality photos and videos in every single email, including signature images of the property that remind readers who you are, as well as wedding-related visuals — menu items, outdoor venues, etc.
  • 5. Optimize for mobile: Over 50% of emails are opened on mobile devices, so ensure all emails and linked content are mobile-friendly.
  • 6. Track the campaign’s effectiveness: Look at open rates, click-through rates, and conversion metrics for a sense of how your campaign is performing. You can also A/B test different subject lines and content, using the insights to continuously refine and adapt. Since a nurture campaign can be used repeatedly over time with different audiences, taking these steps will ensure a polished, persuasive final product.

Need support developing and deploying email nurture campaigns for your wedding venue? Hawthorn Creative can help you build strategic campaigns that keep your venue in front of audiences at each phase of their consideration journey. Take a peek at our email marketing solutions and reach out to get started.

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The Future of Tourism: 2026 Travel Trends to Know

in General Marketing Insights by Hawthorn Editorial

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n 2026, travelers are seeking highly personalized experiences that align with their specific passions, interests, and wellness needs. For hotels and DMOs looking to keep up with these emerging trends — from restorative, digital detoxing getaways to emotionally driven “whycations” — it’s all about digging deep into what makes your destination shine.

Ahead, we’re outlining 10 of the biggest 2026 travel trends to know, plus tips for how hotels and DMOs can tap into them through creative marketing strategies.

1. Hushpitality and Calm-cations

“Hushpitality” is a travel trend focused on creating calm, quiet, and restorative experiences — otherwise known as “calm-cations” to relax, recharge, and reset. These travelers are seeking to slow down and disconnect from the everyday chaos and the always-on digital world, with generous doses of nature immersion and digital detoxing.

With 50% of US adults reporting stress, it makes sense that travelers are prioritizing mental and emotional well-being. To achieve that sense of calm, travelers are seeking destinations that prioritize stillness — through design, service, and the surrounding environment itself.

How hotels and DMOs can tap into the trend: By highlighting your destination’s natural features, spiritual experiences, and wellness amenities across all marketing channels — from spa-focused social media content to blog posts outlining your property’s various wellness experiences.

2. Overland Travel

Travelers are on the road — and on the rails — again. Train journeys, car-sharing, and even biking trips are growing in popularity as greener alternatives to air travel. Case in point: Explore Worldwide’s Travel Market Report shows a 25% year-over-year increase in rail journey bookings in 2025. This return to train-based travel may be a reaction to the hectic nature of air travel lately (in the form of increased cancellations and delays).

The classic American road trip is also seeing a resurgence, partly due to the upcoming 250th anniversary of the United States in 2026. The US Department of Transportation’s Great American Road Trip initiative is enticing would-be road trippers with interactive maps and curated itineraries for exploring the nation’s highways, historic landmarks, and scenic destinations.

How hotels and DMOs can tap into the trend: By collaborating with nearby attractions to create detailed itinerary content (think: blogs showcasing the must-visit stops on a road or rail trip) and using geotargeting to market to audiences who live within a comfortable driving distance.

3. Off-Season and Off the Beaten Path

Drawn by lower prices, fewer crowds, and richer local experiences, travelers are increasingly booking trips during off-peak seasons. That might mean heading to Iceland in winter or visiting the Greek Islands in spring before the summer crowds arrive. They’re also seeking out lesser-known locations, like Mongolia, Nicaragua, Kyrgyzstan, and Bhutan — countries with rich cultural experiences and natural beauty that aren’t yet known as top tourist destinations.

How hotels and DMOs can tap into the trend: By focusing your content marketing efforts on experiences that aren’t available during the high season — like winter culinary adventures in a beach town or that giant ropes course that takes over the ski resort in summer.

4. AI-Powered Travel Planning

One of the biggest 2026 travel trends, according to experts, will be the growth of artificial intelligence as a tool for planning and booking trips. Travelers are already leaning on AI to create personalized itineraries, optimize bookings, and act as a virtual travel assistant. Users can also utilize AI tools to source itineraries based on specific criteria, such as budget, interests, mood, or preferred seating on a plane.

How hotels and DMOs can tap into the trend: By enhancing your GEO (generative engine optimization) strategy, which helps AI assistants and chatbots recognize the authority of your content and draw from it when making suggestions.

5. Accommodation as the Destination

Lately, hotels themselves are becoming destinations, with travelers choosing accommodations that offer a wide range of activities right on-site. More than just a place to sleep, the hotel or resort is an integral part of the overall experience. Brands are developing hotels with distinct personalities and creative design — including amenities, comfort, service, and the specific atmosphere and vibe.

How hotels and DMOs can tap into the trend: By posting social media content that highlights truly unique stays — from plush, cozy cabins to maximalist hotel rooms adorned with locally inspired art and decor.

6. “Whycations” and “Little Treat” Trips

Another big trend for 2026? Travel driven by emotional motivations, hobbies, and milestones. Hilton’s 2026 Trends Report found that 72% of travelers want to take time off to explore a personal passion. Instead of booking vacations during the holidays or for anniversaries, for example, travelers are planning trips based on purpose and meaning — whether it’s a spontaneous getaway to celebrate a new job offer or a carefully designed national park trip to check items off an adventure-focused bucket list.

How hotels and DMOs can tap into the trend: By crafting blog posts and email campaigns centered around why guests should choose your property. Is it your proximity to historic landmarks, your wellness offerings, or perhaps your thriving culinary scene?

7. Astrotourism

Travelers are looking to the skies in 2026, as celestial events are predicted to drive travel next year. With a total solar eclipse sweeping across Europe in August and 2026 expected to be a prime year for viewing the Northern Lights, demand for trips combining stargazing and natural phenomena is likely to soar. Tourists are seeking locations with dark skies and minimal light pollution, allowing better viewing of stars and other celestial objects.

How hotels and DMOs can tap into the trend: By partnering with local educational organizations to offer (and promote) after-dark activities. Think: guided night hikes, moonlit kayaking, or stargazing tours.

8. Micro-Retirements

The rise of the micro-retirement — essentially a mid-career sabbatical while on leave or between jobs — is expected to grow in 2026, with an increasing number of travelers leaving the 9-to-5 behind to embark on longer trips that blend adventure with personal interests. Rather than waiting until retirement age to check items off their bucket list, people of all ages are seizing the day.

According to Explore, 80% of Americans said they are interested in (and ready to take) an extended career break in the next two years, and 41% said they would travel during that time for 1-3 months.

How hotels and DMOs can tap into the trend: By offering flexible, long-term stay options, accompanied by curated experiences that dive deep into local activities and attractions; and/or crafting multi-week itineraries that attract “micro-retirees” on longer getaways.

9. Multigenerational Journeys

Studies show an increasing demand for extended-family trips, with parents, grandparents, and the kids all together. In fact, 57% of parents are planning travel with grandparents and children, according to the Family Travel Association’s annual survey in late 2025. Families want to spend quality time together, strengthen family dynamics, and, in some cases, share the cost of travel.

How hotels and DMOs can tap into the trend: By tailoring your marketing efforts to what each generation responds to and varying your content across platforms and channels.

10. Set-Jetting

Also known as film tourism or screen tourism, set-jetting is the practice of traveling to real-life locations featured in popular movies and TV shows. The Lord of the Rings movies helped jump-start the trend, drawing fans to the dramatic locations in New Zealand where the films were set. This year, the third season of The White Lotus drew a new wave of visitors to the luxury resorts and stunning scenery of Koh Samui in Thailand.

Set-jetters also love to retrace the steps of Sex and the City characters in Manhattan and Emily in Paris locations like Emily’s apartment in the 5th arrondissement. Next year, the live-action adaptation of Disney’s Moana is expected to boost tourism in Samoa, while the Wuthering Heights adaptation, releasing in February, could attract travelers to Yorkshire, England.

How hotels and DMOs can tap into the trend: By producing content about both well-known and hidden gem filming locations in your area and building events and promotions around them. (Check out this blog post from our client, Opal Collection, about their Adirondack lodge’s feature in Succession for inspiration.)

With 2026 travel trends in mind, it’s a great time to consider a rebrand or launch an exciting new marketing campaign. Set up a call with our expert team — we’ll work together to create a brand strategy that resonates with your target audience and expands your reach.

RELATED READING

Your 2026 Advertising Budget: Dos and Don’ts

in General Marketing Insights by Hawthorn Editorial

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e’re midway through Q4, and it’s time for marketing professionals to decide how to allocate their 2026 advertising budget. While many marketing departments might already be locked into recurring annual contracts, it’s always worth taking a fresh look at where your ad spend is going, how it’s working for your brand, and whether it’s helping you reach your intended audience.

At the same time, you’ll want to keep an eye on emerging platforms and new investment opportunities in the quickly changing marketing landscape. Here, we look at the advertising-related questions you should revisit every year, what to evaluate going forward, and common budgeting mistakes to avoid.

Steps for Planning an Annual Advertising Budget

Below are a few essential steps to take whenever you’re planning your annual advertising budget — no matter how many times you’ve done it before.

  • Examine What’s Working: Before you plan your 2026 ad spend, look closely at your 2025 advertising metrics and analyze which channels and campaigns generated the most leads and bookings this year. Then, increase your spending on top performers and cut (or eliminate) spending on underperforming areas.
  • Assess Your Audience: Consumer behavior is constantly evolving, and each generation interacts with ads and social media differently. Track how your advertising channels performed across different audience segments, and reference this information against the demographics of your frequent customers.
  • Dive Deeper into the Data: Move beyond impressions and clicks to focus on more nuanced KPIs (key performance indicators) that link directly to revenue. For example, hotels and resorts can track metrics such as occupancy rate, average length of stay, cost per occupied room, and loyalty mix (the percentage of business that comes from repeat visitors enrolled in a loyalty program).
  • Set Clear Goals: Define what you want to achieve with your 2026 advertising and attach a number to the goal so you can measure your progress at the end of next year. Do you want to grow direct online purchases by 15%? Achieve 20% revenue growth from new customers? Increase your repeat business by 10%? Ensure every dollar of your ad spend is connected to a measurable outcome.

Key Investment Areas for 2026

Once you’ve assessed your 2025 advertising efforts, consider what you want to put money toward in the new year — a good rule of thumb is to allocate about one-quarter of your overall budget for testing new ideas — and take into account the following investment areas:

  • Social Media and Google Ads: For Google Ads, base your budget on the average cost per click (CPC) for your target keywords, accounting for travel industry trends and competitor analysis. To determine your social media advertising budget, you can simply do the math: Multiply the number of website visitors you need to achieve your 2026 goal by what you’ve been paying for each visitor.
  • AI Tools: You can optimize your ad spend by using an AI tool that continuously monitors your campaign performance across multiple channels (e.g., Google Ads, Meta, TikTok). Tools like this can automatically reallocate budgets from underperforming ads or platforms to those delivering better results. If you want to go super high-tech, try an AI tool that can generate and test thousands of ad variations (with different images, headlines, and calls to action) to determine which resonates best with specific audience segments.
  • GEO Ads: GEO — generative engine optimization — will play a prominent role in online advertising in 2026. You’ll want to optimize your ads to offer clear, comprehensive information. For sponsored long-form content, focus on creating high-quality, easily digestible posts to improve AI search visibility, and include FAQs that position your business as an authoritative source.

Common Budgeting Mistakes to Avoid

Now that we’ve covered the dos of planning your 2026 ad spend, here’s an overview of what not to do:

  • Don’t Throw Spaghetti at the Wall: Avoid spreading your ad budget too thin across multiple channels — sometimes known as “spray and pray.”
  • Don’t Ignore Lead Quality: Ensure your campaigns aren’t just generating leads on paper; they are producing quality leads that actually convert.
  • Don’t Underestimate “Hidden” Costs: Remember to budget for production of ads, landing pages, and videos created for paid media, not just the ad spend itself.
  • Don’t Think of Your Budget as Set in Stone: Once your 2026 advertising budget is in place, don’t be afraid to be flexible. The most successful budgets are dynamic and nimble, allowing for quick adaptation to market shifts and new opportunities.

Looking for expert support while planning your 2026 ad spend? Our team can help. Reach out today to schedule a consultation.

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Why Hotels and Resort Websites Need a Strong UX

in Websites by Hawthorn Editorial

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or hotels and resorts, a seamless user experience (UX) on your website isn’t just a “nice to have” — it’s absolutely essential for growing your business. A well-designed, easily navigable UX has the power to build your brand authority, expand your reach, and, most importantly, increase both new and repeat bookings.

While more straightforward sales and services can get away with a bumpier website experience or a less visual interface, travel brands and vacation destinations need a UX that inspires trust, tempts travelers, and supports a stress-free customer journey (one that ends with clicking “book now”).

3 Ways Website UX Translates to Bookings

What does a standout website UX for hotels and resorts look like? The design anticipates user needs, removes obstacles, and creates a positive experience that ultimately translates into conversions. Here are the three most important ways a seamless website experience impacts revenue for properties, along with how to optimize your UX to achieve each goal.

1. Creating a Strong Visual and Brand Identity

The look and feel of a website is only one piece of the overall UX puzzle, but it’s a critical piece. A hotel or resort website needs to weave together design, storytelling, and visuals to provide a captivating (and thorough!) preview of what guests will experience during their stay. These vital elements include:

  • High-quality visuals: Professional photos and virtual tours of rooms, amenities, and the surrounding area set expectations and get visitors to your site excited about the possibilities. Here’s how we upped the visual ante as part of a website redesign for a private retreat in Colorado.
  • Clear and consistent branding: Cohesive design and messaging across a website reinforce professionalism and reliability, while highlighting a brand’s unique style. Visitors to your site should be able to understand right away the kind of experience they’ll have at your destination, and why it’s a cut above the rest.
  • Stories that draw visitors in: Stories heavily influence consumer decision-making. Hotel and resort websites that include narrative storytelling — diving into the property’s history, the people who keep it running, and the challenges your brand has overcome along the way — build an emotional connection with potential guests (and make them more likely to book).

2. Simplifying the User Journey

If you’ve ever clicked a button to buy a pair of boots or book an exercise class and found yourself on a page with an error message, you know how frustrating poor UX can be. To guide site visitors to a purchase, your UX needs to offer a smooth, effortless experience. To create that seamless journey toward the final click, your site must have:

  • Intuitive navigation: Your site can be filled with gorgeous imagery and clever copy, but without clear menus and logical organization, that pretty picture isn’t translating into bookings. Effective UX design ensures users can quickly find the basic information they need, like room types, amenities, pricing, dining options, and special offers.
  • A streamlined booking engine: The booking process itself should be as simple as possible, with minimal steps and clear instructions. Avoid unexpected fees or complex forms that might irritate or confuse potential guests, leading them to abandon a booking midway. Hidden costs, glitchy booking pages, and too many steps are among the top reasons would-be guests leave booking pages before completing the purchase.
  • Mobile responsiveness: More and more users are browsing destinations and booking stays on their phones, so UX needs to factor in mobile appearance and functionality. Research shows that 85% of mobile users and 74% of desktop users ditch their bookings, so sites need to function flawlessly and load quickly on all screen sizes.

3. Building Trust and Credibility

A professional, well-designed website gives potential first-time guests the confidence to take the leap. Since most new visitors book sight unseen, the trust you build at a distance will help them feel comfortable choosing your destination over the competition. To build trust, your website should offer:

  • Reviews and testimonials: Travelers, especially younger generations, are increasingly relying on user-generated content to make decisions. Prominently display positive reviews and guest ratings from platforms like TripAdvisor throughout your site — a well-placed quote can tip the scales toward a “yes” for anyone who’s on the fence about booking.
  • Reassurance and security: In an age when companies and chatbots are mining data left and right, potential guests need to know their information is safe with you. Showing security badges and secure payment symbols and publishing your data privacy policy assures them that you’ll protect their personal and financial information.
  • Transparency: Make sure your hotel or resort’s pricing options, booking fees, and cancellation policies are easy to find and clearly explained.

Need support redesigning your website to enhance UX and increase bookings? Hawthorn Creative’s team of experts can help. Discover how we create websites that capture attention, engage prospects, and convert visitors to lifelong customers.

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Your Marketing Checklist for Engagement Season

in Event Venues by Hawthorn Editorial

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is the season … the engagement season, that is! According to research by The Knot, close to half of couples (47%) get engaged between Thanksgiving and Valentine’s Day, and Christmas proposals are especially popular.

That puts pressure on wedding destinations to ensure their venue is top of mind during the months when couples are actively researching. As we approach Americans’ favorite time of year for popping the question, here’s your engagement season marketing checklist.

1. Freshen up your event brochure.

Whether you’re making the rounds of bridal shows and wedding fairs or promoting an open house at your venue for engaged couples, you’ll want to provide something tangible for visitors to take away. That’s where the oh-so-important event brochure comes in — a piece of marketing collateral that potential couples can flip through to get a real sense of what their special day would look like at your venue. It’s vital to keep your brochure up to date so it features all the available services and the latest updates of your property.

Your brochure should feature gorgeous, professional, high-resolution imagery (save those iPhone shots for social media). Use high-quality paper stock and elegant matte or gloss finishes to reflect the luxury of your venue. You’ll want to include a wrap-up of your wedding offerings, along with messaging that gets to the heart of what makes your venue unique.

Don’t forget the call to action, whether it’s encouraging couples to schedule a consultation, explore one-of-a-kind wedding packages, or take a virtual tour on your website. You may also want to include a QR code that leads to a relevant webpage. (Don’t have a virtual tour on your site? Put that on your checklist! Be sure to highlight key features, such as the ceremony site, cocktail area, and any unique architectural details.)

2. Place wedding testimonials front and center.

Engaged couples have a surplus of options when it comes to potential wedding venues, and they’re looking for that one little thing that will tip the scale in favor of a particular space. Often, what makes the difference is hearing from real people sharing their real experiences. Millennials, who are the most likely to be getting married — 32 is the average age of marriage in the US — are also the most likely to respond to UGC (user-generated content).

If you don’t have testimonials splashed across your online and print materials yet, that should be at the top of your engagement season marketing checklist. Feature quotes and video clips on your social media channels, website, emails, and the event brochure mentioned above. When you need to source more recent testimonials, reach out to newlyweds who tied the knot at your venue and ask them to share images and quotes — you could even offer a discounted anniversary weekend event in exchange.

3. Use storytelling to help couples visualize their experience.

Even as marketing strategies have become increasingly sophisticated over the centuries, at the end of the day, people respond to stories above all else. Stories evoke emotion, and emotion motivates consumer choices. To transform straightforward promotion into evocative storytelling, the key is to create narratives that immerse your audience in your venue’s experience.

Video is the ideal format for that. Film key spots on your property at different seasons, create an Instagram reel highlighting hors d’oeuvres straight from your kitchen, or capture content from a real wedding on-site (make sure you have a release of information in place). Then, tell longer-form stories on your blog and share them in email campaigns. For hotel or resort wedding venues, an in-room magazine is also a great opportunity for storytelling — even if guests aren’t planning a wedding, they probably know someone who is.

4. Develop (and promote) packages that let couples personalize their special day.

Couples want their wedding to reflect who they are individually and as a pair — in fact, 91% of couples value personalization in wedding planning. To tap into that desire for customization, give prospective couples plenty of options to choose from across every aspect of the experience.

For example, you can offer customizable, multi-course catering menus and a variety of meal options, like a welcome breakfast, wedding evening picnic, or farewell brunch. Let engaged couples choose wedding weekend activities, too, whether it’s guided hikes, wine tastings, or group yoga classes for the bridal party. You could even partner with local theater and dance companies to offer unexpected entertainment, like wandering magicians, aerialists swinging over the guests’ heads, or a classical music trio.

To get the word out, create downloadable guides, blog posts, and image carousels on your website that demonstrate how your venue can be customized to suit each couple’s unique wedding vision. Include details about various packages and what they can choose from, along with estimated price ranges.

5. Use geotargeting to capture attention in your region.

While the destination wedding trend is predicted to see exponential growth in the next few years, 4 out of 5 couples still get married within 100 miles of home. You might think you’re already on the radar for folks who live near your venue, but don’t automatically assume that they’re familiar with your brand or what you offer. Your property could be the hidden treasure that turns up in their own background, but in order for them to discover it, you need to get it in front of them.

Geotargeting is the most effective way to do that. It allows you to deliver ads to audiences based on their city, state, or zip code, making it easy to cast a 100-mile net to capture the attention of the newly engaged. Make sure your ads include luxe wedding imagery, details about your venue’s location, and succinct copy that highlights what makes your property the perfect place to tie the knot.

Need support building an engagement season marketing strategy and executing on it? Schedule a consultation with our expert brand strategists and content creators.

RELATED READING

3 Ways to Attract Reservations During Peak Booking Season

in Hotels & Resorts by Hawthorn Editorial

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o determine when travelers are most likely to finalize their getaway plans and click “book now,” you need to work backward. Peak vacation season is generally during the summer months (June-August) and around major holidays, like Christmas and New Year’s. Since people generally schedule domestic travel within a few months and international trips about six months ahead of time, that means two of the biggest peak travel booking times are in late fall and just after the new year.

Hotels and resorts can attract this wave of travelers by tapping into their motivations and adding extras that encourage them to make the leap. Read on for three marketing strategies that will help your property attract reservations during peak booking times.

Bring the Experience to Life

To draw in travelers looking to book during peak season, give them a vivid sense of what they’ll experience on-site — specifically, activities and offerings that differentiate your property from your area competitors. Here are a few ideas:

  • Use creative video: Provide potential guests with a visceral idea of what their time at your hotel will be like. Splash a panoramic video of your beachfront across your homepage. Post Instagram reels and stories featuring iconic moments on your property — like sunset cocktails on the patio or s’mores melting over a firepit. Include video in emails and use call-to-action subject lines like “Watch How We Celebrate Summer.”
  • Go behind the scenes: Show off new on-site amenities on social media, interview your event planning team on your blog, or bring followers right into your hotel’s kitchen for a VIP glimpse of recipes in development. You’ll pique travelers’ interest while earning bonus points for authenticity — one of the most important marketing objectives for 2026.
  • Tell the story of the guest experience: Create narratives that allow your audience to place themselves into the “action,” so to speak. For example, you could create a short video taken from the guest’s perspective that shows what it’s like to arrive at your hotel or resort, and what they’ll encounter when they take the first step inside. Find more ways to integrate storytelling into your marketing strategy.

Focus on What Makes Your Property Unique

Whether you have a niche, unique brand that sets you apart from the crowd, or your property caters to every type of traveler, it’s crucial to spotlight what makes your property and destination special. Here are some creative ways to tell the story of your destination:

  • Create seasonal promotions: While marketing your property, you’ll want to truly tap into the experiences that are top-of-mind for potential guests. For example, when many people are securing holiday getaways in November, let potential bookers know what your destination and geographic location can offer in the way of holiday charm and festivities. You might post images on social media of the cozy fireplace in your lounge or promote your local holiday craft fair. In January, focus on highlighting your best summertime experiences, like nature connection activities and family beach vacations.
  • Partner with local attractions: Team up with nearby cultural attractions, ski resorts, breweries, or annual events to offer bundled packages that include tickets or vouchers. In the fall, promote bundles built around wintry, holiday activities; in the early part of the year, partner with county fairs, theater festivals, surfing schools, and other summer-focused events and organizations.

Target Specific Audiences

Peak booking season is a great time to target specific populations who are likely to be planning trips in the next few months. Here are a few ways to zero in on travelers with those demographic characteristics.

  • Reach out to return guests: Ensure that anyone who’s stayed at your property before receives advance notice of specials and packages through email campaigns. You could throw in a little something extra to reward their repeat business — think: a room upgrade if they book before a certain date, or a special “welcome back” reception with wine and chocolates to show your appreciation.
  • Tempt travelers with sunshine dreams: In January, use geotargeting to make sure that people in the colder parts of the country see your ads featuring gorgeous beach imagery — and give them a special deal (coupled with even more summertime imagery) when they land on your site.
  • Consider their age and stage: Families with children tend to book earlier than younger people, as planning a vacation for a big family or multiple generations requires more coordination than a solo or young adult trip. Younger travelers are typically more flexible with booking timing and can opt for last-minute, spontaneous trips. In peak booking season, tailor your promotions for Millennials and Gen X; after you pass the peak, consider targeting Millennials and Gen Z. Here’s more on marketing to specific generations.

Need support crafting and promoting strategies for peak booking season? Schedule a consultation with our team.

RELATED READING

Your Guide to Paid Media Targeting: Geofencing, Retargeting, and Lookalikes

in General Marketing Insights by Hawthorn Editorial

I

f you’ve never spent time managing paid media before, dipping your toe into the world of digital ad targeting can feel overwhelming. While it may seem like a massive undertaking for your marketing team, targeting is the key to ensuring your paid campaigns not only reach people, but also reach the right people — those who are most likely to book your property, venue, or service. Here, we break down three key aspects of paid media targeting that can help you reach the audiences that are most likely to convert.

1. Personalized Retargeting Ads

What It Is

Retargeting involves reaching out to audiences who have interacted with your online presence in some way. They might have visited your website or clicked on an ad, but they haven’t progressed far enough down your marketing funnel to provide an email or phone number.

(A quick aside: While you might see the phrase “retargeting” used interchangeably with “remarketing,” they’re not quite the same. Remarketing is about reengaging people who have already provided their contact information — by booking in the past, signing up for your newsletter, or filling out a partial booking. Because you have their email addresses and phone numbers, you can reach these folks via email campaigns, text messages, or push notifications.)

How It Works

So, how do you reach these anonymous yet interested audiences? To activate retargeting ads for your brand, you’ll need to add tags to your website that use cookies and pixels to track visitors and their behavior. (You may want to consider using a third-party service to manage the technical aspects of this process.)

Your retargeting list might include anyone who’s visited your website in the last three months, if you want to cast a broader net. Or, fine-tune it by showing personalized ads to visitors who clicked into specific landing pages on your website — like your special offers page — but didn’t take the final step to book. Once you’ve got your list, you’re ready to run a campaign targeting the audience through display ads and social media ads on platforms like Facebook, Instagram, and LinkedIn.

There’s also a strategy called search retargeting. Google Ads lets you retarget visitors to your site when they’ve also searched for a relevant phrase. So, instead of targeting people searching for “beach resort” or “outdoor wedding venue,” you can target only those who have visited your website and also searched for that keyword.

The Benefits

  • It’s always a good idea to help people find something they were already looking for. That’s why the average click-through rate for retargeted ads is approximately 10 times higher than for standard display ads.
  • Retargeting allows you to stay in front of your audience, so they won’t forget your brand when they’re ready to book.
  • With retargeting, you can personalize your ads according to visitors’ behavior on your site — such as serving an ad featuring images of your best-loved dishes to anyone who’s visited your restaurant landing page.

2. Geotargeting and Geofencing

What It Is

Geotargeting allows brands to zero in on audiences and deliver ads based on their location (city, state, or zip code). It utilizes a virtual boundary to trigger personalized ads or actions in real-time when a user enters or exits a specific “fenced” area.

How It Works

Geotargeting works by using a person’s device data (generally their IP address or GPS data) to determine their geographic location and deliver customized content or ads. Geofencing employs software to create a virtual boundary around a real-world geographic area. When a location-enabled device, like a smartphone, is within this digital perimeter, it triggers a pre-programmed action (think: sending a notification, alert, or ad directly to the user’s phone).

The Benefits

  • Geotargeting enables you to reach people in your area, which can be useful for a range of marketing campaigns. Hotels could advertise in zip codes within driving distance of the property to promote last-minute specials, or target even closer areas with ads for the restaurant or day spa. A destination marketing campaign, for example, might target a statewide audience to encourage local tourism to a specific city or region.
  • Hotels and resorts can deliver ads to people in specific locations, like a ski resort, county fair, or another local attraction near you, encouraging them to extend their stay in the region.
  • Through geofencing, you can advertise to people who have already booked your service — and offer them a discount (or other incentive) for repeat business.

3. Lookalike Audiences

What It Is

You know a lot about existing customers — their interests, traits, behaviors, and especially the fact that they love your business. So ideally, what your brand needs is more people like them! Lookalike targeting increases your customer base by targeting populations with similar profiles.

How It Works

You provide a sampling of your repeat visitors to ad platforms like Meta, TikTok, and Google, which use their algorithms to identify new individuals who share the same characteristics (and deliver your ads straight to them).

The Benefits

  • Rather than throwing spaghetti at the wall, you’re honing in on the people who are most likely to engage with your content, and ultimately, convert. Lookalike audiences typically have a higher average click-through rate than other audiences, sometimes by as much as 90%, according to CustomerLabs.
  • You don’t have to work hard to gather the first-party data you need to run lookalike campaigns — it’s all right there in your CRM, customer email lists, and website visitor history.
  • By expanding your reach to a relevant audience, you’re growing brand awareness among people who will probably love what you have to offer, but might not have otherwise encountered your service.

Need some help getting started? Book a consultation with our team of digital marketing experts.

RELATED READING

Storytelling Still Sells: 3 Essential Elements of Narrative Marketing

in Event Venues, General Marketing Insights by Hawthorn Editorial

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umans are hardwired to respond to stories. From Greek myths to reality TV, stories hook us emotionally, intellectually, and chemically — research shows that stories trigger the “feel-good hormone” oxytocin in the brain, while reducing levels of the stress hormone cortisol. There’s also a phenomenon known as “narrative transportation,” in which we become so engaged in a story that we feel as if we’re inside it.

Stories (and the emotions they evoke) are a huge driver in consumer decision-making. They’re also more memorable than data: In a marketing study conducted at Stanford, only 5% of people who were given a business pitch were able to recall any of the statistics included, but 63% of attendees remembered the stories. So, it makes sense that brands have been tapping into the power of storytelling in marketing since we first came up with the concept of buying and selling.

Storytelling in Marketing: A Very Brief History

Once upon a time, ads on papyrus were discovered in the ruins of Pompeii. In the 1800s, paperboys called “newsies” sold papers by shouting the day’s headlines in the street. Procter & Gamble peddled soap by creating radio dramas to carry its ads (hence the “soap opera”). Nowadays, every other TV commercial features a miniature story arc. (For one beautiful, wordless example of storytelling with a surprise ending, check out this Mayo Clinic “Road Trip” ad.)

Even as marketing strategies have become increasingly sophisticated over the centuries, it’s still the stories that people respond to. What is social media but a humongous collection of very, very short stories? The glut of options and the rising tide of AI-generated content have only increased the value we place on authentic storytelling.

Here are three impactful ways to infuse more storytelling into your marketing approaches for your destination.

Tell Your Brand Story

In general, marketing works best when it’s about the consumer — what they’ll experience at your property and how it will provide a “solution” to their “problem.” But there’s a big exception to that rule: your brand story.

Your brand story is the narrative of your brand over time. Think of it as the “who, what, where, when, and why” (essential elements of every story!).

  • Who you are: Give a sense of the real people who guide and care for the property. Names and faces, please! Share your values, motivation, and vision for the destination.
  • Where your brand came from and when it began: its history, origins, and key milestones. Has your hotel or resort been in one family for decades? Is it a newly hatched dream come to fruition? Trace your brand’s origins back to its inception, including any challenges it’s overcome along the way.
  • What your property is like: Share concrete details and images of the physical site and the environment around it, including how it’s changed and evolved over time, as well as less tangible aspects, like its unique atmosphere or offerings.
  • Why consumers should care: Here’s where you can shift the focus to your audience. Explain how your brand’s values and evolution inform what guests will experience when they stay at your property.

Once you’ve laid out the elements of your brand story, make sure that content is front and center on your About Us webpage — ideally with both historical and current images of your property and the people involved. Your brand story should also be woven throughout your marketing, informing your messaging, visual identity, and social media presence.

You can also hone in on aspects of your story in a custom in-room magazine that brings your brand identity to life. This long-form medium is the perfect place for all types of storytelling — plus, print magazines are making a comeback right now.

Create an Emotional Arc

How can you transform straightforward promotion into evocative storytelling? The key is to create narratives that tap into the emotions of your audience, allowing them to place themselves into the “action,” so to speak.

For guidance, let’s turn to the Hero’s Journey, a centuries-old story framework that tracks the arc of the protagonist’s transformation through 12 distinct steps. Here’s how a few of those steps can translate to storytelling in marketing for hotels, resorts, and destinations:

  • The Call to Adventure: Show the moment when your protagonist feels the urge to leave their familiar surroundings and venture into the unknown. This is the “problem” in the problem/solution equation. Maybe it’s the first paragraph of a blog post about an engaged couple who needed the perfect venue for their huge extended family but kept running into obstacles — until they found you, of course. The call to adventure could even be a simple call to action or a subject line of an email you send in January: Ready to escape the midwinter blues?
  • Crossing the Threshold: This is where the hero/heroine leaves the known world behind and crosses into the unknown, often encountering tests and trials along the way. You could depict this threshold literally, in a short video taken from the guest’s perspective that shows what it’s like to arrive at your site and what you’ll encounter when you take the first step inside. Be sure to note the ways you make the “crossing” easier, with special offers or introductory packages.
  • The Reward: Your guest has stepped out of their known world, navigated the barriers to arrival, and now they can immerse themselves in the fabulous rewards of their vacation. Show what this feels like in evocative words, lush images, and immersive video that tap into the senses and activate the brain’s reward system.
  • The Road Back: The protagonist begins the journey home transformed — in this case, rested, reenergized, and determined to come back soon. Here’s where you can describe the restorative experience your property offers and share guest testimonials (more on that below).

Your in-room magazine is a great place to utilize this storytelling framework, but you don’t have to incorporate all of these steps into every story — each one can also be a mini story in itself.

Share Other People’s Stories

User-generated content (UGC) — guest testimonials, videos, and reviews — is a foundational aspect of storytelling in marketing. UGC is one of the most meaningful ways to build authenticity, trust, and brand authority, all of which are vital for standing out amidst a crowded digital landscape.

Guest stories can generate up to five times more sales than paid ads, so you’ll want to showcase your glowing testimonials as much as possible. Here’s how:

  • Feature UGC on social media: Regularly share guest testimonials, images, and videos on your brand’s social media platforms. This fosters a sense of community and encourages other guests to share their favorite moments from staying at your property or destination.
  • Create a story gallery on your website: Design a section on your site where you collect and display user-generated content. Then, direct audiences to this central hub via email and social media posts.
  • Tell a longer story: Follow up with guests who leave particularly moving or engaging reviews — if they had an amazing experience at your destination, they will probably be excited to share more details. Craft a narrative or Q&A, publish it on your blog and in your in-room magazine, and share it in email campaigns and on social media.

Need help brainstorming how to bring storytelling into your marketing strategy? Here’s how our content team can help.

RELATED READING

How Event Venues Can Attract Micro-Weddings

in Event Venues by Hawthorn Editorial

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ittle weddings are becoming a big trend. Today, more and more couples are seeking intimate celebrations that allow them to feel fully present, connect with each of their guests, and savor every moment of their special day, rather than having it all go by in a blur.

The average wedding size dropped to 66 in the early days of the pandemic, and while it’s expanded again since, it’s still lower than it was 20 years ago (116 guests in 2025 vs. 153 guests in 2007). That opens a window for hosting wedding parties on the lower end of that range — say 50 guests or under.

Marketing micro-weddings requires highlighting the personalized, unique experiences that your venue can offer small groups. Here, we’re sharing a few ways you can tailor your promotional efforts to target couples who prioritize quality and memorable details over a large guest count.

Personalized Packages with Special Perks

Elegant custom touches are more feasible in terms of time and finances when they’re created for a smaller guest list. Entice couples planning micro-weddings with thoughtfully curated packages that they can personalize to their liking.

  • Design tiered offerings: Create different package options and levels, ranging from an intimate “elopement” package for just the affianced pair and their closest family and friends to an extravagant weekend for a few dozen guests. You can create and share an “a la carte” menu from which couples can pick and choose, with items like a welcome breakfast, a farewell brunch, guided hikes, and lots more.
  • Brainstorm unique add-ons: Work with a calligrapher who can create one-of-a-kind invites, signage, personalized place cards, itineraries, and menus. You can also assemble welcome boxes for each guest that include special items from your property and region — think: little jars of local honey and jam, a card offering a complimentary pedicure at your spa, and seasonal keepsakes like monogrammed handwarmers for a winter wedding or sunglasses for a summer event.
  • Showcase all the options: To get the word out, create downloadable guides, blog posts, and image carousels on your website that demonstrate how your venue can be customized to suit each couple’s unique micro-wedding vision. Include details about what’s included in each package, along with estimated price ranges.

Spectacular Decor in Unexpected Places

Not having to outfit a massive ceremony site or ballroom means more opportunity to go big with decorative statements in smaller, more unique spaces.

  • Shine the spotlight on special corners of your property: If there are beautiful places on your property that aren’t naturally conducive to larger groups, take a second look to see how smaller groups could use them for micro-weddings. Many venues are full of unexpected spaces that are perfect for creating separate mingling areas — like a library within a large historic estate, courtyard nooks, or galleries. Showcase unique spots on-site, such as a private garden, a cozy fireplace, or a stunning natural backdrop.
  • Shoot and share virtual tours: Create professional, panoramic virtual tours that allow couples to explore the space remotely. Highlight key features, such as the ceremony site, cocktail area, and any unique architectural details. You can also make seasonal versions of the tour to show how the venue transforms throughout the year. Here are more ways to market your wedding venue.
  • Tap into real-life micro-wedding content: Avoid stock photos and instead partner with past clients and their photographers to showcase authentic photos and videos on your website and social media accounts. This demonstrates the venue in action with real couples, guests, and decor, making it easier for potential clients to visualize their own wedding at your venue.

Thoughtful Entertainment and Activities

At smaller weddings, couples often opt to forgo many of the traditional wedding elements, including common entertainment options (such as dancing to a DJ), to really customize the event and make it their own. Here are some ways to give the couple and their guests unforgettable experiences.

  • Make it playful: Lawn games are an excellent go-to when it comes to micro weddings, because they’re small enough that everyone can participate. Stock up on the classics, like bocce ball, horseshoes, and life-size Jenga and chess, plus some fun, trendy new options: Crossnet, a four-way volleyball game with a unique cross-shaped net, and PaddleSmash, which combines elements of pickleball and Spikeball.
  • Bring in solo performers and artists: Wandering magicians, aerialists swinging over the guests’ heads, a classical trio tucked into a leafy corner— unexpected venues call for surprising, special entertainment. Tap into your regional artistic or theater community for ideas and recommendations, and be sure to share images and videos of their work on your social media.
  • Find fresh ways to capture memories: Video booths offer guests a fun way to leave messages for the happy couple that will become cherished digital keepsakes. Go beyond standard photo booths to 360-degree photo booths, which capture guests from all angles, creating dynamic footage that they can share using the couple’s micro-wedding hashtag. A live painter could capture the event in real time, or a fashion illustrator could create stylish sketches of the couple and their guests as a fun favor.

Elaborate Food and Drink

When couples don’t have to feed a huge crowd, that means more room for a creative and detailed menu.

  • Plan customized, multi-course menus: If your venue handles the food, your chef can work personally with the couple to create a completely customized menu that takes into account their group’s preferences, allergies, and even sentimental dishes, like a favorite appetizer Grandma used to make. This may amount to the same level of work as preparing food and beverages for a larger group, so be sure to set prices accordingly.
  • Partner with local experts to bring in memorable food options: Does your venue have connections with a local winery or distillery that could provide a custom tasting? Or is your area big on gourmet food trucks? Establish relationships and partnerships to create custom offerings that couples can factor into their micro-wedding package.
  • Make the food an experience: Host a local wine-tasting session that allows guests to socialize and discover new wines while enjoying a sophisticated activity. Instead of a traditional bar, offer an elevated experience with a bar dedicated to craft cocktails, sushi boats, or fresh oysters.

Need help brainstorming and marketing micro-wedding ideas? Our creative team of strategists, brand experts, writers, designers, and more can help. Contact us to schedule a consultation.

RELATED READING

The 2026 Big 3 in Marketing: GEO, Authenticity, Trust

in General Marketing Insights by Hawthorn Editorial

I

t sounds like an oxymoron, but research shows it’s a fact: The more we use AI, the worse we feel about it. A 2025 global study found that fewer than half (46%) of respondents around the world trust AI systems — a statistic even lower than in a previous study conducted in 2022.

The strongest marketing strategies in 2026 will find creative ways to address consumers’ mixed reactions to AI by leveraging technology while focusing on what matters to humans. Three of the key elements in this approach are GEO, authenticity, and trust.

1. GEO: Generative Engine Optimization

First there was SEO, then there was AEO (answer engine optimization), and now there’s GEO — generative engine optimization. GEO is starting to play a prominent role in content marketing, so understanding what it means and building an effective GEO strategy will be critical for your 2026 marketing plan.

Going Beyond Featured Snippets

While AEO strategies help your content appear in featured snippets and AI-powered searches, GEO takes it to the next level: optimizing content so it can be easily crawled and summarized by large language models (LLMs), outside of traditional search results. To put it another way, AEO is about providing a quick, short answer to a frequently asked question, while GEO is about being a reliable source that helps generative AI (genAI) formulate meaningful long-form responses. That’s why establishing your domain authority and thought leadership is crucial to GEO.

Tapping Into Travel Planning

About two-thirds of travelers are using genAI to help them research destinations and plan itineraries, so it’s vital to get your content in the mix. The goal of GEO is to help AI assistants and chatbots (like ChatGPT, Gemini, and Claude) recognize the authority of your content and draw from it when generating conversational responses, step-by-step guides, and other in-depth interactions. The key is to create and share content that showcases your brand as the expert on your destination and region, the experience travelers will have when they stay with you, and what they need to know before and during their trip.

Using GenAI to Reach GenAI

Weird but true: Generative AI models can provide you with tools and insights that boost the chances of your content being referenced within those models. For example, you can use genAI to create tables, graphs, and images, which in turn attract AI bots because they present material in ways that are easy to crawl and digest. You can also provide genAI with data, quotes, and statistics that build credibility around your brand, increasing the likelihood that your content will be cited by genAI in other conversations. It’s a little like the ouroboros, the ancient symbol depicting a snake or dragon eating its own tail. In fact, there’s a concept called “the ouroboros AI effect” — the idea that AI systems will be continually trained on their own outputs in a never-ending cycle of information exchange.

2. Authenticity

While AI can make people’s lives (and travel planning) easier, they aren’t willing to sacrifice that sense of human connection. While they might find you through a chatbot, once they get to your site or follow your social media accounts, make sure they get a sense of your brand’s unique personality. Here are some ways to showcase the authenticity of your brand in your 2026 marketing strategy.

Have Real Conversations

Communicate with your audiences as much as possible. Always respond to comments on your social media, and initiate interactions, too. You could ask followers to share their favorite item on your menu, weigh in on naming a new event space, or vote for a fragrance for your in-room bath products. When you post on social media or send promotional emails, consider including an introduction or sign-off from a real person who works at your property and is uniquely equipped to answer a particular question. Here are more ideas for creating authentic content.

Own Your Imperfections

If you receive consistent negative feedback about an aspect of your property, don’t give a canned reply — let them know you’ve heard them, make a change that shows you listened, and then let everyone know. You could even build an ad or email campaign around your nimble responses to criticism, whether it’s extending the pool hours, bringing back that lava cake everyone loved, or replacing the showerheads in your guestrooms. Think: “5 Changes We Made Because You Asked Us To.” Nothing says human like imperfection, and owning up to it and trying harder will endear you to your audiences.

Showcase Your Experts

Authenticity is all around you — so put it on camera! Livestream a cooking class with your chef in your sunlit kitchen or a gardening how-to with your landscape designer in a blossoming rose garden. Capture your mixologist coming up with a new seasonal cocktail. Ask your Instagram followers to submit questions for your concierge, and then share a video of them answering the queries one by one. Interview your general manager or CEO about what’s next for your property. This is all great content for organic and paid social media posts, emails, and your website.

3. Trust

Data breaches, deepfakes, text scams, AI hallucinations — there are minefields everywhere in the online world. While that may seem less relevant to resorts and hotels than it does to banks or healthcare companies, every brand with an online presence should strive to make people feel safer right now. Think about it: Most new visitors book sight unseen, and the trust you build at a distance will help them feel comfortable taking the leap.

Transparency

Be transparent about your processes and policies. If you’re using AI in your marketing, booking process, or elsewhere, explain how and why you use it. Make sure your hotel’s pricing and cancellation policies are easily accessible and clearly explained on your website, with no confusing language or legalese. Your marketing team might not be involved in setting these policies, but it should take the lead in communicating them effectively.

Privacy

Consumers are increasingly unwilling to engage with companies that don’t protect their data. To assure them that you prioritize their privacy, publish a comprehensive privacy policy on your website that explains what data you collect (and why), how you use and store it, and who you share it with. If you use third-party platforms on your site for booking or partner with other brick-and-mortar companies (tour guides or transportation providers, for example), check that they all have strong data protection policies in place, and share that information with your guests as well.

Ethics

Walk the talk: Don’t just tell people about your values, show how you’re putting them into practice. If you highlight sustainability in your marketing — such as using renewable energy or energy-efficient systems — share third-party data and certifications that validate your success in going green. Showcase your partnerships with local farms, nonprofits, and community initiatives by interviewing key people in the orgs and posting the videos on social media. You could even create a dedicated section on your website where you detail your ethical commitments and share your progress on goals.

What’s great is that the top three goals for 2026 marketing are closely interwoven, so what you do to support one area will benefit the others. For example, communicating authenticity through expert interviews builds trust with your audiences. And if your experts not only speak specifically about your property, but also address general questions about their areas of knowledge, that’s good for GEO, too.

Ready to get started on building a solid marketing strategy for 2026? Our team can support you with every aspect of your 2026 marketing, from content to search optimization to branding. Get in touch today to schedule a consultation.

RELATED READING

5 Ways to Market Your Property for Spiritual Travel

in Hotels & Resorts by Hawthorn Editorial

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hat do travelers really want from their vacations (particularly Gen Z and Millennials, who are quickly surpassing older generations in terms of travel spending)? Many of them are seeking a classic vacation experience, focused on relaxation, family bonding, or adventure. But today, a growing percentage of younger travelers are seeking journeys that enhance their sense of meaning, connection, and spirituality.

Cultural and spiritual travel often focuses on religious destinations, like ancient churches or sacred sites. This type of tourism isn’t just about religion, though — personal growth, cultural exploration, and health and wellness are all paramount for this group. In the digital age, young people are yearning for experiences that allow them to access deeper emotions and new self-discoveries. “Travelers, especially Millennial and Gen Z, are motivated to book thoughtful, meaningful trips this year,” says Audrey Hendley, President of American Express Travel, in the company’s 2025 travel trends report.

Even if your property doesn’t seem like an obvious fit for cultural and spiritual travel, you might be missing innovative ways to bring those qualities and offerings to the forefront of your marketing presence. Here are five strategies for highlighting and promoting the cultural and spiritual experiences available at your hotel, resort, or destination.

1. Create Wellness Packages

Tap into your existing resources to build a full immersion experience centered around health, wellness, and deep relaxation. Your package can include treatments at your on-site spa or a local day spa, wellness services such as Ayurvedic treatments or yoga therapy, and guided mindfulness walks on the beach or through your gardens.

Once defined, promote your wellness package on your social media channels in creative ways — like a mini guided meditation video shot on your iPhone or high-quality imagery of products featured in your spa. Make sure to feature your new offering prominently on your website’s special offers page. You can also craft an email campaign for former guests that shares offer details.

2. Put the Focus on Nature

Research shows that experiences of awe enhance mental and physical health, and the most awe-inspiring gifts tend to come from a connection with nature. As Ralph Waldo Emerson wrote, “In the woods, we return to reason and faith.”

To attract spiritual travelers seeking this type of transcendent experience, highlight the natural beauty of your property or a nearby destination (think: scenic trails, ponds, and green areas). Invest in high-quality videos and imagery for your website and social media — oceanside or mountain views with dramatic lighting, textural black-and-white photos, or panoramas of striking natural attractions.

3. Host Spiritual Retreats

If you don’t have what you need for a spiritual travel experience on-site, consider finding those resources locally and bringing them to your property. Connect with yoga and meditation teachers, personal growth speakers, and writing or art teachers who can craft a retreat customized to your destination and your demographic.

Then, target that demographic through social media, email campaigns, and blog posts, and collaborate with the retreat or workshop presenter to cross-promote and reshare content with their followers. Create urgency around registration by sending reminders that highlight the unique nature of the event and emphasize the limited capacity for participants.

4. Partner with Local Cultural and Environmental Organizations

Environmental and cultural experiences are high on the list for spiritual travelers. Reach out to organizations in your area that would welcome partnerships to increase their visibility and support network, such as organic farms, museums, heritage preservation groups, and cultural societies. They can offer a range of experiences for your guests, from guided tours and artisan workshops to traditional performances.

To market these cultural vacations, collaborate on promotional strategies with the participating organizations. This might take the form of social media content, email campaigns to both audience lists, and outreach to nationwide interest groups that may be drawn to your specific offering.

5. Offer Tranquil Immersions

When it comes to spiritual travel, sometimes the most powerful experience is about connecting with yourself. To craft and market immersive interior journeys, highlight the tranquility and privacy of your location — maybe it’s the perfect place for a beachfront morning yoga class or a peaceful afternoon meditation session in the garden.

Consider adding on quiet hours, secluded room options, and guided mindfulness walks to support guests’ desire to journey within themselves. You could also work with a travel influencer who aligns with your brand’s style and focuses on cultural and spiritual travel.

Want to revamp your marketing strategy to appeal to younger, experience-seeking travelers? As seasoned hospitality marketers, we can help! Reach out to our content marketing team — we’ll work with you to craft an effective strategy tailored to your property.

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6 Ways Hotels and Resorts Can Encourage Last-Minute Bookings

in Hotels & Resorts by Hawthorn Editorial

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here’s a “carpe diem” moment happening in travel right now. While some jetsetters are still planning high-budget vacations months in advance, there’s a growing segment of travelers who are making last-minute bookings whenever their schedules open up. Spontaneous luxury travel can range from couples’ escapes and off-the-cuff celebrations to family trips and long weekend getaways.

Wondering how to effectively market your property for a short-notice trip? Here, we explore content ideas and marketing tactics to ensure your property is well-suited for last-minute bookings.

1. Pile On the Perks

Last-minute travelers are looking to make the most of every moment, so make sure to highlight just how much they’ll get to experience within a short time at your destination. Try adding these perks to their booking:

  • Offer a spa package for spontaneous travelers that includes one or more services. You can also highlight wellness amenities available on-site, like your pool, sauna, and fitness center.
  • Since short-window bookers don’t have as much time to research your region, consider offering a customized vacation itinerary that features local nature highlights and cultural attractions. As a bonus, include complimentary tickets to museums or popular events happening in your area.
  • Craft and promote a complimentary culinary welcome experience that helps guests transition into vacation mode right away. Depending on their arrival time, that might be afternoon tea, a glass of champagne by the pool, or a signature cocktail before dinner.

2. Reach Out to Your Region

Last-minute travelers tend to stay a bit closer to home — one study found that they book destinations 580 miles from home on average, compared to an average of 900 miles for those who have been planning their trip well in advance. Here’s how to reach travelers who may be heading your way from just a few states over:

  • Run geo-targeted ads on Facebook and Instagram for users within a specific radius of your hotel.
  • If your email list includes addresses, put together an email campaign promoting the advantages of short-term bookings and target nearby zip codes.
  • Feature local seasonal festivals and other special events happening near your property. You could even offer a special discount code associated with the event.

3. Entice Return Guests for a Spontaneous Visit

Reach out to former guests! After all, they are more likely to make a short-window booking since they already know how much they love your destination. Here are a handful of ways to tempt them with a spontaneous getaway:

  • Create an email drip campaign that reminds them how much they loved their visit — and showcases how great it would be to come back! Share updates about recent renovations, new menu items, and other enticing upgrades.
  • Return guests are also more likely to browse your website occasionally to check on what’s new. Use banners, pop-ups, and clear, simple calls-to-action throughout your site to advertise last-minute offers.
  • Consider offering an exclusive discount code for returning guests who book within a short, specified timeframe. Share that code via email, social media, and even texting (if you have an opt-in SMS marketing option).

4. Post Special Offers on Social Media

Last-minute travelers tend to be younger (40 percent of them are under 35, according to the U.S. Travel Association), so social media is a great place to catch them. Here are some ways to attract short-window bookings on Instagram and TikTok:

  • Use your channels to promote flash sales and special offers with visuals (aim for a healthy mix of photos and videos) that quickly convey the vibe of your destination.
  • Experiment with captions that appeal directly to the urge to book last-minute, like “No weekend plans? Now you’ve got some” or “If not now, when? Book now for next week and save 10%” (or whatever discount you’re able to swing).
  • Focus on what matters to Gen Z and Millennials, like the nightlife in your city or the family-friendly aspects of your property. Here’s more on marketing to specific generations.

5. Feature Testimonials from Last-Minute Bookers

User-generated content (UGC) is a powerful way to sway travelers who want to feel confident about investing in a somewhat impulsive decision. High-quality guest reviews can build trust and encourage them to take the leap and click “book now.”

  • Showcase recent positive reviews on your website, especially ones from new guests who were pleasantly surprised — ideally, visitors who had a last-minute booking and were supremely satisfied by their decision.
  • Post Instagram carousels featuring quotes and influential testimonials from recent guest reviews.
  • Engage guests during their stay by offering a way to connect (think: a designated hashtag or a prompt at checkout). Then, reshare the content when they post about their amazing getaway at your hotel or resort.

6. Showcase Your Property as the Ideal Last-Minute Booking

Ultimately, what short-window bookers are seeking is an impromptu escape from their everyday, whether that’s full-on relaxation, adventure and activities, or time to slow down and connect with family.

  • Do you have an award-winning spa at your property? How about a top-notch culinary team? Whatever your secret sauce is, make sure your brand’s differentiator is front and center in your marketing. (Here are some approaches for finding and expressing your unique brand identity.)
  • Use high-quality images and short-form video throughout your site and social channels to communicate what it feels like to be there — and how removed it is from the daily grind.
  • Share real, authentic images of guests having fun and relaxing together (avoid stock as much as possible!). One way to do this is by having a photographer capture images at on-site weddings or other events. You can even offer guests a discount or free images in exchange for signed releases allowing you to use their images in your promotional materials.

Need support putting these last-minute booking tips into practice? Reach out to our content marketing team — we’ll work with you to craft an effective strategy tailored to your destination.

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How to Optimize Your Instagram Content for Google

in Search Marketing by Hawthorn Editorial

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mong Gen Z, social media is now the number-one search engine, with 41% of the generation turning to platforms like TikTok and Instagram to find what they’re looking for. Now, the line between search engines and social media platforms is dissolving even more. As of July 2025, Google is able to crawl and index content directly from Instagram.

This means that Instagram posts, captions, Reels, carousels, and other content from public business and creator accounts can now appear in search results on Google (and Bing, too). Alt text for images and even public comments can be indexed as well. So, it’s time for businesses to start optimizing their Instagram content for Google.

The good news is that Instagram SEO isn’t all that different from traditional website SEO or AEO (Answer Engine Optimization — the practice of making your content appealing to chatbots). Just like these approaches, optimizing your Instagram for search engines involves simple, effective strategies like using the right keywords in your captions and profile, adding descriptive alt text to images, and ensuring your bio is clear, concise, and informative.

Here are some best practices and tips for optimizing Instagram content for Google and Bing.

1. Let Your Profile Do the Most

This is a great moment to review your brand’s bio and username with fresh eyes, paying close attention to where you can improve your searchability. Here are a few tips:

  • Make sure your bio is clear and concise: This is where you lay out your 150-character elevator speech about who you are and what you do, incorporating relevant keywords that your target audience is likely to search. There’s not a lot of space here to play with, so make sure you get the basics in, whether that’s “luxury beach resort in paradise” or “modernist NYC hotel with gourmet dining.”
  • Be strategic when choosing or changing your username (aka handle): Your username should be relevant to your property and niche, easy to remember, and intuitive for users to search. If you’re not 100% happy with it, be thoughtful about whether it’s worthwhile to change it — while tweaking your handle won’t remove followers or create a new account, it can negatively impact brand awareness and cause some confusion among your followers.
  • Make your account searchable: Your account must be set as public to allow search engines to crawl and index your content. To make sure that’s the case, go to Settings in your profile, then to Privacy, and toggle off the “Private Account” setting. Also in privacy settings, enable the option to “Allow public photos and videos to appear in search engine results.”

2. Remember That Content Is Key(word)

Images and videos support SEO by encouraging users to spend more time on a page or post — higher “dwell times” signal value to search engines. That said, words are central to any strategy for optimizing visibility in search. Here are some ways to use content to boost your Instagram’s searchability.

  • Gently incorporate keywords in your captions and graphics: Include relevant keywords and phrases, but don’t overdo it — keyword stuffing is noticeable even in long-form content, so overuse of particular words and phrases will stick out even more in short captions. Consider experimenting with longer-form captions: You can go up to 2,200 characters, but only the first 125 are visible without clicking “more.” Be sure to include an attention-grabbing hook up front that entices your followers to reveal the rest.
  • Add descriptive alt text and filenames: Alt text (short for alternative text) is a detailed image description that gives a picture for users with visual impairments. But since alt text can be crawled and indexed, it’s another opportunity to thoughtfully insert keywords. The same goes for the filenames you use for the images and videos you upload to Instagram. You can also include optimized subtitles or text overlays on videos and Reels.
  • Use hashtags to help you get discovered: Try a mix of broad and niche hashtags to expand your reach and make your content more easily discoverable. You can balance the basics (like #resorthotel, #beachlife, #adventuretravel) with more specific tags that describe your particular property or destination (#ecotourism, #sparetreat, #couplesescape).

3. Think of Your Instagram Posts as Mini Landing Pages

  • Crosslink your content: Send your Instagram “links in bio” back to your website, and vice versa. Increased traffic to both platforms pushes your content further up in the Google rankings.
  • Provide all the info they need: Seek to both inform and engage. Include vital details about your property and offerings within posts — from restaurant hours to upcoming deals — while maintaining your brand’s authenticity and unique voice.
  • Share your Insta content everywhere: Feature your Instagram posts and graphics on your website to increase visibility and engagement, building your follower count (and your SEO along with it).

4. Do Your Geography Homework

It’s all about location, location, location. Here’s how to increase visibility for your destination using Instagram SEO:

  • Use location tags: Say it with us: Always add relevant location tags to your posts. This is one of the most essential tips for optimizing your Instagram content on Google.
  • Shout out your location in content: Mention where your property is located in Instagram captions, alt text, and graphics to reinforce local SEO, along with longer-range visibility.
  • Align your Instagram details with your Google Business profile: Make sure your business name, address, and contact information are consistent across your Instagram and Google Business profile.

5. Keep Track of What’s Working

Whenever you put a strategy in place, it’s essential to also build in ways to measure its performance. That means setting up KPIs (Key Performance Indicators — the data points that will determine whether your campaign was a success) and ensuring you have ways to track those KPIs. Here are some tools that can help:

  • Google Search Console: Once you verify your Instagram content with GSC, you can use this free service to glean insights into how your Instagram profile and its content are performing in Google Search via impressions and clicks.
  • Instagram’s assessment tools: You can use Instagram Insights to monitor your reach, engagement, and audience demographics. It’s a free tool within the app — specifically tailored for business and creator accounts — that provides data about your profile and content performance.
  • Adding tracking code to links: To measure traffic coming from Instagram through Google Analytics, add UTM parameters to the URLs you share on the platform. These parameters aren’t a direct measure of your content’s rankings in search, since they track users who go directly to your website from Instagram — but watching it over time can give you clues about whether your Instagram SEO strategy is helping to build followers and web traffic.

Hawthorn Creative’s SEO and social media experts can help you step into the brave new world of optimizing Instagram content for Google search. Learn about our SEO solutions and contact us to schedule a consultation.

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