Good question. We always suggest firstly defining the outcomes you're seeking for the hotel asset ie. Are you currently focused on ADR or OCC growth? Are you a new hotel seeking to build awareness? Start with your goals.

Here's one of our hotel tutorials on this exact topic:
www.hoteliyo.com/hotel-internet-marketing-strategy/.

Once you've defined your goals, there's a range of free and paid channels we recommend independent hotels utilise to increase direct bookings. From OTA trademark protection, clever retargeting to minimise PPC loss, in-hotel guest data capture and automated utilisation, online loyalty tactics and much more. Normally, the result needs to be a 12-month marketing plan with channels, budgets, activity timing and who's responsible, formatted into a easy to use hotel internet marketing plan.