Hospitality digital marketing trends 2026: what your guests expect

Introduction to digital marketing for hospitality businesses

The way guests choose where to stay, eat, or visit has changed significantly. Today, people compare hotels and restaurants the same way they compare e-commerce brands. Your digital presence is no longer a supporting part of the experience. It is the experience.

In 2026, guests expect every online interaction to feel personalised, fast, intuitive and without friction. Their entire impression of your hotel or venue is shaped long before they arrive, which means your digital touchpoints need to work together as smoothly as your in-person service.

In this guide, we explore how to set up your digital journey for success!

Step 1: Improve online visibility for your hotel

A brilliant website means nothing if nobody finds it. Competing in hospitality starts long before someone is ready to book. Guests are researching, comparing, and evaluating options in seconds. If you’re not visible, you’re not considered!

Here are a few ways to get in front of your guests before others…

SEO and local search

Local search has become the primary discovery channel for hotels, restaurants, and attractions. Ranking in Google Maps or the Local Pack can be the difference between a fully booked weekend and a slow one.

To improve visibility, focus on:

• Plenty of good reviews and replying to them often

• Local backlinks from tourism boards, guides, or nearby attractions

• Consistent NAP (name, address, phone) details across the web

• Schema markup to help Google and AI tools understand your content.

AI search is also reshaping discovery, so ensure your website is easy for bots to read by keeping content clear, structured, and answer based.

We love an FAQ!

Paid media

Paid advertising helps you reach people at the exact moment they’re exploring options.

Useful channels include:

• Meta and Instagram for visual discovery

• Google Ads for high intent, last minute bookings

• Retargeting campaigns for people who browsed but didn’t convert.

Travel and hospitality platforms

Many travellers still discover venues through platforms such as OTAs (like Booking.com, Expedia, and Airbnb), tourism sites and niche review platforms. A strong presence here supports your wider visibility strategy and complements direct booking efforts.

Step 2: Create the best landing page experience for guests

Once a guest lands on your site, you have a few seconds to prove you are the right choice. Clarity, trust, speed and strong branding all influence whether they stay or bounce.

Hospitality landing page essentials

Modern hospitality websites should include:

• Page load under 2 seconds

• High quality, authentic imagery

• Clear pricing and transparent policies

• Straightforward room, menu or amenity breakdowns

• Reviews, awards, star ratings, and media features

• Quick access to key facts such as check in, parking, location and dining options.

Hotel behaviour trends: think mobile first

Around 70 to 80 percent of hospitality searches now happen on mobile. Your website needs to be designed for thumbs, not desktops. That includes scroll friendly content, simple navigation and buttons placed within natural finger reach.

Every one of our web design projects come mobile-ready as standard, with UI optimisation!

AI optimisation for hotel websites

AI tools are now influencing what content appears in search. Hotels and restaurants are adding:

• AI powered FAQ widgets

• Conversational search features

• Answer-led content geared toward AI results pages.

These help capture guests who are searching using natural language queries.

 

Step 3: Seamless booking process

Did you know? Even a small delay or confusing step on your website can send a guest to a competitor. Here’s how to prevent potential customers from going elsewhere.

Fast, intuitive booking flows

Aim for:

• No more than 2 to 4 steps

• Clear availability calendars

• Transparent pricing

• Easy comparison between rooms, tables or packages.

Digital trust signals

Guests want reassurance at the moment of booking. Include:

• Secure checkout badges

• Cancellation clarity

• Direct booking benefits (discounts, perks, upgrades).

Personalised experience

AI driven pricing or personalised recommendations create a more tailored booking experience. CRM tools allow hotels to offer packages based on previous stay behaviour, such as spa users or business travellers.

Optimise your CTAs

Consider the styling, colour and wording of your calls to action. Ensure guests always know the next step, with clear UX/UI choices such as selecting a room type, booking a table or choosing add ons.

 

Step 4: Email marketing and personalisation

Your email strategy is an opportunity to build a relationship with guests that goes beyond the transaction. Lifestyle focused content helps your brand connect to people and feel more human.

Pre arrival automation

Simple automations can elevate the guest experience, including:

• Welcome emails with practical details

• Upsell opportunities such as breakfast, late checkout or upgrades

• Suggesting experiences such as spa treatments or local attractions.

Post stay flows

Essential for retention. Include:

• Review requests

• Loyalty programme invitations

• Re-engagement emails timed around typical booking patterns.

Hyper personalisation

AI tools allow hospitality brands to deliver offers based on patterns, preferences and predicted needs. This leads to higher engagement and stronger loyalty.

Step 5: Reputation management and social proof

Guests compare hotels and restaurants through public proof like blogs and reviews. Trust is built through consistent online validation.

Key 2026 digital marketing channels

• TikTok and Instagram search now rival traditional Google search for inspiration

• Micro influencers deliver more authenticity than large partnerships

• Real user generated content often outperforms professional photos

• How often you get new Google reviews matters more than how many you already have.

The key takeaway here is that your guests want to see real experiences, not staged moments.

Step 6: Post-booking digital experience

A guest’s satisfaction is influenced by your digital touchpoints during and after their stay.

Common improvements include:

• Mobile key or digital check in

• Mobile-based food and drink ordering

• Automated text message updates

• QR based in-venue experiences such as menus or room guides.

Moving away from printed materials creates a modern experience and increases opportunities for digital connection.

Getting your hospitality business ready for 2026

Hospitality has shifted into the digital-first world. Businesses that optimise their guest journey now – from discovery to loyalty – will gain more direct bookings, stronger brand affinity and long-term repeat stays.

At Ultimate, we help hospitality brands transform their digital presence across website design, system integrations, content marketing and creative strategy. Our work with hotels, attractions and leisure brands shows how powerful the right digital approach can be.

We’re thrilled to have worked with fantastic hospitality, tourism, and leisure brands like James’ Places, Darwin Escapes, and Chester Zoo. If you’re ready to future-proof your digital experience for 2026, we can help you get started.

Get in touch!