Marketing for city, business and MICE hotels
A city hotel has two businesses in one building: the traveller who books a night and the company that books twenty. The first arrives through search; the second arrives through a person who needs a page, a PDF and a reason to call you back. Both can be direct.
A 30-minute video call. The audit document and the 90-day plan.
What changes
Weekday occupancy that depends on a handful of corporate accounts.
Meeting and event space that has no findable page of its own.
The highest competition on the city search, all of it portals.
MICE enquiries answered with a rate sheet and nothing else.
Weekend rooms discounted because nobody built a leisure reason.
Weekday occupancy is a sales channel, not a content calendar.
City hotels lose the head-on city search to portals with a decade of authority, so we do not fight there first. We take the searches with a decision attached: the meeting room for forty people near the station, the hotel next to the trade fair, the long stay for a relocation, the weekend reason that fills Saturday. Then we give the sales side material it can actually send — because a MICE booking is closed by a person and a document, not by a grid.
How it runs
Pages for the decision, not the city
Meeting space, proximity to a venue, long stay, relocation. Lower volume, far higher intent, and portals rarely bother to write them.
Management LinkedIn as a sales channel
The corporate and MICE booker is reachable there and nowhere else for free. The director’s account does the talking, with a real offer behind it.
Sales material that survives forwarding
A case page, a PDF and a short film per quarter, so the enquiry that gets forwarded internally still makes sense to the person who did not take the call.
A leisure reason for the weekend
Content that gives the city a reason on Saturday, so the weekend stops being sold on price alone.
Every service
Content & SEO
Answer the search that ends in a direct booking.
Newsletter & CRM
The guest already stayed. Get the second night without a commission.
Social
Four pieces a week. Measured in bookings, never in likes.
PR & Media
Authority the search engine can see and the guest can trust.
Branded & Cases
The material your sales team uses to close the group.
Strategy & Data
Cost per direct booking against the commission. The only number.
Questions
Can we realistically rank for our city?
For the bare city term, rarely, and we will say so. For the searches with a decision attached — meeting rooms, proximity, long stay — yes, and those are the ones that book.
How does this help the MICE channel?
Two ways: findable pages for what a planner actually searches, and documented case material your sales team can send after the call. Both are in the plan.
Do you handle the corporate rate negotiation?
No. We bring the enquiry and arm the conversation; the rate and the contract stay with your commercial team, who should be the ones holding them.
Our OTA share on weekdays is small. Is this still for us?
Then the value is in the weekend and in group business rather than in commission. The audit says which of the two is worth more before you commit.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.