In today’s operating environment, hotel marketing strategies have put an overwhelming emphasis on immediacy. And with good reason; with demand and average rates at or near historic lows in many markets, marketing is needed to reinforce occupancy and keep a property fresh in consumers’ minds. The fact is, hoteliers are more concerned about their marketing programs drawing in new guests right away than about developing a brand or laying the groundwork for a successful 2013.

While understandable, this is ultimately a shortsighted approach to hotel marketing. Setting a discounted rate and blasting out an announcement about it may yield some short-term results, but at what long-term cost? How will heavy discounting affect the brand over the next year or 18 months? How will loyal customers react to the initiative? These considerations should be weighed as carefully as ROI projections.

Fortunately, positioning your hotel for future success and accomplishing your short-term marketing goals are not mutually exclusive concepts. There are several ways to market your hotel for future success without compromising the pressing needs of today. In many cases, these tactics don’t even involve large financial investments, but rather rely upon a focus on multiyear ...