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Hotelmark

Marketing module

Learn to get found on your own, no agency in between

Booking and Airbnb are fine as a shop window. But every booking that comes through them costs you 15 to 30 percent commission. The marketing module is a knowledge base that walks you through, step by step, how to make your hotel or B&B visible through local SEO, your Google profile (GMB), blogs, video, email, and Google Ads. You do the work yourself, at your own pace. No agency, no monthly reports you never act on.
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The marketing module is in development, launching June 2026.

What's inside

Six topics, each with a concrete step-by-step plan

No theory for the sake of theory. Every topic starts by answering: what is this, and why does it get you more direct bookings? Then comes an instruction you can act on right away.

Local SEO

How Google decides which B&B or hotel ranks at the top when someone searches "B&B Drenthe" or "hotel Zeeland". The guide explains how to set your page titles, descriptions, and structure so Google understands what you offer and for whom.

Your Google profile (GMB)

GMB (Google Business Profile) is your listing in Google and Maps. Often the first impression a guest gets of you. The module explains how to fill it in completely, keep it current, and set up the booking button correctly. See how it works.

Collecting reviews

More recent reviews earn you a higher position in Maps and more trust from new guests. The guide describes how to ask departing guests for a review at the right moment. See the approach.

Blogs and content

Knowledge articles about the area, travel tips, and activities bring in organic traffic. Those pages cost nothing per click and stay findable for months. The module helps you pick which topics to write about and how to structure them.

Email marketing

A guest who has already stayed with you books again more easily than a new guest. The module explains how to build a mailing list and send a monthly email with a direct booking link, so they skip the OTA next time.

Video and social media

When video or social media is worth your time for your type of property, and how to approach it without spending hours on it every week. Including an honest read on what it delivers compared to SEO and email.

EU rate parity

Since September 2024, your own site can be cheaper than Booking

The new rule, in practice

The EU rate-parity clause is banned. Booking.com can no longer require you to charge the same price as on their platform. You can show a lower room rate on your own site, offer a free breakfast, or publish a more flexible cancellation policy. Guests who visit your site have a reason to book there instead of clicking back to Booking. The marketing module is built entirely on that lever.

What it delivers

A worked example: 60 bookings a month

Rekenvoorbeeld

A B&B with 60 bookings a month at 120 euros each, most of them coming through Booking.

Bookings per month
60
Average booking value
120 euros
OTA commission
15%
Commission per month1,080 euros

Shift 20 bookings a month to your own site and you keep an extra 216 euros, every month. Use the savings calculator to plug in your own numbers.

Calculate what your property could save

How it works

From zero to lasting visibility in five steps

  1. 1

    Unlock the module alongside your website

    available right away

    You start with the website (from 25 euros per month) and add the marketing module once you are ready for it. Together that comes to 45 euros per month. No separate contract, no call.

  2. 2

    Start with your Google profile

    week 1

    The GMB guide explains how to fill in your hours, photos, description, categories, and Q&A. A complete profile ranks higher in Google and converts better. This is the fastest visible win and a good starting point.

  3. 3

    Set up a review strategy

    week 2 to 3

    The module explains how to ask departing guests for a review at the right moment. More recent reviews improve your position in Maps. The guide describes which tools you can use and what to write in your request.

  4. 4

    Build local content on your site

    ongoing

    Knowledge articles about the area, travel tips, and activities bring in organic traffic. The module helps you pick keywords that fit your region and guest type, and shows how to write those articles and publish them on your site.

  5. 5

    Activate repeat guests through email

    monthly

    A guest who has already stayed with you books again more easily than a new guest. The module explains how to build a mailing list and put together a monthly email with a direct booking link, so they skip the OTA next time.

Pricing

A subscription, not a setup bill

The marketing module is an add-on to your website. You start with the website and add the module once you are ready for it.

Website

25per month

The template, your setup dashboard, your own domain, security, and the legal pages. The foundation for everything.

  • Ready-made hotel template, you fill it in
  • Your own domain, we connect it
  • Maintenance, security, and backups included
  • Privacy policy pages generated automatically
  • Cancel any month, no annual contract
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Website + Marketing

Most complete
45per month

Everything in the website plan, plus access to the knowledge base: local SEO, GMB, blogs, video, email, and Google Ads. You do the work yourself.

  • Everything in the website plan
  • Local SEO step-by-step guide
  • Google profile (GMB) and reviews step-by-step guide
  • Blogs and content step-by-step guide
  • Email marketing step-by-step guide
  • Video and social media step-by-step guide
Join the waitlist

No annual contract. Cancel any month. Would you rather have the setup done for you? See the done-for-you upsell.

Frequently asked questions

Good to know about the marketing module

What exactly is the marketing module?
A gated knowledge base you unlock as a subscriber on top of your website. You will find explanations and step-by-step guides for local SEO, your Google profile (GMB), blogs, video, email, and Google Ads. You do the work yourself, at your own pace. No agency does it for you.
Do I need to be technical to do this?
No. The guides are written for owners without a marketing background. Every topic opens with the basic question: what is this, and why does it get you more direct bookings? Then comes a concrete instruction you can follow step by step.
How fast will I see results?
A complete Google profile (GMB) and an active review strategy become visible within a few weeks. A shift in your booking mix, with more traffic coming through your own site, takes three to six months. SEO is not a pressure cooker, but the gains last.
What is a Google Business Profile?
GMB (Google Business Profile) is your listing in Google Search and Google Maps. When someone searches "B&B Drenthe" or "hotel Zeeland", your GMB profile is often the first thing that shows up: photos, price range, reviews, and a direct button to your site. An incomplete or outdated profile costs you visible bookings.
Does local SEO work outside the big cities too?
Yes, and outside the big cities it often works even better. Competition is smaller, searches are more specific, and guests searching "bed and breakfast Achterhoek" already know what they want. Those exact search intents are what the module's guides help you capture.
Can I cancel anytime?
Yes. No annual contracts. You pay monthly and can cancel any month. After you cancel, you lose access to the module once the grace period ends. You can always export your website data.
Am I allowed to be cheaper on my own site than on Booking.com?
Yes. Since September 2024, the EU rate-parity clause is banned. Booking.com can no longer require you to charge the same price on your own site. You can offer your direct guests a lower price, a free breakfast, or a more flexible cancellation policy. That is the lever a good marketing strategy is built on.
I would rather not do this myself. Can someone do it for me?
Yes. There is a separate upsell where we set it up for you as a one-time job. That is separate from the module itself. See the done-for-you option on the services page.

Ready to build your own visibility, no agency in between?

Join the waitlist for the June 2026 launch. The waitlist gets first access and the sharpest introductory price.

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