In hotel marketing, as in most areas of business, Pareto’s Law often shines through: 20% of your effort produces 80% of the results.

The trick is identifying that 20% and doubling down.

Take, for example, the common approach of hotel teams investing heavily in conferences, spending £4-5k per ticket while hosted buyers attend for free.

These events have their perks, but are they worth it if you haven’t yet optimized the basics?

I often see hotels taking a week to respond to RFPs while putting time into finding new leads.It’s the same with visuals; many hotels focus on flashy Instagram posts but neglect updating images on OTAs or Google Maps.

Or they’ll design fancy website packages yet leave proven booking channels untouched.

To get the most impact, focus on enhancing what's already working in your '20%' and improve it.

A few quick wins, like responding faster to RFPs or refreshing OTA images, can often have a bigger impact than that costly conference ticket.