Judith van der Borch: Dare to stay small

Judith van der Borch tot Verwolde
General Manager at The Nox Hotel & Mother Goose Hotel, Utrecht.

As the general manager of two boutique hotels, I have learnt over the years that the strength of a hotel is much more than its stone walls and beautiful decor. It is the soul, the stories we share, and above all the genuine connection with guests that make the difference. But how do you translate this into an effective marketing strategy, especially in a small organisation with a limited marketing budget?

My advice: focus on the authentic story your hotel has to tell. Every hotel, especially the smaller ones, has its own identity, a unique story. Marketing is not just about visibility, but relevance. Invest in telling your own story - one that not only strengthens your brand, but also deepens the connection with your guests. To do so, create an open dialogue with both your staff and guests. Don't just share your hotel's story, but actively listen to the stories, feedback and experiences that come back. This way, you create a living story that constantly evolves and responds to the needs of your guests and employees. This makes the story dynamic, engaging and truly authentic.

Sustainability is an important part of this. More and more guests value the impact of their choices and want to know that their stay contributes to a better world. We choose to take responsibility in a way that is stylish and inspiring - from sustainable materials and energy-efficient systems to local collaborations. We have also deliberately chosen not to shout our efforts from the rooftops; for us, this is simply the standard. 

Another important point is to build valuable relationships. Choose collaborations that strengthen your story rather than just generate reach. Look for partners who resonate with your values and mission. This does not always have to be big; even small-scale collaborations with local influencers or creative projects can have a deeper impact than a campaign aimed at a broad audience.

Finally, embrace the power of your own team as a marketing channel. Employees are the best brand ambassadors you can have. Invest in their knowledge and understanding of your hotel's story, mission and also sustainable choices. When they genuinely understand and appreciate what you want to portray as a hotel, they naturally transfer this to guests - and this is the kind of marketing that no campaign can replace.

Above all, stay curious and move with the times. In this, it is tempting to want to do everything, and you should certainly try a lot, but on a small scale. Test and see what works, which approach produces the desired results. By starting small, you can adjust quickly and sharpen your focus more and more. It is this bold, experimental approach that will help you find your story and stand out, even among the big chains. 

Dare to stay small, and you will find that the impact is bigger than you expected.