The hospitality industry in Canada is evolving rapidly, and 2025 is poised to be a defining year for hotels and resorts that invest in smart, digital-first strategies. With shifting guest expectations, rising operational costs, and a crowded online marketplace, it’s no longer enough to rely on traditional marketing tactics. Canadian hospitality brands need an agile, tech-enabled approach to growth. This blueprint outlines the core digital marketing and operational strategies that will drive success for hotels and resorts in 2025.

Why Hospitality Digital Marketing Matters More Than Ever in 2025

Canadian travellers are digital-first. From discovery to booking and post-stay reviews, guests expect seamless online experiences and personalized engagement. The rise of Google Hotel Ads, voice search, AI-driven recommendations, and user-generated content (UGC) has changed how hotels market themselves.

If your hotel isn’t visible online, personalized in its messaging, and optimized for every stage of the digital journey, you’re losing guests to more modern competitors.

Key Trends Driving Digital Hospitality in Canada:

• Surge in mobile bookings and last-minute travel planning
• Greater reliance on peer reviews and influencer content
• Demand for self-service digital check-ins and loyalty apps
• Emphasis on local discovery (“hotels near me”) through SEO and maps

1. Website Optimization: The Foundation of Direct Bookings

A high-performing hotel website is the cornerstone of your digital presence. In 2025, this means more than just attractive visuals. It requires:

• Mobile-first design that loads fast and works flawlessly across devices
• Clear booking funnels with limited friction and real-time availability
• SEO-optimized content for keywords like “best hotels in Toronto downtown” or “family resorts Quebec 2025”
• Personalization elements like returning guest recognition, location-specific offers, and dynamic pricing

Zrafted helps Canadian hospitality brands modernize their digital strategy—from bookings to guest retention—with a UX-first approach that boosts direct conversions.

2. Local SEO & Google Business Profile Optimization

In 2025, local SEO is not optional for Canadian hotels and resorts—it’s essential. Travellers are increasingly using mobile search and Google Maps to find accommodations based on proximity, amenities, and ratings.

Key Actions for Local Visibility:

• Claim and optimize your Google Business Profile
• Encourage and manage guest reviews
• Use local schema markup to enhance rich snippets
• Build NAP (Name, Address, Phone) consistency across online listings

Hotels in cities like Vancouver, Toronto, Montreal, and Calgary must tailor their local strategy to regional trends and competition. For rural or boutique resorts, emphasizing unique experiences, nature access, and guest testimonials is key.

3. Email & SMS Automation for Retention and Upselling

Retention is cheaper than acquisition. With smart automation tools, hotels can stay top of mind, boost loyalty, and increase revenue per guest.

Effective Automation Tactics:

• Welcome email flows for new guests with itinerary tips and upsells
• Re-engagement SMS campaigns for lapsed guests with exclusive offers
• Automated review requests post-checkout to build your reputation
• Birthday and anniversary messages with discounts to drive repeat bookings

Platforms like Klaviyo, Mailchimp, and Twilio are powering the next generation of hospitality marketing. The key is to blend data with design and timing.

Zrafted’s guest retention toolkit helps hotels unlock the full value of their email and SMS lists.

4. Hospitality Content Marketing: Attract, Inform, Convert

Blogs, city guides, videos, and itineraries help your hotel become a travel planning partner—not just a place to sleep. Content marketing boosts organic visibility and builds emotional connection.

Ideas for High-Performing Content:

• “3-Day Foodie Itinerary in Montreal with Top Hotel Picks”
• “How to Spend a Winter Weekend at a Whistler Resort”
• “Guest Spotlight: How One Couple Celebrated Their Anniversary at Our Spa”

SEO-rich content also drives backlinks and positions your hotel as an expert in the destination. It’s especially powerful when tied to seasonal trends and events.

5. Influencer & UGC Campaigns: Build Trust and Reach

Social proof is everything in 2025. Canadian travellers are influenced by real guest experiences, not polished ads. Partnering with influencers and curating UGC can build powerful awareness and credibility.

Execution Tips:

• Partner with micro-influencers in your region or niche (family travel, eco-tourism, etc.)
• Run photo contests encouraging guests to share their experiences
• Repost tagged stories and create a branded hashtag
• Showcase UGC in email campaigns and on your website

Zrafted helps hotels and resorts build influencer programs that convert, not just trend.

6. Paid Advertising: Fill Gaps & Promote Offers

Organic reach has its limits. Paid campaigns via Google Hotel Ads, Facebook, Instagram, and even TikTok help fill rooms and promote flash deals.

Smart Ad Strategies:

• Target last-minute travellers with geo-fenced mobile ads
• Promote weekday stays or off-season discounts
• Use dynamic retargeting to bring back abandoned bookings

Budget efficiency comes from testing creative and tracking ROI with precision. A well-run campaign doesn’t just generate traffic—it fills rooms.

7. Choosing the Right Tech Stack for Hospitality Growth

Technology is the silent engine behind operational excellence. From PMS integrations to CRM workflows, selecting the right tools can streamline operations and personalize guest experiences.

Key Tools to Evaluate in 2025:

• CRM for hotels (e.g., Revinate, Guestfolio)
• Booking engine integrations
• Contactless check-in tools
• Analytics dashboards for real-time performance tracking

Zrafted’s hospitality tech stack guide simplifies platform selection and helps ensure tech investments drive real ROI.

8. Measuring What Matters: KPIs for Digital Hospitality Success

Without analytics, there is no strategy. Your digital growth plan must be tracked across:

• Website conversion rate
• Cost per acquisition (CPA)
• Occupancy rate growth from direct channels
• Guest lifetime value (LTV)
• Email and SMS open/click rates

By benchmarking these metrics quarterly, Canadian hotels can stay agile and improve outcomes in real time.

Final Thoughts: Hospitality Growth in 2025 Is Digital, Local, and Human

The most successful hotels and resorts in Canada are blending human-centered experiences with data-driven digital strategies. From seamless booking to personalized follow-ups, every digital touchpoint matters.

Zrafted helps Canadian hospitality brands modernize their digital strategy—from bookings to guest retention. Whether you’re an urban hotel in downtown Toronto or a remote wellness retreat in British Columbia, the digital tools and tactics above will shape your growth in 2025 and beyond.