A picture of my hotel in Crete , used for a case study on how I saved my hotel and my digital strategy — Papadakis Villas
**A case study on hotel thriving**

The period between 2007 and 2018 was a transformative era for the travel industry, particularly due to the rise of digital marketing. While running my family's hotel during this time, I had to navigate a landscape where Facebook was dominant, Pinterest was emerging as a source of inspiration, and online travel agencies (OTAs) such as Booking.com, Expedia and Airbnb were changing the way we sold rooms. Although we faced challenges, by embracing a blend of early digital tactics and timeless hospitality principles, we didn't just survive — we thrived. Read on to find out how we turned our small hotel into a beloved destination.

1. Finding our Niche: the power of a focused audience

A graph that showcases audience targeting for the hotel industry — **Finding your niche**

Can differentiate you from competitors and bring your brand to focus

Pinterest for Inspiration & Brand Philosophy: Okay, first things first: we weren't trying to be a five-star luxury resort. Our vibe was budget-friendly holidays, but with a soul. So, how do you attract folks who want an experience, not just a bed? Enter Pinterest, my secret weapon for brand philosophy! I started pinning aspirational quotes that resonated with our target audience – you know, the kind that make you think, "Some people are so poor, all they have is money" or "If you can dream it, you can do it." It wasn't about selling rooms; it was about tapping into a desire for rich experiences over pure opulence. It was about finding our people, our tribe.

Now, here's where it got really fun. The popularity of those Pinterest quotes sparked an idea: what if we brought them to life? So, I had them hand-painted on wooden signs and scattered them around our garden. This wasn't just decor; it was a conversation starter! Guests would constantly ask about them, giving me the perfect opening to share my story, my passion for Papadakis Villas, and the whole philosophy we were building. Talk about authentic connection – it was like a masterclass in brand storytelling, all from a few wooden planks!

To further cultivate this sense of community and share our genuine Greek hospitality, we introduced a weekly BBQ night. We offered the food for free, a simple gesture reflecting the "giving mentality" so characteristic of our culture. What happened next was remarkable. This BBQ night consistently became the most profitable evening for our pool bar. Guests, touched by our generosity, wanted to reciprocate. They bought drinks for themselves, for each other, and the atmosphere was electric.

This single event had a ripple effect. The sense of community forged during the BBQ carried throughout the week. Guests who had connected there would meet daily at the pool bar, sharing breakfast, enjoying drinks, and deepening their bonds. I witnessed lifelong friendships being formed right there. The impact on our bottom line was staggering: the pool bar's revenue eventually exceeded the hotel's accommodation revenue by 80%!

This combination of shared philosophy (sparked by the quotes) and shared experiences (like the BBQ) transformed guests into a loyal "tribe." Many returned year after year, some even twice a year, bringing small, thoughtful gifts often featuring quotes that reminded them of our shared philosophy. It wasn't just a hotel; it was a home away from home, a community.

4. Leveraging user-generated content: TripAdvisor as our best advertisement

**Real Customer review**

**Transform your guests into brand ambassadors. Use the power of reviews.**

Happy guests, a strong sense of community, and a unique story – these were the perfect ingredients for authentic advocacy. I began actively encouraging our guests to leave honest reviews on TripAdvisor. My pitch was simple: "Your genuine feedback will help attract more people like you, making our community even stronger." No pushy sales tactics, just an invitation to be part of something special.

The response was phenomenal. Reviews consistently highlighted our unique value proposition: budget-friendly, exceptionally clean, comfortable beds, and, most importantly, the "unique people running it." This user-generated content became our most powerful and credible form of advertising.

A little paradise

〰️

Excellent value for money

〰️

So good I am coming back

〰️

A little paradise 〰️ Excellent value for money 〰️ So good I am coming back 〰️

5. Smart revenue management: maximising direct bookings

While tour operators provided a baseline, I strategically held back two of our seventeen apartments for direct sales through OTA’s. During high season, when demand surged, I was able to leverage dynamic pricing for these few units. This approach allowed us to capture premium rates for last-minute availability, significantly boosting our overall revenue without alienating our core repeat guests who booked earlier.

6. Reinvesting in growth: upgrades, sustainability, and value

A graph about using your resources wisely as part of a strategy for small hotel growth — **Use your resources. Do it strategically. Stay competitive.**

Sustainability: In business, you can't just sit still, can you? We reinvested a portion of our newfound profits wisely. We upgraded to new, energy-efficient A/C units and installed solar panels. This not only reduced our operational expenses (hello, bigger profit margins!), but also increased our appeal to the growing number of eco-conscious travellers. It was a win-win for our pockets and the planet!

A creatively made hotel bed as part of the strategy for small hotel growth — 3* accommodation with personal touch

**Upgrade your service with simple solutions that can make the difference** .

8. The power of collaboration: creating a holistic guest experience

A collaboration graph for the case study on how i saved my family hotel - marketing strategy and beyond — **Synergy of expertise**

To ensure our guests had truly unforgettable holidays, I realised that our philosophy needed to extend beyond the boundaries of our property. So, I established a network of trusted local businesses, ranging from car rental companies and restaurants to excursion organisers. What did they have in common? A shared commitment to quality, a personal touch and authenticity. Thanks to this network, our guests received excellent service and experiences throughout their entire stay, which reflected brilliantly on Papadakis Villas, of course. The aim was to create an entire ecosystem of excellence, not just a single awesome hotel.

Looking back: timeless lessons for today's marketers

So, what is the main point to take away from this glimpse into the past? Although the digital landscape has evolved at a tremendous pace, the core principles that drove our success remain as relevant as ever. These aren't just old tricks, they're timeless truths for anyone in the travel industry:

Know your audience deeply: niche down and understand their quirks, their dreams, their budget.
Build genuine connections: authenticity is more than just a catchphrase; it's the key to fostering loyalty and advocacy.
Tell your story: a compelling narrative isn't just nice to have; it's what makes you stand out in a sea of sameness.
Empower your guests: user-generated content isn't just gold; it's your most credible sales team.
Invest wisely: reinvest profits into areas that genuinely enhance guest experience and operational efficiency. It's not spending; it's smart growth.
Culture is key: your team isn't just staff; they are your brand. Make sure they embody your values.
Collaborate for excellence: strategic partnerships aren't just networking; they can elevate the entire guest journey.

These strategies, born out of necessity and refined through experimentation, didn't just save my family’s hotel; they allowed it to reach its full potential. I hope sharing this journey provides some inspiration and actionable ideas for your own ventures in this ever-exciting travel industry.

I would be delighted to hear your thoughts on my story. If you have any questions or would like to discuss this matter further, please do not hesitate to contact me. Feel free to send me your comments below.

From crisis to success: marketing strategies that saved my family hotel (2007-2018)