Hospitality Marketing Funnels Explained (And Why Yours Is Leaking Money)
Most hospitality businesses are brilliant at creating unforgettable experiences—from beautifully plated dishes to welcoming customer service. But when it comes to marketing, many venues are missing something crucial: a clear, structured funnel.
You might be doing all the right things, posting on social media, running ads, offering great service, but if it’s not part of a bigger strategy, chances are you’re losing potential customers along the way. In other words, your marketing funnel is leaking.
In this article, we’ll explain what a marketing funnel is, how it applies to the hospitality industry, and how to fix the gaps that could be costing your business money.
What Is a Marketing Funnel?
A marketing funnel is simply a way to understand the steps a person takes from discovering your brand to becoming a loyal customer. It helps you map out your guest’s journey, from the first time they hear about you to the moment they book, visit, and come back again.
The classic funnel has three main stages:
Awareness → Consideration → Conversion
(Some models add stages like Loyalty or Advocacy, which are especially useful in hospitality.)
Let’s look at what that actually means for a restaurant, bar, hotel, or venue.
Top of Funnel: Awareness
This is where people first come across your brand. They’re scrolling through Instagram, Googling “places to eat near me,” or chatting with friends about weekend plans. Your goal at this stage is simple: get noticed.
In hospitality, awareness often comes from:
Social media content (especially visual platforms like Instagram and TikTok)
Local SEO and Google Business visibility
Word of mouth and online reviews
Press features or influencer partnerships
Ads targeting your local audience
If you’re not actively working on awareness, you’re relying on luck. And in a competitive space, that’s risky.
Middle of Funnel: Consideration
Once someone knows you exist, they enter the consideration stage. They’re comparing you with other options, browsing your website, checking menus, reading reviews, and scrolling your social feeds.
This is where many hospitality brands lose people—not because the offering isn’t great, but because the online experience feels unclear, inconsistent, or underwhelming.
To convert interest into intent, you need:
A clean, easy-to-navigate website (especially on mobile)
Clear booking information and calls-to-action
Strong visual branding and consistent messaging
Social proof: reviews, testimonials, and user-generated content
Email marketing that nurtures interest (such as event announcements or launch updates)
Think of this stage as your “first impression window”. If something’s not working here, your funnel is leaking, and you're losing bookings.
Bottom of Funnel: Conversion
This is the moment someone takes action, whether that’s booking a table, reserving a room, attending an event, or placing an order.
This stage should feel effortless. Any friction, confusing booking systems, slow loading times, unanswered enquiries—can cause potential customers to drop off right at the finish line.
Hospitality businesses can improve conversions by:
Using simple, user-friendly booking platforms
Offering incentives to book now (e.g. “limited spots”, “free drink with booking”)
Sending confirmation emails and reminders
Training staff to respond quickly to messages and DMs
Once someone has converted, don’t stop there, this is where loyalty starts.
Don’t Forget: Retention and Advocacy
The best hospitality marketing doesn’t just attract new customers, it turns them into regulars who bring others along.
Follow up with your guests. Invite them back. Celebrate milestones. Ask for feedback and reviews. And give them a reason to talk about you.
This could be as simple as:
Personalised follow-up emails
Loyalty discounts or exclusive offers
User-generated content campaigns (“tag us to win”)
Sharing guest photos and testimonials
Running referral programmes or collaborations
This stage doesn’t always feel like “marketing” in the traditional sense, but it’s one of the most valuable parts of your funnel.
So—Why Is Your Funnel Leaking?
If you're getting views on social media but no bookings…
If people visit your website but don’t follow through…
If guests enjoy your venue but never return…
Chances are, there’s a gap in your funnel. Maybe it’s unclear messaging. Maybe it's a booking system that’s hard to use. Maybe it’s a lack of follow-up after a visit.
Identifying and fixing these gaps doesn’t require a full rebrand, just a thoughtful, joined-up strategy.
Let's Fix the Funnel
At Ninety8 Media, we help hospitality brands map out and optimise their marketing funnels, so you can turn awareness into bookings, and bookings into loyalty.
Whether you’re starting from scratch or looking to improve your current approach, we’ll help you plug the gaps and create a funnel that actually works.
Ready to stop leaking bookings?
