Running a hospitality business boils down to three things. Some professionals call these first principles or foundations—the core elements that determine whether a business thrives or fails. These are:
1. Attraction,
2. Conversion,
3. Delivery.
Let me explain.
1. A business needs traffic—it must attract as many relevant people as possible.
2. It then needs to convert those people into leads or paying customers by getting them to exchange something valuable, such as money or an email address.
3. Finally, the business must deliver something of equal or greater value in return—giving customers what they paid for and ensuring they’re satisfied.
How Does This Relate to Marketing a Hospitality Business?
To make this clearer, let’s strip marketing down to its basics. I see marketing as a pyramid. It has foundational stones, and it’s built from the bottom up (obviously).
A hospitality business’s marketing foundations consist of:
– A website
– A Google Business Profile
– Email marketing
– Evergreen paid ads
These elements have stood the test of time and continue to be the strongest pillars of marketing. Why do I say that? Because of the Lindy effect.
The Lindy Effect – Why Time-Tested Strategies Work Best
The Lindy Effect means that the longer something has been around, the more likely it is to stick around even longer.
If something is new, we don’t know if it will last. But if something has already lasted a long time, chances are, it’ll keep going.
Real-Life Examples of the Lindy Effect
Books – Have been around for hundreds of years. They’ll likely be around for hundreds more.
Food – Pizza has existed forever. It’s not going anywhere. But a food trend, like rainbow bagels? That might fade out.
Games – Chess has lasted for centuries. But a new mobile game? It might disappear in a year.
Marketing Examples of the Lindy Effect
1. Websites – The Digital Storefront
Have been around since the 90s → Will stay for decades.
Websites are like a digital version of a physical store. Before the internet, if you wanted to learn about a business, you walked in or called them. Today, we Google them.
• Then (Pre-2000s): People found businesses in the Yellow Pages or by walking around town.
• Now: People expect every business to have a website. No website? It feels outdated or even untrustworthy.
Prediction: Websites aren’t going anywhere. Even if social media changes, businesses will always need a central place online.
2. Emails – The Old But Gold Marketing Tool
Have been around for 25+ years → Still converts better than social media.
Emails work because they feel personal. Even with social media, DMs, and chatbots, email is still the best way to get a direct message into someone’s inbox.
• Then (1990s-2000s): Businesses sent out physical newsletters or ads in the mail.
• Now: Same idea—just digital. Instead of mailing letters, businesses send email campaigns with promotions and updates.
Prediction: Email marketing will stay strong, no matter what new platforms come and go.
3. Simple, Bold Headlines – The Direct Response King
Have been around since direct response marketing started (early 1900s).
Why do we still see bold, short headlines in ads? Because people don’t read long text right away—they scan.
• Then (Newspapers & Magazines): Ads had strong headlines like “LOSE WEIGHT FAST” or “GET RICH IN 30 DAYS.”
• Now (Google & Facebook Ads): Same concept! Ads say “Save 20% Today” or “Get More Bookings Now.”
Prediction: As long as people scan for quick info, bold, short headlines will always work.
4. Google Business Profile – The Digital Yellow Pages + Maps
Have been around since the early 2000s, but built on older concepts.
Google Business Profile is just a modern version of two old tools we always used:
Company info (phone, address) = The Yellow Pages.
Finding places = Physical maps.
• Then (Pre-2000s): People looked up businesses in big, heavy Yellow Pages books. They pulled out a paper map to find the address.
• Now: They Google the business and click on a map. Done in 5 seconds.
Prediction: As long as people need directions and business info, Google Business Profile (or something like it) will exist.
5. Photos in Marketing – Because People Want to “See” Before They Buy
Have been around forever → Because humans trust what they see.
If you’re about to eat at a restaurant, what do you do? You check the photos first. That’s not new—people have always wanted to see before they decide.
• Then (Before the Internet): Businesses showed photos in newspapers, billboards, and magazines.
• Now: They use digital photos on Google Business Profile, Instagram, and websites.
Prediction: As long as humans rely on sight, photos will always be a must for marketing.
6. Psychology in Marketing – The Ultimate Cheat Code
Have been around forever → Because humans haven’t changed.
Marketing works when you understand how people think. Our brains are wired the same way as 100 years ago (even before)—so what worked back then still works today.
• Then (Old-School Ads & Sales): Marketers used urgency, social proof, and scarcity to sell.
• Now: Online marketers do the same. Example:
- Urgency: “Limited-time offer! Ends tonight.”
- Social Proof: “Over 10,000 happy customers.”
- Scarcity: “Only 3 spots left!”
Prediction: As long as people buy things, psychology will always be the #1 tool in marketing.
7. Personal Touch – The Human Element in Hospitality Marketing
Have been around forever → Because genuine human connections are irreplaceable.
The personal touch remains a powerful tool. While technology advances, the human element continues to be a crucial differentiator in creating memorable guest experiences and effective marketing. In my world, table service, or customer service is part of marketing.
• Then (Before AI, Automations, Softwares): Hospitality businesses relied on face-to-face interactions, personalised service, and word-of-mouth recommendations.
• Now: While digital tools enhance marketing efforts, successful hospitality businesses still prioritise personalisation in their marketing strategies and guest interactions.
Prediction: As automation increases, the value of genuine human interaction in hospitality marketing will become even more significant, creating a competitive advantage for businesses that excel in this area.
So, How Do These Connect?
The Foundations of a Business + The Lindy Effect
When a hotel, restaurant, or café wants to build a marketing strategy, they should focus on the basics first. Why?
Because these have a better chance of being around in the future, and more people already know how to use them—unlike the latest trendy app.
Don’t get me wrong—I’m not saying you shouldn’t jump on trends. For example, promoting yourself on TikTok might be a great idea. But! Before making that decision, ask yourself:
• Is my target audience there?
• Do I have my marketing foundations covered?
• Do I have time and money to invest in this platform?
If YES to all three—go for it! Knock yourself out.
If NOT, then stick to the basics and work on a marketing strategy that is simple, effective, and built to last.
At the end of the day, hospitality businesses must attract people, convert them into customers, and deliver value for them using the most effective marketing tools available, that stood the test of time.
Follow this blog as I share hands-on marketing tips with readers that I find helpful.
Thank you for reading my post.
I am Shopi.
I provide no B.S. marketing & design for Hospitality Businesses.
