Great hotels offer more than just a place to sleep. They create environments where guests can connect with their surroundings, enjoy authentic local experiences and leave feeling eager to return.
In 2025, two clear strategies stand out for hotels seeking to differentiate themselves: unique guest experiences that transform a stay into a memorable occasion and itineraries that create meaningful connections among people.
These ideas are not theoretical. They are being applied right now across Scotland, including among our own clients, in ways tailored to each property’s unique character.
Unique Guest Experiences
Today’s travellers want more than standard amenities. They are looking for moments that feel personal, local and social. Many hotels recognise the value of special events and partnerships that foster a sense of community.
Loch Melfort Hotel on Scotland’s west coast offers a strong example of this approach with its popular music nights. Set against sweeping views of the Sound of Jura, these evenings provide guests with a unique opportunity to enjoy local musicians in an intimate and welcoming environment. It is a simple but effective way to build loyalty and offer something distinctively Scottish.
The Bonham Hotel in Edinburgh has introduced Cocktails & Art this summer, another intimate experience that combines a relaxed tour through the hotel’s private art collection, hosted by Philip Kingscott, Art Historian and Edinburgh Gin’s Global Brand Ambassador, accompanied by handcrafted Edinburgh Gin cocktails inspired by the paintings, the places and the artists. They also host regular wine dinners in their beautiful Dean Suite, allowing guests to meet the producers and sample some fantastic wines alongside seasonal dishes from The Bonham. These events help the hotel offer something original and culturally engaging.
Other opportunities for hotels looking to introduce similar initiatives include:
- Whisky or gin tastings featuring local distilleries
- Pop-up shops by local producers
- Small-scale culinary events showcasing regional food, such as a Chef’s Table
These events can be designed to reflect each property’s brand and location while providing guests with authentic reasons to return.
Itineraries That Create Connections
Beyond individual events, hotels can stand out by delivering a sense of retreat and immersion in their environment.
Highland Coast Hotels is an excellent example of this strategy in action. Each property is designed to reflect its location, whether on the rugged west coast or in a historic Highland village. Marketing focuses on local experiences and partnerships, and offers bespoke itineraries for travelling around the popular NC500 route in the North of Scotland. Guests know they are booking more than just a room; they are choosing an authentic Highland adventure.
Trump Turnberry takes a different approach that is equally effective. Its marketing is built around its identity as a Golfer’s Paradise with two iconic courses and a world-class academy at its heart. The spa, refined dining and outdoor adventures all serve to extend and enhance that central experience. Guests come for golf but stay for the full range of tailored high-end offerings that make Turnberry a complete destination.
Why This Strategy Works
Immersive experiences resonate with today’s travellers because they offer:
- Authenticity: Experiences rooted in local culture and landscape
- Connection: Opportunities to engage with others, be social and meet new friends
- Differentiation: A clear reason to choose one hotel over another
- Storytelling Potential: Authentic content that can be shared on social media
- Lifestyle Appeal: Alignment with trends in wellness, slow travel and cultural discovery
Hotels that deliver on these expectations not only satisfy guests but encourage repeat bookings, higher spend per stay and strong word-of-mouth promotion.
How We Can Help
We develop these strategies in a manner that aligns with the hotel’s brand and market.
Our work includes:
- Identifying opportunities for signature guest experiences and events
- Developing authentic storytelling for websites, social media and advertising
- Planning marketing campaigns that promote local partnerships and events
Travellers are seeking memorable stays defined by authentic experiences, local culture and opportunities to connect. We are ready to help you design and promote these stories so your hotel stands out in a competitive market.
Contact us today to discuss how we can collaborate to build your brand and increase your bookings.