The Complete Hospitality Marketing Plan Template

The Strategic Marketing Plan Framework Used by Hospitality Brands That Actually Grow.

ABOUT THIS TEMPLATE

Most hospitality businesses don't have a marketing plan. They have a list of things they're meaning to do. This template fixes that — giving you a complete, fillable strategic marketing plan built specifically for restaurants, bars, pubs, and hotels. Drawn from 30 years of combined hospitality and marketing experience, it walks you through every section a real plan needs, with prompts, examples, and benchmarks for the independent operator.

What You'll Get:

• A complete fillable marketing plan template (Word, Google Docs, and PDF)
• Strategic frameworks for situational analysis, audience definition, channel strategy, and KPI setting
• Worked examples from real hospitality venues showing how each section comes together
• A 12-month activity calendar template you can drop straight into your team's workflow
• Budget allocation guidance and benchmark spend percentages by venue type
• The same structure agencies charge £3,000–£8,000 to build for hospitality clients

Who This Template Is For:

• Independent restaurant, bar, and pub operators
• Boutique hotel owners and small accommodation providers
• In-house marketing managers responsible for 1–20 venues
• Hospitality founders preparing to launch or relaunch
• Operators who've been winging it and need a real plan their team can follow

WHAT'S INSIDE

SECTION 1: SITUATIONAL ANALYSIS

• 1. Where Your Business Is Today (Honestly)
• 2. Market & Competitor Mapping for Hospitality
• 3. SWOT That Actually Drives Decisions
• 4. Performance Baseline & Benchmark Setting

SECTION 2: AUDIENCE & POSITIONING

• 5. Defining Your Smallest Viable Audience
• 6. Building Guest Personas That Drive Real Decisions
• 7. Crafting Your Positioning Statement
• 8. The "Why You Over Them" Framework

SECTION 3: GOALS & KPIs

• 9. Setting Commercial Goals That Matter
• 10. The Marketing KPI Cascade for Hospitality
• 11. Linking Marketing Activity to Revenue
• 12. Quarterly OKR Templates

SECTION 4: CHANNEL & ACTIVITY STRATEGY

• 13. Paid, Owned, Earned, Shared — Choosing Your Mix
• 14. Always-On vs Campaign Activity Planning
• 15. Content Pillar Framework
• 16. The 12-Month Activity Calendar

SECTION 5: BUDGET & RESOURCES

• 17. Hospitality Marketing Budget Benchmarks
• 18. Allocating Spend Across Channels
• 19. Build vs Buy: When to Hire vs Outsource
• 20. Tools & Tech Stack Budgeting

SECTION 6: EXECUTION & GOVERNANCE

• 21. Quarterly Reviews That Keep the Plan Alive
• 22. Reporting Templates for Owners & Boards
• 23. When to Pivot vs When to Hold the Line
• 24. Building Your Team's Operating Rhythm

APPENDICES

• Appendix A: Fully Worked Example — Independent Restaurant
• Appendix B: Fully Worked Example — Boutique Hotel
• Appendix C: Fully Worked Example — Multi-Site Pub Group
• Appendix D: Editable Templates (Word, Google Docs, PDF)

FORMAT: Instant digital download. Editable Word and Google Docs templates plus a printable PDF reference guide.