In hospitality, we all know the importance of the story.

A hotel isn’t just a building with rooms; it’s an experience, a memory in the making, and in today’s market… a brand that lives online as much as it does in real life.

Here’s the challenge: capturing that story well takes a dedicated media strategy. Photography, video, social media, campaign management, brand voice… it’s a lot to ask of one in-house hire. Furthermore, with rising labour costs, having a full-time media manager may soon be out of reach for many properties.

This is where the outsourced media team comes in.

Why Outsourcing is Becoming the Smart Play

A strong media team is no longer optional.

Guests make booking decisions based on what they see before they even step foot in the lobby.

But assembling an in-house team means:

• Recruiting the right creative talent (often a months-long process)

• Providing expensive equipment and software

• Managing the team’s workflow and training

• Absorbing the fixed cost regardless of seasonal revenue dips

Outsourcing offers flexibility and access to a full range of skills without the long-term payroll burden. You’re essentially buying an all-in-one package instead.

The Qualities of the Right Outsourced Partner

Finding the right media partner isn’t about hiring the first agency that sends a glossy brochure. It’s about finding a team that can become an extension of your brand. Look for:

1. Storytelling expertise

   Can they capture the atmosphere, the feeling, and the unique identity of your property? They need to understand hospitality beyond the surface level.

   
   

2. Full-spectrum capability

   Photography and videography are just the start. They should manage content calendars, social media, ad campaigns, influencer collaborations, and reputation management.

   
   

3. Agility and scalability

   Can they scale content production up during high season and scale down when occupancy dips without locking you into rigid costs?

   
   

4. Cultural fit

   They need to “get” your property, your guests, and your vision. A good outsourced team should feel like part of your staff, even if they’re off-site.

From Cost Centre to Revenue Driver

Too many GMs still view marketing as a cost, not an investment. However in hospitality, good marketing is revenue.

When you work with an outsourced team that delivers:

• Your property stays relevant in an attention-saturated market

• Your direct booking channels strengthen

• Your brand reputation grows organically through consistent storytelling

Over time, this can actually be more cost-effective than keeping a single in-house media hire, while also giving you access to a deeper pool of skills.

Making the Transition Smooth

If you’re considering outsourcing:

• Audit your current media presence: Identify what’s missing in your visual storytelling and marketing execution.

  
  

• Set clear KPIs: Whether it’s direct booking growth, social engagement, or brand sentiment, have numbers to track.

  
  

• Maintain brand ownership: Even if outsourced, your brand guidelines and voice should be clearly documented and enforced.
  
  

• Build a feedback loop: Meet regularly, share guest feedback, and review analytics together.

The best partnerships aren’t “set and forget.” They’re collaborative and constantly improving.

The GM’s Role in the New Marketing Era

As a general manager, your job is no longer just about operations, service standards, and occupancy rates. You’re also the custodian of the story your hotel tells the world.

By aligning with the right outsourced media partner, you can keep that story fresh, compelling, and competitive, without being constrained by the fixed costs of in-house talent.

Hospitality has always been about delivering exceptional experiences.

In today’s world, delivering those experiences digitally before the guest even books is just as important.

The question isn’t whether you can afford a media team.

It’s whether you can afford not to have one.