Some guests plan weeks (or months) ahead. Others are just a few miles from your property right now, scanning Google Maps or typing “motels near me” into their phone before the next exit. These last-minute, on-the-road travelers are some of the most valuable guests you can attract.

If you run a motel, you’ve probably heard that “content marketing” is key to business. And it’s true: content can help travelers discover your property, build trust before they arrive and remind previous guests to book again.

Online travel agencies (OTAs) like Booking.com and Expedia can bring you bookings, but they also eat into your profit margins. Competing with big hotel chains can feel like an impossible game when they have entire marketing teams and massive ad budgets.

If you’re running a locally owned motel, you know the competition isn’t just across the street. It’s across the entire industry. Big hotel chains have the advantage of marketing teams, loyalty programs and big advertising budgets. But here’s the truth: you don’t need to outspend them. You need to outsmart them.

You’ve got clean rooms, competitive rates and your guests seem happy. So why aren’t more people booking your motel? It might not be your service. It might be your website. Because in today’s world, your website is your first impression. It’s the front desk before the front desk. And if it looks dated, slow, or unclear, travelers won’t stick around long enough to click “Book Now.”