If you’re running a bed and breakfast, you probably know that feeling when you’ve got a million things—breakfast to cook, sausages to buy, rooms to clean, guests to welcome—and marketing just keeps slipping down the to-do list. You’re not alone.

But if you really want to start getting more direct bookings, consistent marketing isn’t just “nice to have”; it’s what brings in those direct bookings, saves you money on OTA commissions, and keeps your guests coming back. So how do you fit it in when you already have so much on your plate?

In this blog post, I share my personal journey and practical tips for creating a consistent marketing routine. Whether you’re just starting a B&B, looking to boost direct bookings, or want to reduce OTA commission fees, these insights on running and marketing a B&B will help you build a habit that works for you. Read for some ideas on how to do your marketing even when you really don’t feel like it.

If you’re just starting out on your B&B journey and feeling overwhelmed, my mini-workshop on how to start a B&B is the perfect first step. It covers most of the questions that aspiring B&B owners have before they dive into B&B ownership, including whether it's the right step for you and your family. And if you’re ready to take things further, my full course dives deep into everything from marketing to managing your business with confidence. Visit Bed and Breakfast Academy to learn more and take the next step toward your B&B success!

Overcoming Marketing Procrastination as a B&B Owner 

My personal goal in my bed and breakfast training business is to sit down and write a blog and send an email newsletter every two weeks. Sometimes, I find myself really in the zone, writing a blog post and sending an email newsletter in just half a day. Other times, I end up staring at my screen for hours, hating everything I write, and the only solution is to leave my computer and go and bake something or run on the treadmill!

The other day, I was questioning my motivation and wondering if self-employment is really for me—yes, even after 21 years of working for myself and running two successful businesses, I still have doubts. Then I remembered 17 years of running a very successful B&B, and gave me self a good talking to.

The difference between what I do now and running a B&B is that if I don’t write a blog or send an email when I say I’m going to, there are no immediate or dire consequences. But when you’re running a B&B, you can’t just decide you won’t clean the room for guests arriving or can’t be bothered to get up and cook breakfast that morning.

Even when I was running my B&B, I would struggle with the motivation to post a blog or send a newsletter, and I think that’s a problem that a lot of B&B owners have with marketing. While that room needs to get prepared and the sausages cooked, there’s normally no one pushing you to do a social media post, put up a new blog, or send that email newsletter.

The problem is, every time I skipped marketing consistently, I started to see fewer bookings. It was easy to blame it on the season or external factors, but the truth was, the less I showed up, the less people remembered my B&B. And when I marketed regularly? More bookings, more repeat guests, and fewer gaps in my calendar.

How Consistently Marketing Your Bed and Breakfast Boosts Direct Bookings and Saves Money

The problem is that the benefits of regular marketing aren’t immediate, but they can be significant. Consistent blog posts and newsletters build trust with your audience and help get you more direct bookings. This means you’ll attract more customers, welcome more repeat guests, and spend less on OTA commissions, ultimately saving you money. But in the short term, it can be very difficult to motivate yourself for something that feels so far away.

Overcoming the Fear of Marketing Your B&B : Picture Your Favourite Repeat Guest

One of the biggest hurdles in marketing your B&B is the fear that your emails or social media posts might annoy your audience. But remember: people have signed up or followed you because they want to hear from you—and if they don’t like what you're writing, they can always unsubscribe.

This fear stops many people (myself included) from marketing as often as they should; you simply can’t please everyone and you really shouldn't try. Creating the perfect post, blog, or email that everyone loves is impossible. Your best bet is to create content that shows your B&B in the best possible light and appeals to as much of your audience as possible—just steer clear of controversial topics (unless, of course, your Basil Fawlty impersonation is what your guests love most about you!).

I remember receiving an email from a repeat guest asking me to post more often because they loved my blogs. You can sometimes fall into the trap of thinking it’s just a numbers game with email opens and likes on social media, but I always remind myself: if what I’m doing has a positive impact on even one person, it’s worth it.

👩‍💻Karen's tip: Imagine one guest who truly loves what you do. Forget everyone else, then write your marketing material as if you were speaking directly to them.

Motivation Follows Action, Not the Other Way Around

Just like doing regular exercise, one of the biggest mistakes we make is waiting to feel motivated before we start. Unfortunately motivation is unreliable—it comes and goes. If you only market your B&B when you feel like it, you'll end up doing it sporadically, which won’t bring consistent results.

Instead: take action first, and motivation will follow. Even if you’re not in the mood, commit to just five minutes—writing a single sentence, brainstorming blog ideas, or drafting a social post. More often than not, once you’ve started, momentum kicks in, and you’ll find yourself finishing the task. Action creates progress, and progress fuels motivation. So don’t wait—just start!

📚Book Recommendation -Mel Robbins’ The 5 Second Rule is a great tool to overcome hesitation—counting down from five and taking immediate action can stop overthinking and help you start that blog post, social media update, or email before doubt creeps in. Get the book here >> The 5 Second Rule

The Pomodoro Technique

If sitting down to write a blog or schedule social media posts feels overwhelming, the Pomodoro Technique can help. This time-management method involves working in focused 25-minute bursts (called Pomodoros), followed by a short 5-minute break. After four Pomodoros, take a longer break of 15-30 minutes.

Here’s how to apply it to your B&B marketing:

• Set a timer for 25 minutes – Pick a marketing task, such as drafting a blog outline, brainstorming social media content, or writing the first few paragraphs of your email newsletter.
• Work with full focus – No distractions, no multitasking—just get as much done as possible in that time.
• Take a 5-minute break – Make a cup of tea, stretch, or step outside for some fresh air.
• Repeat – If the task isn’t finished, reset the timer and continue.
• After four Pomodoros, take a longer break – Walk the dog, check on your guests, or even bake something!

Why it works: 25 minutes is long enough to make progress but short enough that you’re not put off starting. You’ll often find that once you begin, you build momentum and get more done than you expected. Plus, knowing a break is coming makes it easier to stay focused.

Other Effective Strategies for Consistent Marketing in Your B&B Business

Bear in mind that we’re all different and respond well to different things. I’m sure there is some method that will help you be more effective in your marketing, you just need to find it. Here are some ideas:

• Schedule Marketing Time: Block out dedicated time in your calendar every one to two weeks for writing your blog, scheduling social media posts, and sending your email newsletter. Treat these sessions like critical B&B tasks. If you struggle with consistency, start small. Instead of committing to a big weekly task, start with just 10 minutes a day. Even a quick Instagram post or a short email draft adds up over time.
• Batch Content Creation: When you’re feeling motivated, try writing multiple posts, scheduling social media updates, or drafting several newsletters in one sitting. This takes the pressure off on slower days.
• Create Easy-to-Use Templates: Develop a standard format for your blog posts and emails. This reduces the time you spend starting from scratch and helps maintain a consistent look and feel.
• Break It Down into Bite-Sized Tasks: The idea of writing a full blog post can feel overwhelming. Instead, break it down into smaller steps—brainstorming titles, outlining key points, or drafting a quick email subject line. Completing mini tasks makes the overall process feel more manageable.
• Stack Your Habits: Tie your marketing tasks to something you already do. For example, after your morning cup of tea or once you’ve tidied up a room, spend a few minutes brainstorming a blog headline or drafting an Instagram caption.
• Apply B&B Urgency to Marketing: Remind yourself that just like cleaning a room for a guest, every marketing task plays a role in the overall success of your business. Consistent effort here means more direct and repeat bookings over time.
• Reward/Delay Tip: Personalise Your Motivation System One way people sometimes motivate themselves is by using a reward system. Some people thrive on immediate rewards—a piece of cake after doing your marketing for example. But if you tend to get that treat regardless - I’ll eat the cake whatever - try delaying it. For example, I only allow myself a Netflix binge after I’ve finished my strength training. Apply the same principle to your marketing tasks: finish your email newsletter or blog post first, then enjoy your reward.
• Use ChatGPT to Spark Content Ideas: Consider using ChatGPT to help you when you’re stuck for ideas. Ask it to brainstorm blog titles for your B&B. It's a great tool when you’re lacking inspiration, and it can also be really useful for tidying up a post if you’re uncertain of your grammar and spelling.
• Sometimes, You Just Need a Break: There are days when, no matter what you try, you just can’t get motivated to tackle your marketing—like me this morning. Instead of spending hours staring blankly at your screen, take a break and do something you enjoy. More often than not, stepping away clears your mind, and you'll feel ready to get back to it later.

A Little Bit of Magical Inspiration

I've left this paragraph to the end because it's a bit "woo-woo." So, if that's not your thing, feel free to skip ahead!

I love the book Big Magic by Elizabeth Gilbert. In it, she presents the unusual idea that our creative inspirations are like living entities, actively seeking someone to bring them to life. To "catch" these ideas, we need to be open and ready to act when inspiration strikes.

While this may seem a bit far-fetched, I often find that my best ideas come to me during a walk or a chat with a friend. They don't always emerge from the most obvious places. Being open to these moments allows creativity to flow in unexpected ways.

Conclusion: Commit to Your Marketing Routine

Marketing can sometimes feel like a real chore. The key is to start small, build consistency, and treat it like any other essential B&B chore. So before you move on, ask yourself: what’s one small marketing task you can do today? Whether it’s drafting a social post, brainstorming a blog topic, or updating your website—just start. 

If you’re just starting out on your B&B journey and feeling overwhelmed, my mini-workshop on how to start a B&B is the perfect first step. It covers most of the questions that aspiring B&B owners have before they dive into B&B ownership, including whether it's the right step for you and your family. And if you’re ready to take things further, my full course dives deep into everything from marketing to managing your business with confidence. Visit Bed and Breakfast Academy to learn more and take the next step toward your B&B success!

Affiliate Disclosure: This post contains affiliate links, which means I may earn a small commission if you purchase through them—at no extra cost to you. These commissions help me continue to provide free content, tips, and resources for aspiring and existing B&B owners. I only recommend products I genuinely believe will enhance your B&B and guest experience. Thank you for your support!