Direct Booking Growth The Hawthorne Hotel already utilizes digital marketing tools like Google Conversion Tracking, WP Engine and FareHarbor; opportunities exist to optimize the direct booking funnel, run targeted PPC and retargeting campaigns, and perform A/B tests in the booking flow to increase on-site conversions and reduce reliance on OTAs. Propose a comprehensive digital marketing package that includes CRO, personalized promotions for meetings and dining, and remarketing strategies.

Meetings and Events With a strong focus on meetings and conferences and on-site dining, position the property as a premier historic venue for corporate events and gatherings. Opportunities include expanding AV and catering offerings, integrating event management workflows with FareHarbor, and building targeted packages for regional businesses and associations to drive midweek and off-peak demand.

Tech and Revenue Leverage the existing technology stack to deepen integrations with a modern PMS and CRM for guest loyalty, unlock dynamic pricing and group-block management, and broaden distribution channels. Offer revenue optimization consulting and seamless system integrations to streamline bookings, payments, and post-stay marketing.

Local Partnerships Capitalize on Salem's historic district by building co-marketing partnerships with local attractions, museums, tourism boards, and regional businesses. Develop corporate lodging programs and wedding/event packages, cross-promotions with on-site dining, and referral partnerships to expand reach and fill capacity across seasons.

Sustainability Brand Highlight the property's historic charm while pursuing sustainability initiatives to attract eco-conscious travelers and corporate clients. Consider energy efficiency upgrades, waste reduction programs, and potential green certifications or guest amenities that differentiate the Hawthorne Hotel in a competitive market.