Collective Marketing is a new concept gaining a lot of attention these days in the online marketing and SEO (Search Engine Optimization) world. And, it’s a term that is very relevant to marketing your bed and breakfast inn or small hotel on the internet.

So what is Collective Marketing? The concept is that the more relevant websites and online services that your bed and breakfast or hotel is listed with, the more exposure and brand recognition you gain. This is true even if some of the individual sites or service yield no direct return. This is actually not a new concept per se. It is the theory of synergies in marketing, the idea that 1 + 1 equals more than 2 when it comes to advertising your small business.

As a consultant in the online marketing world for hotels, I have frequently heard lodgings question why they should keep a listing with services that don’t return any reservations, or that don’t have an immediately apparent direct benefit. The answer is quite simple. As long as a website offers free advertising, links, articles, or other mention of your hotel business, then it definitely makes sense to maintain the relationship. Even if you don’t see any direct revenue stream from the website in question, know that the exposure your property’s name receives on the internet will multiply.

How many times have I searched for a lodging on the internet only to find no more than one page listed. If you have the benefit of having your hotel’s name listed on multiple pages on different websites on the internet, consider yourself lucky. This name recognition ultimately has an influence on search engine rankings, and translates into brand recognition. When prospective guests search for your bed and breakfast on the internet and your name appears in several or more listings, there is a perceived reputation gain.

So remember, next time you consider removing your hotel from an advertising listing simply because of ROI concerns, think again. If you have a free listing on a web service like an online booking service, don’t give it up. Beyond the collective marketing advantage, online travel services are growing rapidly. In these lean economic times, you too can ride the growth that they experience.