A hotel marketing strategy should include a variety of tactics and initiatives aimed at promoting the hotel and attracting potential guests. Some key elements that a hotel marketing strategy should include are:

1. Target audience definition: Understanding the target audience and their preferences, behaviors and motivations.

2. Brand positioning: Establishing a unique and clear brand position and image that sets the hotel apart from its competitors.

3. Online presence: Developing a strong online presence through a professional website, active social media accounts, and online travel agencies (OTAs) to reach and engage with potential guests.

4. Content marketing: Creating valuable and relevant content such as blogs, videos, photos, and testimonials to attract and retain potential guests.

5. Email marketing: Building an email list and using it to send regular newsletters, promotional offers, and updates to guests and potential guests.

6. Search engine optimization (SEO): Optimizing the hotel's website and online presence to increase its visibility in search engine results pages (SERPs) when people search for relevant keywords.

7. Local and community engagement: Building relationships with local businesses and community groups to reach new potential guests and enhance the hotel's reputation.

8. Influencer marketing: Partnering with social media influencers, bloggers, and other opinion leaders to reach new audiences and promote the hotel in a positive way.

9. Loyalty and rewards program: Developing and implementing a loyalty and rewards program to encourage repeat bookings and positive word-of-mouth referrals.

10. Metrics and analysis: Regularly measuring and analyzing the success of the hotel's marketing initiatives to make informed decisions about future efforts.

By including these elements in a hotel marketing strategy, hotels can effectively reach and engage with potential guests, build their brand, and drive bookings.