Why Family-Run Resorts Need a Digital Strategy That Matches Their Legacy

Running a family-owned or independent resort is more than business — it’s a legacy. Guests don’t just book a stay; they come for the stories, the traditions, and the personal touch that only independent resorts can offer.

But here’s the challenge: in today’s world, guests discover you online (or through a friend’s recommendation) long before they ever step onto your property. If your digital presence doesn’t reflect the magic of your resort, you risk being invisible — and losing bookings to properties that simply look more modern online.

The Hidden Challenge: Great Resorts Going Unseen

We’ve seen it firsthand. You drive through a resort town, pass three beautiful family-owned properties that look amazing in person — but online? They’re nowhere to be found. No recent updates, no videos, no local SEO — just outdated sites buried on page three of Google.

That invisibility doesn’t come from lack of effort — it comes from owners being stretched thin. You’re managing guests, maintenance, staff, and sometimes an entire family legacy. Digital marketing feels like “one more thing” instead of the growth engine it should be.

Marketing Is More Than Bookings — It’s Experience

We often hear resort owners talk about staffing issues, especially in rural areas. The truth is — it’s not that there aren’t people who want to work, it’s that they don’t know why they should work for you.

Stop relying on “friends of friends” to fill seasonal jobs. Instead:

Create a job description that sells your resort’s lifestyle.
Offer a cabin for seasonal employees.
Promote your hiring opportunities online — just like your vacation packages.

Marketing isn’t only about filling rooms; it’s about building a brand that attracts great guests and great people.

Too many small resort owners don’t realize how many opportunities they’re sitting on. Simple revenue streams like:

A small online shop selling branded merchandise.
A gift store featuring local artisans.
Partnerships with outdoor product companies (display gear in your cabins or on your WiFi login page).
A YouTube channel showcasing resort life — with 1,000 subscribers, it can start generating ad revenue.

You’re not just selling a stay — you’re selling a lifestyle. Let’s start marketing it that way.

The Strategy We Recommend

🔹 Online Marketing – Your website is your front desk. Is it welcoming? Easy to book? Is it being found on Google before your competitors?

🔹 Social Media – Families share their memories online. Resorts that post behind-the-scenes moments, staff highlights, and guest experiences stay top-of-mind year-round.

🔹 Email Marketing – A first stay doesn’t have to be the last. A thoughtful, personal email strategy can keep guests returning year after year.

🔹 SEO (Search Engine Optimization) – Guests are searching for “family cabins near the lake” or “fall getaways in Wisconsin.” SEO ensures your resort shows up first — not buried under large chains.

🔹 Revenue-Minded Consulting – We strongly suggest sitting down with someone focused on growth, not just “marketing.” That’s why we offer leadership-style business consulting — to uncover new revenue streams, improve staff culture, and build a stronger foundation for your resort’s future.

The Backcountry Digital Difference

At Backcountry Digital, we help family-run resorts, lodges, outfitters, and outdoor businesses bring their story online — and turn browsers into bookings.

We’re a veteran-owned agency with nearly 15 years of experience helping local and outdoor brands thrive. Our approach is different:

We don’t push cookie-cutter marketing packages.
We customize every strategy to your goals and operations.
We use a diverse technology stack — not just what we know, but what’s best for you.
We believe quiet confidence, authentic execution, and real conversations drive the best results.

Whether you’re running a lakeside cabin resort, a hunting lodge, or a family campground, your digital presence should work as hard as you do.

Let’s build something lasting — together.

Interested in a free strategy conversation?
Let’s talk about how we can bring your story online. Contact Backcountry Digital