The Small Things Visitors Remember – And How to Use Them in Your Marketing
Why the Small Things Really Matter
In tourism, it’s often the small things that make the most significant difference. While stunning landscapes and excellent facilities matter, visitors tend to remember the simple, human touches — the things that make them feel welcome, informed and looked after.
These details not only shape the guest experience; they’re also powerful tools for your marketing. They help you stand out, build trust and turn first-time visitors into loyal advocates.
Here are some of the small things that matter most, and how to put them to work in your marketing.
Clear, friendly communication
From the moment someone enquires, communication shapes how they feel about your business. Quick replies, clear instructions, and a warm tone instantly build confidence.
How to use it in your marketing:
Share examples of your approach — simple check-in details, FAQs, or a “what to expect” highlight. This shows you’re organised and guest-focused.
Genuine local recommendations
Visitors value specific, not generic. They want to know where you get coffee, the walk you always recommend, the bakery that’s worth a detour or the best spot for a quiet morning view.
How to use it in your marketing:
Create a short “Our favourites” list on your website or in your welcome pack. Share local tips on social media — these posts often perform exceptionally well because they’re helpful and human.
Quality touches that show you care.
People notice fresh flowers, local soap, blankets, a well-stocked wood basket, or a welcome from a nearby farm shop. These touches signal that you care about their stay,
How to use it in your marketing:
Could you show them in your photography? A cosy corner, a local product, or a handwritten welcome note communicates more than words about the experience you offer.
A sense of place
Visitors want to feel they’re in Scotland, not just anywhere. That might include local art, books by local authors, stories about your area, or photos that capture your landscape and culture.
How to use it in your marketing:
Update your copy to highlight what makes your place distinctly Scottish. Use storytelling that ties your business to its landscape, heritage and community.
Easy, accurate information
Clear directions, honest descriptions, and practical details prevent stress. Visitors appreciate it when you make things simple: where to park, what’s nearby, what they need to bring and what’s included.
How to use it in your marketing:
Keep your website and listings up to date, remove outdated information, and make essential details easy to find. Clarity builds trust long before someone arrives.
Warm, human moments
A friendly welcome message, a quick check-in to see how guests are doing, or a personalised suggestion can transform a stay. These moments stay with people far longer than they realise.
How to use it in your marketing:
Could you collect guest feedback about these experiences and use short quotes in your marketing? They reassure potential guests that others have had a great experience.
Why this matters for your marketing
The small things create differentiation. They help visitors form an emotional connection with your business — something large competitors often struggle to provide.
When you highlight these moments in your marketing, you show:
- You care
- You bring your local knowledge into the experience
- You understand your guests
- You add the personal touches that make a stay memorable.
These are the details that turn browsers into bookers.
Final thought
In Scottish tourism, success isn’t built solely on facilities or scale — it’s shaped by the care, personality and local insight that you bring to the visitor experience.
If you’d like support translating these small touches into stronger marketing and storytelling, I’d be delighted to help.