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One tip that works very well for our hotel is to use local and national influencers. Ask them to stay at your hotel for free and in exchange they write about you on their blogs/twitter/Instagram etc. You reach a lot of people for the cost of a hotelbed + some VIP stuff for the influencer.
Another thing that works well is to focus on people who live in the area, make the hotel a nice and welcoming place and do some funny events such as "Panncake day" or hand out free coffe to commuters nearby.
Hope this may trigger your senses.