Leveraging AI-generated content for seasonal marketing campaigns

Spring and summer can feel like a gift in hospitality. Longer days, lighter moods, fuller diaries. They can also feel like a test. Guests expect fresh ideas, quick replies, inspiring content and “something new” every time they look at your website or social feeds. Meanwhile, you’re juggling rotas, reviews, refurb lists and rising costs.

This is where AI-generated content can help. Not as a replacement for your personality, your local knowledge, or your guest experience. More like a very fast first draft machine that gives you a head start. Used well, it can save you time, keep your marketing consistent, and help you stay visible through the busiest and most competitive months of the year.

Here’s a friendly, jargon-free guide to using AI content for spring and summer campaigns, without losing your voice (or your sanity).

Think of AI as the person who turns up to help set up the room before the event starts. It can:

• Generate ideas when you’re staring at a blank screen
• Turn a rough thought into a structured post or email
• Create variations (headlines, subject lines, captions) quickly
• Repurpose one piece of content into several formats
• Help you plan a simple campaign calendar in minutes

What it’s not brilliant at is being you. It doesn’t know the real feel of your garden terrace on the first warm evening of May. It doesn’t know which rooms get the best sunset. And it can confidently write things that are completely wrong. So the magic is in the teamwork: AI drafts, you refine.

Seasonal marketing works best when it feels joined up. Instead of “we should post something about spring,” pick one clear theme for a few weeks.

Spring theme ideas:

• Spring reset: rest, fresh air, lighter food, slower mornings
• Garden and countryside: bluebells, coast paths, local walks
• Easter escapes: family breaks, two-night stays, roast lunches
• Food and fizz: new menus, spring plates, afternoon tea outdoors

Summer theme ideas:

• School holiday heroes: family-friendly stays, flexible dining, local activities
• Sunset stays: late check-outs, terrace drinks, evening dining packages
• Experience-led breaks: paddleboarding, festival weekends, coastal walks
• “Stay a little longer”: 3-for-2 nights, midweek offers, longer-stay perks

Once you’ve got a theme, your content becomes easier because everything points in the same direction.

AI works best when you give it a short “brief” full of specifics. Before you ask it to write anything, gather:

• Your property details (location, style, ideal guest types)
• Your seasonal offers (dates, inclusions, price points if relevant)
• Your top 5 local experiences for that season
• Any key booking gaps (quiet midweeks, certain room types, shoulder dates)
• Your brand tone (friendly, warm, calm, quietly confident)

Then ask the AI to use only what you’ve provided. This reduces the risk of it inventing a “heated infinity pool” you don’t have.

A simple prompt structure that works well:

• Who it’s for: “couples looking for a 2-night spring break”
• What you’re promoting: “Spring reset stay, Sun–Thu, includes dinner on one night”
• What to include: “local bluebell walk, our garden terrace, late breakfast”
• Tone: “helpful, conversational, light-hearted, professional”
• Format: “email + 3 subject lines + CTA options”

Let’s say you want a Spring Reset campaign. Here’s a simple content set that works for most hospitality businesses:

• One email (your main push)
• Two social posts a week for three weeks (mix of offer + inspiration)
• One website banner plus a short landing page section
• A short FAQ block (what’s included, best dates, how to book)

Use AI to draft each piece, then add your human touches:

• Replace generic phrases with your real experiences (“coffee on the south lawn” beats “enjoy a relaxing morning”)
• Add local names (walks, beaches, villages, events)
• Add one friendly line that sounds like you’d say it at reception

A good rule: if the content could belong to any hotel in the UK, it needs another pass.

Summer is where people are excited… and also where they procrastinate until availability disappears. AI can help you write urgency that feels helpful rather than shouty.

Instead of:

• “Book now!!! Limited availability!!!”

Try:

• “If you’re eyeing up July, it’s worth choosing your dates now while the best rooms are still available.”
• “Midweek stays are often better value, and the place feels a little calmer too.”
• “We’re starting to fill up for the school holidays, so a quick check of dates now could save disappointment later.”

Ask AI to produce urgency lines “without being salesy” and “without exclamation marks”. It’s surprisingly obedient.

One strong seasonal message can become a whole campaign.

Example: you write one email about Sunset Stays.

Ask AI to turn it into:

• 5 Instagram captions (short, warm, sensory)
• 3 Facebook posts (slightly longer, community feel)
• 6 headline options for a website banner
• A short script for a 15-second reel

Then you choose the best bits and tailor them. Repurposing is not cheating. It’s sensible.

A quick checklist before anything goes live:

• Facts: dates, prices, inclusions, locations, timings
• Claims: don’t promise things you can’t control (“guaranteed sunshine” is bold in Devon)
• Compliance: if you mention offers, make the terms clear
• Tone: does it sound like a human wrote it?
• Brand consistency: keep language clear and professional, and avoid fluffy filler

AI can write quickly. You still need to be the editor.

The best seasonal campaigns don’t rely on bursts of inspiration. They rely on consistency.

A simple habit:

• Spend 60 minutes a week with AI drafting the next week’s posts and one email variation.
• Keep a “prompt library” document for your property, so you’re not starting from scratch each time.
• Save your best-performing posts and ask AI to write “three more in the same style, with new angles”.

Consistency beats perfection. Every time.

The aim isn’t to flood the internet with more words. It’s to tell better stories, more often, with less stress. Use AI to speed up the boring parts: first drafts, formatting, variations, planning. Then spend your saved time on the parts AI can’t do: hosting, improving the guest experience, and adding the warmth that keeps people coming back.

Spring and summer are full of reasons to travel. With a little help from AI, you can show guests what they’re missing, in a way that feels like you.