Most fishing lodge owners focus on their website or social media, but rarely consider how all their marketing efforts work together to actually drive bookings.
That’s where a marketing funnel comes in. A funnel isn’t just for big brands with big budgets — it’s a simple, repeatable framework that moves anglers from discovering your lodge to becoming loyal, repeat guests.
In this series, we’ll break down the four essential stages of a lodge marketing funnel and how you can use them to keep your calendar full season after season.
Stage 1: Awareness – Get Found by the Right Guests
If anglers don’t know your lodge exists, they can’t book a trip. Awareness is about getting in front of the right audience — the people most likely to stay with you — at the right time.
This goes beyond simply having a website or a Facebook page. It’s about showing up where serious anglers are searching, whether that’s on Google, in targeted ads, through referral partners, or at in-person events like fishing and outdoor expos where you can connect directly with potential guests.
The goal here isn’t to reach everyone — it’s to attract the right people. When you’re visible to the guests who are a perfect fit for your lodge, every other stage of the funnel works better.
Stage 2: Consideration – Make Them Choose You
Once anglers discover your lodge, the next step is convincing them you’re the right choice. This is where your story, your experience, and your unique value come into play.
Great photography, guest testimonials, and detailed trip packages help visitors picture themselves at your lodge. Beyond the basics, think about how you present what makes your lodge stand out — whether that’s a legendary guide team, access to untouched fisheries, or a reputation for world-class hospitality.
- Show off the experience with professional photos and video, not just snapshots.
- Highlight guest reviews that speak to the quality of the fishing and the stay.
- Offer detailed trip packages so guests know exactly what they’re getting.
When anglers are comparing options, you want them to feel like your lodge offers more than just a place to stay — it offers an experience they can’t get anywhere else.
Stage 3: Conversion – Turn Interest into Bookings
When a potential guest is ready to book, your job is to make it as simple as possible. Every extra step, unclear price, or complicated form can cause someone to second-guess their decision.
This is where your booking process matters. Whether you use an online booking system or handle inquiries directly, it should feel effortless for the guest to move forward. Clear pricing, transparent policies, and easy-to-find contact information remove friction and build trust.
Think of it this way — if someone is excited to fish with you, the booking process shouldn’t be what slows them down.
Stage 4: Retention – Bring Guests Back (and Get Them Talking)
The easiest guests to book are the ones who’ve already stayed with you. Retention is about turning one-time visitors into loyal, repeat guests who also tell others about their experience.
A simple post-stay thank-you email, occasional updates about upcoming seasons, or special offers for returning guests can go a long way. When guests feel valued and connected to your lodge, they’re more likely to come back — and to recommend you to friends, family, or their fishing network.
Your current and past guests can become your most powerful marketing channel, but only if you stay in touch and give them a reason to return.
Bringing It All Together
A marketing funnel isn’t some complex, corporate strategy — it’s a simple way to think about how anglers discover your lodge, decide you’re the right fit, book a stay, and keep coming back.
When you intentionally shape each stage of this funnel — awareness, consideration, conversion, and retention — your marketing efforts start working together to fill your calendar and grow your business.
In the coming weeks, we’ll dive deeper into each stage with practical tips to help you strengthen your lodge’s funnel and turn more browsers into booked guests.