Considering my background, I'm coming at this from completely a marketing stance. I'd start thinking really seriously about guest profiles (since, for those who don't know, they run a lodge) and the kind of guest they want to attract.

Knowing the profile of the ultimate guest (one that's pleasant to have and pays well), then move into what can be really refined and put into place to make that guest want to stay from reading an ad and want to return after staying.

After that, I'd dive back into research on where those guests are finding accommodations, and make sure advertising and awareness are well built up there, so they know about the lodge and are encouraged to try it out.