How to Tell Your Hotel’s Story Through Content Marketing
Working in the hospitality industry is all about providing your guests with unique experiences that will make them come back for another stay. Your guests are your priority, and your customer service standards need to be high to make them feel special and valued. If you know this and apply it on a daily basis, then why is your content not telling the same story? Or even better, why are you not taking full advantage of content marketing to continue to pamper and fulfill your clients’ needs year round?
In such a competitive and oversaturated industry, such as hospitality, establishing a competitive advantage and showcasing your unique value proposition through content marketing is becoming almost mandatory to any hotel that wants to succeed. A well-planned content marketing strategy has the power to attract and retain your desired target guests. And isn’t that the main objective of the General Manager or the Marketing/Sales department at your hotel? While we tend to think of content marketing as a blog or an eBook, content marketing is more than just that. It could be a newsletter, an infographic, a video, or even a picture. The format you distribute it through will vary depending on your audience and your goals, but, in the end, the ultimate purpose of content marketing is to get into the minds of your customers to become their first choice when choosing their next destination.
Here are some tips you can apply toward your content strategy to help tell your hotel’s story like never before:
- Become Their Personal Concierge: Providing tips and recommendations to your guests so that they can enjoy their stay is something that you should do on a daily basis, and it’s a principle that applies to content marketing, as well. As a hotel, creating content that will help your guests find the best restaurants, shopping areas, and attractions in the area is a strategy that provides your guests value. By sharing with your current and potential guests these pieces of information, it will create a connection to your guests and a reason to keep them coming back. This factor can be the difference in choosing between your hotel and the one that is right across the street.
- Give Them More Than Just a Bed to Sleep On: Going beyond guest expectations is something you need to keep in mind every day in the hospitality industry. For example, let’s say that your hotel has a spa on its property. Instead of focusing on just featuring the quality of the products used in treatments, why not start created a content hub about healthy living, beauty care, and healthy eating? If your hotel is pet-friendly, why not take your content to the next level by creating a section that provides tips on traveling with your pets or pet-friendly places nearby that allow you to take your dog? By doing this, your current and potential guests will always keep your hotel on the top of their minds so when they need a place to stay, they won’t hesitate for a minute.
- Take Your Guests On a Journey: Videos are one of the best ways to tell your story visually. Showcase all the unique elements of your property through a collection of videos or pictures that you can use throughout your social media, newsletters, or that live in your website. By showing your hotel’s high points, from the exterior to the guest rooms, it can make videos a great tool in generating engagement and to take your guests on a journey to experience what it could be like to be at your hotel.
These are just some ways to tell your hotel’s story. Here are the stories of two hotels that are already using the power of content marketing to create unique experiences for their guests:
- Marriott: Besides being actively engaged on a daily basis with their audience on social media, the popular hotel chain, Marriott, successfully generates content to connect with their guests in the form of newsletters, blogs, videos, and magazines. Their online content hub, Marriott Traveler, provides tips on what to do in each of the cities where they have a hotel. Video creation is another content marketing tool that Marriott implements. Their short film, “Two Bellmen,” was created with the intention of entertaining while also communicating to their audience the high standards in customer service that they employ. With over five million views on Youtube, this video is an excellent sample of how content marketing can help tell your hotel’s story in a unique way.
- Kimpton’s Hotels: The objective of this website is to connect the dots between the overwhelming number of places where people can find information about their next destination and compile it under one place: their website. After learning about their guest’s psychographic behavior, buying behavior, and lifestyle, they are able to start creating valuable content to nurture and retain their target demographic. In their blogs, you can find content that covers a wide variety of topics, from places to visit nearby their locations to top five tips for a happier travel.
Your content marketing needs to tell your hotel’s story and your brand’s story. Remember that your content should not be just another sales pitch.
Before we finish, we would like to provide the answer to the million dollar question that any GM would probably wonder at this time: “So, what’s in it for me?” With content marketing strategies, true benefits come over time. A well-done piece of content is just the beginning of a solid relationship with your current and potential guests. Analyzing your content campaigns and your overall digital marketing strategy is what will determine what’s working and what’s not in terms of revenue. If you are ready to use the power of content to attract your target guests and influence them to book a stay, and retain them as repeat guests, drop us a line today!