13 Tips for Hotel Content Marketing for More Hotel Bookings

Content marketing may seem like a buzzword, but it should be a crucial part of every hotel’s marketing strategy. Content rules the internet and, nowadays, the majority of your guests are researching and booking their travel online.

To catch their eye and keep up with the competition, you need to deliver top quality content consistently.

In this article, we’ll explore what content marketing is, how to create a content marketing strategy for your hotel, and how to use content marketing to increase bookings.

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A. What is Content Marketing?

Content marketing is the creation and distribution of valuable assets, such as videos, blog posts, and emails, as marketing tools to attract and retain customers. The Content Marketing Institute (CMI) defines content marketing as “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

For hotels and other accommodation providers, content marketing is all about showcasing your property’s unique story and brand to the types of travelers you’re trying to win over.

Ultimately your content should influence travelers to book a stay, become a loyal customer and even champion your hotel to friends, family, and peers.

B. Creating a Content Marketing Strategy for Your Hotel

Before you begin creating any content, you first need to look at your overall marketing strategy and confirm a few important things: Who is your target audience? What are travelers to your area interested in? What makes your brand unique?

With this information in mind, you’ll be able to create tailored, useful, and original content for your potential guests and existing customers.

1. Identify Your Target Audience
The first step in creating a content marketing strategy for your hotel is to identify your target audience. Who are the travelers that you want to attract to your hotel? What are their interests and needs?

2. Showcase Your Hotel’s Unique Story and Brand
Once you have identified your target audience, it’s time to showcase your hotel’s unique story and brand through content marketing. What makes your hotel stand out from the competition? What are the unique features and amenities that you offer?

3. Provide Value to Your Audience
The most important factor in creating helpful, reliable, people-first content is to focus on providing value to your audience. This means creating content that meets their needs, provides solutions to their problems, and helps them achieve their goals.

C. Types of Content and Topics to Use at Your Hotel

There are many different types of content that hotels can use in their content marketing strategy. Some examples include blog posts, videos, social media posts, and email newsletters.

4. Blog Posts
Blog posts are a great way to provide valuable information to your audience. You can write about topics that are relevant to your target audience, such as local attractions, events, and activities.

5. Videos
Videos are a powerful way to showcase your hotel’s unique story and brand. You can create videos that give a virtual tour of your hotel, highlight your amenities, or showcase local attractions.

6. Social Media Posts
Social media is a great way to connect with your audience and share valuable content. You can use platforms like Facebook, Instagram, and Twitter to share photos, videos, and updates about your hotel.

7. Email Newsletters
Email newsletters are a great way to keep in touch with your audience and provide them with valuable content. You can use email newsletters to share news about your hotel, special offers, and local events.

D. How to Use Content Marketing to Increase Bookings

Content marketing can be a powerful tool for increasing bookings at your hotel. Here are some tips on how to use content marketing to attract more guests:

8. Provide Useful Information
One of the keys to using content marketing to increase bookings is to provide useful information to your audience. This means creating content that helps travelers plan their trip, such as information about local attractions, events, and activities.

9. Showcase Your Hotel’s Unique Features
Another way to use content marketing to increase bookings is to showcase your hotel’s unique features and amenities. This can help travelers see what makes your hotel stand out from the competition.

10. Use Social Proof
Social proof is a powerful digital marketing tool that can help increase bookings at your hotel. This means showcasing positive reviews and testimonials from satisfied guests.

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E. New: Measuring the Success of Your Content Marketing Strategy

It’s important to measure the success of your content marketing strategy so that you can make improvements and adjustments as needed. Here are some tips on how to measure the success of your content marketing efforts:

11. Track Your Website
Traffic One way to measure the success of your content marketing strategy is to track your website traffic. You can use tools like Google Analytics to see how many people are visiting your website and which pages they are viewing.

12. Monitor Your Social Media Marketing
Engagement Another way to measure the success of your content marketing strategy is to monitor your social media engagement. This means tracking metrics like likes, comments, and shares on your social media posts.

13. Use Surveys and Feedback Forms
You can also use surveys and feedback forms to gather information from your guests about their experience at your hotel. This can help you understand what you’re doing well and where you can improve.

F. Hotels with a Successful Content Marketing Strategy

• The Hoxton: The Hoxton is a series of open-house hotels that have made a name for themselves through their unique and engaging content marketing strategy. They have a blog called “The Hoxton Hot List” where they share local guides, event information, and other interesting content that appeals to their guests. They also have a strong social media presence where they share visually appealing images and engaging stories. Website

• The Standard: The Standard Hotels, with properties in various locations, have a unique content strategy that includes a strong online magazine and a radio station. Their online magazine, “Standard Culture,” offers a mix of interviews, event coverage, and city guides, while their radio station, “Standard Sounds,” shares music and interviews. Website

• Ace Hotel: Ace Hotel has a blog where they share a variety of content, including interviews with artists, event information, and photo essays. They also have a strong social media presence, where they share a mix of user-generated content, promotional posts, and posts highlighting their local communities. Website

• Kimpton Hotels and Restaurants: Kimpton has a blog called “Life is Suite” where they share a variety of content, including recipes, travel tips, and design ideas. They also have a strong social media presence and often engage with their followers through contests and user-generated content. Website

Please note that while these hotels have successful content marketing strategies, the success of a content marketing strategy can depend on many factors, including the target audience, the quality of the content, and how well the content is promoted.

Conclusion

Content marketing is a powerful tool for hotels to attract and retain guests. By creating valuable, relevant, and consistent content, you can showcase your hotel’s unique story and brand, provide value to your audience, and ultimately increase bookings.

By following the tips and strategies outlined in this article, you can create a successful content marketing strategy for your hotel that will help you stand out from the competition and attract more guests.