What Hoteliers Should Know About Content Marketing


Nigel Rodgers

May 15, 2015


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With so many media outlets available, hoteliers have numerous ways to reach their audience. Initially, hotel chains tried to generate interest by posting captivating photos on their sites. However, with the rise of OTA’s and third-party travel sites, hoteliers began to realize how important content marketing had become. Creating dynamic and unique content is one of the most inexpensive forms of advertising and can come in many formats.

In a social network integrated era, connecting with your audience is vital, if not expected. Travelers want to be excited about their hotel choices. They browse through many options before choosing one; the better your content stands out, the more likely you are to catch a traveler’s attention. In Samantha Worgull’s article about content marketing, she suggests using crowd-pleasers. Crowd pleasers are content that targets a specific audience’s sensibilities to attract them to your hotel. Samantha also suggests finding your niche. That is, find a targeted competitive advantage and promote that. People searching for that particular attribute will be attracted to your hotel.

In an article by CMI, content marketing can be broken down into three categories: Expert, User-Generated, and Branded Content. Expert content includes professional articles and editorials about your hotel. User-Generated content comes from the fans of your company: online reviews and social media posts about the hotel. Branded Content is the internal content created by the hotelier. Hoteliers have so many options when it comes to forms of content for marketing. Each type of content serves a purpose and will help generate the desired traffic if used properly. CMI even suggests mixing material to increase your hotel’s outreach. Here are the common types of content:

  • Blogs
  • Hashtag Campaigns
  • Pictures of your hotel or attractions
  • Webisodes/ Mini-Series
  • Email
  • Customer Reviews
  • Customer Photos
  • Online Quizzes
  • Promotional Contests
  • Infographics
  • Memes
  • Mobile Apps
  • Guides
  • Lists
  • Research Data

Once you’ve decided what content to work with, the use of the material has to be correctly executed. In their marketing tips article, Tnooz provides information on how to make your content pop. When providing copy, videos, or photos, the media should look as professional as possible. Your content quality reflects your hotel. If you provide amateur-looking photos and disorganized copy, guests may not take your business as seriously. Also, provide advertising copy that tells unique stories about your hotel. A new profile, paired with a recognizable style, can help build brand awareness with potential guests.

Remember, the goal of content marketing is to make your hotel recognizable and appealing. Your content should embody everything that you want guests to know about your hotel. You’ll have a higher chance of engaging with potential customers if you keep your content fun and interactive.

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