Content marketing has emerged as one of the most effective ways to drive organic traffic to one’s hotel website and increase direct bookings.While there are multiple facets to a comprehensive content marketing program, there’s no overstating the importance of hosting a blog as an inbound marketing channel.We've previously detailed some of the reasons an active hotel blog is important, including the role native “articles” play in prominent search results, how syndication can connect hotels with new audiences, and the awesome opportunities that exist to showcase one’s property.Further, a blog post is just the first stop in the content journey. Well-crafted posts can be reworked and integrated into print collateral, or used in email marketing campaigns, or abridged and hyperlinked to populate social channels. (Bonus read: Three social platforms your hotel should be using … and no, it’s not those three.)Ultimately, hotel blogs should be about things that customers search for most often in order to top search rankings. The content itself needs to be engaging and satisfying in order to turn lookers ito bookers.But what specifically should posts be about?Creating content from scratch can be a daunting task, particularly for time-strapped marketing teams. We find that even the most seasoned marketing professionals with established content marketing programs are continuously starved for fresh ideas and inspiration.What travelers really want a sense of what a stay at a property will bring, thus experiences make great topics for hotels to blog about.Here are five topics travelers want to read about.
The Guest Experience
When customers read a hotel blog, they're usually looking for one of two things; the FAQ aspects of a property (what time is checkout, are pets allowed, etc.) or the overall experience one can expect in their hotel stay, which they will ultimately weigh against the competition.To convey experiences, most hotels find success in using a word-picture-style writer, someone who can expound on their own experience with various aspects of a stay; the rooms, the amenities, the service.Working in this style will give potential customers a delicious taste of the hotel experience and entice them to commit to the accommodations.
- Bonus tip: If you’ve not partnered with a social influencer before, this may be the perfect opportunity to do so.
Neat Eats
Everybody eats. If a starting point for your writing journey doesn't immediately pop to mind, begin by blogging about the outlets.Restaurants, lounges, bars, clubs, whatever you’ve got, feature it in your blog. Categorize the options by best-fit for each demographic (which are family friendly, which offer late-night eats, who has the best coffee) and don’t forget to feature room service.Research styles of restaurant review and pick a form that is persuasive and highlights the delight a guest can expect at your place. Describe the decor, the ambience, featured menu selections, and provide a mouthwatering description of at least one complete meal.
- Bonus tip: If your eateries have notable reviews in a community such as TripAdvisor, consider publishing excerpts and linking to those reviews.
The Shape of Water
Travelers look forward to experiences that they can't have at home. For many, that means enjoying a property’s pool or spa.Blog posts that describe, at length, the swim experience – how big the pool is, its location (indoors/outdoors), various features, hours/seasons its open, even the average temperature – afford an opportunity for a sensory-charged story.If the property boasts a spa, spend some time literarily luxuriating there with your readers and walk them through a spa treatment or two. Give guests something to look forward to after a lengthy flight or car ride.
- Bonus tip: Posts on a property's water features should always include images to help shape traveler's expectations.
Work the Room
Travelers generally don't want to be surprised when they arrive at their room. Guests whose priorities are privacy and rest like to know exactly how their room is laid out and what will be waiting for them on arrival.Posts that detail each room category by name help potential guests understand what makes each unique, and what they're getting for their dollar. Go into detail about the mattress type, pillow options, sheet thread count, kitchenette appliances, bathroom fixtures, and even the availability of USB outlets.
- Bonus tip: Not only are detailed room posts a resource for people researching future travel, they're great for linking to when referenced on the hotel website and third-party booking platforms.
Service with a Smile
Don't forget to highlight your team. The concierge crew is among the easiest to feature, from publishing Q&A-type posts, to lists of the team's favorite local attractions, to a light-hearted rundown of odd guest requests.Posts about back-of-the-house staff offer a glimpse into the soul of a hotel; the pasty chefs that make morning magic, the housekeeping team and the little extras they bring, the employees who have decades of experience.Blog posts are also a great opportunity to highlight the unseen things that can really save a guest's stay; umbrellas at the front desk, charging cables for phones and tablets, a family friendly DVD library.
- Bonus tip: Quality content never dies. Once a piece is posted, feel free to revisit it. Make a note in your content calendar to repost or highlight on your social channels months, even years down the road.
Did you enjoy the read?
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Content marketing has emerged as one of the most effective ways to drive organic traffic to one’s hotel website and increase direct bookings.While there are multiple facets to a comprehensive content marketing program, there’s no overstating the importance of hosting a blog as an inbound marketing channel.We've previously detailed some of the reasons an active hotel blog is important, including the role native “articles” play in prominent search results, how syndication can connect hotels with new audiences, and the awesome opportunities that exist to showcase one’s property.Further, a blog post is just the first stop in the content journey. Well-crafted posts can be reworked and integrated into print collateral, or used in email marketing campaigns, or abridged and hyperlinked to populate social channels. (Bonus read: Three social platforms your hotel should be using … and no, it’s not those three.)Ultimately, hotel blogs should be about things that customers search for most often in order to top search rankings. The content itself needs to be engaging and satisfying in order to turn lookers ito bookers.But what specifically should posts be about?Creating content from scratch can be a daunting task, particularly for time-strapped marketing teams. We find that even the most seasoned marketing professionals with established content marketing programs are continuously starved for fresh ideas and inspiration.What travelers really want a sense of what a stay at a property will bring, thus experiences make great topics for hotels to blog about.Here are five topics travelers want to read about.
The Guest Experience
When customers read a hotel blog, they're usually looking for one of two things; the FAQ aspects of a property (what time is checkout, are pets allowed, etc.) or the overall experience one can expect in their hotel stay, which they will ultimately weigh against the competition.To convey experiences, most hotels find success in using a word-picture-style writer, someone who can expound on their own experience with various aspects of a stay; the rooms, the amenities, the service.Working in this style will give potential customers a delicious taste of the hotel experience and entice them to commit to the accommodations.
- Bonus tip: If you’ve not partnered with a social influencer before, this may be the perfect opportunity to do so.
Neat Eats
Everybody eats. If a starting point for your writing journey doesn't immediately pop to mind, begin by blogging about the outlets.Restaurants, lounges, bars, clubs, whatever you’ve got, feature it in your blog. Categorize the options by best-fit for each demographic (which are family friendly, which offer late-night eats, who has the best coffee) and don’t forget to feature room service.Research styles of restaurant review and pick a form that is persuasive and highlights the delight a guest can expect at your place. Describe the decor, the ambience, featured menu selections, and provide a mouthwatering description of at least one complete meal.
- Bonus tip: If your eateries have notable reviews in a community such as TripAdvisor, consider publishing excerpts and linking to those reviews.
The Shape of Water
Travelers look forward to experiences that they can't have at home. For many, that means enjoying a property’s pool or spa.Blog posts that describe, at length, the swim experience – how big the pool is, its location (indoors/outdoors), various features, hours/seasons its open, even the average temperature – afford an opportunity for a sensory-charged story.If the property boasts a spa, spend some time literarily luxuriating there with your readers and walk them through a spa treatment or two. Give guests something to look forward to after a lengthy flight or car ride.
- Bonus tip: Posts on a property's water features should always include images to help shape traveler's expectations.
Work the Room
Travelers generally don't want to be surprised when they arrive at their room. Guests whose priorities are privacy and rest like to know exactly how their room is laid out and what will be waiting for them on arrival.Posts that detail each room category by name help potential guests understand what makes each unique, and what they're getting for their dollar. Go into detail about the mattress type, pillow options, sheet thread count, kitchenette appliances, bathroom fixtures, and even the availability of USB outlets.
- Bonus tip: Not only are detailed room posts a resource for people researching future travel, they're great for linking to when referenced on the hotel website and third-party booking platforms.
Service with a Smile
Don't forget to highlight your team. The concierge crew is among the easiest to feature, from publishing Q&A-type posts, to lists of the team's favorite local attractions, to a light-hearted rundown of odd guest requests.Posts about back-of-the-house staff offer a glimpse into the soul of a hotel; the pasty chefs that make morning magic, the housekeeping team and the little extras they bring, the employees who have decades of experience.Blog posts are also a great opportunity to highlight the unseen things that can really save a guest's stay; umbrellas at the front desk, charging cables for phones and tablets, a family friendly DVD library.
- Bonus tip: Quality content never dies. Once a piece is posted, feel free to revisit it. Make a note in your content calendar to repost or highlight on your social channels months, even years down the road.
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
