Hotel Blogging Best Practices 2019 (PART 2)
- Posted by Todd A. Vines
- On July 2, 2019
Yes, your hotel needs a blog.
We’ve written at length on the importance of maintaining an active blog space, the role that posts play in a larger strategic content marketing strategy, how blogs boost organic SEO, influence travelers during the planning phase, drive direct website traffic, build inbound links, and ultimately offer an opportunity to stand out from the competition.
Whether you’re just starting your hotel’s blog or breathing new life into a stagnant site, it’s important your hard work is working hard for your property.
Leverage these insights to give your property its best shot at success.
(Editor’s Note: This is the second post of a two-part “best practices” series. Part one can be found HERE.)
Commonly Queried Hotel Details
A major blog category, one that can’t possibly be left out, is your collection of articles about the hotel itself.
In many ways, this is the whole purpose of having a blog. The SEO you generate with your locality, hotel name, and the names of your services and amenities will inevitably draw flocks of casual trip planners to your blog articles. Naturally, you want this content to be as high-quality and engaging as possible. Posts about local attractions are an important pull, but posts about the hotel are going to be your bread and butter.
An FAQ page is SEO gold. Potential guests will search for details on your hotel policy and the property blog is the perfect way to provide those details in a friendly and engaging way. Your policies regarding children, pets, room service, restaurant hours and special requests will all be hot issues. Work with your front desk team to compile your list of interesting and unusual frequently asked questions and dive into detail.
Next, do a detailed write-up of each style of room you offer. Paint an enticing “word picture” and write in a way that allows guests to practically feel the fluffy pillows and luxury bathtub beforehand. Make sure that all your room type keywords are used and don’t fear repeating yourself once or twice when describing two different rooms that are similar. We also suggest doing one comparison article that lists all the rooms and one unique article per room listing.
Finally, write some truly sumptuous descriptions of your amenities and services. These are for people who are looking to hype themselves up for an enjoyable vacation. Take them on an adventure of the senses through your restaurant, spa, pool, gym, concierge services, personal shoppers, and anything else you offer that can be enjoyed by guests. Don’t forget the little details like hot towels and scented oils.
Travel tips are a great way for a hotel to reach out of the realms of luxury and into the minds of practical people making practical plans. First-time vacationers and very careful planners may enjoy a few sumptuous articles about amenities but what they really care about is whether or not they need to pack extra towels and how big a water bottle is necessary to hike their favorite set of ruins.
Try writing travel tips for every possible kind of trip that could occur in your hotel both for the SEO and to interest people who like travel tips. Check your analytics report. You might be surprised how many people will read travel tips for hikers, lovers, leisure travelers, and budget adventurers all in a row. They might even be planning a leisurely romantic hiking vacation on a budget.
Have fun with your travel tips articles and use the same tone of voice you might with a friend. If you’re writing from personal experience, use “I”, “We”, and include little personal details like the names of your dogs or that your wife took the pictures. Travel-tips readers enjoy reading about other people’s travels and why the tips suggested worked for them.
Along similar lines are vivid experiences. These are best written as testimonials and personal narratives. They can come from your guests, your writing team, your marketing staff, or even commissioned stories from popular travel bloggers you enticed with discounts to come stay in your hotel and have an adventure.
Adventure blogs are the spiritual companion to local travel guides, only more personal. They show how one person, couple, or family successfully enjoyed their vacation in your hotel, or at least in the same region.
Collecting your sample experience blogs will likely be the most challenging but they will give you an opportunity to reach out and work with others who have likely had some experiences worth sharing. You might gain your best traction from inviting every guest to share their experience and publishing the best stories you receive.
Building an engaging and lead-converting hotel blog doesn’t have to be difficult as long as you keep the customer journey in mind. Every blog will contribute in some way to a future guests’ travel plans.
You can help build the perfect vacation by providing ideas for recreation, details about what it’s like to stay in your hotel, and a vivid description to help readers imagine the wonderful time they will have by booking with you.
Check out these BONUS hotel blogging insights from the Screen Pilot team.
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