Creating Compelling Content to Increase your Hotel Occupancy

My name is Meryem, and I am a consultant in the hotel industry specialized in Marketing strategies in the world of digital. Through my expertise in the field, you will learn about the latest methods in Hotel Marketing that will allow you to highly distinguish among your competitive set in an intense market. This video will provide you with the best tool to enhance your content to maximize your site traffic, attract your ideal guests and boost your booking conversions. If you are looking to boost your hotel occupancy and RevPAR, it is time to improve your content marketing strategies! Through my video, I will share tips to build content that will allow you to develop the strongest ties with your guests and exceed their expectations. You will learn about the best practices for effective content marketing allowing to offer the most unique experiences before your guests even step up at your property’s lobby.

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What Really Matters When Developing your Hotel Content Strategy?

Are you a hotelier planning on creating appealing content to maximize your property’s occupancy? If you are not yet focused on content marketing, it is time to do so. According to the e-learning organization eHotelier, several research have proved that content strategies are three times more efficient than any outbound marketing initiatives. The key to successful content is to be familiar with your ideal audience and understand your customer’s behavior. In this way, you are able to develop an effective content strategy that will drive your booking conversions.

Content Marketing Explained

Content Marketing is all about creating and publishing material aiming at stimulating your potential and existing hotel guest’s interest. Quality content is essential to improve the engagement with your audience. It can also be very powerful when it comes to motivating people to consider your hotel as a top selection for their future bookings. Examples of the most popular content includes educational blog articles, videos, social media posts, newsletters, etc. Thanks to effective content, you will be able to develop long-lasting relationships with your guests who will develop strong ties with your brand while exploring your content. In this way, you will be able to build trust and credibility which will increase your lead generations and booking conversions.

Issues to Consider When Developing your Content

SEO Strategies

The basis to create appealing content for your audience is to determine what your audience searches for so you include keywords of your potential guest’s interest. Indeed, while working on your content marketing, it is crucial to optimize your SEO strategies. This refers to the technical process used to increase the quality traffic of your sites and maximize the number of visitors. SEO allows to create relevant content attracting profitable guests. Effective SEO strategies can be achieved through identifying your customer’s desires and pain points during the booking process. As you will be familiar about how your guests look for their ideal hotel rooms, you will be able to create content fulfilling vacations search intent.

Content Consistency

It is crucial to ensure consistency to remain on your audience’s top of mind and show genuine care to your guests. So your audience keeps engaged with your brand, it is important to consistently produce content. According to a research mentioned by the Financial Times company Longitude, 60 % of marketers report that maintaining consistency when publishing content is the main challenge that they face. As a hotel marketer, it is important to have a documented and scheduled content strategy to ensure posting on a regular basis. In order to have a robust content strategy, you must often make publications using the same standards and tone of voice. In sum, consistency can highly contribute in your brand authority.

Content Audit

In order to create quality content, you should perform a content audit to have a better understanding of your customer journey. In this way, you will be able to identify the needs of your ideal guests at any point during the purchasing process. The analytics of your website can help you reveal interesting insights about what is getting people into your marketing funnel. Road-maping your customer journey can help you create content that will captivate your audience attention. Based on the analysis of your customer’s behaviors, you can keep or modify your existing content to make sure it is sufficiently appealing to your audience.

Once ready to work on your content strategy, you need to make sure you understand your hotel buyer personas. Try to thoroughly think about your audience questions and what really drives them to book a stay at your hotel. In this way, you will be able to develop appealing content that clearly answer your guest inquiries and thus improve your customer’s journey. Building attractive content will also improve the traffic to your website and social media. Indeed, be prepared to generate the highest volume of visits ever recorded on your different hotel digital platforms using effective content marketing!


Building Effective Content Marketing Strategies to Maximize your Hotel Occupancy

Are you a hotel professional willing to drive more revenues for your property? Focusing your efforts on content marketing can definitely be the solution. According to the marketing organization CISION, 84% people are looking for brands that can entertain them, offer experiences and solve specific issues. And this is what content marketing succeeds to achieve. Through this strategy, you will be surprised of the numerous leads you will attract. A Hubpost article mentions the findings of a research suggesting that companies prioritizing content marketing have 13 times more chances to achieve a significantly high return on investment. This should urge you to think about implementing content marketing strategies to maximize your hotel profit.

What is Content Marketing?

Content Marketing can be defined by the development and share of appealing content to a specific target audience such as videos, emails, newsletters, blog, articles, podcasts, social media publications, etc. Expertise can be conveyed through quality content and thus enhance the credibility of your organization. Content marketing is an effective way to show value to your prospect guests who will most likely book a stay at your hotel that shows care to them. In fact, this technique is a great way to create and nurture special relationships with your existing as well as your potential guests. In sum, it is a popular hotel marketing strategy used to attract, retain and engage with your customers. It is a method that can allow you to build strong brand awareness and maintain your hotel top of mind as you will show know-how and establish trust with your guests.


Tips to Convert through Content Marketing

Here are several ways you can lead to conversion thanks to content marketing efforts:

Create Interesting Content to your Audience

It is important to develop content that offers value to your customers. For instance, when booking a particular hotel, guests are mostly interested by the destination and the local and touristic experiences of the property’s location. The goal is to be recognized as a trusted authority for a particular destination and thus win a large audience. Indeed, these types of content will speak to your customers as travelers are mainly interested about exploring the place where they consider to travel. Through creating such captivating contents for your customers, you will likely become their must-visit-place.

Base your Content Strategy on Data-Driven Insights

In this new era, information about all types of consumers are widely available. Thus, take advantage of it to design a data-driven content marketing strategy that will best satisfy your target audience. For instance, you could look at data from the analytics of your website through Google Analytics or Google ads. You can also look at the main metrics evaluating your consumer’s behaviors on social media. Moreover, Google Keywords Planner is a platform that can allow you to find the most researched keywords related to your hotel. Thanks to this tool, you will be able to create content with the most appealing wording for your existing and potential guests. In this way, you will be able to identify what mostly attracted people’s attention which will inspire you for creating converting content based on your audience’s topics of interest. Benchmarking data can also be insightful, thus you should analyze which type of content is driving the most traction to your competitors to influence your strategies.

Create Content Based on Consistent Schedule

The goal of your content strategy is to remain on your customer’s top of mind. Thus, it is important to ensure consistency with your content. Revenues can be increased by 23% through consistency according to a research mentioned by the marketing company Inc. It is important to organize a disciplined schedule. For example, you could decide to post content once per week so you can engage with your guests on a regular basis and create a strong brand resonance.

Post Video Content

Several marketing investigations found that video content is highly appealing nowadays. According to a research mentioned by the real-estate company Proven Partners, video content increases revenues of companies by 49%. Thus, you must start thinking about having promotional videos showcasing your resorts and unique amenities to attract potential guests. Many hotels such as Kimpton Surfcomber Hotel in Miami Beach posts videos on the home page showing the beauty of the property and its scenes through aerial shootings. You can also post those kinds of contents in your social media as it can highly improve your imagery. This practice can help you build a unique first impression among prospects guests considering booking a hotel stay.

Create Interactive Content

Developing interactive content can also be very effective to engage with your audience. In this way, you can make your audience live a dynamic experience through active engagement. The digital marketing company Ceros suggests different types of interactive content you can utilize such as interactive infographics, quizzes, etc. For instances, quizzes enable to highly involve your customers and thus get them to your marketing funnel. Indeed, you want your existing and prospect guests to have fun when exposed to your content so they can develop a positive association with your brand.

To sum up, it is time to rethink your content strategy to maximize your hotel occupancy. Start developing a well-documented plan with your team with defined goals to create the most attractive content marketing. Then, always make sure to track, measure and record the analytics that will help you create data-driven content appealing to your target market. As you are now familiar with tips to develop effective content, it is time to prepare yourself for getting higher booking conversions ever recorded.