Crafting Your Hotel’s Narrative: Unveiling the Essence of Your Property

In today’s digital landscape, online bookings for hotels continue to dominate despite the challenges faced by the hospitality industry during the pandemic. With an estimated 700 million people projected to book hotel rooms online by 2023, and a significant 83% of US consumers already planning their travel digitally (Condor Ferries), the significance of digital marketing for hotels cannot be ignored.

However, it’s crucial to note an important trend identified by the EU industry body Hotrec: direct hotel bookings have declined from 58% in 2013 to 46% in 2019. This shift has resulted in intermediary websites like Booking and Expedia gaining a larger share of visibility each year, leading to increased commission costs and dependence on these platforms for hotels.

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Fortunately, there is a more advantageous, cost-effective, and sustainable approach. A study conducted by Agenda. video in 2019 revealed that despite the dominance of aggregator sites, 21% of customers still chose to book directly through the hotel’s website. This presents a significant opportunity for hotels to save on commissions, foster meaningful customer relationships, and establish their independence.

So, how can the creation of high-quality, engaging hotel content writing examples that empower to bypass the intermediaries and secure direct reservations? And how can you incorporate it into your comprehensive marketing plan?

The Impact of Content on Your Hotel’s Marketing Strategy

When it comes to effective content for hotels, there are two key areas to focus on:

• Website Copy: This refers to the text that appears throughout your website, including the homepage, ‘about us’ section, room and service descriptions, and customer reviews. It is essential to maintain consistency in this content and ensure it aligns with the overarching story of your hotel.
• Blog: Research shows that 90% of people conduct their holiday research online (Condor Ferries), making it vital to have an active presence in the blogosphere. Blogging not only helps generate SEO value but also provides a platform to continue telling your hotel’s unique story.

Additionally, optimising your website’s content structure according to Google’s Rich Snippets feature is crucial for maximum visibility and exposure. Paying attention to technical markup and adhering to the schema.org framework can enhance your online presence. Utilising tools like our Site Audit tool can provide a comprehensive analysis of your markup structure and offer solutions for optimal optimisation.

Website Text

When it comes to attracting potential hotel guests, your website plays a crucial role. According to a 2019 survey conducted by hotel marketing agency Fuel Travel, a hotel’s website holds the third-most influential factor in a customer’s research, surpassing popular travel review sites like TripAdvisor.

To ensure your website’s copy is both accurate and engaging, it must establish an emotional connection with prospective guests. Here are some key considerations for optimising your hotel website content:

• Strike the right tone for your target clientele: Tailor your communication style based on the characteristics of your hotel and the preferences of your target audience. For instance, if you run a budget-friendly beach resort catering to young tourists aged 18-30, adopt an enticing and informal tone. Conversely, if you operate a luxury city centre hotel targeting business travellers, adopt a more formal and corporate tone.
• Personalise as much as possible: Embrace the growing trend of personalisation in digital marketing by segmenting your content. Create different pages or sections dedicated to various guest types such as solo travellers, young families, or event attendees. The more personalised your content, the more effectively you can cater to each segment’s specific needs and preferences.
• Avoid excessive text: Visual content is paramount in the hotel industry, as guests want to visually experience what your hotel has to offer. Instead of relying on lengthy blocks of text, use concise and captivating written points. Let your pictures, videos, and virtual tours take centre stage to showcase your rooms, facilities, and scenic views.
• Highlight unique selling propositions (USPs): Emphasise the distinctive features and advantages that set your hotel apart from competitors. This could include practical aspects such as proximity to popular landmarks or transportation hubs, as well as more emotive elements like a historic listed building that provides a unique guest experience. Convey the value of these USPs to potential visitors.
• Strategically place call-to-action (CTA) buttons: Ensure that your website’s CTAs are conveniently located to simplify the reservation process for visitors. On room pages, for instance, place a prominent “book now” icon in an easily accessible position. If you have a section dedicated to special offers, make sure the subscription CTA is clear and visible. However, avoid overselling and balance the presentation of CTAs with a user-friendly experience.
• Optimise for search engines (SEO): Extend your SEO efforts beyond blog content and apply them across your entire website.

Remember, each page on your website serves a distinct purpose. Here’s how to optimise hotel content ideas for specific sections:

• Homepage: Create a compelling introduction that captures the essence of your hotel, incorporating relevant keywords. Highlight your USPs and direct visitors to explore further.
• Room pages: Use descriptive yet concise content to showcase room features, amenities, and stunning visuals. Mention any unique aspects and the benefits of choosing each room type.
• Facilities and services: Detail the range of amenities, such as restaurants, pools, fitness centres and spa services. Highlight any exclusive offerings and their advantages.
• Location and attractions: Provide information about your hotel’s surroundings, nearby attractions, and key points of interest. Include keywords related to your location and highlight accessibility to transportation.
• Special offers and packages: Present enticing promotions or packages available at your hotel. Communicate the value and benefits guests will receive by taking advantage of these offers.

Main Landing Page

On your homepage, the power of visuals should take the spotlight, while keeping your text concise and purposeful, focusing only on the most crucial aspects. The essence lies in placing the visitor at the heart of your narrative, enabling them to envision themselves as active participants. To achieve this, it is vital to truly understand your guests (as previously discussed) and communicate with them in a personal and relatable manner.

Resist the urge to overwhelm visitors with an overload of information regarding your hotel’s facilities, destinations, activities, or restaurants. Instead, strive to inspire and forge an emotional connection. Paint a captivating picture that resonates with their desires and aspirations, appealing to their senses and evoking a sense of belonging and anticipation.

By adopting this approach, you can create a homepage that immerses visitors in a compelling story, capturing their imagination and fueling their desire to experience your hotel firsthand. Remember, less text and more impactful visuals will help you captivate your audience and leave a lasting impression.

About Us Section

This is the perfect opportunity to delve into the intricate details of your hotel’s story, with a strong emphasis on the concept of “storytelling.” Whether your hotel is a charming family-owned establishment or part of a renowned hotel group, it’s essential to convey your unique identity and what sets you apart.

Take the chance to highlight your specialties and delve deeper into them. For example, if your hotel is a vegan resort, express your beliefs and demonstrate how they enhance the guest experience. Explain how your commitment to veganism aligns with your guests’ values and aspirations, making their stay more enjoyable and fulfilling. Emphasise how your offerings cater to their specific needs and desires during their trip.

Always remember to connect these aspects to the overarching travel experience. Show how your hotel’s story intertwines with the journey your guests embark on, creating a seamless and enriching narrative. By weaving together your identity, specialties, and the transformative power of travel, you can craft a compelling story that resonates with your target audience and establishes a strong emotional connection.

Room and Service Descriptions

This section is pivotal as it provides substantial details in hotel content writing examples that people are seeking. While your homepage may capture attention with captivating hooks and enticing language, this is where the focus shifts to convey precise information.

To effectively present this information, follow these guidelines:

• Provide comprehensive details about every facility available. Condense and organise the information compactly, utilising techniques like drop-down sections for clarity and ease of navigation.
• Structure the information logically and ensure readability. Place the most important details at the top of the page, where they are easily visible. Keep the page design simple and user-friendly for effortless comprehension.
• Avoid sweeping statements and clichés. Refrain from using exaggerated claims or hyperbolic statements such as being the “best” three-star hotel in Prague. Instead, focus on presenting factual information without resorting to unnecessary superlatives.
• Maintain honesty and transparency. Do not mislead or exaggerate to entice guests. If a room has a view facing a landfill, it would be misleading to describe it as “charming.” Such misrepresentation can lead to guest dissatisfaction or even legal consequences due to false advertising.
• Ensure clear and engaging writing. While clarity is essential in this section, it’s crucial to maintain a level of engagement. Describe your property in a way that stimulates readers’ senses, evokes a strong desire for travel, and entices them to choose your hotel.

By following these guidelines and content writing tips, you can present precise and engaging information that informs potential guests about your facilities while enticing them to experience your hotel firsthand.

Testimonials and Stories

One of the key aspects we’ve emphasised is placing the reader at the heart of the experience, and there are few better ways to achieve this than by highlighting specific guest experiences. While the previous section focuses on providing information, this section aims to evoke strong emotions.

It is crucial to showcase use cases that resonate with your target audience. For example, if your hotel primarily caters to young families, you can share stories of how “mum and dad” enjoyed relaxation by the pool while “the kids” had a blast with the on-site children’s entertainment.

If your hotel hosts events, this section becomes even more significant. You can create a portfolio featuring past events such as weddings, conferences, or business gatherings. Include detailed feedback from individuals who were involved in those events.

Ensure that their testimonials have broad appeal by focusing on powerful statements rather than specific details. For instance, emphasise how your hotel went above and beyond to provide the wedding ceremony of their dreams.

By presenting these personalised and emotive guest experiences, you can establish a deeper connection with potential guests. Paint a vivid picture of the memorable moments they can expect to create at your hotel, generating a sense of excitement and aspiration.

Blog Articles

The advantages of maintaining a business blog and content writing for hotels have been extensively discussed, and the hospitality industry can greatly benefit from it. If you still have reservations, consider the following ways an active blog can help your hotel:

• Establish and reinforce your identity and story: Your hotel’s unique story is crucial, and a blog provides an ideal platform to delve deeper and provide more comprehensive details. For example, if your hotel is eco-friendly, you can share initiatives taken to promote environmental consciousness or offer tips on sustainable travel.

• Showcasing personal elements: Your blog can also serve as a platform to showcase the more personal aspects of your hotel. You can profile or interview staff members, such as featuring your head chef discussing the use of locally sourced, authentic ingredients to create a distinctive dining experience.

  Alternatively, your events manager could share their passion for their work and how it translates into delivering exceptional outcomes for clients. By providing insights into the individuals who contribute to your hotel’s success, you create an authentic and personable feel, which can greatly appeal to travellers seeking a more personalised experience.

By leveraging your content writing ideas in these ways, you can strengthen your hotel’s identity, share compelling stories, and connect with your audience on a deeper level. It allows you to showcase your values, expertise, and the passionate individuals who make your hotel truly special.

Direct Communication

Email marketing campaigns offer a valuable opportunity to cultivate leads and foster connections with new and loyal customers. However, poorly written emails not only miss the mark in engaging recipients but can also present challenges for your reputation management team and hotel content marketing strategy.

Requested Emails

Once guests have completed the booking process, it’s easy to file their reservation and overlook it until their arrival. However, there’s no reason why you can’t start crafting a memorable guest experience from the moment they confirm their booking.

In your booking confirmation email, acknowledge the excitement of your guests as they plan their trip. Use positive language that conveys your enthusiasm to welcome them. Ensure that all essential information, including dates, times, prices, directions, travel details and other important specifics, is presented in the email.

Remember, customers are more likely to open emails sent between the booking date and their stay. Capitalise on this opportunity to upsell and offer additional services, such as spa treatments, excursions or room upgrades. The key is to maintain the anticipation and excitement of your guests while using language that entices them without sounding overly sales-driven.

Unsolicited Emails

Email marketing can also be utilised to offer exclusive discounts or promotions to guests after their stay, but it’s crucial to avoid spamming. Considering the seasonal nature of travel, it’s best to send emails sparingly, at opportune times, and with well-crafted content for hotels.

Leverage the seasonality in your email copy by creating enticing descriptions. Rather than simply stating, “Get 10% off by staying with us,” paint a vivid picture of Christmas weekend getaways featuring mulled wine and vibrant markets.

By evoking emotions and sparking the desire to travel, you can enhance the appeal of your offers. Remember that hotels typically act as facilitators of the travel experience, so build your messaging around that concept.

Additionally, be transparent and concise in outlining the terms and conditions of your offers. Avoid hidden surprises that may negatively impact customer satisfaction.

Crafting Your Content for Hotels

For smaller hotels, accommodation providers, and boutique properties, having an in-house content marketing department may not be feasible. This leaves them with the challenge of finding reliable and high-quality content creators and hotel content marketing tips on freelancing platforms, which can be time-consuming and uncertain.

At Traffic Radius, we provide custom content for hotel social media in various formats, such as blog posts, web copy, product descriptions, and emails, all tailored to be SEO-friendly. What sets us apart is our careful selection and vetting of writers who are experts in the hotel industry. This ensures that your hotel content writing is crafted by experienced professionals who understand the nuances of the field.

Take a look at our subscription plans to find the service that suits your hotel’s needs or begin exploring the platform to witness the difference for yourself!

Final Thought

Having competent writers who understand your hotel’s unique positioning and target audience is essential when producing niche hotel content ideas.

Additionally, it is crucial to develop engaging and precise web copy that immerses readers in the narrative. With travel resuming and demand on the rise, now is the perfect time to forge emotive connections with potential hotel guests.