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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?
When it comes to effective content for hotels, there are two key areas to focus on:
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.
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:
Remember, each page on your website serves a distinct purpose. Here’s how to optimise hotel content ideas for specific sections:
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.
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.
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:
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.
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.
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:
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.
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.
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.
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.
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!
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.