Thursday, 23 June 2016

Content marketing – A check list for hotel websites

With so much competition, your website needs to stand out from the crowd, draw guests in and help convert bookings. It also helps justify your rates and manage guest expectations. Here’s some tips for delivering first class content on your website:


  • Regularly upload new content to keep your site fresh, up to date and high up in the Google rankings.

  • Start a blog - research shows that websites with blogs get 55% more visitors over sites with no blog.

  • Include regional/local activities and events – reflect what’s going on around your area throughout the year. Make it timely, topical and exciting. 

  • Write about the people who work in your hotel – who grows the vegetables/maintains the gardens, whose responsible for procuring the locally sourced toiletries etc.?

  • Give something for free (added value for your guests) e.g. golf hints and tips from the golf pro, gardening tips, wine reviews. Or start up a Rewards Club to build loyalty.

  • Inspire guests with unique experiences they can undertake when they stay at your hotel – cookery classes, walking trips – encourage your guests to live at your hotel, not just go there.

  • Tell a story with your photos- use relevant and high-resolution photos to showcase your property’s unique features. Use your photos to show potential guests what they can expect.

  • Make sure you showcase your entire property by including the photos of the exterior, shared spaces (lobby, lounge, terrace, etc.), facilities (swimming pool, spa, restaurant, etc.) and your bedrooms

  • Always upload high-quality photos and upload videos if you can. You only get one chance at a first impression. Photos should be 2048 x 1536 pixels (3.1 megapixels) and of a horizontal orientation

  • Give ‘Best’ guarantees – reassure people they are getting the best prices/local produce/local area expertise. Publicise reviews and star ratings to give guests an independent opinion of your hotel. Reassure guests they are getting the best rate by booking direct at your hotel (see Guestline’s Price Assure tool for example).

  • Always consider your audience when writing and compiling copy to ensure it’s relevant and topical for them. For example, if you’re mainly accommodating and appealing to the 50+ market, then information on the local nightclubs and DJ nights might not be that relevant!

  • Use the YouGov Profiles to obtain a wealth of data and insight into your targeted demographic e.g. if you targeting people that live in Somerset to visit your hotel, type in ‘Somerset’ and you are presented with a variety of information on people with an interest in Somerset. https://yougov.co.uk/profileslite#

  • What are your business objectives? If it is to increase wedding bookings for example, then showcase recent weddings and testimonials from the bride and groom.

  • Answer guest’s questions and solve problems. For example, for corporate Christmas party bookings, promote how you can fulfil the organiser’s main requirements e.g. do they mainly want an all in one solution with DJ/band/decoration provided, value for money, exclusive use?

Good luck with increased bookings and traffic!

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