Content writing is crucial for hotels looking to attract more guests and improve their online presence. With the rise of online travel booking sites and apps, more customers are researching hotels online before making a reservation. This makes compelling, informative content even more important for capturing potential guests and converting browsers into bookers.
While the main goal of hotel content is to attract new business, it should serve more purposes than just promoting room rates and amenities. Engaging, unique content can help hotels build their brand, showcase personality, and cultivate trust and loyalty with repeat customers. By focusing on topics relevant to travelers, hotels can position themselves as authorities while humanizing their image.
Some key types of content that are valuable for hotels include:
About/History Sections
These pages help potential guests get to know a hotel better by providing insight into its origins, values, and vision. Sharing interesting anecdotes from the past and details on restoration projects can instill a sense of heritage. Highlighting community involvement and green practices also allows properties to flaunt their social responsibilities. Photographs are crucial for bringing history to life.
Neighbourhood/Area Guides
Providing overviews of surrounding attractions, dining, nightlife, and activities allows hotels to promote themselves as a base for exploring a destination. Detailed neighborhood guides position the property as an insider resource for things to do locally. Including walking/driving directions, hours, and prices helps paint a complete picture for visitors.
Guest Room/Suite Descriptions
Vivid, immersive writing here is key for engaging potential bookers. Beyond basic facts, detailed narratives should transport readers inside each room type through descriptive imagery. Focus on amenities but also subtle touches that cultivate comfort, such as high-thread count sheets or soundproof windows. Include complimentary WiFi and other perks that offer value.
Meeting/Event Space Layouts
For hotels catering to business travelers and groups, thorough showcasing of on-site function rooms is paramount. Provide measurements, maximum capacities, and floor plans of each divisible space. Outline included amenities as well as catering and audio/visual options. Consider virtual or 3D space tours for visual context.
Restaurant/Bar Menus
While full seasonal menus may change frequently, highlight signature dishes and share photos. Emphasize locality of ingredients when possible. Outline dining perks for guests like discounts or room service availability. Detail relaxed atmosphere, outdoor seating, cocktail lists, and promotional events for a complete dining experience overview.
Recreational Feature Descriptions
Hotels with pools, gyms, spas, golf courses and other recreational facilities should promote these assets through descriptive content. Provide daily operating hours, rules, and programming or services available like classes, treatments, or lessons. Share user-generated reviews or professional commentary to build credibility.
Local Exploration Ideas
Put together curated itineraries, walking tours, or activity lists for guests to easily plan sightseeing days. Include mapping functionality whenever possible. Focus on family-friendly, rain-day options in addition to top attractions. Source insider recommendations for hidden gems.
Guest Recommendation Programs
Initiatives that gather photographic submissions from past guests allow properties to showcase a location through real eyes. Solicit permission to share customers’ favorite experiences, room shots, meals, or amenities used during stays. Keep submissions engaging by focusing on personal insights and memories created.
Blog Articles
Relevant, informative blog content lends hotels an authoritative voice while offering readers long-form reading experiences to engage for longer periods. Popular topics include things to do by day of the week, need-to-know travel tips, dining roundups, itinerary ideas, deals to book, kid-friendly activities, and seasonal posts. Commit to consistent, high-quality blog publishing.
Social Media Guidelines
Provide recommendations to guests on sharing visuals across social platforms which tag the hotel to spread exposure. Specify preferred hashtags for niche channels like Instagram. Consider developing social media takeover programs to curate engaging content from influencers and past guests on a rotating schedule.
FAQ Sections
Anticipate common inquiries for organized one-stop resources. Cover arrival/deaprture logistics, room policies, complimentary offerings, accessibility options, recommended dining nearby, parking locations/rates, complimentary amenities, and community guidelines. Keep questions fresh based on seasonality and customer care trends.
Beyond core coverage of on-property facilities and services, hotels would be wise to also focus content strategies on destination primers, itineraries for multi-day stays, curated local recommendations for dining and nightlife, things to do with kids or for families, travel deals and packages, weddings and social functions overviews, guest review roundups featuring positive feedback and ratings.
Engaging content creation requires dedicated effort but pays off through increased website traffic, greater visibility in search results, boosted direct bookings and higher average daily rates. By showcasing personality and insider expertise, compelling content gives guests informed decision making tools while helping properties stand out amidst competitors. With so many travelers now researching exclusively online before visiting destinations, informative content marketing should be a hospitality branding imperative.
Andrew Stroud