The hospitality industry is very cutthroat—we all know that! Competition is rife in such a saturated market. Hotels need to strive to set themselves apart by crafting innovative content marketing strategies that captivate their desired audience in this fiercely competitive industry.
Let’s go over three content marketing strategies to transform your hotel’s online presence and drive bookings in 2024. It’s time to improve your hotel’s marketing strategies by highlighting what makes your hotel unique, encouraging guests to share their experiences to increase brand awareness, and personalising your marketing efforts for an exemplary guest experience.
It’s all about enticing your guests with the best of your hotel!
1. Showcasing Your Unique Value Proposition
- Identify your hotel’s unique selling points to create a compelling brand story
- Develop a content strategy that aligns with your USP and engages your target audience
- Collaborate with influencers and local businesses to create authentic content
Identify Your Hotel’s Unique Selling Points
Let’s take it back to the basics. To create compelling content marketing strategies for your hotel, start by thoroughly analysing your hotel’s strengths, amenities, and target audience. Identify the distinctive features that set your hotel apart from competitors. These unique selling points (USPs) could include:
- Location: Is your hotel in a prime location near popular tourist attractions or a trendy area?
- Amenities: Does your hotel offer exceptional amenities, like a rooftop pool, spa, or Michelin-starred restaurant?
- Service: Is your hotel known for providing personalised, top-notch service to guests?
Once you’ve identified your hotel’s USPs, craft your brand story that resonates with your target market. This story should highlight the unique experiences and benefits that guests can expect when staying at your hotel.
You know what you love about your hotel, and it’s time to show it off!
Example:
Vila Vita Parc’s summer email campaign adeptly highlights its unique selling points (USPs) throughout its entire message. By cleverly incorporating significant events and dates, such as the 2024 Euros and the celebration of Arraial, the campaign seamlessly connects potential guests to specific restaurants within the hotel. Each point in the email is skilfully tied to a hotel feature, whether it’s the V-life shops on the resort, the diverse restaurant options, the inviting beach club, or the luxurious Villas and Suites. Each point is accompanied by a clear call-to-action. The email impressively showcases the resort’s amenities and unique features through high-quality photos, emphasising the numerous benefits of choosing Vila Vita Parc for a memorable summer getaway.
Develop a Content Strategy Aligned with Your USP
Where should you start? With your hotel’s USPs and brand story in mind, develop a content strategy that showcases your unique value proposition. Create a content calendar that includes various formats, such as:
- Blog posts: Write informative and engaging articles highlighting your hotel’s USPs, sharing local tips, and providing valuable information for guests.
- Videos: Create appealing videos that showcase your hotel’s amenities, rooms, and surrounding area.
- Social media posts: Share photos, stories, and updates on your hotel’s social media channels to engage with potential guests and build brand awareness.
- Email campaigns: Craft personalised and visually appealing emails to share exclusive offers, promotions, and updates with your subscribers. Utilise stunning visuals and persuasive copy to entice recipients to book a stay at your hotel.
Ensure consistent messaging across all marketing channels to reinforce your hotel’s brand identity.
Tips for Creating Engaging Hotel Content
When creating content for your hotel, keep the following tips in mind:
- Focus on benefits: Highlight the benefits and experiences guests can expect when staying at your hotel rather than just listing features.
- Use storytelling: Share stories showcasing your hotel’s unique personality, history, and guest experiences to connect with potential guests emotionally.
- Incorporate visuals: Use high-quality images and videos to bring your hotel’s story to life and make your content more engaging.
- Optimise for search engines: Use relevant keywords and phrases in your content to improve your hotel’s visibility in search engine results.
Collaborate with Influencers and Local Businesses
To further showcase your hotel’s USPs, collaborate with influencers, content creators and local businesses to create authentic content that resonates with your target audience.
Partnering with Influencers
Everyone else is doing it and so should you. Partner with travel bloggers and influencers who align with your hotel’s brand and target market. Invite them to stay at your hotel and experience your USPs firsthand. In exchange, they can create authentic content, such as blog posts, social media posts, and videos, that showcase your hotel to their followers.
When collaborating with influencers:
- Choose influencers whose audience aligns with your target market
- Provide clear guidelines and expectations for the content they create
- Ensure the content showcases your hotel’s USPs and brand story
- Allow the content creator some creative freedom so the content is authentic
Collaborating with Local Businesses
Collaborate with local businesses to offer exclusive packages and experiences highlighting your hotel’s location and unique offerings. For example, partner with a local tour operator to create a custom itinerary that includes stays at your hotel and visits to popular attractions.
By collaborating with local businesses, you can:
- Offer experiences that set your hotel apart from competitors
- Tap into the local business’s customer base to reach new potential guests
- Create content that showcases your hotel’s location and local expertise
By implementing these content marketing strategies and showcasing your hotel’s unique value proposition, you can attract new guests, build brand loyalty, and stand out in the competitive hospitality industry.
2. Making the Most of User-Generated Content
- Make the most of user-generated content to showcase authentic guest experiences
- Encourage guests to share their stories and photos through social media contests and incentives
- Develop a loyalty programme that rewards guests for their online engagement and advocacy
So many people post about their getaways! Why not repurpose this content? User-generated content (UGC) has become a powerful tool for hotels to showcase their unique offerings and build trust with potential guests. By using the authentic experiences guests share on social media platforms, hotels can create enticing marketing campaigns that resonate with their target audience. We all love to see what a place is really like before we get there, and these real-life snapshots help us imagine ourselves enjoying the location.
Encourage Guests to Share Their Experiences
One of the most effective ways to gather UGC is by encouraging guests to share their experiences during their stay. You can create Instagram-worthy spaces throughout your hotel, such as unique art installations, picturesque views, or cosy nooks, and encourage guests to tag the hotel in their posts. This increases your hotel’s visibility on social media and provides a wealth of authentic content that can be repurposed for marketing efforts.
Run Social Media Contests
To further incentivise guests to share their experiences, hotels can run social media contests that offer exciting prizes or exclusive perks. Here’s a step-by-step guide on how to run a successful social media contest:
Implement a Guest Loyalty Programme with Shareable Rewards
Another way to gather UGC is by developing a guest loyalty programme that rewards members for their social media engagement and advocacy. By offering exclusive perks, discounts, or experiences for guests who share their photos and stories online, hotels can create a sense of community and encourage repeat visits.
Gamify the Loyalty Programme
To make the loyalty programme even more engaging, hotels can gamify the experience by creating challenges or competitions encouraging guests to participate and share their achievements. For instance, in 2014, Kimpton Hotels & Restaurants launched “Kimpton Karma,” a loyalty programme that rewarded guests for their social media engagement and offered personalised perks based on their preferences and interests. Kimpton Karma eventually became part of the award-winning IHG Rewards Club programme in 2018.
3. Personalisation and Targeted Advertising
- Personalisation and targeted advertising are key to engaging hotel guests in 2024
- Using guest data and segmentation can create tailored experiences that drive bookings
- Targeted social media and retargeting ads help reach the right audience at the right time
Hotels must adapt their marketing strategies to stay competitive. In 2024, two significant trends are shaping the landscape: personalisation and targeted advertising.
Utilise Data to Create Personalised Guest Experiences
It’s common knowledge that personalisation in marketing works. According to Accenture, ‘91% of consumers are more likely to shop with brands who recognise, remember, and provide relevant offers and recommendations.’ Hotels can gain valuable insights into their preferences, behaviours, and booking patterns by collecting and analysing guest data. This data can then be used to segment the audience based on factors like interests, demographics, and past stays.
Once segmented, hotels can tailor their marketing messages and offers to each group. For Instance, a family that previously booked a suite with a kitchenette might receive an email highlighting the hotel’s spacious, family-friendly rooms and on-site dining options. Meanwhile, a business traveller could receive promotions for executive lounge access and late check-out.
Example:
Virgin Hotels showcases an elaborate example of just how personalisation wins. The well-known brand uses mobile technology to enhance the customer’s experience throughout their stay. The brand introduced ‘The Know’, a personalised loyalty programme. The more guests allow the brand to get to know them, the more they can pander to their desires and preferences. Think free room upgrades, the best rates, and special offers. It’s a win-win scenario for everyone.
Implement Targeted Advertising Campaigns
In addition to personalised communications, targeted advertising is essential for reaching the right audience. Platforms like Facebook and Instagram offer robust targeting options, allowing hotels to serve ads to users based on location, interests, and even travel intent.
Retargeting is another powerful tactic. By placing a pixel on the hotel website, marketers can serve ads to users who have previously visited but didn’t complete a booking. These ads can showcase special offers or highlight your hotel’s unique features, encouraging users to return and convert.
Optimising Ad Performance
To maximise the impact of targeted advertising, hotels should experiment with different ad formats, images, and copy. A/B testing can help identify the combinations that resonate best with each audience segment. Regularly monitoring and adjusting campaigns based on performance data ensures your hotel gets the best possible return on its ad spend.
Personalisation and targeted advertising align closely with the classic “4 P’s” of marketing: product, price, place, and promotion. By tailoring the product (guest experience) and price (offers) to each segment and promoting through targeted placements, hotels can effectively attract and convert their ideal guests.
Conclusion
It’s as simple as that (not)! Implementing effective content marketing strategies is crucial for hotels aiming to capture the attention of potential guests and drive bookings – but it does take a lot of dedication and time.
Showcasing your unique value proposition, leveraging user-generated content, and employing personalisation and targeted advertising are essential tactics to transform your hotel’s online presence in 2024. You can create compelling and engaging content that resonates with your target audience by identifying and highlighting what makes your hotel special, encouraging guests to share their authentic experiences, and utilising data-driven personalised marketing.
Collaborations with influencers and local businesses further enhance the authenticity and reach of your content, while social media contests and loyalty programmes incentivise guest participation and advocacy. Integrating high-quality visuals, storytelling, and good SEO practices ensures your content engages and reaches a broader audience.
By adopting these content marketing strategies, your hotel can attract new guests, boost brand loyalty, and stand out!
Don’t have the time to spare? Let us alleviate the pressure. Contact us today to explore how we can partner with you to drive success for your hotel.
