Creating a robust content marketing strategy for hotels that are looking to expand their customer base is essential. The good news is that hotels can easily create emotive content that inspires wanderlust. The bad news, the competition is fierce.
Travellers now heavily rely on digital platforms to research, book, and review their accommodations, with as many as 38 website visits before making a booking. Marketing for travel brands means thinking outside of the norms and offering travellers something unique to spark inspiration. Hotels need to create more than just good content; it’s all about curating unforgettable online experiences.
With the market size of the online hotel booking industry expected to increase yet again to 34.3% in 2024, hotels must continually invest in their digital infrastructure to stay ahead. A well-executed online content marketing strategy for hotels both enhances brand visibility and engages potential guests, driving bookings and loyalty.
In this comprehensive guide, we delve into the essential elements of crafting a winning content marketing strategy that makes your hotel brand stand out in 2024.
Before looking at creating a content marketing strategy for hotels, let’s consider the evolving landscape of the hospitality industry. Despite recent market turbulence, the global online travel market is predicted to reach $1.2 trillion by 2027. In addition, with a growing number of online travel agencies (OTAs), review platforms, and social media channels, travellers are inundated with information and choices. Potential guests can now compare prices, amenities, and guest experiences with just a few clicks.
Travellers are looking for a broader range of experiences when they travel and are increasingly relying on technology to research, plan, and book the perfect trips. Hotels must adapt to these shifts, investing in a digital infrastructure that responds to the demands of travellers.
Beyond general trends, understanding your specific target audience is imperative to creating a successful content marketing strategy for hotels. Travellers can be broadly categorised, but within those categories lie diverse motivations and desires.
Whilst broad demographics like business vs leisure or family vs solo are important, savvy hotel brands will look closely at their buyer journey to identify different segments within their customer base. These insights can uncover vast amounts of data that inform your content strategy and ensure the correct content is being surfaced at the right touchpoints. Hotels can use this information to create a content strategy that enables potential guests to easily find information that engages and encourages them to purchase.
These more niche personas based on demographics, psychographics, and travel goals give hotels the information they need to tailor their content marketing strategy to address specific needs and pain points across multiple channels.
With online sales in the hotel segment predicted to generate around 80% of total revenue in the next three years, optimising website content is paramount.
Understanding where content works across your customer’s journey is down to robust testing through conversion rate optimisation strategies. This will help you to drill down to the details of your site and your travel web page design, giving you a better understanding of what works and how to maximise your ROI.
The key to travel is inspiring experiences, feelings and emotions. These start the moment your customer is inspired to browse a destination and will continue throughout their trip. Understanding this journey is critical for storytelling, an essential part of content marketing strategy for hotels.
Hotel chains are in a unique position for content creation, with high-quality and engaging images, videos, and immersive experiences, right at their fingertips. By leveraging user-generated content, influencer partnerships, and multimedia storytelling, marketers can create authentic and engaging content that resonates with audiences across channels.
A holistic content marketing strategy encompasses a diverse array of channels to maximise reach and engagement. From website blogs and social media platforms to email newsletters and video streaming services, enterprise hotel chains should adopt a multi-channel approach to disseminate content effectively.
Content marketing strategy for hotels is not only about what to publish but where and when to publish it. For example, 90% of consumers watch video on their mobile devices, so your video must be optimised for responsive design. Similarly, optimising messaging for particular channels is key, with around 74% of Gen Z starting their search on TikTok, vs older generations who prefer Google. By aligning content with the unique strengths and audience demographics of each channel, marketers can amplify brand visibility, foster community engagement, and drive direct bookings.
With as many as 36.5% using social media for travel inspiration or ideas, these platforms are an essential part of any content marketing strategy for hotels. Social media platforms allow hotels to engage with both existing and prospective guests through creative storytelling, influencer marketing and user-generated content. Hotel brands know customers aren’t just booking a bed; they’re booking an experience.
77% of marketers use social media for marketing, yet only 48% say they see a ROI from it. With social media, a compelling brand story and personality is imperative. Often, an effective strategy for hotel chains means going back to basics and considering who you want to target, what your goals are and how you’re tracking the results to tweak and test. This is essential for both organic and paid social media, where 56% of millennials and Gen Z have recently said that they’re cutting back on social media as a result of poor brand targeting. Understanding how your digital strategy works holistically is essential for a successful social media strategy.
Hotels can benefit from using social media as both a marketing and customer service tool. Prioritise reviews, and empower your social media teams with your core brand values to ensure your digital marketing channels resonate with the service offered at your hotel.
A successful content marketing strategy for hotels hinges on the ability to captivate and inspire travellers. Understanding the evolving demands of your audience and leveraging the power of storytelling across various digital channels are essential components. Targeted content tailored to specific traveller personas ensures that the hotel meets the diverse needs and aspirations of its audience.
As the online hotel booking industry continues to expand, investing in a robust digital infrastructure and adopting a multi-channel approach is paramount for success when marketing for tourism. Additionally, partnering with experienced agencies like Sagittarius, a Sitecore agency, can offer invaluable expertise. We have a proven track record of working with world-leading hotel and travel brands like Red Carnation Hotels to Contiki and SkiWeekends to build experiences that not only captivate but also convert.
We would love to help you with our extensive range of experience and expertise to build an elite content marketing strategy across your digital estate. If you would like us to help you take your hotel brand to the next level, contact us today.
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