The Hotelier's Quick Guide to Compelling Online Content (Part I)

GIATA Drive teamed up with Craig Howes, a professional photographer & content creator that leads the projects https://www.socomunity.com/ and https://www.cityofcapetown.info/. Finding out he had photo shoots at numerous hotels and consulted a ton of properties on their visual content, I asked Craig for help - to write nuggets of advice about how hoteliers can improve their online presence without breaking the bank. Also - they need to be simple to implement. Some adjustments from my side were added, that make the tricks even more relevant for hoteliers worldwide.

In order not to make this article too long, we will add 6 reasons here, the other 6 coming soon after. Enjoy it!

1)? ? Content is an asset, not an expense?

It may come as a surprise that this occupies the top spot. However, understanding that content is an asset with the ability to bring in new business and work around the clock to grow your brand is pivotal to creating better content. Many platforms even allow you to work out ROI on content. Good content can improve click-through rates which can increase conversion. Increased conversion means more sales and hence return on investment. Additionally, for paid promotion, - specific content can also drive additional clicks and, implicitly, sales.

2)? ? Create content specifically for a platform?

Understand the different types of content and platforms. We live in a digital age, with multiple platforms that house multiple forms of content. When creating content, it is vital to understand how people interact with different platforms as well as how each platform prioritizes content. Most brands make the mistake of loading the same content on different platforms.

For example, someone opening Instagram will have a different mindset than that same person opening Google to search for the “best affordable hotel near the beach in Cape Town”. Both platforms can capture a potential client, however, the approach would be different for each platform.?

3)? ? Create content with purpose?

The best hotel brands in the world all have one thing in common. They have defined their brand values to appeal to a certain type of person and use different platforms (using content) to speak to those people.

The best brands in the world have a narrative. “Our hotel specializes in business trips. You can expect professionalism, good service, state-of-the-art business facilities, comfort, and a place to relax”.?

All content created should speak to those values

4)? ? Understand your current and target demographics

Most platforms and 3rd party applications will allow you to see your and your competitors’ social media statistics. This will help you to understand who you are speaking to, and then create content that resonates with them.

5)? ? The use of models in Content for Targeted campaigns

If your hotel is looking to attract families, then create content showing families. Shoot different content for different groups of people.?

Some examples are:?

·? ? ? Families

·? ? ? Groups of friends

·? ? ? Solo travelers

·? ? ? Business travelers

·? ? ? Romantic getaways

This can further be segmented into:?

Budget accommodation?

Unique stays

Luxury accommodation

For example: if you are looking to attract more couples, show images of couples. However, showing a young couple might not appeal to an older couple, nevertheless, their budgets will more than likely be different. Constantly ask yourself: "Whom is this photo for? Whom should it encourage to learn more about my hotel?"

6)? ? When shooting content, pay attention to the details?

Here are some examples of questions you should ask yourself when the photophers are at your property:

Are the flowers in the room fresh?

Are the lights turned on?

Is the bedding clean?

What clothes is the model wearing?

You get the point.

We could go into a long list here; most photographers understand how to take a good picture. However, not all photographers appreciate your brand, art direction, and creative direction. Choose a content creator that understands all these things or hire a creative director to create a good brief for the creator.

Here's the link to the second part of this Quick Guide.