Transform your Hotel into a Traveler Magnet

Content Marketing Strategies that Impact the Booking Decision

It is no mystery to understand that content marketing in the hotel industry plays a key role in attracting corporate and leisure travelers. Thinking of those hotels that have limited resources, with small work teams and understanding the evolution of tourism trends, it is crucial to understand, as basic for many as it may sound, how social media, video marketing, SEO, customer testimonials and educational content impact the decision-making of travelers. Next, we will briefly analyze each of these aspects so that you can make a correct decision if you hire these services or if you have a professional in charge of these aspects.

Influence of Social Media on Decision-Making

Social media has a significant impact on the choice of accommodation and destinations for business and leisure trips. In 2017, Hosteltur pointed out that only 20% of travelers use social networks to search for recommendations before booking accommodation . But things have evolved dramatically, and they will continue to do so. Last December Expedia Group published an article mentioning that “… 65% of travelers use social networks to get inspired by the destination ” and, this percentage can be much higher depending on what demographic, geographic, or socio-economic segment, among others, we are talking about. Do you know your Buyer Persona?

Hotels need to maintain an active presence on platforms such as Instagram, Facebook, Tik Tok and LinkedIn, sharing attractive content and testimonials from satisfied customers. but do not forget that this content cannot be the same for each platform, but complementary.

Video Marketing and Virtual Tours

Promotional videos and virtual tours have a considerable influence on the booking decision of corporate travelers and tourists. According to an article by ProfileTree - Web Design and Digital Marketing , 63% of leisure and business travelers use travel videos of all kinds when looking for activities to do in a specific destination.

Hotels should take advantage of this trend by creating visually appealing content that showcases their facilities, services and unique experiences. It would help if you also thought about the videos that travelers themselves will make of their experience and spaces. For this reason, you should always identify or generate “instagrammable” and attractive spaces for the human eye.

SEO, SEM and Web Content Optimization

SEO and web content optimization are key strategies to improve the online visibility of hotel establishments and tourist destinations among corporate and leisure travelers. Hotel News Resource tells us that “a Google study reveals that 65% of leisure travelers and 69% of business travelers start their hotel search on a search engine. ”. Therefore, hotels must optimize their websites with relevant keywords, useful content and a search engine-friendly structure.

Success Stories and Corporate Customer Testimonials

Sharing the positive experiences of corporate and leisure customers is crucial to increase credibility and trust. According to SaleCycle , “Up to 91% of internet users claim that reviews from former customers influence their purchase decisions ”. Hotels should highlight success stories and authentic testimonials in their communication channels, showing how they have met the specific needs of corporate and leisure travelers. But it is also essential that each comment or suggestion visible on any platform is responded to and attended to, even more so those where the comment has not been positive. It is organic, credible, empathetic and trustworthy content.

Educational and Value-Added Content

Creating educational content that provides useful information for business travelers is essential. Siteminders tells us to use the Pareto Principle also called the 80/20 Rule. "80% of the messages should be about the area and only 20% about the hotel ". Hotels can develop local guides, work travel tips, and other content that adds value to the corporate traveler's experience. This added value can be considered crucial when looking for a full-fledged experience.

In conclusion, content marketing plays a crucial role in the hotel industry to attract corporate and leisure travelers. By understanding and implementing effective strategies related to the above points, hotels can improve their visibility, increase credibility and meet the changing needs of today's travelers. Staying aware of these trends and proactively adapting to them will be critical to continued success in the hospitality industry.

Don't forget that this can be applied to any company related to the travel, tourism, gastronomic or entertainment industry. There is much more we can talk about, for any questions, do not hesitate to contact me!