The hospitality industry is unlike any other industry.
As a hotelier, you would know that the type of relationship you have with those who frequent your business is much deeper than in the business-customer relationship of any other industry.
This is precisely why your customers are called your guests. These guests rely on you as a guide to provide them with information on where to visit, eat, shop and have fun, as well as to fulfill any special requests they may have to make their stay at your hotel more comfortable. .
That special relationship begins long before they walk through your doors. It starts when they are looking for accommodation or making their travel plans.
As more businesses use digital marketing and technology to reach their customers, you’ll find that your business will need to pay more attention to content marketing on your hotel website.
Gone are the days when companies could use manipulative sales tactics or high pressure to sell rooms (e.g. corny slogans like “It’s a once-in-a-lifetime discount you don’t want to miss!” will give more call-to-action).
And if you think an Instagram-like scrolling feature of myriad beautiful images of your hotel interior design is going to cut it, you’ll be disappointed.
Simple images with no content may look pretty, but are in spades these days, with hundreds of similar posts on social media and websites. Above all, do they sell?
The simple answer is no.
What you need is to find strategies to not only attract customers, but also to retain them so that they come back for more of your hospitality.
You are already doing this by making it more attractive for guests to book directly with your hotel.
This is because your website is easy to navigate and also because of its exclusive online benefits only for guests and members. If you’re targeting global markets, you probably already have options for displaying your website in multiple languages, with creatively translated content.
It would provide that added advantage over other nearby hotel brands that may only have their websites in English.
If you’re not already doing so, there’s never been a better time to team up with a company that provides creative translation services, like IPPWORLD.
But more than that, you also want to generate clicks from new customers, find ways to attract them to your establishment while building greater customer engagement and an online customer community.
Content marketing can help you do that.
The undeniable competitive advantage of content
As a hotel establishment, your website content should be able to anticipate the most common questions your customers might have, not only about the hotel and its amenities, but also about the highlights and attractions of the city or of the surrounding town.
This valuable information, while educational, should also be entertaining. This type of information not only helps market your property, but also builds trust between you and the customer, who will then start relying on your information to improve their travel experience.
As this relationship develops, they begin to see your hotel as the accommodation of choice for future trips, not just because it’s a great place to stay, but because they trust your recommendations and know they can count on you to get the most out of their trip. .
That’s a lot of added value!
In turn, the amount of value added to your business from online content not only strengthens relationships with your customers as a committed hotelier, but also improves search engine optimization (SEO) in the form of higher search engine rankings. Your hotel becomes more “visible” online.
Reduce marketing costs with content
The bottom line is always a major marketing concern for any business and advertising costs can be daunting even for high end luxury hotels. Consumers, who are more educated and informed these days, are less likely to be bought by flashy advertising and gimmicks. Furthermore, consumers are already inundated with it on various forms of media.
Creating great content on your website goes hand in hand with building consumer relationships at a fraction of the cost of flashy ads that don’t necessarily work all the time.
Manage your reputation with content
From time to time, as with any hospitality business, there will be customers who complain, customers who are unhappy, and customers for whom your services have been inadequate. But each time you create new content for your clients, building pages upon pages on top of previous content, your website ranks higher and higher in search engine results.
This helps manage your business reputation by keeping your hotel’s positive posts above the occasional negative ratings on search engine results, as new information about your property is constantly being produced. It also shows customers that you are committed to creating that perfect customer engagement and are not indifferent to their needs.
Now that you have a clear idea of how content marketing can benefit your hospitality business, let’s just get started.
Using copywriting to reach customers doesn’t require verbosity or complex marketing rhetoric. Go with simple writing that extols all the virtues of your establishment, without overloading it with too much information (remember, there’s already a lot of information overload going on there).
Content marketing: some best practices to consider
Before you start using content marketing as part of your overall marketing strategy to your global audience, here are some best practices shared by experts.
According to Ardath Albee, CEO of Marketing Interactions, Inc. and instructor at the US-based Content Marketing Institute’s Content Marketing Institute, a good place to start is to combine marketing objectives.
“The question a hotelier should first ask themselves is, what can I do to help a specific audience that will also relate to what I want to accomplish for my hotel? So depending on the type of hotel, it can help potential and current customers find the best restaurants in the area or know what to do while they’re in town.”
For example, “[I]If you are a business hotel that hosts a lot of meetings, maybe suggest best practices for successful meetings and conferences. If your hotel is also a resort or spa, maybe it’s a healthy living blog with golf-specific topics, if you have a course, or sharing your chef’s recipes if you have a restaurant. attraction.”
Apart from creating content, also think about how that content will be delivered, such as on your website, social media, email, etc.
Albee adds that “you want to think about how to get the best value for money from the content you develop. So think about audience, purpose and business objectives, then formats and channels.”
Earlier, we mentioned creating content for global audiences in their local languages by providing online content in multiple languages.
Following the age-old marketing adage “I can’t read, I won’t buy”, providing your customers with personalized content in their own language through the use of transcreation (creative translation) will undeniably add more value to any hotel brand, not to mention improving brand loyalty in the process.
Content marketing strategy itself is a multi-tiered topic that not only involves content creation; but also to decide when, where and how to distribute the content and, subsequently, to measure the success of its results.
If you also need transcreation (creative translation) services for your content to reach a wider market in its local languages, IPPWORLD is more than happy to support and complement your efforts while ensuring that the tone staff of your hotel brand remains intact.
There’s never been a better time to start content marketing to your global audience than now.
As a language services provider, IPPWORLD (www.ippworld.com) is a global transcreation (creative translation) agency that helps travel, hotel, hospitality and lifestyle brands, as well as various businesses improve their engagement strategy in global markets. We provide end-to-end multilingual localization and transcreation solutions for website content and online booking information. Transcreation encourages higher readership among native-speaking communities, helps drive conversions, increases revenue, and builds brand loyalty. To understand how you can better connect with a global audience through transcreation, email us at [email protected], or connect with Joanne Chan on Linkedin.