Most likely, you’ll head over to the internet to do some research. What are the local attractions? Are any big events coming up? Great outdoor spaces? Must-visit restaurants?
Blog posts by those who are in the know will usually provide answers to these questions. Well-written blogs can connect internet users to local businesses, including hotels.
Your blog posts can increase your site traffic and, if done correctly, increase bookings.
Why is a hotel blog necessary?
It might not! It’s not for every hotel. You may not want to overstretch your marketing team if you do not have the resources available to create regular content or if your hotel is putting its eggs all in one basket.
Consider these benefits when making a decision.
Blogs can help you to connect with your audience.
Before they even check in, potential guests are already interacting with you. Even if they book on a third-party site, guests will visit your hotel’s website to check out the rooms, rates, and amenities.
It pays to be friendly. We are in the hospitality business. Your ideal audience will help you plan your visitors’ trip. Start making an impression early by creating content that is geared towards them.
Blogging keeps your website fresh.
Google gives preference to sites that are regularly updated when ranking websites. Search engines will be more likely to rank a website that has fresh content if it is active and useful. Blog posts are a great way to improve your online presence.
This partly explains why companies with blogs get 55 % more website visitors and 67%, on average, more leads each month.
Blogs create pillar content that can be used on other social media channels.
It can be challenging to keep up with the constant hamster-wheel of posting ideas for Facebook and Instagram. Blogs provide a continuous source of content you can repurpose and use for social media.
Are you working on a post for your blog about the ten best things to do this summer in your city? Divide it into sections and create a separate social media post for each. You can make ten different pieces of content for social media from a single blog post.
Travel influencers can be reached through blogging
Influencers don’t only exist on Instagram. Many (if not most) influencers have blogs where they share their content. Many (maybe most!) of them have their blogs where they post their content. Many of them look for local blogs to contribute guest posts in order to build their brands.
Travel or lifestyle influencers can share their content on a hotel blog. You can leverage their audience to reach more people, and they can show their authority on the local scene. Win-win.
Blogging positions you as a boutique brand
The marketing budgets of smaller independent hotels are often less than those of larger chains. They have the opportunity to be “of” their place.
Many hotel guests want to experience a unique adventure in a city or town that is rooted. Blog posts that highlight the amazing people, places, and music in the area will show your hotel’s commitment to the community. This may be a better experience for guests than the “big-box” hotel down the street.
Write for the right niche.
You need to know who your audience is before you begin writing. Are your potential guest’s families with young children? Are you looking for young professionals to stay at during a business conference? Couples over 50 looking for a relaxing getaway?
You can dig deeper to understand your ideal client’s travel plans, their pain points, and their desires. Families want to know where they can take their children while in town. Young professionals are more likely to be interested in new restaurants. Older couples might wish for quieter walking paths or more in-house service.
You should use your content to promote the local area. Many people who visit your blog are still deciding where they want to go. They are gathering information and deciding on where they will go for their next vacation or to host an event at work. You can get them to start the booking process if you sell the city.
It’s a little off-putting to see a blog that hasn’t been updated for 17 months. This raises questions about the hotel, which is not what we want. It’s better to remove the entire blog than leave a few old posts.
Stick to your posting schedule. Consistency is key, whether it’s biweekly or monthly. By regularly adding new content to your website, you encourage visitors to stay on your site longer and increase your search engine rankings, which will bring you more traffic.
When writing, keep keywords and the search intent in mind.
The company’s lack of a strategy is a common issue with content marketing. Some companies create a blog post out of thin air and write 1,000 words about it. Then, they wonder why no one is visiting their site.
If you don’t create content that people will want to read, hotel blogging is a complete waste of time. Keyword and search intent research is the best way to find out what people are interested in reading.
You should check if people are interested in the topic before you decide on it. Check out this blog for more information on keywords and a guide to some of my favorite free resources.
Search intent is another important element of your content. The search intent addresses what is driving the person to search. Do they want to buy something? Want to know more? You can navigate to a particular website, such as the local convention center.
You can waste time and money if you do not address search intent. Check out this blog for more information on search intent.
Is it better to have your hotel blog in-house or outsourced?
You may think, “This is great!” The marketing team is well-equipped to blog. It will work well with our existing social media campaigns and be a real game changer for our business!”You may be thinking, “Holy cow. You just told me to start an email campaign, and now I’m being told that I also need a blog. No one in my team has the time.”
Some independent writers can help you with the research and writing. Search for a writer who can suggest topics for your blog posts, do keyword and search intention research, and create content with your brand voice and target audience in mind.