With information literally at their fingertips, the millennial traveller does extensive research before he finalizes which property he would be staying at. He has access to numerous social media sites ranging from hotel’s website to Facebook page, travel websites, Tripadvisor and so on. Information may include videos, virtual tours, images, multi media etc.
More than ever now, a hotel has to ensure that their content is up to date, managed effectively and is available on various platforms.
So what does Content Management mean?
Content management is the process of managing your communication with your clients without selling. So instead of advertisements you use blogs, trip reviews, highlighting a facet of your property via a story etc. Hotels can use content management to deliver valuable information to their clients and thus get rewarded with their business and guest loyalty. Hotels need to ensure that their content is available on multiple social mediums so that it’s easier to attract more viewers and visitors to their own website.
How can hotels attract more opportunities with Content Management
- Stand out from the competition:
Use content to highlight unique aspects of features about the hotel. Does the hotel’s chef have a special story? Is there something different about the artwork in the hotel? Is there something different about the amenities you offer? The options can be endless.
Hotels should use text, pictures, virtual tours, and videos to showcase their property. This can help drive more business to the hotel by intriguing the customers to visit that property.
- Develop Relationships with your customers:
Listening to a customer and acknowledging their interests is one of the best things a hotel can do to encourage guest loyalty. Depending on the response to their contents, a hotel should use that as a benchmark to decide on how future contents should be developed.
Check what content worked for your clients, what kind of information were they looking for? What posts got the maximum likes and which were ignored?
By continuously creating engaging content, the customers are more likely to come back to your social media pages as well as the property.
- Plan your Marketing Budget Strategically:
Good news for all hotels and marketing managers, because it’s not every day you find a solution that is less expensive but more productive.
Content marketing costs 62% less than traditional advertising, and yet it brings in more viewers to your social media presence.
So hotels see how you want to plan your marketing budget, think more in terms of the content you plan to put out rather than banner ads.
- Steer Direct Bookings:
Create content on the website which encourages clients to book directly on the hotel’s website rather than OTA’s. Have enough details about the property, the location, videos, and reviews from other guests all available from the hotel’s website. If all this is present on the hotel’s website, then they don’t need to switch to OTA’s or Meta- Search sites for more information.
Website conversion is 6 times higher for sites that use content marketing vis a vis those who don’t.
We have given you enough and more reasons on why and how Content management can drive more business for a hotel and that too with a lesser investment. So now it’s time to get your marketing team ready and revamping all the information that is out there and managing them more effectively.
—"Boost your hotel's occupancy with better content management",