Running a hotel successfully is not an easy thing to do. No matter how big or small your team is, the daily to-do list for each team member is probably already very long. So you need to be working smart, and what know your priorities are.
Starting a hotel blog and, more importantly, keeping it up and running takes time, energy and resources. That is, of course, if you want to do it properly and actually get results from the efforts you put into it.
With all of the other things filling the to-do list, it’s no surprise that so many hotels don’t bother starting a blog. Or they start it but they quickly fall off the wagon.
But, just because the majority of hotels don’t do it, that doesn’t mean it’s not important. In fact, this means it represents a great opportunity for those who recognise the true value that a strategic hotel blog can provide.
Poor blog presence, or a lack of it, can cost you in the long run, more than you think – keep reading as I explain the five main reasons why starting a hotel blog should be on your high-priority list.
1. Hotel blog can help you tell your unique story
The travel industry is a highly-competitive market. When someone searches for a hotel in almost any destination, the number of hotels available there can be overwhelming.
It can feel hard to stand out. But, as the old saying goes, “The one thing you have that nobody else has is you”.
The same can be said for hotels – each hotel is run by people and therefore is operating in its own way and, no matter how much they look similar on the surface, there are no two alike.
Each hotel has its own story to tell, and it’s through these stories that your audience will connect with your hotel on a deeper, more emotional level.
Whether you run a small, family-owned hotel that has been in your family for generations, or you are offering a modern “home away from home” for techy travellers, you have your own unique founding story and you should share that with the world.
Your blog is the perfect place to do that. You can let your audience behind the scenes and show all the hard work you put in to ensure they have the best possible stay at your hotel. Tell them about your mission, vision, and what makes you different and worth their attention.
2. It helps you climb up the Google ladder
It’s easy to think that publishing your hotel’s website is a one-time event. You feel proud that you have that done it, tick it off from your list and move on.
But, sadly, a website needs care and maintenance. If you neglect it, you will start to see a decline in visitors and your website – which you have invested all of that time, energy and money into, will become next to impossible to find on Google.
While you should be excited and proud that you have your dream website up and running, the work doesn’t stop there – you have to make Google love your website too. And to do that, you need to consistently publish fresh and high-quality content. That’s where your blog can come in.
When you regularly publish relevant content that your audience wants to read, it is a signal for Google that your website offers value to people. So it will start to push it up the rank so more people can discover it.
But to achieve this, you need to regularly publish new articles that both your audience and Google will love – they need to be SEO-optimised and offer real value to the reader.
3. Build Brand Authority
In most cases, people land on blog articles because they offer an answer to a question or a solution to a problem. When it comes to travelling, you can never be too informed. People don’t want to have any unpleasant surprises on the trip due to their lack of information.
According to the last TripAdvisor’s report, 59% of travellers do pre-travel research. However, different factors can influence that number dramatically. For example, different researches about travelling during the pandemic have been trending recently – with so many different travel restrictions that apply to different nationalities and areas.
But even in normal circumstances, just a brief look at the TripAdvisor forum will give you an idea about a wide range of topics and questions travellers are asking and researching.
What you want to aim to do is provide answers to their questions and position yourself as a hotel they can completely trust and rely on, not only when it comes to accommodation but their entire trip.
When you provide up to date travel information, local tips and recommendations, respond to current trends fast and help your audience travel stress-free – you are becoming a resource to your audience that they can trust and build a bond with.
But at the same time, you are building authority on the market and positioning yourself as an expert and a leader.
When they think of booking a hotel, your name will appear in their minds because they already trust you and know you.
4. Attract your target audience and turn lookers into bookers
When you know your target audience, blog articles are a great way to get their attention, earn their trust and ultimately, turn them into your guests!
To do this successfully, you need to be very clear on the profile of the travellers you want to attract, i.e to have your customer personas profiles developed and up to date.
For example, if you are a pet-friendly hotel, one of your customer personas will be people who travel with their pets. Articles about tips on travelling with your furry friend will help you to get their attention – The Horton Hotel is a good example:
By constantly providing value to them via blog articles, you are earning their trust and eventually turn them into your guests, because they feel they can rely on you to provide the best accommodation for both them and their beloved pets.
5. Get Feedback from Website Visitors
Your blog might seem like it’s a one-way form of communication, but that’s why the comment section is so important. It’s an ideal place to hear directly from your (potential) guests and start discussions.
End your articles with a call-to-action and invite your readers to share their thoughts in the comment section, but don’t post and ghost! Engage with them and reply to every comment you receive. This will also show them you are approachable and they can easily interact with you.
At the same time, you are also showcasing your customer interaction skills and the ways that you deal with feedback – good and bad.
Finally, don’t forget about the constantly-growing number of travel bloggers and influencers – there is always a chance they will blog about their experiences at your hotel. So when you have an established blog presence, you have a way to “provide further publicity to any positive reviews you receive” (link to DC).
Don’t have time to blog? Outsource it!
Don’t let excuses stop you from starting a hotel blog, especially as it is a task that you can outsource.
As a marketing agency focused on the travel and hospitality industry, with over 20 years of experience, we know a thing or two about how to run a successful blog, and we’d be happy to do that for you!
Contact us, or even better, schedule a free consultation call, and let’s start building you a hotel blog that will:
- Attract your target audience and become a trustworthy brand
- Make Google love your website
- Help you tell your story and stand out from the crowd
- Convert and turn lookers into bookers!
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Stay safe and healthy,
Untile next time,