With the pause in travel due to COVID-19, the dreaming phase of the travel planning journey is expanding for long-haul markets. People are spending more time consuming content online and daydreaming about traveling when the time is right. As hotels work towards recovery, it is important to get in front of potential guests and develop brand relationships that ultimately drive bookings. No matter the market, hotels face steep competition.
The Solution: An Editorial Hotel Blog
Blogs are a great way to drive new, organic traffic to the hotel website and into the top of the funnel. As an integral part of any hotel’s content strategy, blogs serve as a platform to share informational and inspirational content to past, current, and future guests. With fresh and relevant content, hotels can increase organic visibility and set themselves apart from the competition. Since blogs provide the opportunity to frequently add new content, Google and other search engines can serve the website listing in more organic search queries. Additionally, editorial blog content about a hotel’s destination will position the brand as a destination expert, build trust with potential guests, and allow them to find useful information and answers to their questions without having to search elsewhere on the internet.
The guest includes top of funnel travelers who are usually looking for more information on the hotel or its destination. They are using search engines and social media to discover websites and content.
- Boosts search engine rankings.
- Search engines love fresh content. Since blogs provide the foundation to consistently add fresh content, this can help increase rankings on results pages as well as appear in more organic searches.
- Provides value to website visitors and increases the time spent on the website.
- Readers click on a blog because they want to learn more about what the hotel is writing about. By producing high-quality content, visitors will get more value from the hotel and will stay on the website longer to check out more useful posts or content on the website.
- Allows visibility to distinct aspects of the hotel and destination.
- Editorial blog content should center around the hotel’s destination. Providing insider knowledge that isn’t easily found elsewhere is a great way to position the hotel as the expert of the destination and gives visibility to otherwise under-the-radar aspects of the hotel.
Before getting started on a hotel blog, it’s important to develop a strategic content strategy including the topics you’ll focus on and how often you’ll update the blog. Read more about hotel blogging best practices and tips for types of posts in our article The Top 5 Blog Posts Hotels Should be Writing.
Product Spotlight: Editorial Hotel Blog
Now Available: Customer Segmentation During COVID-19 Whitepaper
NextGuest provides hoteliers with everything they need to thrive in the digital world, with bespoke technology solutions developed to meet the needs of luxury hotel clients coupled with elegant design capabilities that bring brands to life. We marry the power of data with brand discovery to uncover unique strategies that apply to everything from website design, content marketing, CRM, and more, helping the world’s top hotel brands maximize ROI as they acquire, convert, and retain guests throughout the travel planning journey. While each of our services is available on its own, the integrated technologies, marketing, and consulting offerings work together to increase digital engagement and generate revenue for hoteliers, allowing them to focus on what matters most — serving their guests.
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