For a hotel website, content is everything that deals with text, images, videos, call-to-action (CTA) buttons, design and nudges. This might seem like a monumental endeavour. But it’s important to be meticulous about every detail on your website in order to convey the right message to your customer. Here are some of the best practices:
Know your customer:
Customer is king and knowing who your target audience is will help you to effectively create website content that engages them. According to studies online, today nearly 80% of guests decide online about where they want to stay. This figure seems to be growing rapidly as we speak. Therefore, it becomes paramount that your hotel conveys the right message to potential guests.
Get your story right:
Show but don’t tell is one of the most cliched lines in writing. However, it is easier said than done. For instance, consider a child writing an essay about ‘Why he thinks his dad is the best father in the world?’ He would pen his lines in this manner… ‘I love my dad… he is the best father in the world… he is very good’’. However, this doesn't tell us anything much about his dad’s qualities. This is a similar problem with hotel websites. A lot of content on the website is usually fluff. Hotels would normally label themselves as the ‘best 5-star hotel in New York city’ or ‘best resort in Goa’ without mentioning why.
Returning to our example, what if the kid instead wrote something on these lines, ‘My dad is the best in the world because he attends my soccer practice everyday. He always makes it a point to read me a bedtime story before sleeping…’ These lines throw more light on his dad’s character and highlights his qualities. Similarly, highlight your USPs as to why you are the ‘best hotel in New York city’. Probably, every room of your hotel has a jacuzzi or a balcony or your rooms are incredibly spacious. Use your value propositions to effectively tell your story.
How can hotels do this?
Research and analyse what type of guests visit your hotel and your website. These could be couples, families, etc. Identify the correct demographics and tailor your content accordingly.
Interview your team. You should get some insights on what are the value propositions of the hotel.
Read customer reviews on Tripadvisor, Booking.com and other relevant platforms. These websites are a rich treasure trove which helps you gauge what guests think about your hotel and your brand. Use this information to tailor your content.
Adapt your content based on seasonality. For instance, consider a resort in Goa. Then probably in the summer you would be having a lot of Indian families visiting your property to enjoy the swimming pool. Showcase this as your main USP. During winter, your resort would be home to a lot of international tourists thanks to your proximity to the beach. Then it becomes imperative to showcase this USP rather than the swimming pool.
The Simplotel advantage:
We, at Simplotel, have the required hotel marketing wisdom and experts to solve 99.999% of your hotel marketing challenges. The Simplotel Hotel E–commerce (website builder and booking engine) offers the best-in-class technology similar to online travel agencies (OTAs) to help you drive more direct bookings. Our content specialists can breathe life into your website through effective storytelling and effective SEO.