For a hotel website, content includes everything from text, images, videos, call-to-action (CTA) buttons, design to nudges that lead to conversions. This might seem like a monumental endeavour, but if you are meticulous about the content on your website, there is nothing to fret about. After all, your website should convey the right message to your customer. Here are some of the best practices:
Know your customer
Customer is king, and knowing your target audience will help you to effectively create website content that engages with them. According to studies, today, nearly 80% of guests decide where they want to stay online. This figure seems to be growing rapidly as we speak. Therefore, it is 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 most likely pen his lines in this manner - ‘I love my dad… he is the best father in the world… he is very good’. As endearing as this may be, it doesn't tell us much about his dad’s qualities. A similar problem is faced with hotel websites. A lot of the 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 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 statements throw more light on his dad’s character, highlighting his qualities. Similarly, highlighting the USPs and reasons why you are the ‘best hotel in New York City’ is a good practice. Maybe 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. It could be couples, families, etc. Identify your key demography and tailor your content accordingly.
- Interview your team. This should give you some insights on what the value propositions of your hotel are.
- Read customer reviews on Tripadvisor, Booking.com and other relevant platforms. These websites are a treasure trove that help 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. In the summers, you may have a lot of Indian families visiting your property to enjoy the swimming pool. Showcase this as your main USP. On the other hand, during winters, your resort may be home to a lot of international tourists, mainly due to your proximity to the beach. It then 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. Simplotel Hotel E–commerce (the best hotel 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 hotel website through effective storytelling and effective SEO. (Learn how Ananta Resorts does 18% of its total occupancy through its website)