Content Marketing for Hotels – 12 Methods to Drive Bookings

By: Frank DePino | December 27, 2024

Marketing resource HubSpot reports that only 29 percent of marketers in 2024 rely on content marketing for hotels as a source of traffic acquisition, an alarmingly low number.

This suggests that many hotels are missing significant opportunities to attract web traffic, leads, conversions, and bookings.

Here are the strategies that effectively convert interest into bookings:

1. Emphasize Local Attractions
2. Utilize Video Tours
3. Leverage User-Generated Content (UGC)
4. Focus on SEO Optimization
5. Deploy Targeted Email Campaigns
6. Enhance Social Media Engagement
7. Collaborate with Local Businesses
8. Create Traveler Guides
9. Highlight Amenities
10. Share Behind-the-Scenes Content 
11. Incorporate Interactive Content
12. Form Influencer Partnerships

Discover more about the essential components of a successful content marketing campaign to help your hotel achieve and surpass its marketing objectives.

1. Local Attractions Blogging

Content Marketing for Hotels can significantly enhance guest engagement and boost online visibility.

When guests stay at your hotel, they usually explore the surrounding area. Producing a blog series about local attractions can inform out-of-towners about hidden gems in your neighborhood. Highlighting these unique spots not only enriches your guests’ travel experience but also strategically boosts your hotel’s online visibility.

For instance, guests at the Ritz-Carlton in Paris guide visitors to lesser-known marvels like the Musée Rodin’s private gardens, offering a unique blend of luxury and local culture.

This approach offers several benefits for hotels:

• Enhances Guest Experience: By guiding guests to unique local attractions, hotels can enrich their stay, making it more memorable and satisfying.
• Boosts Local Economy: Recommending local gems can drive business to nearby attractions and establishments, supporting the local economy.
• Positions Hotel as Local Expert: Offering insider knowledge on the area establishes the hotel as an authority on local culture and attractions.
• Improves SEO Rankings: Blogs focused on local attractions are rich in relevant keywords and long-tail search phrases, helping search engines rank your site higher. To enhance your SEO strategy further, explore professional local SEO services or learn more about comprehensive search engine optimization services to attract more potential guests.
• Encourages Social Sharing: Guests are likely to share their unique local experiences on social media, amplifying your reach and providing free marketing for the hotel.

2. Video Tours

Video content puts potential customers right at the heart of the action.

For example, a video tour of your hotel and facilities will whet their appetite.

As they watch, they’ll feel the itch to book a stay.

Here is an excellent example of video content done right, courtesy of Shangri-La Paris, a Parisian luxury hotel.

The video is a touch long at 32 minutes, but it’s broken up into chunks on YouTube, with an intro, a featurette on the lobbies, exploration of the rooms, and then a focus on dining.

You can always jump ahead to the part that piques your interest most.

The footage is shot by drone to capture a dramatic aerial feel.

The grandeur of the hotel comes to life via dramatic shots and smooth, polished editing. Shangri-La Paris chose to forego narration, instead adding a sweeping orchestral arrangement over the footage.

Learn more about the merits of video marketing with Mediaboom’s tip list.

3. User-Generated Content

Content Marketing for Hotels thrives on authenticity, making user-generated content (UGC) a vital component of any successful campaign. According to influencer resource inBeat, 90 percent of consumers exposed to UGC trust it more compared to traditional ads. This is unsurprising given the power of word-of-mouth marketing, reviews, and testimonials.

To bolster your UGC strategy, invite guests to leave written and video reviews, upload footage via social media using a specific hashtag, and post emotive testimonials. For instance, the Waldorf Astoria in New York has successfully encouraged guests to share experiences under the hashtag #WaldorfMoment, highlighting the luxury and unique moments the hotel offers.

UGC delivers significant benefits for hotels:

• Enhanced Credibility: Social proof generated by UGC increases trust in your hotel services.
• Greater Engagement: Guests sharing experiences foster a sense of community and stronger brand engagement.
• Richer Content Library: UGC provides an authentic, diverse range of content that can be repurposed for marketing campaigns.
• Increased Visibility: Social sharing and hashtags expand your reach organically, drawing in potential guests.
• Cost-Effective Marketing: Utilizing UGC is a budget-friendly way to boost your online presence while resonating with audiences.

For luxury hotels, this strategy aligns seamlessly with effective luxury marketing techniques, ensuring that every guest feels both valued and inspired to share their experiences.

4. SEO Optimization

No content marketing strategy for hotels is complete without search engine optimization, or SEO.

At its core, SEO involves improving your website so that search engines like Google can easily understand and display it in relevant search results. This is crucial because most people don’t look beyond the first page of search results. If your hotel’s website isn’t ranking near the top, potential guests may never find you, opting for competitors who are more visible.

Here’s a breakdown of key SEO strategies you can use to increase your hotel’s visibility:

• Optimize Website Speed: A faster-loading website improves user experience and is favored by search engines.
• Streamline Website Architecture: Organize your site’s structure to make it easier for search engines to “crawl” and index.
• Use Relevant Keywords: Conduct keyword research to discover what travelers search for, then naturally incorporate those terms into your website’s content.
• Build Backlinks: Gain links to your site from credible, high-quality third-party websites. Guest blogging and partnerships can help with this.
• Conduct an SEO Audit: Identify weaknesses in your current strategy and fix them for better performance.

For a deeper dive into these strategies and how they can transform your online visibility, explore insights from our blog.

When you’re ready to take your SEO to the next level, Mediaboom’s SEO experts are here to help. Schedule a consultation and let’s get your hotel to the top of search results, where it belongs.

5. Targeted Email Campaigns

Hotel email marketing should be an essential component of your content marketing strategy. Done right, it allows hotels to directly connect with guests and potential customers in a personalized and impactful way.

• Start by using customer segmentation to divide your audience into groups based on their preferences, behavior, or booking history. This enables you to send targeted, relevant content that resonates with each group’s unique needs and interests. For example, you can segment emails for business travelers, families, or couples seeking romantic getaways.

• Automation simplifies email campaigns by allowing you to schedule initial and follow-up emails. This ensures timely communication, such as sending a welcome email when someone signs up for your mailing list or a reminder about an upcoming booking.
• Personalization is non-negotiable in modern email marketing. Tailor your content to address specific customer pain points and desires. For instance, business travelers may appreciate tips on local conference venues, while vacationers may enjoy deals on spa packages. The more you align your emails with your audience’s interests, the more likely you are to increase bookings and engagement.

A critical metric to watch is your email open rate. The hospitality industry’s average open rate is around 36.8 percent. Aim for this or higher—achieving 38 to 39 percent indicates you’re successfully capturing attention.

For additional insights and expert services to enhance your hotel’s email marketing strategy, visit Mediaboom’s Email Marketing for Hotels page.

6. Social Media Engagement

Social media posts are a huge component of content marketing for hotels. Rather than just upload your thoughts in the ether, post with a purpose.

Share your own valuable content and other content you believe your audience will find interesting.

As replies and comments begin trickling in, engage with your audience. Respond to direct messages within 24 hours (or sooner!) as often as you can.

These measures will help you build engagement, increase your social media mentions, and elevate your follower count.

Your hotel will also strengthen customer relationships.

Are you struggling to make a mark on social media? Turn to Mediaboom’s trusted content marketing services. We’ll help you build a dependable, connected audience – contact us today!

7. Local Business Collaborations

The hotel industry is all about making a local impact.

Partnering with businesses in your neighborhood proves you’re dedicated to building local roots.

Sticking within the realm of content marketing for hotels, you might propose a guest blogging arrangement, or perhaps you collab on a video.

The result for your hotel will be more engagement across the board: increased web traffic, leads, and social media followers.

For instance, The Four Seasons Hotel in Los Angeles has successfully partnered with local businesses to offer exclusive experiences, such as private shopping sessions at high-end boutiques and curated tours of the city’s hidden art scenes.

Find more ways to increase hotel leads with Mediaboom’s list of 11 actionable strategies.

Selecting the right local business for your needs is important in helping this strategy succeed.

The company should be a valuable addition to your local community, such as a food service provider, a city zoo, a botanical garden, or a trolley service. 

8. Traveler Guides

When people pay their hard-earned money for a vacation, they want to be sure they’ve visited all the must-see spots before they go home.

Producing traveler guides fulfills that need, building loyalty toward your brand.

Traveler guides can also become viral content that gets shared across the internet like wildfire, spreading your name.

Discover more ways to drive success for your hotel business with Mediaboom’s insightful guide.

9. Amenities Highlights

Many potential guests go straight to the amenities section when browsing hotel websites.

Make it easy for them by featuring your amenities prominently in your content marketing for hotels.

You can showcase your amenities on social media, in blog posts, through videos, or in email newsletters. Highlighting special features like a luxury spa, pet-friendly rooms, or exclusive dining can help attract more guests and encourage bookings.

Want to improve your hotel marketing? Learn more about how we can help at Mediaboom’s Hotel Marketing Agency. For luxury-focused hotels, explore tips on luxury hotel marketing.

10. Behind-the-Scenes Shares

As information about businesses becomes even more readily available thanks to social media, consumers want to know as much as they can about the brands they give their money and loyalty to.

Behind-the-scenes shares achieve that.

Here’s an example showcasing Claridge’s, a hotel in London.

You’ll notice if you watch the video that it’s uploaded by a channel called Our Stories and not the hotel itself.

Nevertheless, in a video that totals nearly 60 minutes is a deep dive into the people that make up the hotel and its culture.

Yours doesn’t have to be as long, but it should provide the same level of in-depth information.

11. Interactive Content

A content marketing strategy for hotels should incorporate elements of interactivity.

From cost calculators for vacationers to polls and quizzes, interactive emails and infographics, and questionnaires and assessments, you have many ways to connect with your audience.

Still searching for hotel marketing strategies?

Mediaboom’s 13 tactics for hotels will improve customer satisfaction.

12. Influencer Partnerships

As you build your partnership quotient, seek influencers to add to the list.

Teaming with influencers can have many positive effects for your hotel, increasing your brand, name recognition, lead quality, booking rate, email subscribers, and social followers.

The type of content you produce for an influencer arrangement can include collab videos and guest posts, just as when teaming with local businesses.

Mediaboom’s content marketing services for hotels include SEO, copywriting, photography, video production, email marketing, animation, illustration, social media marketing, and campaign management.

We’ll help you build a full-bodied content campaign for lasting success. Connect with our experts now.

Hotel Content Marketing Examples

Scoping out examples of content marketing for hotels will help you ideate and get inspired for your campaign.

Check out this collection from all your favorite hotel brands:

1. Facebook

The Bougainvillea Beach Resort effectively piqued interest in its Barbados Cycling Festival with a strategic Facebook post.

The reasons for its success are many. In the above example, we can notice that:

• Firstly, the copy is concise, conveying excitement without overwhelming the reader.
• The accompanying image is particularly striking, capturing an idyllic sunset scene that suggests the beauty of the event’s location.
• Cyclists appear silhouetted against a vivid sky, evoking the adventure and serenity of cycling in such a picturesque setting.
• Emojis are cleverly used to add a playful touch, enhancing the visual appeal and making the post more relatable.
• Additionally, the use of several hashtags maximizes the post’s discoverability, tapping into relevant conversations and communities interested in events like the Barbados Cycling Festival.

This combination of elements ensures the post is not only visually engaging but also well-optimized for social media interaction and reach.

2. Instagram

The visual platform Instagram is a playground for hotels.

The official Hotels account spotlights the hotel lifestyle by showing an image of two people enjoying “high tea” over a full plate of snacks while watching floating balloons at sunset.

Does it get any better?

• The post is made even more effective with the clever use of the teacup emoji and a succinct caption that asks a rhetorical question, engaging the viewer’s imagination.
• The serene setting, combined with the social aspect of sharing food, captures an aspirational lifestyle that resonates with the viewer’s desire for relaxation and escapism.The post’s success is reflected in its high engagement, evidenced by thousands of likes and numerous comments, which suggests that the content is well-received by its audience.
• The use of specific hashtags like #hotelroom, #hotelview, and #travelgoals further extends the post’s reach, inviting engagement from users seeking inspiration for their next travel destination or looking to indulge in the ‘hotel lifestyle.’

This Instagram post not only showcases the hotel’s amenities but also encapsulates the memorable experiences that await guests, making it an exemplary piece of content marketing for the hospitality industry.

3. Blog Post

The Nomads Blog from Anantara effectively taps into the innate wanderlust of its audience by presenting “travel tales” that are both evocative and enticing.

The platform encourages readers to envisage their next trip, whether it’s an intrepid trek accompanied by the majestic presence of an elephant through dense jungles or a daring journey across the vast expanse of the world’s largest sand desert.

• The language used here is not just informative but inspirational, promising stories that fuel the imagination and urge one to explore.
• The visual elements are as compelling as the narrative promise: the images are not just visually stunning but strategically chosen to showcase the breadth of experiences that Anantara caters to—from luxury and comfort to adventure and natural beauty.
• The blog’s design is clean and sophisticated. The thoughtful categorization of topics (Adventure, Culinary, Discovery, Family, Sustainability, and Wellness) demonstrates Anantara’s commitment to catering to diverse traveler needs and underscores their expertise in crafting unforgettable travel experiences.

The blog’s appeal lies in its ability to capture the imagination of prospective travelers with just a few well-chosen words and images, nudging them towards booking their next adventure.

This approach not only reinforces the Anantara brand as a purveyor of unique travel experiences but also positions the blog as a go-to resource for travel inspiration, ultimately driving traffic and engagement for the hotel’s offerings.

4. Newsletter

Share the wonders of your neighborhood with a hotel newsletter.

The hotel newsletter from 137 Pillars Hotels & Resorts serves as an excellent model for sharing the allure of a locale.

• It elegantly combines evocative imagery that captures the contrasting ambiances of Chiang Mai’s tranquil charm and Bangkok’s vibrant skyline.
• The layout is clean and inviting, with clear call-to-action (CTA) buttons that encourage reader engagement.
• The inclusion of staff tips adds a personal touch, offering insider knowledge and fostering a connection between the hotel and its guests.
• Article previews provide just enough intrigue to encourage clicks, effectively leading readers to explore more about the offerings and special deals, hence boosting potential bookings.

This newsletter is a testament to how well-structured content and visuals can create an engaging narrative for subscribers.

5. YouTube Video

The “Do Not Disturb” series on Moxy Hotels’ YouTube channel is an inventive marketing move that has been drawing in viewers for over five years.

Here is the example:

• In a relaxed setting, guests converse candidly while sitting on a plush hotel bed, offering an intimate peek into the guest experience.
• This unique content approach has not only given the Moxy Hotels brand a distinctive voice in the hospitality industry but has also been instrumental in accumulating thousands of subscribers.

This series exemplifies how hotels can use storytelling and personal guest experiences to create engaging content that resonates with a broader audience and fosters a community around the brand.

Tips for Effective Content Marketing for Hotels

As you formulate a content marketing strategy for hotels, keep in mind your campaign must include these elements.

Authenticity

Speak from the heart across your content while staying true to your brand, as the best recommendations are steeped in authenticity.

Your enthusiasm for helping guests have a great time should be contagious.

Storytelling

Every hotel has a story to tell; what’s yours?

How effectively do you weave it into your blogs, hotel website copy, email newsletters, and social media posts?

Using storytelling is a great way to establish your hotel’s uniqueness.

For expert help with content marketing for hotels, check out Mediaboom’s Content Marketing Agency for Travel.

Master storytelling in marketing with our guide.

Visual Appeal

When posting visual media, like social media posts and email newsletter content, ensure yours has a visual appeal aimed at your target audience.

Use full-scale images and videos of your hotel and surrounding environment to draw attention to your content.

Providing Value

Valuable content solves problems. Right now, your guests have a problem of not knowing which hotel to book, or perhaps even which vacation destination to choose next.

By providing solutions, they’re more likely to give your hotel a try for their next getaway.

Mediaboom Showcases: A Spotlight on Success

Aspen Luxury Concierge

Mediaboom’s collaboration with Aspen Luxury Concierge resulted in a substantial online presence boost, with a staggering 9,530% increase in new organic users.

Our comprehensive strategy included SEO, content marketing, and Google paid ads, leading to a 54% rise in conversions.

Additionally, email marketing initiatives saw a 50% hike in open rates, significantly above the industry average, demonstrating Mediaboom’s ability to craft campaigns that resonate with the luxury market. For expert SEO services, check out our Travel SEO Agency.

Musha Cay

Mediaboom’s digital alchemy transformed the online presence of David Copperfield’s Musha Cay, crafting a website that not only captivates visitors but also serves as a portal to the enchanting Islands of Copperfield Bay.

By integrating animation and SEO, the site now stands as a digital embodiment of the island’s magic, leading to substantial growth in engagement and an elevated user experience.

Mediaboom and Homer Liwag, the creative force behind Copperfield’s vision, have together woven a digital narrative as extraordinary as the island itself. For more on how we can elevate your travel business, check out our Content Marketing Agency for Travel.

Millennium Tower San Francisco

Mediaboom’s expertise shaped a new digital identity for Millennium Tower San Francisco, reflecting its status as the epitome of luxury living in the city.

The collaboration delivered a responsive website with immersive photos and videos, spotlighting amenities and the unique lifestyle at the Tower.

The initiative, which included new logos, a digital brochure, and an interactive presentation, resulted in a refined digital footprint, establishing Millennium Tower as a pinnacle of sophistication in the online realm.

FAQs / Frequently Asked Questions

Do You Have More Questions?

If you’re seeking more insights or need assistance crafting a bespoke content marketing strategy that will set your hotel apart, Mediaboom is here to help.

As a luxury marketing agency, we specialize in elevating brands with creative, impactful marketing solutions.

Don’t let your questions go unanswered — contact us today and take the first step towards transforming your hotel’s marketing approach for remarkable results.

Build Your Content Marketing Strategy with Mediaboom

Content marketing for hotels begins with Mediaboom.

Your marketing campaign should focus on valuable content, engaging social media posts, search engine optimization, blog posts and guest posts, and UGC from your target audience.

Our content marketing expertise can help you build a winning marketing strategy that connects meaningfully with your audience.

Reach out to our team today to begin planning your campaign.

By: Frank DePino

Frank DePino is the Principal and Founder of Mediaboom, a digital marketing agency that partners with top hospitality and luxury brands. With over 30 years of experience, Frank has led strategic digital marketing initiatives for iconic names including Four Seasons, Ritz-Carlton, JW Marriott, Millennium Partners, and Guardian Jet. He specializes in helping hospitality businesses elevate their brand presence, generate leads, and enhance guest experiences through website design, SEO, content marketing, and paid media. Under Frank’s leadership, Mediaboom is a trusted partner for brands seeking meaningful digital growth in the competitive hospitality landscape.