The hospitality industry is without doubt among the most competitive sectors in the world. Due to the ever-changing nature of client preferences, hotels have had to put in more work when it comes to creating awareness of the various services and products offered. As a result, most hotels have opted to shift to more client-focused content marketing as opposed to traditional advertising techniques.
On top of creating awareness about the products being advertised, content marketing provides a business with several other benefits. The following are five reasons why you should embrace content marketing for hotels.
1. Customer-centered and not sales-based
Unfortunately, traditional marketing is focused more on driving sales by attempting to coerce clients into making purchases. However, for a hotel to be successful in its marketing approach, it has to reach out to clients indirectly by focusing more on storytelling as opposed to forcing sales.
Clients prefer hearing about real-life experiences than viewing advertisements centered on listing the benefits of a particular service or product. Content marketing creates an avenue for storytelling which goes a long way in increasing client curiosity and interest.
2. Creates a lasting relationship
The hotel business is all about attracting new guests while retaining old clients. Content marketing allows your hotel management or marketing team to interact directly with clients and learn more about client preferences. For instance, a hotel review page gives clients the chance to share more on what they liked or disliked about the experience.
Having such a platform where members of the hotel’s customer care team can respond to client queries or complaints helps maintain and attract new clients. Clients always love to be heard, and content marketing gives them a chance to express their feelings towards the services offered.
3. Enhances customer trust
As you might be aware by now, clients tend to lean more towards brands they trust. Creating useful online articles that aim to help or inform clients is more effective than forcing sales. In content marketing, brands attempt to sell the idea of a product or service while traditional advertising aims to make sales.
Naturally, clients will be skeptical when coerced or forced to make purchases. However, using an indirect yet informative approach ensures your hotel is perceived as an authority and a reliable source of credible information in the industry.
4. Serves to reassure clients
Put simply, the old days of referrals without confirmation are long gone. In the current digital era, your hotel or business can only stand out if it has a strong online presence. Having content distributed on your hotel website as well as on other sites will help make you appear as a credible brand.
Instead of viewing promotional advertisements, clients prefer having information on their fingertips to aid in decision making. Below are some of the ways content marketing helps clients in their decision making:
- Provides a chance to view images, videos, and reviews
- Offers a chance to compare different services
- Clients can relay queries or issues and receive instant responses
5. Enhances direct bookings
Luckily, content marketing creates an opportunity for you to stand out from your competitors. By relying on content marketing strategies, you will be giving potential clients the opportunity to experience and prove the legitimacy of what has been discussed in a post.
Put simply, high-quality content increases the chances of conversion as opposed to direct advertisement. Most people who read travel blogs do so in preparation for their travels; therefore, by positioning yourself as an authority in the market, you will be in a position to convert several prospects into sales.
As you look to overcome your rivals in the highly competitive hospitality industry, it is advisable to consider content marketing. Relying on effective content marketing strategies will not only make your hotel stand out but also provide an avenue for further engagement with your clients. Remember, the more the engagement, the higher the chances of converting leads into direct bookings.
