Content marketing for independent hotels

In accordance to investigation from the Written content Advertising Institute, 70% of users would alternatively discover about products and solutions through material than regular ads

The tourism and hospitality industries are getting to be more and a lot more competitive as vacation carries on to develop and prosper globally. Content marketing and advertising is likely more significant now than ever in advance of for impartial hotels.

‘Content advertising and marketing will allow hoteliers to maintain steady communications with planners and other clients, specially in moments when there are boundaries (safety, economical, or otherwise) to connecting in-particular person, face-to-face’

As an unbiased resort owner, finding a sturdy keep on your content marketing is very important for captivating to likely visitors and engaging with as a lot of of them as feasible. 

Europe’s vital hotel markets surpassed 2019 profitability amounts in July

What is written content marketing?

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There are three essential motives for impartial hotels to utilise written content marketing and advertising:

  • Increased income
  • Expense price savings
  • Establish consumer loyalty

Other motives include things like:

  • Making a perception of local community around your manufacturer
  • Demonstrating your viewers how your items and solutions solve their difficulties

Initially up – ascertain your brand’s tone of voice

Your brand’s tone of voice is a person of the most critical constructing blocks in the direction of written content that will genuinely interact persons. It determines how your brand name communicates with your viewers and it is a element in how folks understand your messaging. Your company’s tone of voice is the illustration of your brand’s personality and values.

Obtain every thing from brand paperwork to web page webpages to prior social media material. Solid a essential eye on this articles. Which of these examples could have come from any of your rivals? Established those aside. What you want to do is whittle your illustrations down to a little team of pieces distinctive to your manufacturer – the illustrations of a brand voice you want to embody. Flow into the illustrations to related group associates so every person who requires to be is knowledgeable of them.

Describe your brand voice in a few terms

Get your group alongside one another and decide on what form of brand voice you want to embody. If your hotel model was a human being, how would you describe its individuality to someone? Speak about how you would describe your competition as folks, much too. How do your brand’s character traits make you various?

Revisit and revise your brand name voice as the business alterations above time

As your brand name messaging evolves and new opponents appear into your market, it is superior to take a seem and refresh your model voice. It is no harm performing this exercising on a regular basis! A couple ideas:

  • Try out to be heat, stage with consumers, deal with them like people, not robots
  • Be conscious of people’s views, values and beliefs when you are crafting your tone if you would like to be a resort known for remaining inclusive and accepting of everybody

Remember that inclusivity is constantly leading of head for shoppers, but primarily now, when they are searching and reserving travel

Why does your brand messaging and tone want to be regular?

Brand regularity is significant for the reason that it’s about have faith in.

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When it comes to regularity, major firms this sort of as Adobe and Walmart depend on specific fashion guides that govern all elements of their brand messaging, even their partners’ branding. As an independent lodge, you happen to be of course not on the identical scale as those giants – but you really should even now prioritize steady messaging!

You have to placement your model and its content in a way that appeals to its goal viewers and have that exact same messaging over time

See some illustrations of manufacturer consistency across several platforms from The Rabbit. 


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Persons who get there on your web site or landing web site will glimpse for the identical information from the unique contact stage – eg – the Instagram post, Fb advertisement or e mail they adopted as a result of on.

Are you applying constant visuals, steady tone, dependable duplicate? Make absolutely sure your titles, wording and photos all match up. If they really do not, you could confuse opportunity prospects and get rid of their curiosity.

Creating visitor personas


Guest personas are semi-fictional representations of your perfect prospects centered on info and exploration.

Study our short article on how to create visitor personas reflective of a a lot more complicated planet

They will assistance you realize your prospects better which will make it a lot easier for you to tailor your articles, messaging, solutions and expert services to satisfy the distinct requires, behaviors, and worries of your target audience.

Visitor personas can be created by investigate, surveys, and interviews – all with a mix of shoppers, prospective customers, and individuals outside your contacts databases who could possibly also align with your goal audience.

What can you do in the operate up to wintertime?

  • Generate ordeals – guests are wanting for far more than just a room in a hotel
  • Build itineraries for your attendees together with routines that are in straightforward get to of your lodge – it could consist of going for walks, surfing, wine tasting – the chances are endless 
  • Make positive you continue to have all your pertinent FAQs up on your web-site
  • 90% of people look for sustainable journey options – what can you shout about that will attract them?
  • Up the ante on your wedding ceremony content – the put up-Covid marriage again up is actual!
  • Check out and appeal to ‘digital’ travellers, remote personnel, workationers, bleisure travellers
  • If you are open for Christmas, let persons know now 


If you do not have a site presently, here are the rewards

  • Weblogs are much more helpful than Search engine optimisation and social media in raising your website website traffic
  • They can assistance to establish and improve relationships with shoppers
  • They can support to build you and your hotel’s temperament if you do it very well
  • They can be a source of utility and leisure


If you have a web site, contemplate the pursuing:

  • Consider a seem back over your visitor personas and refresh your memory of who you are speaking to
  • Attempt to think about why your viewers would want to go through your blog site. Is it: instructional, useful, entertaining? Is it answering thoughts, resolving a obstacle, quenching an interest?
  • Your title will reel readers in – so make it a great a person
  • Do not undervalue the importance of editing
  • Involve the appropriate photos (Attempt sites like ‘Unsplash‘ for inspo)
  • Often include a CTA – no harm in using your blog site posts as a further way of securing a direct reserving
  • Optimize for Search engine optimisation

What sorts of articles need to you be submitting on social media?

The day to working day

In some cases it’s the minor issues during your day to day that can be used to bring in consideration. Articles should be light and favourable. Day to working day activity can truly aid piece together the greater photograph of who your resort is in a delightfully human way.

The men and women

Advertising and marketing presents is a specified. But it is the other, softer forms of content material that will typically enable to create a brand’s temperament on social platforms. See illustration from The Twelve Resort who celebrated an award their workers member gained recently.


Your environment, spot & background

The silver lining of the Covid period was the rediscovery of all the attractiveness on our possess doorstep. Delve into your location and make a listing of diverse items you can submit about – going for walks trails, distinctive community hidden spots, distinctive info about your village or town. Entice friends with what your space has to give.

Your delivers

Use social to highlight your most up-to-date with brand-related imagery and quick, snappy duplicate.

Consumer-generated content 

79% of men and women say that consumer-generated written content very impacts their acquiring decisions… and most of us are novice bloggers at this stage anyway. Inspire user-produced written content by way of competitions and use what is accessible to you.

Small business associate/community content material

This is an significant one, and backlinks again in with trust. Who can you lover with in your group to develop meaningful encounters?

Making use of micro-influencers 

Are there any micro-influencers local to your spot who you could husband or wife with? Micro-influencers get greater engagement fees due to the fact they have a more devoted enthusiast base. If there are, method them and make a system together.

Utilizing what the social platform has to supply

  • Use all the things at your disposal, for example – on Instagram, are you tagging area partners in your information?
  • Are you using the saved tales function?
  • Are you working with your ‘bio’ room to share suitable links?

Utilizing video clip

With video clip, you can:

  • Endorse product or service or new room/room attribute launches
  • Showcase simple food stuff/beverage demos
  • Article exciting food items/coffee reels – retain it basic

Cellular is continue to growing… frequently

In accordance to modern market investigate by CWT, cellular was the gadget of alternative for quite a few journey buyers, accounting for 60% of online targeted traffic in 2021. When it comes to conversions, desktop is nonetheless preferred, but cellular is however escalating.

Acquiring a information calendar

Your written content calendar should be very simple, no fuss and simple for you to use and accessibility – primarily if there are a lot more than a single persons who will be working with it. You ca generate yours in Google docs or even Trello.

Making use of ‘content buckets’ will enable you determine the unique varieties of content you are submitting. Examples of written content buckets could be: ‘packages’ ‘local attractions’ ‘staff content’ ‘fun posts’. They will support you to assure you are balancing the variety of material you are posting and that you are not posting as well a lot of just one factor and way too minor of a further.


Make your mind up on timing & frequency

It’s suggested generally that a model should really submit nearly anything from 3 instances a week to at the time a day on social media. Make a decision what works for you and adhere to it. 

Your written content calendar posts need to define:

  • Unique material buckets
  • Time of put up or scheduling
  • Copy and graphic/online video/hyperlink
  • Who is responsible for the post 
  • No matter if the information is in progress or posted