Maximise the Potential of Content Marketing for Hospitality
As the hospitality industry evolves, businesses must adapt to new digital marketing strategies to remain competitive. Among these strategies, content marketing has emerged as a powerful tool for engaging with customers and driving business growth. By creating valuable and relevant content, hotels and restaurants can establish their brand identity, attract a loyal audience, and drive customer action.
In this article, we’ll explore the benefits of content marketing for the hospitality industry and provide a comprehensive checklist for creating high-quality content that resonates with your target audience.
Why is Content King?
Content marketing is increasingly important for hotels and restaurants to attract and retain customers. According to a report by eMarketer, 60% of travellers turn to social media for travel inspiration, and 70% of millennials use Instagram to research travel destinations. This highlights the importance of social media for hospitality businesses to reach their target audience. Collaborating with influencers is another effective strategy for hospitality content marketing. A study by Linqia found that 39% of marketers have increased their influencer marketing budgets, and 80% of consumers have purchased based on an influencer’s recommendation.
By partnering with genuine influencers, hotels and restaurants can reach a larger audience and leverage the influencer’s trust and credibility to promote their brands. Creating interactive content, such as quizzes, polls, and videos, can also be a powerful tool for engaging customers and building brand awareness. A study by the Content Marketing Institute found that Interactive content generates twice as many conversions as passive content. However, it’s important to prioritise quality over quantity in content marketing. A survey by Demand Metric found that 90% of consumers find custom content useful, but 60% of consumers feel that most of the content they see is poor, irrelevant, or fails to deliver value.
Best Types of Content for Hotels
According to a report by Skift 80% of hotel marketers believe that content marketing is more effective than advertising in terms of driving bookings and revenue. Social media platforms have become primary channels for hotels to distribute their content and connect with customers.
A study by Hootsuite revealed that Instagram is the most popular social media platform among hotel brands, with 72% of hotels using the platform to engage with their audience.
In addition, influencer marketing has become a popular strategy for hotels to reach new audiences, with 70% of travellers saying they trust social media influencers’ recommendations more than traditional advertisements.
A study by the Content Marketing Institute found that 60% of hotel marketers believe creating engaging content is their biggest challenge. To ensure high-quality content, hotels should follow a checklist that includes researching their target audience, creating a content strategy, using eye-catching visuals, and measuring their results.
Interactive content such as polls and quizzes has also emerged as an effective way for hotels to engage with their audience and differentiate themselves from competitors. Expedia found that 71% of travelers prefer to book with a hotel that offers interactive content, such as virtual tours and 360-degree photos.
Best Types of Content for Restaurants
Content marketing has become an essential component of any successful restaurant marketing plan.
According to recent research, 58% of American adults have ordered food online, and 45% of diners say they have tried a restaurant based on its social media presence. This highlights the importance of creating high-quality content that showcases your restaurant’s unique offerings to attract and engage with customers.
One of the most effective types of content for restaurants is mouth-watering food photography. A survey conducted by OpenTable found that 80% of diners said that seeing pictures of a restaurant’s dishes on social media and review sites influenced their decision to dine there.
High-quality photos that showcase the restaurant’s signature dishes and visually appealing menu items can help entice potential customers and increase foot traffic. Behind-the-scenes videos of the kitchen and dining experience can also effectively build customer excitement and engagement. These videos can provide an intimate look at the restaurant’s culinary process, show off the chef’s expertise, and give customers a glimpse into the dining experience they can expect.
53% of consumers engage with a brand after viewing a video on social media.
Blog posts can also effectively highlight a restaurant’s unique offerings and commitment to quality.
By writing about the restaurant’s use of fresh, locally sourced ingredients or showcasing a special menu item, restaurants can differentiate themselves from competitors and generate interest among potential customers. The best types of content marketing for restaurants include food photography, behind-the-scenes videos, and informative blog posts.
By creating high-quality content that showcases the restaurant’s unique offerings and commitment to quality, restaurants can attract and engage with customers and differentiate themselves from competitors in a crowded marketplace.
Take-Aways
Content marketing is essential for hotels and restaurants looking to stand out in the competitive hospitality industry. By creating and sharing high-quality content, hotels and restaurants can establish themselves as industry leaders, provide value to their customers, and ultimately drive more bookings and reservations.
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