Looking for a little content marketing inspiration? We’ve identified a few hotel and resort brands effectively using content marketing strategies:
Blog storytelling. Top hotels are helping guests visualize the stay before they book with massive blog content libraries. Marriott’s TravelerTM is an impressive collection of filterable content encompassing travel interests, traveler types, and tips. Each story is highly journalistic and features stunning photography that transports you to the destination. Don’t have a blog yet? Start a blog with local travel guides, hotel experiences, and unique guest stories.
Video storytelling. Video is everything in the hospitality space. Marriott was also a trailblazer with the launch of Marriott Content Studios. In 2024, Marriott’s “Power of Travel” storytelling worked to showcase traveler specific experiences, including the LBGTQ+ community. A second example is Soneva’s video storytelling which literally takes viewers to new heights. Their cinematic videos take viewers through guided flight of their resort, telling a story like no one else. Work to create video content showcasing your hotel’s best features (e.g., a day in the life of a guest, behind-the-scenes operations, or staff introductions).
User-Generated Content (UGC) & Influencer Collaborations. Guests trust real experiences shared by other travelers more than ads. Four Seasons’ “#FSPostcard” campaign is a great example. Posts encouraged guests to share travel experiences on Instagram using the campaign hashtag, generating authentic and engaging UGC. Create your own branded hashtag and encourage guests to tag their experiences. Feature the best guest photos and reviews on your website and social media.
SEO & Localized Content to Capture Search Traffic. Ranking high on Google for travel-related searches increases direct bookings. Leverage “Near Me” searches like many boutique hotels. Optimize content for “best boutique hotel near [destination]” or “luxury stays in [city]” to attract organic traffic. Optimize your website for long-tail keywords like “family-friendly resort in Miami” or “romantic weekend getaway in Napa.” Create Google My Business posts and location-based content to attract local searchers. Partner with local attractions for cross-promotions and backlinks.
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