With numerous travel resources, guides, and destination vlogs at one’s disposal on the internet, is it still necessary for your hotel to have a blog? Let’s take a look.
Do hotels need to have a blog?
The answer to that question will depend on who you ask. For some, it’s not worth the effort. For others, it’s a key component of their marketing.
Let’s take a look at the arguments against and for blogging.
Reasons why you might not want to have a hotel blog
There are three main reasons your hotel might not want to take on the task of blogging.
» It’s time-consuming
With your sales & marketing team already inundated with work, adding blogging to the to-do list may simply not be feasible.
Setting aside the time and then finding the inspiration to actually get writing can feel like a burden. Simply put: When will you get it all done?
» What’s there to write about?
Gathering ideas and turning them into relevant, worthwhile topics for your target audience isn’t easy. You might feel like your content will just be a repeat of what the hotel down the street blogged about. Or a rehash of the information uploaded by a famous blogger.
Then there are more challenging cases. Like if your hotel is located in a place that travelers don’t really want to go to (nor dream about as a destination), what could you possibly write about? That’s something I’ve been asked in the past.
Thinking up ideas plus the added need to be original and creative tends to discourage busy hotel marketers from blogging.
For interesting posts that your guests will love, there’s Radiant Copywriting. Email me to get started!
» It doesn’t necessarily lead to bookings
The biggest argument against blogging is that it doesn’t instantly increase conversions. That’s because readers will likely still be in their research stage and are therefore not yet ready to commit with an actual booking. Since all that effort may not lead to more bookings, a busy team may choose to forego blogging altogether in place of other approaches such as PPC ads.
Advantages of blogging for your hotel
For some, investing in a hotel blog comes with more advantages than the ‘burden’ you might associate with it. Case in point:
» It’s an inexpensive way to market your property
Blogging is a relatively affordable way you can market your property as well as your specific location as a desirable destination. This is especially true if you’re:
- a smaller / new hotel
- a boutique hotel
- an independent hotel (i.e. not part of a large international chain)
- targeting a very niche market
It’s also an economical way of organically driving traffic to your hotel’s website.
» Your content could entice travellers to choose you
While a blog may not increase bookings immediately, your content could play an important role, if not be the decisive factor, in convincing potential travellers to choose your hotel on their next trip.
» Improve your search engine performance
Search engine algorithms are complex and many factors contribute to where you land among all the relevant results. But as of now, we know that search engines appreciate and reward websites that continuously update their content. Regular updates in the form of quality, original content on your blog can therefore help your search engine ranking – and it’s one of the most compelling reasons to have a blog.
» It can expand your potential client base
The great thing about a blog is that it allows you to reach a wide audience around the world – that is, new readers that may eventually become new guests.
Through your blog, you’re connecting with would-be guests at a critical stage in their travel-purchase journey. And you’re getting your hotel in front of people who are at their happiest and most excited. They’re already dreaming about your destination and more likely to be persuaded to book with you.
» Build your brand awareness
The reality is that, in most cases, the only way travellers learn about your hotel is through an OTA. But with OTA’s eating a substantial chunk of your revenues, you’re probably looking to reduce reliance on them. By blogging you can naturally build awareness as to your existence and, through the appropriate content, reinforce what your brand is all about.
If you’d like to incorporate a blog into your hotel marketing but simply don’t have the time for it, the good news is that you don’t have to go it alone. I’m here to help.
Contact me for brand-relevant & quality content for your hotel blog!