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Authenticity is key to content marketing for hotels. It helps hotels sell real experiences to potential guests. Discover how to create authentic content to attract and retain guests.
Every brand needs a face or an image that can be identified with. Just like you can easily identify someone by their name or their photo. A brand is identified
by its online presence and content it publishes.
Therefore, content marketing for hotels is crucial for building awareness in the online marketplace. The goal of content marketing is to be discovered by potential guests and to get them to take an action like booking a room. In this blog post, we'll look at what content marketing means, what benefits it has for hotels, and ideas for relevant content to attract and retain guests.
What is Content Marketing?
Content marketing is a powerful tool to keep your hotel top of mind. It's like a bridge between your hotel and potential guests.
How else will potential guests learn about your hotel's unique features if not through engaging content, telling them about it?
Maybe they've heard a word or two about your hotel through word of mouth. But nowadays, the way people find hotels is very different. Especially with the popularity of social media platforms, blogs, emails and so on.
Studies show that most hotel bookings start with a Google search.
Studies show that your hotel website is the first choice for booking rooms or spaces. In other words, your first contact with potential guests is online. So it's all about developing high-quality content that converts across multiple online channels.
When done right, content marketing also helps hotels create meaningful connections, encourage repeat visits, and give you a competitive edge in the crowded online marketplace.
Benefits of Content Marketing for Hotels
Content marketing pays off in a big way. Here are some interesting benefits of content marketing for your hotel:
Increased brand awareness
Consistently publishing content that appeals to your audience gives your visibility a huge boost.
When potential customers or guests search for hotel services, your brand will quickly come up.
Attract potential guests
A solid content strategy focuses on distributing content, answering questions from potential guests. Questions about your services, what makes your hotel unique, etc. By creating content that meets their needs and answers their questions, you can win them over.
Establish credibility
Consistently creating content helps you establish yourself in the market. In other words, you become the first point of contact for various important topics in the hospitality industry. This also builds trust among the potential guests.
Increase conversions
As your awareness and authority increases, more people start to trust your brand and the services you offer. When people trust you enough, they will be encouraged to book at your hotel, which in turn will have a positive impact on your profits.
Online Marketing Ideas for Hotels

Whether you run a small inn or a large hotel chain like a resort, a large percentage of your guests are travelers or out-of-town guests.
One way to attract these guests is to create content that includes local recommendations, such as "The best things to do in the destination." And why?
Nevertheless, your content marketing plan should be tailored to the needs of different guests, both locals and travelers.
What motivates your audience to book at your hotel? What makes your hotel a preferred destination for some travelers? Think about this and tailor your content marketing efforts to their needs.
Recommendation Content
This type of content is relevant to the hospitality industry because it helps potential guests make decisions.
They won't book in a new area hoping for a great experience. Instead, they'll have an idea of what to expect based on your list of recommendations and attractions.
When people stay at your hotel, they also come to explore things outside the hotel's four walls.
Online marketing for hotels goes beyond marketing the hotel's offerings. You should also convince potential guests of the fanatical experiences in the hotel space. In addition to travel guests, local content also opens locals' eyes to new things and experiences in their neighborhood.
So if there are interesting places, museums, local attractions or outdoor areas in your hotel area, then you should write about them.
Examples:
- 10 places to explore in Zurich
- 10 exciting things to try at the local market in (destination)
Local Swiss traditions you should know about
7 quirky or unusual things to do in Geneva
Food and drink content
Besides the exciting sightseeing opportunities, food and drink is another thing that guests always look forward to. Food and drink is another way for guests to discover new cultures and destinations.
So it's always a good idea to create content showcasing delicious local dishes that they can enjoy.
Some ideas for food and drink content include:
- The best brunch spots for families
- Where to find the best pizza in New York City
- 7 local restaurants in Zurich
Behind-the-scenes content
Sharing insider information about how the hotel does things is another great way to attract guests.
Create behind-the-scenes content, showcasing how food is prepared or how your hotel puts on a great wedding event - from prep to departure.
If you've recently redesigned or renovated your hotel, sharing the inspiration behind it and the themes and elements chosen is also great BTS content.
This level of authenticity and originality in content production builds credibility with potential guests.
Examples of behind-the-scenes content:
- What to expect when planning an event, wedding or site visit:
- 26 real weddings: (name and name) get married at (your hotel)
- Cocktail recipes from our head bartender
Seasonal event content
Seasonal events are events that happen regularly in your hotel area. This type of content is about specific events or things that can occur during certain seasons.
Are there big summer concerts, Halloween parties, or Christmas parties in your area yearly? Then there is great seasonal content to use.
Examples of seasonal event content:
- Things to do in (destination) in spring
- Things to do in (destination) in summer
- Annual Christmas markets to visit in Zurich
Travel Tips Content
Travel tips are always very useful for travelers for two reasons: First, they make travel safe and also save money. Second, they help travelers understand what they need to know, such as the local currency, popular phrases, public transportation, etc.
Examples of travel tips content:
- Tourist traps in the North Pole to skip
- What to pack for your winter trip
Travel Content Ideas
This type of content combines various elements from other content categories. With a single glance, potential guests can skim places to visit, food and drink to expect, seasonal events, etc.
It's like you've done all the hard work for them and compiled all the information they need into a single piece of content.
To create this type of content, it's always helpful to focus on specific themes, such as "girls' trip," "family vacation," "vacation getaway," etc. Then consider different categories of content within those themes.
Examples of itinerary content;
- The Ultimate Interlaken Weekend Itinerary
- 3-Day Zermatt Weekend Itinerary
- 1-Week Lake Geneva Itinerary
Conclusion
Content marketing for hotels does more than just fill rooms. It builds trust and creates memorable experiences for current and prospective guests.
If people don't know your hotel's brand, they can't trust it. If they can't trust you, they definitely won't make their next booking at your hotel.
Creating high-quality content helps them get to know, like and trust your brand. Using the authentic content featured in this blog post will help you build deeper connections, which in turn drives customer loyalty.