We have already analyzed in previous posts the benefits for a hotel to have its own blog both to improve the online positioning of the website and to facilitate greater engagement and customer loyalty, strengthen the business branding and differentiate in a highly competitive sector.
In the hospitality sector, more than in any other, the objective of any marketing or communication action is essentially to achieve a fluid dialogue with the client, obtain information about their preferences and feedback about their experience as a guest.
Such valuable information is achieved from a comprehensive strategic approach, which encompasses many actions that have to do with the customer relationship, whether online or offline. The most common thing is to receive feedback from a client when he has had a problem during his stay.
There are not so many customers who at first are encouraged to contribute or publicly share positive comments or give details of their travel habits.
Winning their trust is key to achieving a more fluid communication and, for this, nothing better than hitting the nail on the head with the tone and content they expect to receive from a hotel. In the end, it all comes down to speaking the same language and gaining the recipient’s attention.
There is no corseted or miraculous formula to achieve a blog that receives many visits or with a high user participation. Knowing your target audience will help a lot especially in a first phase of content programming, but having an efficient blog means keeping a continuous track and being able to move to plan B when the data is not in our favor.
Most hotels use their blogs primarily for:
- distributing corporate information, often of little interest to the end customer such as the appointment of a new director in a hotel chain. To be honest, who really cares, the customer or the management of the chain?
- launch offers and promotions.
The purpose of this week’s post is to offer new ideas that translate into added value for each hotel’s blog:
Bet on new formats that combine text, images and videos. Nowadays it is very easy to take images or make short videos with sufficient quality for the Internet through mobile phones. These multimedia contents will bring freshness to your blog and it has been proven that they translate into a greater number of clicks and visualizations.
Let your staff talk about the hotel. The client deserves a personalized treatment and will prefer to listen to everything you have to offer from someone else, not from an entity or a corporation.
Let others talk about you rather than your brand. It is always more credible and effective to have a real third party testimonial than to do self-promotion.
Talk about others. Recommending restaurants, excursions and other local experiences can be very useful in achieving greater viralization of content.
Write with a sense of humor. The close tone and humor are a good combination that you can afford in the travel and tourism sector. A hotel is like a city that operates 24 hours a day and that gives for many anecdotes. I’m sure you have a lot of fun things to tell.
Reward those who interact. Whether in the content you distribute in social networks or in the blog, when you launch loyalty offers do not forget to have a detail for those who dare to give their opinion. And, as for promotional content, remember the 80/20 rule (20% of promotions versus 80% of other content of interest not purely commercial for your potential customers).
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