I am a firm believer in the power of the blog. With enough of the right content, I can move mountains — if the mountains were relevant site traffic and moving them meant increasing the traffic to the site.
Not every hotel should have a blog. There are some hotels in markets with a small or non-existent level of awareness search volume (or in the terms of the 5 Stages of Travel – few people are dreaming to visit the location). These hotels can most likely compete with a standard website.
Other hotels are in locations filled with potential to engage guests in the DREAM stage of travel, and these hotels can benefit from having a blog.
What Blogging for a Hotel Should Look Like
A hotel’s blog mission statement:
Drive more direct reservations by connecting with the web visitor as they are in the DREAM phase of their travel. The connection should be expanded so the web visitor follows the hotel’s social media accounts and signs up for emails. This way, when the potential guests moves from the DREAM stage to the PLAN stage, the property has a head start and can assist in the planning by providing timely information about what is happening in the community. Finally, the potential guest can be influenced as she enters the BOOK stage through promotions and sales.
Hoteliers and marketers should be aware, there is no ideal blog. Each blog needs to address the type of guest the hotel wants and provide value to that type of guest. As with the general content on the hotel’s website, the blog needs to carry the voice and style of the hotel. A laid back resort promising an easy going vacation should blog in an easy-going, friendly style. Meanwhile, a hotel with mainly business travelers should have a blog addressing the needs and concerns of the business traveler in the style and tone they would prefer.
