Content Marketing’s Role in the Hotel and Travel Industry
Thanks to technology, the hospitality industry has undergone tremendous changes over the past few years. Apps, for example, are single-handedly changing how people are consuming content. Millennials in particular aren’t looking for new places to explore like they used to.
Gone are the days when walking into a travel agency and bringing home multiple brochures to mull over was the norm. Today, we’re able to research new places and accommodations without leaving our homes! That’s convenient, and it’s why content marketing has become a popular way for travel businesses to connect with avid customers.
Case studies from leading internet marketing agencies have substantiated content marketing’s remarkable impact on the hospitality industry. Here are some good reasons why you should give it a go (if you haven’t already):
Content marketing generates "over three times as many leads as outbound marketing and costs 62% less.”
It gives you a leg up on the competition. When your content provides value, people trust your advice and choose your brand over the others.
Content that’s well optimized for search engines (SEO) drives more traffic and increases your brand’s online visibility.
Content can slash marketing spend while bolstering revenue. Costs associated with traditional marketing are restrictive (think ads and billboards). Accordingly, outbound advertising/sales campaigns are losing their effectiveness and yielding diminishing returns on investment. Consumers today are less receptive to print advertisements than they were, say, 15 years ago. With interactive content, you can market your business, create meaningful connections with travelers, and get more bookings for a comparatively lower price.
Some guests won’t say nice things about your hotel. High-quality content that’s published consistently, however, can offset poor reviews and still rank you higher in search engines (since search engines love fresh and new content).