One of your website’s most important jobs is to tell your hotel’s story. The content you produce, visual layout, and web copy should all be cohesive in what your hotel values and why your experience stands out. Here are a few tips to ensure your story is clearly reflected.
Focus on Imagery and videos
Quality imagery and videos is a crucial aspect of any hotel website. Beyond what you write and what your rates are, guests need to see enough images and videos to have a good idea of what their experience will be like.
As your hotel has renovations, keep your photo archive updated. Professional photographers are a must. Aim to have at least 3-5 images per room and display them throughout your website in an appealing way.
For video, aim to have at least a general video of your hotel. As your resources allow, showcasing video on particular parts of your hotel is very beneficial and will help tell your story.
Have in depth information about outlets within hotel
Your website should provide information about each outlet in your hotel. Bars, restaurants, spas, and anything else your hotel offers should be featured on pages of your site. If these outlets have independent websites, cross link them from the hotel sites and provide options online for reservations/appointments.
Express your hotel’s personality through blogging
Your blog is another outlet to sell your hotel’s experience and showcase your personality. Keep your target customer in mind and create content that appeals to them. This means the content from a luxury hotel in New York City should be vastly different from that of a ski lodge in Montana–consider what guests in your area need to know.
Blogging will also provide lots of SEO benefits to your website. Linking between your content will push users along each step of the buyer’s journey as they search for a place to stay for their next trip.
Ensure your website has a visual appeal. Focusing on imagery is important but you can go beyond this to tell your brand’s story. Interview staff members and loyal customers: have them describe their experiences in video form.
Also film what you have to offer. Get permission to film footage of guests walking into rooms, jumping in the pool, or exploring the city/town where you’re located: these are all elements that will tell your story more effectively.
Interested in learning about more ways to boost your hotel's marketing campaigns? Read more at the 97 Switch Guide to Hotel Marketing.