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Key Takeaways: - An overview of content marketing - Why content marketing is important to enhance search results - How content can strengthen engagement with your guests (and potential guests)
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Hosted by:
Greet Your Guests and Boost
Your Bookings
FRANCISSKIPPERExecutive Vice President, Digital Marketing
617.259.1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
I was vacationing in Nantucket
A QUICK STORY…
and this group cruised by
on their bikes
A FEW HOURS LATER…
A FEW HOURS LATER…
AGENDA
• Today’s Digital Landscape
• Content Marketing. What? Why?
• Digital Trends: Hospitality
• What Great Content Looks Like
• Content Strategy in 6 Steps
• Q&A
Navigational Queries
Transactional Queries
Informational Queries
Marriott
Outdoor activities in Nantucket
book hotels in Nantucket
TYPES OF GOOGLE SEARCH
QUERIESTypes of Search Queries
Navigational Queries
Transactional Queries
Informational Queries
Marriott
Outdoor activities in Nantucket
book hotels in Nantucket
TYPES OF GOOGLE SEARCH
QUERIES80%of all queries!
SEARCHING FOR ANSWERS
Guests are looking for answers to their travel questions.
Searching for Answers
HOW DO ANSWERS GET TOP RANK IN
SEARCH?
The algorithm uses true meaning,
intent, and context, to identify and
prioritize pages with relevant content
Draws on the personal information it has
collected from the user
And provides more intent-based answers
to search queries rather than returning
keyword stuffed pages
+
=
How Answers Get Top Rank
in Search
would rather learn about
brands and services via
articles and content rather
than traditional ads
(Custom Content Council)
74% Today’s Consumer
61% are more likely to buy from a
company that delivers custom
content
(Custom Content Council)
Today’s Consumer
WHAT?
WHY?
Only 14% of people trust this image
Demonstrate your knowledge of your guest and
their needs
Creates trust that you are an expert in your field
and that your recommendations are coming from
a place of care and knowledge
Opportunity to be authentic, transparent and real
Starts a conversation with guests and prospects
Enhances search rankings
WHY?
Content marketing costs than traditional
marketing and generates leads.
(DemandMetric)
Traditional Content
Cost of Marketing
Traditional Content
Leads Generated
WHY?
Year-over-year growth in unique site traffic is
for content marketing leaders
compared to followers (19.7% vs 2.5%)
(Kapost)
Leaders Followers
YOY Unique Site Traffic Growth
WHY?
Beyond price, leisure travelers seek destinations
with relevant and varied activities.
Information Travelers Seek
The internet is as essential for inspiring new
travel as it is for planning travel.
Where Travelers Find Inspiration
Search is the #1 information source for leisure
travelers and #3 source for business travelers.
Travel Resources Online
Travelers Across the Web
Content satisfies all of these needs.
Travelers Across the Web
Guests are looking for information about travel on multiple devices.
Leisure Travelers are
Multi-Screen
Not just written content –
video is important to your guests!
Video
Video is important throughout the travel decision funnel.
Video
• Your leisure and business guests are looking for
inspiration and travel information online
• Your guests are making decisions based on multi-
channel information sources and types across the
web
• Video and other content are influencing travel
decisions across the booking and travel experience
Trend Takeaways
Provides real value and/or entertainment to your
audience
Is easy to share across platforms
Is easy to understand
Is quick to read or bite-sized
Is more visually appealing
Connects with a guest’s pain point
The Best Content:
RENAISSANCE HAS RNAVIGATOR…Renaissance RNavigator
MEMORIES BY THE RITZ-CARLTONMemories by The Ritz-Carlton
Four Seasons Magazine
Four Season #StealthStache
W Hotels Worldwide App
Swissotel Worldwide Etiquette
Hilton Urgent Vacation
DoubleTree Little Things Project
Wyndham Women on their Way
Define your Audience
1
Who are your guests?
18 – 34 YEARS OLD
URBAN, NORTHEAST
SINGLE, UNMARRIED
35 – 54 YEARS OLD
SUBURBAN,MIDWEST
MARRIED, WITH
CHILDREN
Establish Goals
2
Delegate Roles
3
Develop Content
4
Content is Everywhere
Pick a book, any
book! We’ve got
something for
everyone
Try our pastry
chef’s pumpkin
spiced bread –
to die for!
5 o’clock
somewhere
#ginandtonic
anyone?
#GettingWorkDone!
Jazz Night at
the lounge
You never
know who
you’ll meet –
join us in the
lobby!
Seamless
service is like a
symphony
The one
amenity I can’t
live without
____Welcome
Rebecca, our
new GM!
#DidYouKnow
there’s a faster
way to case a
pillow?
Encourage Sharing
5
Keep Track6
TAKEAWAYS
• Mobile and Visual rule today’s digital landscape.
• Content Marketing is giving your guests useful information in
exchange for their attention and loyalty.
• Focus on your customers: what would they find useful and
entertaining?
• Great content is content that fills a need / answers a question
• Craft your strategy in advance to focus in on goals and
delegate roles.
• Make sharing easy.
FRANCISSKIPPERExecutive Vice President, Digital Marketing
617.259.1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
Hosted by:
Greet Your Guests and Boost
Your Bookings
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