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HOTEL BUSINESS REVIEW

AUGUST FOCUS: Food & Beverage

 

How to Not Bore Your Hotel's Blog Readers

By Junvi Ola Principal, Hospitality Content Studio | August 2012

A blog is one of the hospitality industry’s most potent marketing tools. Not only does it give hotels a chance to promote their property on a personal level, but it expands the possibilities for sharing information about your destination that your stagnant Web site can’t. After all, Web sites for branded hotels can get stale since there is only so much content you can fit within the limited pages and space. By creating a blog for your hotel, you open the doors to new and exciting content instead of being bound to the standard accommodations page, a meeting and events page, dining page and so on. Instead, you can write about the top things to do in your neighborhood, review the new art show that opened at a nearby gallery, or dish about a signature entrée at the restaurant across the street. Best part, the search engines will pick up on your regular schedule of fresh content that’s being populated on your blog, which will eventually lead to higher search rankings. However, writing an engaging and informative blog that keeps readers coming back for more is an art. Some of the main pitfalls that many hotels face, especially when they don’t have a dedicated content writer focused on the blog, are running out of ideas too quickly and not knowing how to keep posts intriguing enough for readers to stick around. Make sure to keep your blog worthy of reading by following my 10 writing tips to make sure your hotel blog isn’t putting its readers to sleep. **Begin with a Strategy, Even a Small One** Whether your hotel’s blog has already been created and is up and running, or is still a topic for discussion at the next management meeting, make sure that you have a plan to attract people to your blog and keep them coming back. Your blog strategy, however small or rough, should include your objectives, ideas for quality content, and incentives to keep reading. Whatever you write about, you need to be intentional. You can tackle a strategy with these three simple steps: • Identify the main objective of your hotel blog. Are you looking for conversions through a lot of links back to your Web site? Are you wanting to connect to travelers in a way your Web site can’t? Do you want to have fresh content every week to keep high search engine rankings? • Find the source of content. The concierge department is a good place to start. Think about the topics that always come up among the guests at your hotels – restaurant suggestions, special events, free things to do, etc. Look at the Web site of your local CVB, the newspaper, your local attractions. • Assign a schedule. Who is going to write, when and how often? Who will be promoting the blog post and through what channels? **Write an Enticing Title** The secret to getting your post read? It’s all in a captivating blog title. First off, keep the title quick, witty and to the point, but make sure it defines or summarizes the content of the blog post. Funny or interesting titles will pique the reader’s interest to carry on reading. Your readers will decide in a few seconds, or even less, if your carefully written blog post is worth their attention. People are quick to move on when they’re online. So, if your blog title and subject doesn’t instantly attract, you’ve missed your chance and you’ll end up being ignored. Draw them in, then move them along. **Keep it Short and Sweet** Long is boring, it’s that simple. Like your title, your blog post itself should be short, sweet and attention grabbing. In order to attract and hold attention, blog posts should be witty, concise, and well-organized. The average person’s attention span has been said to last only a staggering 5 minutes for any given online material, and our attention will actually decrease when there’s an effort to concentrate. So make sure your posts are direct and aren’t wordy, lengthy or draggy. A sweet spot is a blog post that has between 300-500 words, with pictures, videos and other visuals to complement the text. **Always use Eye Candy** Reading line after line of text is tiring on the eyes, as well as on concentration. One important tip for any and all of your blog posts is to include visuals to accompany your content, including photos, videos, and graphics. A person’s eyes are more drawn to photos than text, not to mention that a single breathtaking picture can excite a reader in seconds. Use that to your advantage. Include a photo of your ongoing renovations efforts, the new restaurant in town, or of some of your hotel staff interacting with guests. Do a video tour of your chef’s kitchen as they prepare dinner, or a casual room tour. **Have a Personality** People relate to other people, not brands. Your blog posts should exude your hotel’s personality, not be scripted or full of marketing jargon that is stolen off of your hotel brochure. Keep your language upbeat and casual, almost as if you were talking to a friend. Truth be told, that is one of the hardest things for in-house copywriters to do and we always strive to keep and professional, yet personable balance. Perhaps hotel managers are requiring that each blog post follow brand standards, or the blog team is nervous to be anything less than professional. If so, then loosen up the reins on your writers and allow them to sway from rigid marketing messages. A blog is meant to be engaging, fun and witty. Trust us; your blog readers will appreciate it and keep coming back for more. **Tell Your Hotel’s Story** Give your blog readers privy information, by taking them behind the scenes of your hotel operation. Think of your blog readers as hotel ‘insiders’ or a secret society. Give them info that no other guest would get just by simply going to your Web site. Take a picture of the chef preparing that night’s special, take a video of your GM giving his dining recommendations, give them a heads up before a big promo is announced. This will validate their reason for following you in the first place. **Play with Different Styles of Posts** Even playing with different types of posts will keep things exciting and interesting on your blog. This will provide variety for your readers and will also keep you from getting blog fatigue. Churning out similar type of posts over and over will eventually get exhausting, and you’ll be fighting boredom yourself! Some ideas to try: • A how-to post. The hotel industry is brimming with tips that travelers are hungry for, such as how to pack in one carry-on baggage, how to keep your teenagers happy while traveling, or how to make the most out of your long weekend. • Interview. Do a Q&A with your GM, concierge, head front desk agent, etc. What’s their favorite thing to do in your city? What are some of their local tips? • Top 5 lists. Of anything and everything, such as best places to catch the sunset at your destination, secret gems that tourists don’t usually include on their vacations, best brunches in town. • What’s New. Highlight the newest ride to debut at your main attraction, talk about the upcoming Broadway production at the downtown theatre, or the upcoming music festival. **Don’t Be a Thesaurus** Always remember to use simple language that a person can easily understand. No one will bother picking up a dictionary just to interpret your post, so you can be certain that your readers will eventually skip your blog in the future. Imagine you’re speaking to a friend, not writing a formal letter to your boss. The most successful blogs have a heavy dose of casualness and authenticity in their writing and they’re not trying to impress anyone with large words or industry jargon. **Write for Scanners, Not Readers** Don’t be rigid by simply writing paragraph after paragraph. The lines and lines of monotonous text will do nothing to improve your readers’ interest in your blog posts. Make your content easy to digest by bolding meaningful text, using italics, underlining certain words and using text of different colors and fonts to attract the attention of the readers to words and phrases. Just make sure to not go overboard and instead clutter your blog post. Keep paragraphs to 3-4 sentences max and use sub-headings and bullet points when possible. These aspects are pleasing to the eye and make reading your material an actual enjoyable experience. **Look Outside Your Hotel for Quality Content** It may sound counter-intuitive, but your hotel blog should not be solely devoted to your hotel. Refrain from wanting to constantly promote your rooms, packages, and offerings. Your readers will likely get tired of this. To successfully reach out to travelers, create content that is relevant to them. Write about your destination, its attractions, upcoming events, a unique neighborhood, share local tips and secrets, interview one of your local spa owners, or a local chef outside of the hotel. Add value and write about time sensitive offers, discount tickets to attractions, or information about local deals.

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Tom Engel Who is The Hotel's Customer?
  • By Tom Engel, Founder, T.R. ENGEL Group LLC

    • Knowing your customers is the foundation of successfully expanding your hotel business and, there are plenty of hotel customer groups requiring identification and quantification, including: The corporate transient customer segment—typically in on Tuesday, out on Wednesday. In on Thursday, out on Friday, etc. Often the highest-priced customer. The leisure transient customer segment—typically the weekend guest…solo or all-family…most often very seasonal, and sometimes more price sensitive. Multiple group customer segments including corporate, social/military/educational/religious/fraternal (SMERF), sports teams, and reunions. Once a clear “customer” picture emerges, the second and equally important, challenge emerges: “What end benefit(s) are of greatest importance to...

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Matt Casella Optimizing Guest Experience in Hospitality: A Path to Sustainable Success
  • By Matt Casella, President, Richtech Robotics

    • The hospitality industry is grappling with unprecedented challenges. Staffing shortages and employee burnout have become pressing issues, exacerbated by a global pandemic that has fundamentally altered the landscape. These challenges are not transient; they show no signs of slowing down, compelling employers to seek innovative solutions to maintain productivity and employee well-being, which are critical to delivering a positive customer experience. The rise of technology, particularly robotics, AI, and machine learning, offers promising avenues to alleviate these pressures. These solutions are not just about enhancing operational efficiency; they are about empowering hospitality staff to deliver personalized and memorable experiences....

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Kathy Logan A Story of Resilience and Renovation: Ritz-Carlton Naples
  • By Kathy Logan, Principal, Hospitality Studio, Cooper Carry

    • After a devastating blow from Hurricane Ian in the middle of a major renovation and addition, Ritz-Carlton Naples re-emerged in July 2023 as an elevated, luxury resort while preserving its timeless features. Originally built in the 1980s along Paradise Coast in Southwest Florida, the iconic hotel faces the shimmering ocean and glistening sands of the Gulf of Mexico. For decades, the 450-room hotel served as a high-end destination for families, business travelers and vacationers to visit year after year. As with all Ritz-Carlton properties, the resort prides itself on its unparalleled service and diverse offerings fit for relaxation, exploration...

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Danny Williams Balancing Diversity in the Hospitality Industry
  • By Danny Williams, Managing Director, Trump International Beach Resort Miami

    • In the bustling world of hospitality, hotels serve as microcosms of society, welcoming guests from diverse backgrounds, while also employing teams of individuals with varied experiences and perspectives. At the heart of this dynamic ecosystem lies a delicate balance between owners, guests, and team members, each bringing their unique essence to the table. Achieving harmony among these stakeholders requires a thoughtful approach to diversity and inclusion, ensuring that all voices are heard, valued, and respected. Owners: Nurturing a Vision of Inclusivity Owners are the architects of a hotel’s identity and ethos. They set the...

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Robert Schnitz Asking A Guest to Leave The Premises and Bias
  • By Robert Schnitz, Head of Hospitality Practice & Partner, Kabat Chapman & Ozmer LLP

    • It has been over five years since a Starbucks location in Philadelphia attracted national attention when two customers were removed from the premises inhandcuffs by police officers. The incident highlighted the role that bias can play in providing or denying service to customers and challenged the norms and protocols that existed for decades for operators and managers in deciding to remove a guest from the premises. This article will examine the legal rights of hospitality managers and owners to remove guests from the premises, how the 2018 Starbuck’s incident reflects societal changes that impact those rights and significantly...

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Jeff Pedowitz Managing Online Reviews and Reputation With AI Tools
  • By Jeff Pedowitz, President, The Pedowitz Group

    • Welcome to the digital age, where the power of a single online review can make or break the fortunes of hotels and resorts around the globe. Have you ever wondered just how much impact your TripAdvisor comment has? In today’s hospitality industry, the battle for hearts, minds, and bookings is won and lost online. One review can shift the tide, underscoring the unprecedented importance of reputation management. At the vanguard of this battle? Artificial Intelligence (AI), with its arsenal of innovative tools, revolutionizes how the hospitality sector interacts with customer feedback and crafts its digital identity. Dive into the...

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Carol Leaman 3 Learning & Development Trends Successful Hospitality Organizations Must Embrace in 2025
  • By Carol Leaman, Co-founder, Axonify

    • The hospitality industry is in constant motion, keeping those who support the frontline teams responsible for this seamless change on their toes. As we approach 2025, the challenges persist: more teams spread across the globe, labor shortages that just won’t quit and guests who expect standout visits every visit. These pressing issues will be top-of-mind for every hospitality leader, whether their workforce operates in hotels, restaurants or any other corner of the industry. To stay ahead of the curve and prepare your team for what’s next, you need to know how to best support them. ...

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