Use Blogging to Position Your Hotel as a Travel Resource

Stand Out From the Pack

By Gini Dietrich Founder & CEO, Arment Dietrich Inc. | February 12, 2017

The proliferation of travel discount websites has many hotels scrambling in a race to the bottom. Trust me-this is a race you don't want to win! So how do you attract travelers (and ideally repeat travelers) who aren't simply looking for the cheapest bed for the night? Becoming an expert resource on your city and sharing it through a branded blog is a great way to stand out from the competition.  By creating and regularly publishing to a blog that celebrates what makes your city unique, you can elevate your hotel from only ranking in Google search for those looking at hotels in a specific price range to being a top destination for anyone looking to learn more about your destination.

Why You Should Take the Blogging Plunge

When you consistently provide high-quality blog content that showcases local attractions, shopping, dining, and activities your ideal customer is likely to be coming to your city to pursue, you get to be part of their consideration set before they're even consciously making their hotel short list.

Demonstrating your insider view of what's cool and interesting in your city sets you apart from the competition, and changes the conversation with your potential guests. Your hotel rooms go from being a commodity to a sought-after component of experiencing the city through your unique lens.

Blog Content Elevates Your Social Media Channels

Far too many hotel social media channels have been relegated to customer service triage and the occasional self-promotional offer or sharing of recent media coverage or awards. While this may be the easiest content for your team to share, it's also the least effective. In fact, a recent survey from Buzzsumo and Fractl found that 45 percent of respondents said they will unfollow a brand on social media because of too much self-promotion.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.