5 Hospitality Marketing Content Ideas to Attract More Guests
The UK is a stunning country, despite the much-discussed downpours. From the coastlines that embrace us to our heritage towns, dynamic cities and rural idylls. At Sunflower Copywriting, I want to help you promote your accommodation and location to your target customer base. And possibly attract new groups you hadn’t expected to book.
Your new content will captivate readers’ imaginations by revealing what they should expect during their rural retreat or cultural city break. Highlighting your on-site amenities and regional USPs can help you attract hotel rooms or self-catering holiday bookings. But where do you begin?
Continue reading to explore five types of travel content marketing you could adopt. They’re ideal hospitality content ideas for your blog, website, social media or journo requests.
Room Descriptions as Welcoming as Your Property
Content marketing for hotels conveys your heritage
Guest bedrooms, a self-catering cottage or something more unique, such as a converted barn. Your property will have architectural features and history that potential guests want to experience in written and photo form before booking.
Has your property once had a different function? Start with that! The goal is to showcase the benefits of the property’s form. Is the building achingly cool and modern with style in every sinew? Or has it lived a life before becoming part of the hospitality industry? Tourists want to book accommodation with a difference, hence the rise of characterful Airbnbs.
What stories could your walls tell them?
What can they expect in their guest space?
Refined furnishings and complementary toiletries can also sway those browsing your website. Do you provide extra special linen or hypoallergenic bedding? Are the towels Egyptian or Supima cotton? How many beds of what size will be made? You’ve agonised over their decor and chosen heartfelt details, so share what makes staying in your hotel or self-catering property extra special.
Can they cook a meal in a kitchen or make a hot drink? By telling them what they can expect when walking through the door you’ll build excitement - even if they’ll travel for several hours to reach you first.
2. Describe Your On-site Amenities
The right guests who’ll appreciate your hospitality are waiting to book your hotel or self-catering accommodation. The good news is that posting regular benefit-led SEO-friendly content, such as blogs and social media posts, can help them find you online. But it’s not enough to simply tell them what they will find upon checking in. You need to paint a persuasive picture of why these features will enhance their stay.
Foodie heaven
Can your guests and their families enjoy delicious food cooked by on-site chefs? Perhaps there are kitchen cooking facilities or tea and biscuits to enjoy. Naturally, they’ll want to plan their dining ahead of time. Discussing where they’ll eat (or prepare meals) is vital information. No one wants to celebrate their anniversary only to discover there’s no corkscrew. These small, seemingly obvious details will highlight the appeal of your accommodation.
Briefed for business
Did you know that 40% of hotel guests are work travellers? That’s quite a significant audience to target.
Does your hotel offer amenities such as a meeting room, free Wi-Fi or in-room desk spaces? By making it clear what they can expect you can attract this type of discerning guest if you’re looking to secure corporate bookings. Indeed, my Content writing services will speak to your customer demographic’s needs, whether they’re staying for leisure or business.
Fitness facilities
While not every guest will be a gym bunny, some travellers will consciously seek such facilities when comparing properties. Tell a story of their leisurely morning swim, which will refresh them before exploring the local area. Preview their ability to unwind after a long day exploring local attractions or shops by relaxing in a bubbling hot tub or spa facilities. Similarly, having an onsite gym, tennis courts or ample grounds can appeal to potential guests looking for a getaway with a difference.
3. Local Attractions They’ll Love Exploring
Each town, region and nation has a unique range of visitor attractions on its doorstep, often with a unique character. Whether you’re ‘central central’ or a bus, tube, or train ride away, publishing a locally-focused blog, web page, social media post or journo request allows you to:
Draw visitors to an area they haven’t previously considered
Benefit from the lure of a local landmark or natural features
Appeal to those attending a local event, exhibition or conference.
Museums and heritage attractions
While one might assume that only large cities and towns in the United Kingdom can entertain culture vultures, local history museums, castles, and heritage estates are great places for holiday makers to learn more about where they’re visiting.
Nature and sporting pursuits
If you’re fortunate to be positioned in a picturesque part of the country or have coastline, mountains and lakes within easy reach, why not signpost these treasures in your content? Equally, many guests look for access to golf courses and other sporting venues for a break with a difference.
Shopping heaven
Fashionistas often select a hotel or self-catering lodge looking for retail therapy. From girls’ weekends away to mother-daughter breaks, hotels near boutiques, designer outlets or shopping centres have become highly prized. Can you meet their need?
4. Exciting Events Nearby
Another example of guest-centred content marketing for hotels is to highlight the area’s events scene. Depending on the location of your accommodation, there could be a wealth of events for holiday makers to enjoy onsite and locally.
Onsite celebrations
Do you host special events such as Christmas stays and New Year’s Eve dinners? Are off-season winter breaks on the cards to attract new customers? Have you invested in a makeover or added extra facilities? By discussing future events, your readers may be inspired to book a night or more for a celebration.
Niche tourism
No accommodation is an island unless you happen to be on a remote island (that too has its appeal). If an upcoming festival, historical re-enactment or concert is scheduled, now is the time to act. Having this type of content within your marketing positions you as having your finger on the pulse of the local events scene.
Social media posts, journo requests and blogs can help you appeal to attendees who are unfamiliar with the area. Sunflower Copywriting’s content writing services for hospitality marketing can give engaged tourists a reason to book a stay in your hotel (or self-catering accommodation) to attend events.
How convenient is your accommodation?
Does your site have a desirable location? Can guests walk or book a taxi without inconvenience? Maybe your hotel’s near a handy bus route? While these practical blog details can be found with a Google search, presenting guests with this information during the pre-visit stage makes planning their stay easier - while demonstrating your customer service.
5. The Sustainability Factor
If your property operates in a more sustainable way than its competitors or has partnerships with eco-friendly suppliers, why not make this feature a prime selling point? Guests want to make informed choices about the impact of their stay.
According to The UN Intergovernmental Panel of Climate Change, 83% of global tourists recognise that sustainable travel is important (2024). Therefore, sustainably-minded content within hospitality marketing can be key to attracting environmentally-aware guests.
Wondering how to stand out as sustainable?
You may offer cruelty-free toiletries, organic food, fairtrade teas or a locally sourced menu. Perhaps you’re proud to reinvest in the local community through employment and initiatives. Does your self-catering property have solar panels and reduce guests’ plastic consumption through compostable (plastic-free) food packaging? Does the property feature organic cotton furnishings or is it an ethically aware conversion?
It’s surprising how often sustainable practices go uncelebrated in content marketing. But don’t let your efforts be overshadowed. Instead, proudly embrace what makes your room or accommodation the place to stay.
Make Your Hospitality Marketing Magnetic
Blogs, social media captions and other written content can create a buzz around your hotel or self-catering property as part of your hospitality marketing strategy. You may run a sustainable urban hotel with spa facilities, own self-catering properties near a stately home or be a marketing manager looking for experienced support.
After all, content writing services shouldn’t require founders or managers to take a holiday of their own.
Contact me to discuss your requirements. There are plenty more hospitality content ideas to explore.
