Hotel Content Ideas That Turn Browsers Into Bookers

Highlight Your Destination & Local Experiences

Culinary travel, pop culture, and off-the-beaten-path recommendations are shaping experiential travel in 2019, according to the travel experts at Skift. When it comes to destination-focused hotel content ideas, think about curating the local experiences your guests would love if they booked your property.


One of the best places to get hotel content ideas is your city’s annual event calendar. A “citywide” can be a professional conference, sporting event, cultural festival, music concert… anything that attracts a group of visitors, really!


One of the easiest ways to get started creating content for your hotel is to utilize this simple, popular format. Coming up with creative content ideas for your hotel can feel overwhelming, which is why we (and pretty much everyone else) love a good list. Lists are easy to read, understand, and share.


When it comes to hotel content ideas that really show off your destination and local experiences, nothing beats a great travel itinerary. We love this format because a travel itinerary can be easily adapted based on your hotel’s unique guest profile.

Content Ideas For Your Hotel’s Low Season

Many hotels and resorts struggle with marketing ideas for the off-season. How do you sell a beachfront property when the temperature drops? Or how about when the locals leave for vacation and the city feels completely empty? The content ideas below can help you get started marketing your hotel property during its low season.


Knowing that your hotel content needs to add value to prospective guests, a seasonal packing guide might be some of the most helpful information your hotel can provide! If weather or other seasonal factors are making potential bookers hesitate, address it head-on by showing them exactly what they need to prepare.


We’ve already noted how local lists and travel itineraries are great ways to showcase your destination, but what about the off-season? Framing your content around specific need periods and times of low occupancy is a highly effective marketing tactic.

Useful Content Ideas For Guests Before They Arrive

Does your hotel website answer all of your guests’ burning questions? Stop them from opening yet another browser tab to Google your destination! Make sure you’re providing the necessary info they need to understand local transportation, cultural quirks, and more.


Understanding a little bit of the local language can completely change a traveler’s experience. When you provide genuinely helpful content like a language guide, potential guests browsing your site can’t help but feel a sense of trust. Start with translating some of the following suggested phrases/greetings: “Hello!” “Thank you!” “Good morning/Good afternoon/good evening!” “How much does this cost?” and “Where is the nearest (train station/market/bathroom/etc.)”


We know that people are using Instagram as a pocket travel guide. Google searches for “Instagram guide to X” Destination” are also on the rise. You don’t need to be pro to enjoy sharing photos from your travels, so help guide guests to the most Insta-worthy local spots with a curated photography guide.

Content Ideas That Encourage Hotel Loyalty

Boosting your hotel’s online presence is not limited to merely attracting potential guests but must include continued engagement beyond check-out. Loyalty programs are an important component of any overall hotel marketing plan. Try incorporating these easy content ideas to help nurture that loyalty and encourage guests to rave about your property.


Research shows that guest reviews do have an impact on hotel bookings. Encourage your guests to share their (hopefully glowing!) feedback on sites like TripAdvisor by mentioning it at check-out or during positive service interactions. Reviews from other guests can ultimately be the tipping point for other travelers in the decision-making phase of booking.


UGC (User-Generated Content) can be a little tricky to navigate sometimes, but is still worth exploring. Your guests are actively sharing their experiences on social media — simply search your hotel’s geo-tag or official hashtag to find tons of user-generated content.



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Jenn Zajac | Five Star Content

Jenn Zajac | Five Star Content


Hotel marketing pro, ex digital @Hyatt @FairmontHotels. Helping hotels attract their ideal guests and get more direct bookings. | Read more: