Over the last decade, the world’s most innovative hotels and hotel brands have developed as portals into their destinations’ local communities. To communicate that experience to guests, hotels are developing sophisticated online content marketing that positions the hotel as a character in a traveler’s journey.
The next wave in content marketing is focused on building content ecosystems as a complete package where all of the different components are designed to enhance each other.
This professional brand storytelling has an editorial nuance in its delivery that must entertain, enlighten, inspire and/or educate in some way to be effective. Hotel brand marketers and their agencies realize that content with a hard sell and generic execution doesn’t engage or motivate consumers to buy. Therefore, there’s a rise and reallocation of budgets in hospitality to develop more engaging content, track and measure that engagement, and partner with more types of third-party content creators.
Heading into 2015, the next wave in content marketing is focused on building content ecosystems as a complete package where all of the different components are designed to enhance each other. Today’s best content campaigns integrate on- and off-property live events; aggressive social media; brand.com, blog and app platforms; user generated content; and different types of content formats including a rise in video production.
Measuring the ROI of modern content marketing remains hazy due to the variety of devices travelers use today. While no one has developed a last click attribution model to connect content consumption and revenue, many hotel marketers see the benefits of content higher up in the marketing funnel targeting consumers during the initial research phase of the travel buying process.