SELLING THE EXPERIENCE

All advertising strategies technically fall under content marketing, but it is rarely the other way round

- VINITA BHATIA

Remember the last time you picked up a flyer or a travel brochure to plan a trip? Does it seem like a distant memory? Let’s face it – these outdated ways for holiday planning or even booking a meal at a city hotel have few takers. Contemporary guests prefer going online to discover their travel, stay, entertainment or dining inspiration and recommendations. Hotel companies are, therefore, doing everything they can to stand out from the crowded milieu and engage users throughout their online journey.

This is where user-generated content or UGC becomes a game-changer. Here, people create text, videos, images and reviews about the brand and its offering, rather than the other way around. The latter can then share this content on their social media accounts, website and other marketing channels. It has higher perceived trust value, since this is generated by users who have enjoyed the services.

SPEAKING THE GUESTS’ LINGO

Guests today expect more than just a good nights’ sleep or meal at a hotel; they seek an experience. Hospitality brands are progressively marketing their ability to provide an enlivened and heightened experience in addition to factors like price, and convenience, using content as the lynchpin.

The right content marketing strategies can help hotel companies build long-term relationships with their guests and communities, generate leads and boost sales. According to Megha Garg, Marketing and Communications Manager at DoubleTree Suites by Hilton Bangalore, successful content marketing depends on providing valuable assets, like blogs, posts, videos or reviews, which informs and entertains.