In today’s fast-paced world saturated with accommodation options for people to choose from, you have to go beyond the guest experience to maximize your occupancy rates and revenue.
Presenting the right information about your property to attract customers is the key to unlock more bookings. Think of it as an easy way to tell potential guests everything your property can offer—be it food and recreation or amenities and local events/festivals.
Now, you might wonder—why is hotel content so important?
To answer it simply, people look for bookings online and do heavy research to finalize their stay options, with the global average lead time going up to 24 days. This is where hotel content acts as a virtual window to your property and facilities. So, let’s understand the different types of hotel content and how you can leverage each type to your advantage.
Fundamental Types Of Hotel Content
Hotels offer a wide range of services and the hotel listing should effectively present these services to maximize bookings. Let’s consider that you want to display details like location, amenities, hotel policies, and room types, among other things.
Based on the nature of information, your listing content will fall under two categories:
- Static Hotel Content
- Dynamic Hotel Content
1. Static Hotel Content
Static hotel content—as the name suggests—remains the same for a more extended period of time. It conveys details about fixed assets; such as property information and amenities.
Static content includes a combination of textual and visual information. The descriptive content can cover details like property specifications, on-campus facilities, and recreational experiences.
This category also includes photos and videos of your property. Images play a vital role in influencing customer decisions. It’s no surprise that hotel listings featuring high-quality images receive 63% more clicks than those with low-quality photos.
2. Dynamic Hotel Content
Dynamic hotel content includes constantly changing details, including room availability and rates. This is the kind of content hotel owners have to update at regular intervals. Dynamic content also includes details about pricing, which is bound to fluctuate with changing demand.
Besides, you have to update your listing content to match guest expectations during peak demand seasons. For instance, during the ski season, this listing highlights the property’s distance from the nearest ski lift to offer guests the convenience of traveling.
Quality Content Connects with Guests
Hotel content allows your property to rank for the right searchable filters. If guests filter for a beachfront property and your content mentions this tag, then you can gain better discoverability and potentially increase your bookings.
Similarly, information about sustainability can also increase your booking rate. 57% of respondents in a survey by Booking.com claimed that they prefer staying in hotels with a sustainability certification. Another 47% mentioned that they filter their options to find sustainable properties.
The same reason also applies to health and safety information. People are more cautious about the safety and sanitation protocols at any hotel and want to choose only the best options.
By providing more specific information about such amenities can prove more convincing for your prospective customers. You can do this by adding new attributes in line with emerging trends and maximize interaction with your guests. Besides, you can also consider the parameters available at your demand partner to better optimize your content and create a standout listing.
How Static Content is Becoming More Dynamic
Given the changing guest expectations, it’s clear that static hotel content has become partially dynamic. What do you think was the trigger for this demand?
In the post-pandemic world, customers expect up-to-date content that communicates the right information and convinces them to book a property. So, details about additional features like a safety or wellness icon, the current status of a hotel suite, and dynamic hotel images are more than just a nice-to-have. This content can boost your conversion rates.
Besides, dynamic content offering timely details on various real-time events—like business conferences or festivals—can enhance customer satisfaction as well.
How? These details allow your hotel guests to plan their itinerary in advance. It allows you to position your hotel as a responsible organization that emphasizes highly on customer experience. On top of that, you can also tap into greater demand during peak seasons by adding micro elements to your listing; such as telling the guests how far the hotel is from the Coachella venue.
You can leverage property pages on various online portals to serve this purpose. These pages provide all the features to update dynamic content without hassle. As a result, you can deliver exceptional services to your hotel guests by virtue of content that informs.
The Impact of Hotel Content
The renowned online travel agency is a prime example of hotel content delivery. The content published on the property page plays a huge role in increasing the number of bookings. This hotel content delivery system rates your content in terms of a ‘property page score.’ Your hotel’s score on the extranet is directly proportional to bookings.
Here are some insights from Booking.com’s property page:
- The property page is an avenue for a property to highlight its best self and entice the viewer to book the property
- If the content score on the property page is 100, it can increase the chances of bookings by 18%
- Hotels need to update the content consistently to meet changing parameters & guest demands
So, it’s clear that hotel content positively influences the conversion of guests and bookings generated. For this purpose, you should create content that meets these criteria:
- High quality
- Dynamic details
- A mixture of descriptions and images
In essence, you need to understand the preferences of guests. Accordingly, introduce various attributes and optimize the existing content consistently. Such a process presents a greater chance to increase the bookings, thereby driving greater revenue.
In a Nutshell
We live in a world running on online research & information. Guests are proactive in researching and selecting a hotel that best fulfills their requirements.
High-quality and up-to-date hotel content can help you match the changing demands of your guests. Understand changing preferences like the emphasis on health measures and introduce relevant dynamic content on your property page to maximize bookings.
Besides, you can improve conversions and develop a unique brand reputation. With an AI-powered optimization tool like Content-AI, creating and updating hotel content is easy. The tool does all the heavy-lifting for you to update every property page in a few clicks and optimize your listings for maximum conversions.