Compelling content on your hotel's website can mean the difference between the site visitor just browsing or booking a room at your property. Such content should be educational, entertaining and compelling with clear goals in mind. Whilst it can be a challenge to consistently create new content below you will find some ideas for 'evergreen' content.
Evergreen content is articles and posts that target high-volume search terms that would not be time sensitive and typically answers general questions and queries that potential guests would often search for and are more likely to be shared and referenced by online users.
Content can be shared via your social media channels or email newsletters periodically throughout the year as well as being included on your hotel's main website. Content pillars or themes can be useful in coming up with articles. Building the amount of such content helps to increase the credibility of your website and thus ranks higher in search engines such as Google. Read below to discover the very best evergreen content ideas for hotels to help you get posting!
Theme #1 Local Area Information
High up on the list of things that guests would research when they are planning a trip would be things to do in the local area. Here you can highlight the various places of interest that are in the immediate & wider area of your property.
Are there any country or local events & celebrations that could be appealing to tourists? What about the history and culture of you your location?
Is your location associated with a certain sport, attraction or lifestyle activity? If so you can provide some recommendations e.g. Best Golf Courses, Top Shows to Visit, Best spots for Surfing, Best Nature Trials etc.
You can collect ideas from the concierge staff for any frequently asked questions from guests.
Theme #2 - Food & Beverage
When not using the on-site food & beverage facilities dining out and sampling various restaurants can be one of the highlights for tourists whilst on vacation. You can use your local knowledge to provide recommendations based on certain occasions and cuisine covering the nearby restaurants, cafes, coffee shops and bars.
Articles could cover topics such as; 'Best Seafood Restaurants', 'Best Vegetarian Restaurants', 'Best Value', 'Best Places for Breakfast', 'Best Places for Brunch', 'Best Restaurants for a Romantic Meal', 'Best Rooftop Bars' and 'Local Dishes to Try'.
Of course, you can also include content related to your F&B offerings whether this is on-site cooking lessons, menu recommendations or how guests can recreate a signature dish/cocktail at home.
Theme #3 - Hotel Information.
Here you can highlight the various facilities and amenities that your hotel has to offer to really seal the deal when it comes to attracting new guests. Should your property offer any spa or wellness treatments you can provide extra information on these and include a discount code.
You could also include some articles that offer more of a 'behind the scenes' perspective which could include a day in the life of the GM, Reservation Manager or Chef. You could focus on any community projects that your hotel supports or content related to any local hotel suppliers.
You could also include articles that are related to the history or construction of the property. Whether your property has adopted any practices to support sustainability. Such articles can be helpful in conveying the brand values of your company.
If you are a family-friendly property you can include an article as to activities around your hotel, whether you offer a Kid's Club, run any organised activities for children, offer in-room amenities such as games consoles etc.
Theme #4 - Travel Tips
Guests would often dwell on the subject of what to pack for their vacation and the most suitable clothing to bring with them. What would be the best items to pack depending on the time of the year and the likely weather and if the property has any dress codes they would need to follow. You can produce articles that would answer any related questions and put guests minds at ease that they are traveling prepared.
If your location is seasonal you can include articles related to the best time of the year to travel & why. Here you can highlight seasonal activities that are weather-dependent such as skiing or surfing. You could also include articles that are related to seasonal events such as guides to Christmas Markets, Where to Celebrate News Years' Eve etc.
It's worth keeping in mind that international tourists may be reassured by content that provides useful info for exploring your location easily and safely this could be related to articles such as tourist traps/scams to avoid, currency info and how much certain items should cost, some basic translations and common phrases.
You can provide useful insights to visitors with articles such as 'How to Get Around Like A Local', or 'List Of Local Markets' or produce articles that would be related to certain demographics depending upon your typical guest profile.
Theme #5 - Attractions
If you are located in a major tourist area there are likely to be many different things you could write about under this theme. When people begin to research their holiday they are often searching for specific information about a popular attraction or place by creating content on popular attractions and publishing these on your website can assist with SEO and search results.
Ideas could include - 'Best Family Activities', 'Best Museums to Visit', 'Guide to Art Galleries', 'Guide to Historical Buildings/Castles/Temples', 'Best Night Marketing/Shopping Centres', 'Guide to Theme Parks', ' Most Instagrammable Locations'.
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