Why your Hotels Website Must Use a Blog

Depending on the objectives and aims of your hotel in terms of its online presence, one essential way to maximise online exposure and help to increase your hotel websites organic search ranking is to make use of a blog.

By adding a blog to your hotel website, you can ensure that you have a place on the site where you can upload the latest news, post about upcoming events, and generally to write about anything that you don’t necessarily want to dedicate a specific part of your website too.

One problem most websites have is that if they’re focused on selling rooms, as most hotel sites will, or should be, you’re a bit limited to where pages exist. The navigation bar for example quickly fills up, with the bulk of this used for room pages, gallery pages, booking pages and then contact / location pages. If you wanted to add other one-off, or limited time articles, then a blog is an ideal place for this.

The blog differs from the rest of the website because it is made up of individual posts, in the same was as a diary may work. Blogs used to be used as a kind of digital diary, with users writing about their day, or a specific subject, on a near daily basis. They’ve since evolved to become more than that, with WordPress one of the leading blog content management systems, along with Google’s Blogger / Blogspot. Theoretically a blog is constantly evolving and changing, as whenever new content gets posted, the blog updates dynamically.

why use a blog

How can a hotel make use of a blog

A blog is incredibly useful for a hotel because it can cover a huge variety of subjects. Posts can be divided into categories as you like, so you may device to have an events category, a news category, a food category, and so on. Users on the site can then browse by category, and the site can even use categories as drop-down pages from the blog – making for a more effective management of the space available in the navigation menu.

For me, in today’s digital world, hotels that have a blog should make use of a clear posting strategy, similar to the way they’d use social media. So they should have someone assigned to update the blog regularly, and they should have a plan for the year ahead with posts to write. They might schedule these posts to go live at set periods, taking a lot of the stress and time out of doing it manually. The blog schedule would vary per hotel (different brands will have different themes) but a really basic outline for a UK based hotel can be seen below.

Month Post subject
January New years offers / sales / corporate deals
February Post on Valentines day room offers / restaurant deals
March
April Post on Easter offers / deals
May Post on things to do in area in Summer
June Summer offer
July
August
September Post on things to do in area in Autumn
October
November Post on Winter deals / offers
December Post on Nea Years offers / Christmas offers

Why invest your time in writing blog posts?

Here’s the crunch; a hotel blog is only worth having if you’re going to really invest time and effort into managing it effectively. This article has really just touched upon the surface of how to make use of a blog. One of the biggest reasons you should use one is that search engines love them; blogs provide new content on a regular basis (hopefully anyway), and quality, new content is a good indicator to Google et al that your website is important and deserves a good ranking.

If used with SEO in mind, a hotel blog can really drive traffic to your website for really niche, focused search queries, where otherwise this user may have never known of your hotel even existing. For example, someone may be searching for things to do in (location) during Spring. Depending on your hotel locations competitiveness, its likely that a quality blog post will rank quite highly for this query. You’re then bringing in new visitors to your hotel website, and whilst they’re reading the blog you can try to convert these visitors into bookers. Your blog post can subtly mention your Spring offers, with a link to book, and perhaps a 5% discount for readers of the blog. Or you can try to tempt visitors to the blog to subscribe to your newsletter; this way you’re getting something out of bringing them to your website, above the obvious branding advantages.

Conclusion; why your hotel needs a blog

Ultimately, the answer to this question lies in what the key objectives of your hotel are. If you’re trying to grow traffic to your website by x percent, then a blog is a brilliant way to reach this objective. But if you’re just a small guest house, and you’re less interested in the idea of having to dedicate a member of your already-small team of staff to update the website on a regular basis then perhaps this isn’t for you.

To put it simply, if used correctly a blog can be a really powerful, yet very affordable tool to increase the effectiveness and interaction on your website. You can grow your organic search rankings, whilst positioning yourself as an authoritative source on your local area, ultimately brining more eyes to your hotel website and potentially, long term, more bookings too.

Author: Matt Tutt

Matt Tutt is a PPC and SEO Specialist from the UK. He loves helping businesses to grow their number of online visitors through both Paid Search marketing and Search Engine Optimisation.

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