Content & Hotel Review Sites: Do It, DO IT ALL
I’m a big proponent of prioritizing your hotel’s online marketing efforts. Clearly, a regional manager of multiple two-star hotels has far fewer resources to dedicate to online marketing than a five-star hotel with dedicated marketing staff. That said, there is very little reason for any hotel not to be taking advantage of EVERY opportunity to provide content to review sites.
As I mentioned in my post about hotels and Yelp, there’s a “Meet the Manager” content opportunity that it seems a lot of hotels aren’t using. How easy is it to add a short, welcoming note from the GM here. You’re beginning to personalize the experience before the guest has even booked.
The same goes for TripAdvisor, Google Local, Expedia, and more. There is so much opportunity to provide content. And doing it serves both your hotel and your (potential) guest. Writing some inviting and informational copy gives guests a quick introduction to your hotel and it gives search engines that much more content about you. Win!
I would suggest one other thing. Avoid recycling marketing copy across all of these review sites. Savvy travelers will notice. And it gets really boring really quick. Write some inviting content about your property. Then make sure you optimize it with keywords. Never hurts.
So, as much as I say you need to prioritize, when it comes to adding content to review sites, you can—and should—DO IT ALL! You only have to do it once and then check in periodically to make sure it’s all still accurate.