Content marketing trends for the hospitality sector
As the hospitality sector attempts to bounce back after a hard couple of years, here are some content marketing trends we expect to see within the sector.
The hospitality sector is one that was undoubtedly hit the hardest throughout the COVID pandemic. Lockdowns, restrictions, rules and regulations about dining in groups and staff shortages caused the hospitality sector to be in flux. And the whole concept of marketing was thrown into disarray.
Now that life is starting to get back to normal, how is the hospitality bouncing back? We look at some interesting hospitality content marketing trends we expect to be big for the sector this year.
1. Safety as a number one priority
With some people understandably hesitant to get back to normal, businesses in the hospitality sector will no doubt be focusing on ensuring customers feel safe. Whether they’re staying in a hotel or going out to eat, people want to be assured that all COVID related safety concerns have been addressed. Brands will be putting this front and centre of their content strategy this year.
2. Terms & conditions as a USP
It used to be that terms and conditions were just fine print to ignore until you really had to read them. But now, customers want to know what they’re signing up for. Does your hotel offer last minute free cancellation? Does your restaurant require a deposit per head? With plans often still disrupted by COVID outbreaks customers want to know what your policies are and that means, if you have favourable terms and conditions, they can actually be used as a USP.
3. VR tours
People are becoming a lot more choosy about how they spend their time and money now and one thing that can give customers peace of mind that they’ve made the right choice is venues providing a virtual online tour of their properties. The VR industry is expected to grow from less than $5 billion in 2021 to more than $12 billion by 2024. Hotels that want to stay on the cutting edge of hospitality technology might want to look at adding this to their offering. The best thing about it? Customers don’t need their own VR headset to experience the halls of your hotel or landmarks surrounding your café – they can just watch via integrated videos.
4. User generated content
This is a trend that only seems to be growing in popularity and it makes sense. The most trusted type of online content is user reviews and statistics also show that brands can benefit of an increase of 29% in web conversions when websites feature user-generated content. With that in mind, it makes total sense for the hospitality industry to capitalise on this trend.
5. Influencer marketing
Instead of using traditional word-of-mouth, we predict hotels, restaurants and bars will now be upping their influencer marketing budget and now partnering up with influencers and celebrities on social media to promote their brands and services. As consumers., we’re primed and ready to be influenced. We’re begging to be told where to visit, what to eat and where to stay. So hospitality brands should make the most of this.
Looking for help marketing your hospitality brand? We’re a digital marketing agency in Manchester that can help with your content marketing, branding, organic reach, PPC and social. If you want to make waves in the hospitality sector and set yourself apart from your competition – give us a call. You can also look at our previous work here.
