Attract More Guests With Content Aimed At Travelers in Unexpected Moments
Your property is a haven for guests who meticulously plan their visits months in advance. These familiar faces are the backbone of your business – dependable, expected, and predictable. They've followed your carefully crafted digital marketing path, exploring your website, researching local activities, and immersing themselves in the amenities your property offers. But what about those potential guests who fall outside your conventional marketing channels?
Imagine the business traveler facing a canceled flight, the family with a sudden free weekend, or the new empty nesters craving a last-minute getaway. How can you ensure your hotel is on their radar precisely when they need accommodations? Making even modest adjustments to your site content and keyword strategy can elevate your organic search results, allowing you to leverage what Google terms "micro moments."
Understanding "Micro-Moments"
In a world where everyone carries a smartphone, spontaneous searches, or "micro-moments," have become integral to decision-making. Google categorizes these moments into four types:
"I want to know…" - Seeking facts or information.
"I want to go…" - Looking for something based on location.
"I want to do…" - Searching for spur-of-the-moment activities.
"I want to buy…" - Ready to make a purchase or find a deal.
If your hotel's content and SEO strategy don't align with these scenarios, you may be missing out on a potentially lucrative traveler segment.
Broadening Your Content Strategy
The hospitality industry is fiercely competitive, not just against local properties but also countless others online. To stand out, diversify your content offerings and expand your keyword and SEO strategy. It might seem counterintuitive, but content catering to a smaller audience can broaden your reach and increase visibility.
For instance, if your hotel typically attracts leisure travelers over the weekend, consider the corporate travelers needing accommodations during the week. Create content highlighting your proximity to the train station, ensuring you pop up in their searches when they need a last-minute business trip stay.
Start with a Few Adjustments
We're not suggesting a complete overhaul of your marketing strategy. Continue serving your primary customers with relevant content, but add pieces that cater to a broader audience. Highlight events and attractions that appeal to travelers with different profiles.
Start small. Develop a few content pieces targeting unexpected guests. Ask recent impromptu visitors what brought them to your door, test Google searches in your area, and create hypothetical scenarios for diverse content creation.
Priming the Pump with Micro-Moment Content
Generating content ideas is an art. Don't be afraid to ask your guests about their unexpected visits, test Google searches in your area, and create hypothetical scenarios tailored to your property. The goal is to make it easier for the audience "in the moment" to find you.
Dedicate more marketing efforts to appearing in Google's micro moments. By doing so, you increase your chances of capturing bookings in a world where travel decisions are made on the fly. Embrace the spontaneity of modern travel and position your hotel as the perfect solution for those seeking accommodations in their micro-moments.
