Using Digital Content to Sell Your Hotel's Destination

When creating hotel content for digital channels, making the hotel look good isn’t the only thing that sales and marketing teams need to consider. Hoteliers are now selling their neighborhoods as an extension of their properties to better highlight the value proposition for offsite events, extended pre- and post-event bookings, and the general destination experience. It’s an important part of developing digital content for both event websites and hotel profiles in different channels across the web, according to a report by Skift and Cvent. Today, online hotel marketing solutions have sophisticated content management systems, making it easier and faster for hoteliers to customize and upload hotel and destination information on their own. New widget-based, drag-and-drop modules can help anyone generate content with all the necessary tools in one place, and live preview functionality eliminates guesswork and provides constant visual feedback along the way. With this kind of flexibility, hotels can keep content updated to highlight new and exciting things not only on their property, but also in their region. Consider showcasing new businesses, local events and festivals, convention center renovations, and infrastructure improvements.

Help Planners Produce More Enriching and Sticky Event Websites

Hoteliers who supply more destination content can help planners produce more enriching and sticky event websites. The New York Marriott at the Brooklyn Bridge, for example, has destination managers on staff who have developed comprehensive editorial about the different neighborhoods and things to do nearby. Planners can easily direct potential attendees to that content from the event website, or drop it into the website itself. “We sell Brooklyn first to meetings planners and attendees, and then our hotel,” says Sam Ibrahim, general manager at the New York Marriott at the Brooklyn Bridge. “Our online content gets people to call our destination managers, so it’s a valuable lead generator. Selling Brooklyn used to be a challenge years ago. Everyone was, ‘Where is Brooklyn?’ Now with everything happening here, people still don’t know about all of the creative energy in Brooklyn unless you feed it to them.”

Create Stronger Direct Relationships With Attendees

Not only does destination content on event websites help hotels build a connection with the attendee, more planners are also seeking this type of support so they can enhance website engagement and the overall event experiences. That direct connection enables hotels to better serve attendees’ logistical needs, entertainment options, and other requirements, leaving planners free to focus on delivering a better attendee experience.

Get More Tips on Making the Most of Digital Transformation for Group Business

There are many ways that hoteliers and destination organizations can take advantage of digital channels and software solutions to attract meeting planners and maximize their group business profits. Read more in “How Technology Is Disrupting the Multibillion Dollar Meetings Industry,” a report produced by Skift in partnership with Cvent.