The concierge is one of the most important roles in a service-oriented hotel or resort. Guests rely on the concierge to provide local recommendations for restaurants, activities, nightlife, etc. Meanwhile, a hotel brand is designed to create a guest culture that attracts a certain type of guest. The concierge needs to have a deep understanding of this culture to connect with a guest personally and provide an experience that will enhance their stay.
Hotel Brands understand the importance of the concierge and how they can connect with guests, but they often fail to take that learning and apply it to the digital experience, especially on their own websites.
Most hotel websites are predominantly focused on driving bookings and rightfully so; they need to fill their beds and ensure all their marketing dollars are driving revenue. This design strategy also assumes the Traveler is ready to book, an assumption that is predominantly true for Brand queries but not necessarily valuable Generic phrases.
The pages that are designed to drive bookings are also not what search engines want to showcase for generic phrases. This predicament requires hotel Brands to design website content that meets the intent of the Traveler and satisfies the Expertise, Authoritativeness, and Trustworthiness (E-A-T) that Google requires to showcase a website.
This leads to an SEO Content Strategy for Travel Brands that is reminiscent of the valued concierge, the SEO Brand Concierge if you will. Before a Traveler gets to a hotel website, there are many considerations derived from the experience they want to have, to the destination that appeals to them as well as the type of hotel they might want to stay at.
These Travelers will spend time researching all aspects of their vacation, sometimes even months in advance. 91% of travelers turn to search engines when looking for a place to stay with the majority (81%) preferring to use Google as their most common source of travel inspiration. Hotel Brands can’t rely on Travel Websites, Social Media and OTAs to be their Brand Concierge as they wouldn’t rely on just anyone to be the concierge in their hotel.
The role of the SEO Brand Concierge strategy is to connect with Travelers throughout the many touchpoints prior to them booking a room. The content strategy requires a deep understanding of the guest profile and there usually isn’t just one, there are generational guest segments such as Millennials and Boomers as well as interest-based segments such as Adventure and Foodie Travelers. Each of these segments requires content that speaks to these Travelers and this content needs to be placed above the specific hotel destination as well as within. Hotel Brand websites need to connect with these important guest segments through content that Google deems worthy of featuring to Travelers.
For a Hotel Brand website to rank well for “Foodie Destinations” or “Dining Experiences Around the World” there needs to be content that curates the types of experiences that exemplifies the purpose of a concierge. These experiences can’t just be about what the Hotel Brand offers, how would you rate your experience with a concierge if they just recommended the restaurant in the lobby? This requires a re-thinking of Hotel Brand websites and the role that they play in connecting with Travelers.
An SEO Brand Concierge carefully designs content that will ultimately lead to a Traveler placing a booking at one of the many destinations a Hotel Brand offers. The strategy is reminiscent of a chess match, with carefully chosen content that leads down a path to connecting with the right Travelers while helping them understand that this is the Brand for them. Identifying the Personas or Traveler segments that a Hotel Brand is seeking is the first step, the strategy needs to be carefully designed to connect with the particular segment at each stage of the journey requiring a mapping of that journey and the types of queries and content that need to be developed. This type of strategy requires an understanding of search, the connections between topics and the intent stages of the queries that are made throughout the Traveler journey, sounds like a job for an SEO Brand Concierge.
If you’d like assistance creating an SEO Concierge for your hospitality brand, please contact us today.
POV by By Brian Ratzker, Executive Director, SEO, Acronym