Content marketing strategy for hotels: visibility, authority and conversion
Content marketing has moved from being an add-on to become the heart of the digital strategy of any hotel that wants to stand out in a saturated market. It's not just about publishing articles on a blog or sharing beautiful photos on social media; it's about building a strong, useful and attractive digital presence that connects with the traveller before, during and after their stay. A well-designed strategy allows you to gain visibility, reinforce brand authority and, most importantly, convert traffic into bookings.
Creation of SEO content for the hotel blog
Having an updated and optimised blog is one of the most powerful assets to attract qualified traffic and position the hotel as a reference in its destination. But for it to work, it is not enough to just write about any topic; you need to have a plan. The SEO for hotels is one of the most competitive niches. And it is logical, as it is one of the sectors that moves the most money on the internet.
How to choose relevant keywords for the tourism sector
The first task is to identify the keywords that potential guests actually search for. Tools such as Google Keyword Planner, Answer The Public o Ubersuggest help to detect terms such as "romantic hotel in Granada" or "best time to travel to Mallorca". It is also advisable to search for long-tail keywords, which are less competitive and more specific, such as "pet friendly hotel in the centre of Valencia".
In addition, it is essential to understand the search intent: does the user want information, inspiration or is the user ready to book?
Evergreen and seasonal content ideas to attract traffic
In a hotel's content strategy, there must be a balance between evergreen content (which is always interesting) and seasonal content (which takes advantage of key times of the year). Some examples would be:
- Evergreen10 things to do near our hotel", "Gastronomic guide to the city", "How to choose the ideal hotel for your romantic getaway".
- SeasonalEaster plans on the Costa Brava", "Summer events near the hotel", "Christmas markets in Madrid".
In this way, the blog becomes a living tool, useful all year round.
SEO structure: headings, interlinking and semantic optimisation
Good content should not only be interesting, it should also be easy for Google to read and understand. Correct use of H1, H2 and H3including internal links to other articles or sections of the site, working with synonyms and related terms, and avoiding long blocks of text will improve positioning and user experience.
For example, if the hotel has articles on the best local restaurants and the best beaches nearby, both should be linked in the main tourist guide.
Use local tourism news as topical content.
In addition to timeless content, it is advisable to publish articles that connect with the current events of the destination: the opening of a museum, an important festival, gastronomic news... This type of content, well crafted and published quickly, can position the hotel as a source of relevant information and attract qualified traffic.
Content distribution on social media: beyond publishing
Content does not stop at the blog. A good strategy involves adapt and redistribute that content on social media to reach new audiences and reinforce the hotel's digital presence.
How to adapt blog posts to Instagram, Facebook and LinkedIn
Every social network has its own language. A blog post can be transformed into:
- A carousel of recommendations on Instagram.
- A longer, more conversational post on Facebook.
- A reflection on tourism trends on LinkedIn.
The key is not just to copy and paste, but to adapt the content to the format and tone of each platform.
Reels, carousels and TikToks based on content already worked on.
Audiovisual formats are essential. Blog articles can lead to Reels showing recommended plans, TikToks with curiosities about the destination or carousels with useful tips. Tools such as Canva, CapCut o InShot facilitate the creation of such content, even for small teams.
Editorial calendar coordinating blog and networks with seasonal campaigns
Planning is key. A editorial calendar coordinating blog posts, network posts and seasonal campaigns (such as Valentine's Day, Easter or summer) helps to maintain a consistent flow of content and make the most of every opportunity.
Interaction with local tourism accounts and collaboration with content creators
Networks are not a one-way channel. Interacting with local tourism accounts, restaurants, activities, and collaborating with content creators (micro-influencers, photographers, travel bloggers) amplifies the reach and enhances the authority of the hotel brand.
Google Business Profile as a local positioning pillar
Although it is often underestimated, the Google Business Profile (formerly Google My Business) is one of the most powerful channels for local positioning of a hotel.
Constant uploading of visual content and blog posts on GMB
Google values activity. Publishing recent photos, videos, news and even blog articles adapted to the profile format improves positioning and conversion. Users searching for a hotel are already in the decision phase, and an updated profile can be decisive.
Use of keywords in descriptions, Q&A and posts
It is advisable to include relevant keywords in the hotel description, in regular publications and in answers to frequently asked questions, always in a natural way.
Generating reviews as a form of trusted social content
The customer reviews are one of the most valuable and trusted content for other users. Encouraging guests to leave feedback and responding in a professional and approachable way helps to strengthen reputation and positioning.
Internal and external link strategy (linkbuilding)
SEO does not end with the content itself; it is also necessary to build a network of links that reinforce the authority of the website.
How to create an internal architecture that guides the user and improves SEO
Within the blog and the website, internal links should guide the user in a natural way: from informative articles to booking pages, from tourist guides to special offers. This structure improves navigation and helps Google understand the hierarchy of content.
Getting links in tourism media and industry blogs
Collaborating with specialised media, travel blogs or tourism portals is key to obtaining quality links. This can be achieved through press releases, interviews or content collaborations.
Local linkbuilding: partnerships with restaurants, guides and activities
At the local level, the hotel can establish agreements with restaurants, activity companies or tour guides to exchange links and recommend each other. This reinforces local authority and improves SEO.
Links from tourism associations and specialised portals
Actively participating in local associations, chambers of commerce and official tourism portals often includes the possibility of adding a link to the hotel's website, a valuable opportunity for positioning.
Video positioning and SEM strategy on YouTube
Audiovisual content has a direct impact on the booking decision and is an effective way to attract qualified traffic.
Keyword research and visual trends in the hotel sector
Before creating videos, research what travellers are looking for on YouTube. Tools such as TubeBuddy o VidIQ allow you to identify key terms such as "virtual tour hotel Barcelona" or "best hotels with spa in Malaga".
Brand videos, testimonials, virtual tours and competitor benchmarking
The hotel can create videos showcasing its facilities, sharing real guest testimonials, giving virtual tours of rooms or even comparing advantages against competitors (without mentioning names).
Video ad campaigns to capture traffic at decision making moments
YouTube Ads allows you to target campaigns to impact users who are looking for accommodation in a specific city or destination. An attractive and direct video can make the difference in the final decision.
Crossposting: from blog to video, from video to blog
Video content can feed into the blog articles and, at the same time, enrich them. For example, a post about "Summer plans on the Costa del Sol" can include a video summary that reinforces the content...
Offline communication aligned with digital strategy
The content strategy should not be limited to the digital environment. Integrating offline communication enhances visibility and reinforces brand coherence.
Local radio presence to generate branding and traffic to website
residents and visitors, reinforcing the hotel's image and attracting traffic to the website.
Mentions of own content in interviews and collaborations
Leveraging any appearances in traditional media to mention the hotel's digital content (such as guidebooks, blogs or videos) helps to connect the two worlds and amplify reach.
Consistency of message between digital and traditional media
It is essential that the message conveyed in offline media is consistent with the digital content: the tone, values and value proposition must be aligned.
Conversion funnels with automated email marketing
Content can also be a direct conversion driver if it is integrated with an effective email marketing well-structured.
Lead capture from the blog, networks and web forms
Each published content must include calls to action to capture data from interested users: newsletters, exclusive discounts, downloadable guides, etc.
Sequence of emails with informative content, testimonials and calls to action
Once the lead has been captured, it is advisable to design an automated sequence of emails that combines valuable content, customer testimonials and specific offers to convert the subscriber into a guest.
Database segmentation according to origin, intention and behaviour
Not all leads are the same. Segmenting your database according to behaviour (clicks, interests, origin of subscription) allows you to send personalised and relevant messages.
CRM integration for prospect tracking and remarketing
Connecting email marketing to a CRM makes it easier to track contacts and create email campaigns. remarketing to impact those users who showed interest, but did not complete the booking.
Analysis and measurement of results
Every content marketing strategy should be based on data. Constant measurement allows you to detect what works and what needs to be adjusted.
Key KPIs: organic traffic, CTR, conversion rate, assisted bookings
Some key indicators are organic traffic to the blog and website, the percentage of clicks on the content, the conversion rate and the number of bookings that have been assisted by the published content.
A/B testing of content, landings and campaigns
Testing different formats, headlines or calls to action allows you to optimise your strategy. Tools such as Google Optimize o Hotjar facilitate this process.
Monthly adjustments according to results and seasonality
The analysis must be continuous. Reviewing the data every month and adapting the strategy to the seasonality of the destination ensures that content marketing remains an effective tool to attract, convince and convert.