Why don’t you manage to attract more users even improving your web content?
You know, that by the type of searches that are performed, your potential customers are interested in other information that goes beyond the description of your facilities. And with the idea of attracting them, you probably decided to implement a content strategy in different channels: the main one, the website of your hotel and a blog where you could publish some curiosity about the destinations you might be interested in promoting.
Perhaps, your idea was to improve the existing content of certain web pages, such as those that talk about the destinations in which your hotels are located. And on the blog, inspire your readersby offering unique travel information. And while it’s true that session time on these pages may have improved, you’ve failed to attract new traffic to convert. Why?
Let’s say the problem is not in the type of content you offer, but in the approach to your pages at a strategic level. Users when they reach them are at a more advanced stage of their buying cycle, i.e., they are thinking about booking. For this reason, the content that you have worked so hard to improve is not meeting its goal: to attract more traffic.
In fact, if you have other tools, apart from Search Console, to analyze the type of queries for which your users find these pages, most likely you can see how they are positioning in search results for queries related to “hotels in the destination.”
So, what is the solution? Come up with a content strategy that allows you to attract users at earlier stages of their buying cycle; that is, take into account the traveler’s journey to generate content.
Why is the traveler’s journey essential to attract potential customers?
One of the problems we have encountered is the lack of alignment of objectives. Ultimately, all departments work to get more customers for our business. In the hotel industry, it should be the same. The ultimate goal is to get more bookings and content generation is one more strategy that allows you to do that.
And you have to think that content can be worked from many perspectives. It can be creative, it can be created in different formats, it can provide value and at the same time it can also be optimized, working on SEO, to position and attract more traffic. But to do so, you must be very clear about the buying cycle of travel consumers: the traveler’s journey.
- Dreaming is the phase in which users are thinking about traveling, but do not yet know when, where or how. It is the dreaming phase, in which they develop that illusion and expectations to discover a new place, to relax and escape from their day-to-day life. This first phase depends a lot on the type of customer of your hotel, so you should think about what are the triggers of their buying cycle, which makes them value one experience or another.
- Planning is the stage in which the traveler compares some destinations and experiences and chooses the one that most convinces him, the one that begins to investigate more thoroughly. In this phase the consumer shuffles the optimal dates of his trip, searches for flights, researches about the opportunities of the destination, about what to do, what to visit and where
- Booking is the moment when the user books, closes his vacation and becomes a customer of your hotel. A phase that most hotel websites have mastered, and in which users usually take into account the quality/price ratio and the experiences offered by the hotel and align with their holiday expectations.
- Experiencing is the fourth stage of this purchase cycle, in which many travelers continue to make inquiries, especially related to mobility in the destination or activities that they did not have time to plan in during the previous stages. A stage for which content remains important.
- Sharing is the stage that can manifest itself at many points in the cycle and that you should monitor and take into account to know the needs of your hotel customers.