Post on 14-Jul-2015
Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Content Marketing 101
For Hotels
Thursday, January 22nd
Speakers:
Darlene Rondeau, VP, Best Practices, Leonardo
Adele Gutman, VP Sales, Marketing & Revenue, Library Hotel Collection
Clementine Amiraux, Creative Director, Hotel Josef & Maximilian Hotel
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
Adele GutmanVP Sales, Marketing & Revenue
Library Hotel Collection
@AdeleGutman
Clementine Amiraux
Creative Director Hotel Josef & Hotel Maximilian
@LaPraguoise
Adele GutmanVP Sales, Marketing & Revenue
Library Hotel Collection
@AdeleGutman
► Content marketing puts buyers
first
► Attract travelers direct to your
website
► Are you listening to understand
what your customers hunger for?
► Fill the need
► Help. Not Hype
► 80% of consumers appreciate
learning about a company
through content
Why Content Marketing is Important
#LeoWebinar
How To Create a Content Marketing Strategy
#LeoWebinar
► Galvanize your team
► Determine your objectives
► Find the messages that need to be communicated
► Know your target audience
► Let your guests help define your hotel’s story and voice
► Choose your platforms
► Create and publish
► Recycle and cross reference
Integrate all of your Communication Tools
#LeoWebinar
► Website
► Hotel Blog
► Photography
► Infographics
► Signage in
room, lobby or
elevator
► Marketing
emails
► Confirmation
and pre-stay
emails
► In room
welcome notes
► Press releases
Viewed Images
on Travel Websites
1. Guest Rooms
2. Restaurant
3. Recreation
4. Lobby
5. Map
6. Business Center
7. Pool
8. Amenity
9. Exterior
10. Bar/ Lounge
Top 10
How I Source My Content Original Vs. Shared
Remind People Why They Fell in
Love With You in the First Place Personal Touches
► 54% of leisure and business travelers watch travel videos when deciding on accommodations
► Create a unified and consistent content strategy stretching across different platforms so they cohesively work together
► Constantly tweak, test and adjust content over time
Now What?Don’t Forget Video
1. Is satisfaction increasing?
2. Are my service team members
happy that they have tools that
make it easier to impart helpful
information to guests?
3. Are guests beginning to organically
internalize and communicate our
key communication points to their on
and offline communities?
4. Am I increasing my reach?
5. Am I bringing relevant visitors to my
brand website?
How Do I Evaluate What Works? Life’s Short. Serve Dessert First.
For long term success, collaboration works
Understand what your audience wants to hear
Know what they need to hear and use multiple ways to get
that message out
Remember you’re communicating already, just not as
effectively. Invest time to put that message online
Create. Share. Recycle. Watch your reach expand
Help. Not Hype. People respond to authenticity
Key Takeaways
#LeoWebinar
Clementine Amiraux
Creative Director Hotel Josef & Hotel Maximilian
Why Content Marketing is Important: Hotel Josef & Maximilian Hotel
How I Created My Content Strategy
What Type of Content Do Guests Want to See?
► Local attractions – things to do around Prague, cultural events
► Information on rooms, hotel amenities and features
► Things specific to our properties
► Our staff
How I Create Content
Re-Purpose Content
Show the team behind the hotel; memorable
and trusted
Hotel shopping starts long before they get to
your website
One strategy applied uniquely
Re-purpose your material
Consistent stories across all platforms
Key Takeaways
#LeoWebinar
► About Leonardo
► Invitations to upcoming webinars
● February’s topic is Targeting the Business Traveler
► Recording of this webinar
● Share it with your colleagues
► Download the Content Marketing eBook
● http://bit.ly/CM101eBook
It’s a Wrap
www.leonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
Connect with us!
@AdeleGutman
Adele Gutman
Clementine Amiraux
www.hoteljosef.com
@LaPraguoise
clementine.amiraux@hoteljosef.com
adele@booklhc.com
www.maximilianhotel.com
www.libraryhotelcollection.com