Missing Out: Why Hotels Should Become Content Creators
Hotels and other hospitality brands aren’t exactly famed for their reputations as content providers. Sure, the cable television package and pay-per-view entertainment for a traveler’s overnight stay has undeniably grown over the years. Moreover, WiFi access has improved to the point that guests nowadays have no issues hopping on the internet to engage with all the content offered by others.
But what about content created by, or specifically for, hospitality brands? Given the ongoing challenges in the industry – and especially in light of the recent hardships brought on by the pandemic – shouldn’t resorts and hotels have a vested interest in creating and monetizing their own branded content in an effort to drive new revenues?
The answer, of course, is yes. It’s also achievable – and likely simpler than it may sound. Many hospitality brands already are producing content of a sort, promoting their brand, their offerings and local attractions on video screens in lobbies, elevators and guest room televisions. It isn’t much of a stretch for a hotel chain to begin producing content marketing, or even unbranded entertainment and editorial content, that its customers may find compelling enough to purchase.
Market Your Moneymakers in New Ways
Modern artists from Usher to Britney Spears to Lady Gaga have established recent residencies with Las Vegas hotels. This year alone, Carrie Underwood, Katy Perry and Kiss announced Sin City runs in venues attached to signature hospitality brands. Those relationships are designed to sell tickets, draw guests and rub shoulders with the stars for a boost in brand clout, but with the right approach, they can provide more value.
Why not stream those concerts, charging guests who weren’t able to secure tickets (or perhaps weren’t even aware of the event) a discounted viewing fee? Sell it as a pay-per-view to a wider audience on a proprietary stream, with time before, after and during intermissions to trumpet the brand and show off the hotel’s offerings. Through platform integrations, connect fans to the artist’s merchandise page for a small cut on each item sold.
Brands could get even more creative. For an exotic resort chain: Why not produce a branded or sponsored travel series featuring the rich histories, cultures, landmarks, dining spots and nightlife in the towns and regions where you host guests? For a cruise line: Consider MasterClass-style tutorials on scuba diving, spelunking, salsa dancing – anything that falls in line with your guest offerings. Pique their curiosity for a new activity, get them prepped, and earn from two revenue streams rather than one.
Don’t Forget to Market to On-Property Guests
Paywalls and gated content sometimes get a bad rap for the tradeoff suffered in SEO dropoff, but keyword optimization isn’t the goal here. As a hospitality brand, your website is already doing all the necessary work to reach your customers. It’s after your guests have arrived that the marketing for many of these paid content opportunities begins. Prospects are already halfway down the sales funnel by the time they pass through your gates. By enticing your target audience with freemium and lead-in content demonstrating that fun and adventure are only a few steps away from their room, you’re enhancing the guest experience while driving new sales.
What’s more, using the data gathered from your guest’s content selections, you’re able to learn more about their preferences, building stronger connections. You can determine what’s working and what isn’t, and even craft specials and customized offers for those customers in the future. Focus on content that resonates and build it out, while setting aside any content that misses the mark.
Hospitality organizations don’t need to be directors or talent scouts or creatives to create and monetize content that benefits their brand. But with a bit of creativity and a dash of strategy, there’s no reason they can’t leverage some of their existing initiatives and lean into some new ones that align with their business to begin tapping new revenue streams.
ABOUT THE AUTHOR
George Meek is CEO of InPlayer, a monetization and subscriber management platform with more than 700 customers worldwide. Meek has almost two decades of experience selling broadcast technology and almost as long operational experience in scaling high-growth technology companies.