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Inspire Wanderlust: Strategies for Creating Compelling Holiday Content

By Adam Ortman President & Founder, Kinetic319 | November 2024

As we approach the holiday season, just about every traveler is looking for an unforgettable experience. They’re combing through Google, searching for that perfect escape. Having a great location or a beautiful lobby is not enough. You need something that really stands out.

Then, imagine your hotel’s perfectly curated guide to exploring your city’s holiday happenings appearing like a gift, lighting up travelers’ screens like the star on top of the holiday tree.

That’s the magic of holiday content marketing. Creating engaging and unique guides and itineraries inspires a sense of wanderlust in travelers, translating into reservations and increased revenue.

Understanding Holiday Content Marketing

Holiday content marketing is about so much more than just sprinkling festive language into your usual content. It’s not about adding a Santa Claus emoji to your social media posts or Thanksgiving-themed hashtags to your ads.

The hospitality landscape is crowded, so standing out is a must. Targeted content is your golden ticket. It’s about understanding your audience—who they are, what they want, and how your hotel can meet those desires. When travelers see themselves in your content, they’re more likely to book with you over the competition.

Just take a leaf out of Marriott’s playbook. They excel at creating travel guides that go beyond the ordinary. Their guides aren’t just about the hotel’s amenities. Instead, they include curated content pieces that offer a taste of the local culture, from visiting a hidden art gallery to enjoying a midnight feast at a renowned local diner. They even offer travel tips for guests. These itineraries make Marriott irresistible for travelers looking for the best holiday experience possible.

Crafting Inspiring Holiday Guides

Holiday guides are more than just a list of attractions—they’re the blueprint for a perfect holiday. Here are some tips to help you craft your own inspiring holiday guides:

1. Identify the Right Activities

Before you start listing holiday adventures, you need to figure out which activities will best appeal to your audience.

Begin by researching popular destinations in your area, then find out who your audience is and what destinations they’ll be drawn to. Look at data analytics to get an idea of your guests’ patterns. Perhaps they’re gourmands seeking culinary escapades. Or maybe they’re thrill-seekers in pursuit of adrenaline-pumping adventures.

Listen to customer feedback, paying attention to what they loved or wished for during past holidays, and consider the demographics of your potential guests. Are they families looking for fun and adventure, or are they couples searching for a romantic getaway? Tailor your recommendations to suit these needs.

Highlight specific nearby attractions that are a must-see for your guests. These might be historical landmarks, iconic parks, or even hidden gems that only locals know about. The more unique your suggestions, the more engaging your guide will be.

2. Build Guides to Inspire

Your guide should be more than just a list of landmarks; it should tell a story that resonates with prospective guests’ desires. Once you’ve assessed the local area and identified key attractions that align with your hotel’s brand and the interests of your target audience, it’s time to bring things together.

Start by listing the top attractions, but don’t stop there. Dig deeper and explore lesser-known spots, too. Authenticity is key here.

Remember, too, that seasonal events are a goldmine for content marketers around the holidays. Think winter festivals and holiday markets.

3. …And to Inform

A well-rounded holiday guide doesn’t just inspire; it also informs. By giving your guests the practical information they need to enjoy local destinations smoothly, you’ll boost your credibility.

For example, consider including weather forecasts and packing tips to help travelers prepare for the local climate. You can also offer advice on the best modes of transportation, including public transit options, car rental services, or even bike rentals.

Don’t neglect safety, either. Include information on local health protocols, emergency contact numbers, and general safety tips to reassure guests that your destination is a safe and welcoming place to visit.


Developing Holiday Itineraries

Imagine being a traveler with a plane ticket but no idea what to do once you land. That’s where detailed holiday itineraries come in.

With everyone’s lives busier than ever, the importance of ready-made itineraries can’t be overstated. They save time, reduce stress, and ensure travelers don’t miss out on must-see activities and attractions (which they now know all about, thanks to the holiday guides you’ve already created!).

For hotels, offering these itineraries means connecting with potential guests before they even book. It shows travelers that you understand their needs and have insider knowledge of the best ways to enjoy the destination.

What Should a Holiday Itinerary Include?

A well-structured holiday itinerary acts as a blueprint for adventure. It should start with essentials like travel dates, accommodation details, and a list of attractions. Then, sprinkle in some local experiences, unique dining options, and insider tips. Blend practical information with a few surprises.

Organizing the itinerary day by day is key. You want to make sure each day flows seamlessly into the next, accounting for travel time between sites and any downtime needed.

This approach helps balance excitement and relaxation, which is crucial for different traveler preferences. While some might be thrill-seekers eager to conquer every activity, others may lean towards sipping hot chocolate by the fire.

How to Personalize Your Approach

In the world of hospitality, one size definitely doesn’t fit all. Personalizing itineraries is where you can really shine and stand out from the crowd.

Start by segmenting your audience based on demographics—families, solo travelers, couples, etc.—and tailor your suggestions accordingly. Families might appreciate kid-friendly activities and spacious accommodations, while couples might be interested in romantic dining spots and spa treatments.

Whether it’s a cooking class for foodies or a hiking adventure for nature lovers, custom touches make all the difference. Personal touches show that you care and understand their expectations, helping to build loyalty and increase the likelihood of repeat visits.

Showcasing beautiful images of destinations, mouthwatering shots of local cuisine, or a quick video tour of the hotel can captivate your audience’s imagination. Remember, a picture is worth a thousand words, and videos? They’re worth even more!

Distributing and Promoting Holiday Content

Once your guides and itineraries are created, it’s time to share them with the world. Here are some tips:

1. Channels to Consider

Consider all the digital avenues available to you. Hotel websites, for instance, are often the first stop for travelers planning their holidays. Make sure your guides are easy to find and prominently featured on your homepage. Blogs are another fantastic platform. They allow you to offer detailed insights into your holiday packages and local attractions.

Social media platforms like Instagram and Facebook are invaluable for promoting visually appealing content. To engage your followers, share snippets of your guides, behind-the-scenes looks at holiday preparations, and testimonials from past guests.

Remember the power of email newsletters. Directly reaching your audience’s inbox can provide a more personalized touch while allowing you to offer exclusive holiday deals or early bird specials.

Remember, the key is to make sure your content is easily accessible and engaging wherever your potential guests may be browsing. A multi-channel approach increases the likelihood of capturing their attention and inspiring them to book their holiday with you.

2. SEO Strategies to Boost Your Visibility

Crafting compelling holiday content is just the beginning. Now, you’ve got to make it stand out.

Keyword optimization is your best friend here. Identify the phrases and terms travelers are searching for related to holiday travel. Incorporate these keywords naturally into your guides and itineraries to boost their visibility on search engines.

Meta descriptions also play a crucial role in enticing users to click on your content. Craft concise, engaging descriptions that highlight the unique aspects of your holiday offerings. Similarly, descriptive alt text for images ensures that your visual content is accessible to all users, including those who use screen readers.

Consider creating long-tail keywords specific to your location and holiday events. For example, instead of just "holiday travel," use "festive holiday escape in [Your Location]." This approach helps target a more specific audience and can significantly improve your search rankings.

3. Finding the Right Partners

Collaboration is key to expanding your reach and adding credibility during the holiday season. Partnering with travel influencers and bloggers can significantly amplify your holiday content marketing efforts, since they often have a dedicated following that trusts their recommendations.

Look for influencers who align with your brand values and target audience. Reach out with a personalized pitch that highlights your hotel’s unique holiday experiences.

Whether it’s an exclusive tour, a behind-the-scenes look at your preparations, or a chance to experience a holiday-themed event firsthand, make sure your proposal is enticing.

4. Keeping Your Finger on the Pulse

Once your holiday content is released, the work isn’t over. Now, you need to track its performance to make sure you know what’s working and what needs improvement.

You should start by analyzing key performance metrics and tracking user engagement via clicks, shares, and comments to gauge how well your content resonates with your audience.

Also, pay attention to conversions. Are your guides and itineraries leading to bookings? If not, consider tweaking your calls to action or making it easier for users to make reservations directly from your content.

Encourage past guests to share their holiday experiences at your hotel through reviews or testimonials. Use this feedback to refine future content and offerings. By staying attuned to your audience’s preferences and behaviors, you can continuously improve your holiday content marketing strategy.

Deliver a Concierge Experience

Are you ready to take your holiday content marketing up a notch?

The holidays are a time for creating memorable experiences, so take advantage of guides and itineraries to let your guests know exactly how your hotel will help them find those experiences.

Consider yourself a holiday concierge this season—and watch as your bookings skyrocket.

Mr. Ortman

Adam Ortman is a marketing author as well as the president and founder of Kinetic319, a leading marketing and advertising agency headquartered in Denver, Colo. The agency offers full-funnel marketing campaigns, fusing cutting-edge practices and consumer psychology to help businesses transcend mediums and resonate with global audiences. As a consumer psychologist, Mr. Ortman navigates the thrilling intersection of media, technology, and analytics, infusing each with innovation and a profound understanding of consumer behavior. His journey, enriched by academic pursuits and a master's degree in advertising and consumer psychology, has been a cornerstone in his approach to marketing and business performance at large. He has collaborated with dynamic brands such as UnitedHealth Group, Nike, American Express, Kellogg, Textron, and many others. Each partnership is a unique narrative of blending traditional values with innovative strategies to navigate the complexities of modern markets.

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You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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