Content Strategy for Hotels: How to Build a Standout Presence Online

A luxury resort in Bali, a boutique hotel in central London, and a trendy New York City high-rise don’t need the same kind of content. While the core goal, getting more bookings and engagement… remains the same, the content itself should be shaped by location, audience expectations, and unique selling points.

This blog kicks off our new series, where we break down industry-specific content strategies. First up: hotels.

Understanding What Works for Your Hotel

A successful hotel content strategy isn’t just about showcasing rooms and amenities; it’s about selling an experience. But what that experience looks like depends on several factors:

  • Location: A beachfront resort has different appeal compared to a city-centre business hotel.

  • Star Rating: A 5-star luxury hotel needs exclusivity and prestige in its content, whereas a budget-friendly chain hotel should highlight affordability and convenience.

  • Weather & Seasonality: A Santorini hotel might push poolside and sunset views in the summer, while a ski resort in the Alps thrives on winter content showcasing fireplaces and après-ski activities.

Let’s break down how content should shift depending on the hotel type and location.

City Hotels: London, New York, Paris

For hotels in major cities, the competition is fierce, and the experience extends beyond the hotel itself. While you’ll want to showcase your rooms and facilities, your biggest asset is the location.

What Works?

  • Locational Boasts: Showcasing proximity to landmarks, hidden gems, and key attractions.

  • Itinerary-Style Content: “48 Hours in London” guides featuring nearby spots for business travellers and tourists alike.

  • Guest-Generated Content: Encourage visitors to tag your hotel in their city adventures—user-generated content (UGC) adds credibility.

  • Reels & TikToks: Quick, snappy videos highlighting what’s within walking distance. A video titled “Stay Here & Walk to Big Ben in 5 Minutes” will always do well.

Example Post Ideas:

  • Instagram Reel: “Day in the Life of a NYC Tourist Staying at [Your Hotel]”

  • TikTok: “Why This Hotel is Perfect for a Weekend in Paris”

  • Blog Post: “The Best Restaurants Near [Your Hotel] That Locals Love”

Resort Hotels: Maldives, Bali, Santorini

For resorts in tropical locations, the content should scream relaxation and exclusivity. Your audience is looking for an escape, so sell the dream.

What Works?

  • Aesthetic-Driven Content: Beautiful sunrise/sunset videos, infinity pools, aerial drone shots.

  • Seasonal Video Content: Snorkelling in clear waters, cocktails by the pool, or romantic beachfront dinners.

  • Emotional Storytelling: Honeymoon moments, anniversary getaways, and destination wedding features.

Example Post Ideas:

  • Instagram Story Highlight: “Best Sunset Spots at Our Resort”

  • TikTok: “POV: You Just Arrived in Paradise” (Montage of poolside, ocean views, spa treatments)

  • Blog Post: “Why [Your Resort] is the Ultimate Honeymoon Destination”

Boutique Hotels & Quirky Stays

Boutique hotels thrive on their personality. Whether it’s a historic townhouse in Edinburgh, a converted warehouse in Berlin, or an art-themed stay in Tokyo, your content should highlight what makes you unique.

What Works?

  • Behind-the-Scenes Content: Meet the team, design inspiration, or the history of the building.

  • Aesthetic Interiors: If your hotel has a standout design, use it to your advantage—Instagrammable spots drive engagement.

  • Partnership Content: Work with local businesses, artists, or chefs to create a unique experience.

Example Post Ideas:

  • Instagram Reel: “A Tour of Our Quirkiest Room (Yes, That’s a Swing in the Lounge)”

  • TikTok: “The Most Aesthetic Hotel in [City]”

  • Blog Post: “5 Hidden Gems Near [Your Hotel]”

What to Avoid?

Regardless of hotel type, there are some common content mistakes that can turn potential guests away:

Overly Polished, Unrealistic Content: People want authenticity. If your social media makes the hotel look like a private island retreat but guests arrive to find a crowded pool, expect backlash.

Too Many Sales Posts: If every post screams “BOOK NOW”, people will scroll past. Instead, focus on storytelling, aesthetics, and guest experiences.

Ignoring Video Content: Static images are great, but video is king—especially for travel and hospitality.

Final Thoughts: Content Should Reflect Experience

The key takeaway? Your content should match your hotel’s real-life experience. A resort needs dreamy escapism, while a London boutique hotel thrives on local recommendations and aesthetics.

If you’re in the hotel industry and struggling to get your content right, remember: it’s not just about showcasing rooms—it’s about selling the experience.

Stay tuned for the next post in this series, where we’ll break down content strategies for restaurants.

Lauren BeechingComment