03 Apr 4 DMOs That Hotel Marketers (and Other DMOs!) Can Learn From
Here are four DMOs killing it in one aspect of their content marketing strategy – social, website, storytelling, and print – with a takeaway for hotel and hospitality marketers on each.
We think destination management organizations (DMOs) produce some of the best and most engaging destination content marketing out there. It’s a part of the hospitality industry our agency staff regularly turns to for inspiration for our work with hotel and wedding venues, to see what’s pacing the content marketing industry. Here, we focus on four to highlight one facet where they’re killing it and provide a takeaway for both hotel and other DMO marketers.
Best Social: Visit Greenland
Visit Greenland’s presence across social – Facebook, Twitter, and Instagram – is anchored by their hashtag #GreenlandPioneer. There have been more than 22,000 posts shared to Instagram using that hashtag. Some businesses, both within and outside of the hospitality industry, try to get too clever with their hashtag, making it harder to promote on offline channels and less likely that followers will incorporate it in their posts, but #GreenlandPioneer is easy to remember and true to the country’s spirit. Their social channels offer unique value and share content tailored to their respective platforms. Finally, Visit Greenland seems to understand the importance of video – a recent video they shared (only one minute long) generated a whopping 600 Facebook shares and more than 35,000 views.
Takeaway for Hotel and DMO Marketers: If UGC is going to be a core part of your social strategy, make sure you choose the right hashtag, one that honors the feel of your property while being easy to say, remember, and use.
Best Trending Content: Visit Philadelphia
A diverse slate of content is at the heart of Visit Philadelphia’s marketing strategy. A significant part of their work focuses on what people are searching for and what’s in the news and responds with articles, maps, listicles, guides, and more to give their followers what they want. When rumors were flying that Pope Francis would visit Philadelphia in the fall of 2015, the Visit Philadelphia team had an image ready if and when it was announced so they could ride that surge of excitement. Plus, because they invest heavily in their content, they want to make sure they get bang for their buck, so they come up with creative ways to repurpose the content across channels, and after, carefully measure the content’s performance and reader satisfaction.
Takeaway for Hotel and DMO Marketers: For those marketers running a blog or other frequently updated content, dig into what kind of information your guests are craving via tools like Google Trends and SEMrush (or work with a hotel marketing agency that will do the heavy lifting for you) and deliver it to them over and over in different, easy-to-consume formats.
Best Website: Visit Idaho
While Idaho may not be a place that first comes to mind when you think of family vacations, Visit Idaho does their best to show off the state’s natural beauty and all the adventures that can be had within it. The navigation at the top of the page – big, bold, and colorful – offers travelers what they want upon landing on the site: “Things to Do,” “Places to Stay,” and “Travel Tips.” Each page for specific adventures (like this one for Lava Hot Springs) has 360-degree imagery, a map, contact information, related adventures and tips, and even the current local weather. Finally, the coolest part about Visit Idaho’s website may be the “Backpack” feature, which, upon signing up, lets users add adventures and tips to their “Backpack” to revisit later as they plan their Idaho getaway.
Takeaway for Hotel and DMO Marketers: Design your website around the things that people are looking for most frequently, and then deliver so much value that they hang around and see your site as a valuable resource in their trip as a whole, even if they’re not immediately planning to book a stay.
Best Print Publication: San Diego Magazine
The 110-page, biannual San Diego Magazine combines attention-stealing photos with compelling written content (like this feature on Balboa Park) across six main sections: Explore, Eat, Drink, See, Play, and Plan, to deliver a publication that’s as entertaining and informative as most any magazine you could subscribe to on your own. There’s a need for this kind of authority, as “California’s Beach City” attracts more than 35 million tourists every year. While tourists may expect a standard travel guide when they come across this publication, San Diego Magazine over-delivers and stands on its own as a magazine that’s equally informative and entertaining.
Takeaway for Hotel and DMO Marketers: For hotel marketers, print may be an even better option for you than it is for destination marketers, thanks to the simple fact that you can get custom magazines to readers in the right place and at the right time – in their rooms, while they’re staying with you, looking for things to do. Maybe the solution for you isn’t a full-fledged magazine, but a mix between a magazine and a more traditional travel guide. Even in 2018, print can be a key component of a strong hotel marketing strategy.