How to get it right
It’s not all bad. Many hotel brands do execute content marketing very well.
As a result they have built a loyal community of advocates and a fan base that reach beyond current guests. Some of these loyal brand followers are yet to stay at the property they admire. However, when the time comes, they are less likely to quibble at price or compare other offers on an OTA.
Achieving this comes from careful consideration of how they want to be perceived in years to come rather than how they will fill rooms during the immediate season. Understanding the core values that bind your audience together; developing an overarching brand strategy; taking a strong standpoint; and telling stories that reflect brand personality; are all key steps towards lasting brand-consumer connections.
Whilst it takes time, effort, resource to do this well, those who do will thrive, and those who don’t will fade.