High-quality and appealing content is what makes the hospitality industry stand out, but there are increasing concerns that hotel content is being neglected. In a recent study by the Journal of Hospitality & Tourism Research, they highlight that language used in property descriptions is a key influence on room rates, hotel bookings, and overall financial performances. If inconsistent and inefficient content is being used in your hotel, you will see a significant decrease in revenue and lose guests to OTA competitors.
So, how can you avoid typical hotel content mistakes and what role can AI play in boosting your profits? In this blog, we will explore more about SHR Group’s Jason Emanis and Angelo Directo’s LinkedIn Live about the biggest hotel content mistakes, strategies to improve your digital marketing, and how SHR’s AI Assistant can help hoteliers save time, optimize messaging, and boost revenues.
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What is hotel descriptive content and why does it matter?
A successful hotel relies on having appealing and optimized content to show the full potential of its offerings. This includes high-quality and engaging room descriptions, images, and messaging across multiple channels to make your hotel stand out. Without current or compelling hotel content, customers may look at competitors, which may result in you losing bookings, guests relying heavily on OTAs, and hotel operations becoming inefficient.
Hotels require high-quality content to showcase their services and facilities. For instance, a typical hotel will need appealing and consistent content to:
- Promote 8-10 different room types with accurate descriptions.
- Advertise multiple rate codes and promotions which are updated seasonally or monthly.
- Update listings across OTAs, GDS, and hotel brand websites that align to their different content formats.
- Translate content for international guests.
That’s where AI comes in. Manually managing these content demands is time-consuming for employees and can reflect negatively on your hotel operations. As we will discuss later in the blog, AI can help streamline your hotel operations and give you valuable time back.
Common hotel content mistakes that hurt bookings.
Common hotel content mistakes can cause more harm than you might think. With customer expectations and hospitality trends changing rapidly, it is important to get your hotel content up-to-date, accurate, and aligned with the modern hospitality industry. Here are 5 common content mistakes that you can recognize and avoid so you are in the best position possible to boost your revenue:
- Time-consuming updates: Hotel teams having to manually create, edit, and optimize descriptions cannot focus on other aspects of the hotel business. This will lead to an increase in pressure on employees and a decrease in morale.
- Neglected OTA and website updates: If your hotel content is outdated and inconsistent, you will prompt customers to start looking at competitor sites.
- Unoptimized mobile and voice search content: Guests who are trying to find key details or personal preferences will not find your site.
- Lack of multi-language support: Poorly optimized content and bad translations will reduce conversion rates and push guests to OTAs.
- Fragmented content workflows: Long content approval processes will delay necessary updates, and you may miss your window of opportunity with promotions and offerings.
The impact on guest experience and revenue.
Not only will inconsistent and outdated content damage your bookings, but it will have a significant impact on the hotel experience for your guests and even your staff. If guests are confused or unable to see your offers clearly, then this will steer them into looking at other competitive hotels and you may see a loss in revenue. As a result, poor or inconsistent content may lead to:
- Lower conversion rates: Descriptions or outdated content that lack clarity and consistency will confuse guests and deter sales. Ensure content is clear and informative to give guests a smooth journey on your sites and channels.
- Reduced confidence in direct bookings: Unclear content will lead guests to OTAs as they may not trust your site if it is outdated. Having updated and striking imagery, branding, and descriptions will give your guests the confidence to book directly with you.
- Increased operational costs: If content needs a lot of updating, then staff will have to work overtime on optimizing your sites. This will lead to a loss of time spent on revenue-generating activities that drive sales.
- Increase in employee frustration: If staff are having to update content, they may get frustrated and lead to a decrease in morale, especially among younger employees who might struggle with outdated systems. Modern systems and technology will eliminate the need for staff to spend unnecessary time updating content and focus on other aspects of the hotel operation.
How AI in hospitality fixes hotel content issues.
So, what role does AI play in helping fix hotel content issues? The hotel industry is in full swing with AI as it provides a multitude of solutions to help hoteliers streamline their operations and save time on manual content processes. At SHR, we have helped our customers optimize their hotel content with AI to ensure they are creating the best experiences for their guests as well as helping them boost their profits and revenue. Here are a few ways SHR’s AI Assistant fixes common hotel content issues:
- Automated content generation: SHR’s AI Assistant instantly optimizes room descriptions, rate explanations, and promotional messaging.
- Multilingual translations: Our AI Assistant is embedded in your CRS and CRM systems so you can translate content seamlessly without losing the messaging and meaning to attract global guests and reduce dependence on OTAs.
- Channel-specific adaptation: Ensures hotel content is optimized for mobile, voice search, GDS, and various booking platforms.
- Seamless integration: Works directly within SHR’s embedded system which eliminates the need for hoteliers to manage content manually.
- Reduces training time: New employees can be confident that the AI Assistant will generate hotel content, decreasing time spent on training and increasing operational efficiency.
Ready to optimize your hotel content with SHR and AI?
Optimizing your content is one of the best ways to ensure your hotel operation is on the road to success. Identifying key gaps in your website design, room descriptions, and branding appearance will allow you to make an accurate plan to start fixing these issues and generate more revenue. As SHR’s Angelo Directo explains in our LinkedIn Live you need to start with a strong picture of what your content flow is to evaluate where the AI solution will fit. You also need to keep your branding consistent across all channels so that your content aligns with your specific values, propositions, and languages.
As we have discussed in this blog, there are several common hotel content mistakes that may be overlooked or ignored due to high business demands. By implementing AI solutions, you will be sure to have optimized and updated hotel content that is clear and engaging so your guests can confidently book directly with you. SHR’s AI Assistant is one of the many ways you can begin streamlining your hotel content to reduce errors, increase efficiency, and boost profits.
Book a demo with us today to see how AI will streamline your operation, optimize your hotel’s digital marketing, and give you back control of your content strategy.
