I’m going to be really candid; after all, isn’t that what blogging is all about? If you are in the hospitality industry—I’m talking hotels, resorts, restaurants or event planning—you need to have a blog. And, more importantly, you need to make sure it works.
Though you already know this, it is important to always remember that you are in perhaps one of the most competitive industries out there. From hosting conference parties to networking events to catered dinners, there is no end to the service you provide an ever-growing base. And I haven’t even touched upon the wedding facet of your business yet.
Let me paint you a picture… I am getting married four weeks from Saturday (yes, I am both beaming and bopping in my seat a bit as I write this). These past few months of engagement bliss have unquestionably been the best time of my life, as mom, grandma, coworkers, wedding photographer, hair dresser, accountant, stranger on the street, [insert anyone really] has told me. And they are right.
However, as a bride, navigating through the wedding planning season is a nightmare, exacerbated by the fact that there are more venues, photographers, makeup artists, caterers and bands than there ever were before. Now, my fiancé is really quite lucky; I am the antithesis of the typical bride. For reasons unbeknownst to me, I had no preference about the flower selection, the fill of the cake, what the invitation would look like, or how my bridesmaids would style their hair. Truthfully, all I care about is that on October 26 my best friend and soul mate is by my side, along with our loved ones and friends, as we embark on this incredible journey together.
But don’t for a minute think I am the normal bride.
And if you are in the hospitality business, you probably know this, as you have certainly been met with your fair share of bridezillas, ruthless, caffeine-induced women who want to understand why your venue is really better then that one down the street. They want to know if your filet mignon is tender, if your staffers are cognizant about keeping the wine glasses full and if your valet parking is timely. But you’ve come to expect it, as weddings are a huge part of your business, especially as more and more brides eye hotels, banquet halls and big restaurants for their big day as opposed to destination spots and fancy “let’s-convert-this-building-into-a-wedding-venue” spots. That’s because wedding websites like The Knot—nothing short of the bible for brides—encourage engaged couples to consider your hotel venue, meaning you need to get in the ring and start knocking out the competition.
The American wedding industry alone is a $51 billion industry, according to market research firm IBISWorld, and the average cost of a wedding in 2012 was $28,427, the highest level since 2008. In other words, there is a considerable amount of money your hospitality business stands to lose by not getting the word out about how magical your venue is.
Whether you are trying to market to brides, event planners or trade show managers, it is all about getting the word out about your all-purpose real estate space, top-notch staff and impeccable food. So, have you thought about launching a blog to organically tell your story? A blog is a great platform to illustrate your steadfast commitment to customer service, exquisite taste and can-do attitude when it comes to major events. You can even have some of your happiest customers guest blog and share their wonderful experiences.
So I want to know. Do you have a blog? And, most importantly, is it working? Tweet at me to find out.