I wish I could be like my free-spirited, “I-go-where-the-wind-takes-me” friends; those who are able to practically spend petty cash for their beach vacation by looking up the cheapest motel (sans bed bugs, hopefully) within walking distance to the main beach. I wish I could be like them and overlook busted air conditioners and hostile-like conditions when it comes to lodging.
But I can’t. That’s because when I go on vacation, my enjoyment comes from the combination of my hotel, the activities, the ambiance and the culture. And I ALWAYS do what I can to ensure that the hefty price tag on my credit card matches the experience.
So how do I do my due diligence? Unfortunately, a lot of times by consulting with a travel agent. I only say unfortunately because there are usually not many accessible sources for learning more. For example, wouldn’t it be great to pull up the website of your dream Jamaican resort and spend a few minutes sifting through their blog posts and traveler’s discussion forums? You could learn from past vacation-goers whether the sand in those pictures is really impeccably white, whether that Mexican restaurant on-site actually has incredible fajitas, and whether the butler suite is really the red-carpet treatment. Wouldn’t it be great to not have to incur the travel agent’s fee just to make sure you end up at a solid vacation spot?
Simply put, resorts need content marketing. Moreover, they could benefit immensely from it. Let’s take a look at why…
When it comes to vacation, individuals are scraping together every dime and nickel of their disposable income to enjoy a brief respite from daily stressors. In fact, financial experts revealed that real spending on travel and tourism accelerated in the first quarter of 2013, increasing at an annual rate of 6.8 percent after increasing 2.1 percent in the fourth quarter of 2012. Moreover, according to a 2012 Expedia travel study, the top reason people take vacation is they want a beach holiday (35 percent of survey respondents).
The stats tell us two things: Not only are more travelers ready to go on vacation than ever before, but they are flocking to beaches and resorts for their number one pick.
As a resort, you need to have the most powerful marketing strategy in place to address this growing population and figure out a way to differentiate yourself from the pack. Just think of the positive affect it could have on your business if a prospective customer Googles “best resort in the Bahamas” and your latest blog entry titled “Three Reasons to Choose Sandals for Your Bahamas Dream Vacation” shows up. Think about the limitless possibilities for business that come from a bride learning about your honeymoon offering through a random search engine query.
When it comes to resorts—particularly all-inclusive resorts—the competition has never been fiercer. IBISWorld projects that the industry will expand over the five years to 2017—that means these resorts will need to sell their differentiators more than ever before, especially with so many travelers still keeping their money tied to the vest.
Whether it’s launching a blog, a robust social media platform or a riveting email marketing campaign (full disclosure: I love the ones from Sandals), it’s time to hone your content marketing strategy. For every free-spirited, “I-go-where-the-wind-takes-me” traveler, there are three more “I-do-my-research-before-booking” travelers—like me. And these individuals want to hear from you. They want to know why they should spend their hard earned dollars with you and why you will offer them a vacation they will always remember.
There’s truly no “off season” when it comes to vacation, so reach out to the Content Boost team today to find out how we can help you bring paradise to your prospective customers.