How Hotels Can Use AI in Content Marketing

If you haven’t leveraged AI in your hotel’s content marketing processes yet, you’re likely missing important opportunities to engage your audience. All hoteliers should consider using AI in their content development because it streamlines customer insights and ideation, allowing marketers to create more pieces of targeted, fresh material in less time. While hospitality properties have been using AI to run their chatbots and automate responses, most have evolved to incorporate this technology into market research, data analytics, and content optimization. Read on to learn how hotels use AI to enhance their content marketing efforts. 

AI-Powered Customer Research Tools for Hotel Content Marketing

Customer analytics inform content marketing for hotels, but not all boutique resorts and independent properties have the resources or experience to interpret large amounts of data. Rather than spending hours evaluating CRM systems, social platforms, and guest satisfaction surveys, a hotelier can use AI to do some of the heavy lifting. This technology offers powerful capabilities for automating guest data collection, analyzing trends in occupancy rates, and providing actionable insights for the hotel’s content marketing strategy. 

AI significantly streamlines data collection and analysis. AI-powered web scraping tools automatically gather data from various online sources, including travel forums and social media. This automation compiles valuable information about the guests’ experience and hospitality trends that inform the hotel’s future direction content marketing campaigns. For example, if this technology identifies wellness travelers as an emerging audience, a hotel can increase its content on related amenities and sustainability efforts.

Compiling customer reviews across platforms manually takes considerable time and effort for hoteliers, but an AI tool can quickly complete this and provide a summary report quickly. This technology includes sentiment analysis algorithms that analyze customer feedback and social media mentions and categorize the language as positive, negative, or neutral. Hotels use the AI analysis to determine whether their next content marketing campaign should be aimed at reputation management or highlighting testimonials from satisfied guests.

AI-Based Competitive Research for Hotel Marketing

When AI technology powers competitive intelligence tools, hoteliers can monitor other properties’ online activities, pricing strategies, and customer feedback. When you understand the competitors’ offerings and market positioning, your hotel’s content can be targeted to set your property apart. For example, when AI informs you that a rival property’s guests frequently complain about lacking amenities, you can prioritize content highlighting your pool, high-tech rooms, on-site restaurant, or other offerings to gain an edge. 

Using AI Predictions in Hotel Content Planning

Platforms with advanced predictive analytics tools can forecast trends by analyzing historical data, which can identify demand, pricing patterns, and guest behavior. Behavioral analytics review searchers’ interactions on your website or booking platform to uncover their travel tendencies and preferences. Hoteliers can then use AI to create audience segments based on those insights, saving themselves valuable time doing these tasks manually. Content marketing for hotels, such as email campaigns, can target groups based on behaviors the AI identified, like annual travelers or those responsive to off-season sales promotions.

Hotel marketers can use AI tools to analyze large datasets from industry reports and travel trends to identify emerging patterns. These AI platforms predict peak seasons, special event impacts, and occupancy rates by analyzing historical booking data. When the AI predicts a lag, hoteliers can increase content marketing efforts to get ahead of the forecast.

AI-Based Content Ideation for Hotels

AI-driven tools analyze hotels’ content across the web to identify trending hospitality topics and frequently asked questions. Uncovering these common themes helps pinpoint content marketing gaps and earmark topics for hotels to blog about and create social posts around. When you have insights into guests’ interests and emerging travel trends, your marketing materials stay ahead of the curve and consistently offer fresh content.

Another benefit of AI-powered tools is their ability to generate loads of content marketing ideas with just a few easy clicks. All that AI bots require are starter keywords or phrases, and the advanced algorithms transform your list into a collection of creative ideas. By offering diverse and imaginative suggestions, these tools enable you to explore content from guests’ perspectives and discover topics you—and your competitors—might not have considered. 

Using AI for content ideation and analysis is one hotel marketing trend that’s here to stay. This technology expedites internal processes so you can increase direct bookings or improve off-season occupancy rates efficiently. If you need help incorporating AI into your hotel’s content marketing, contact TravelBoom today.

Alyssa Fate is the Client Success Manager at TravelBoom Marketing. Connect with Alyssa at LinkedIn.

About TravelBoom Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.