Take your customer attraction strategy one step ahead with hotel advertising and SEO

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　table of contents

1. What is the importance of hotel advertising?
2. Types and characteristics of hotel advertising
3. How to create an effective advertising strategy
4. Utilization of SEO measures and content marketing
   
5. Information on free advertising spaces that will lead you to tourism articles

Introduction

Attracting customers and branding are always issues in the hotel industry, and as competition intensifies, there is a need to develop effective advertising strategies. In modern times, information gathering centered on the Internet has become mainstream, and the importance of digital marketing, including SEO measures, is increasing. As a result, hotel advertising has evolved from a mere means of promotion to a strategic tool for attracting customers.

In this article, we will broadly introduce the basics of hotel advertising, the latest trends, and even ways to increase your ability to attract customers using SEO. Please take a look at the specific strategies to take your hotel’s customer attraction to the next stage.

 

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1. What is the importance of hotel advertising? 

Advertising in the hotel industry is an essential element in attracting customers’ attention and encouraging them to book accommodations in the highly competitive tourism industry. Its importance can be summarized in the following points.

　1. Branding and awareness 

Hotel advertising is more than just a means of sales promotion; it also plays a role in building brand image and increasing awareness among targeted target customers. By effectively communicating the value and experience your hotel offers through memorable advertising, you can differentiate your hotel from other accommodations.

　2. Direct revenue improvement 

By using online advertising, social media campaigns, and content marketing with SEO strategies, you can drive potential customers to your official website and booking platform. If advertising is operated correctly, you can expect to increase profits by increasing direct sales reservations.

　3. Approaching target customers 

Digital advertising allows targeting based on segments such as region, age, and hobbies. This allows you to pinpoint the most effective markets and increase the efficiency of your advertising spend.

　4. Reflect industry trends and strengthen competitiveness 

The tourism industry is constantly changing, with new trends and technologies emerging all the time. With the right advertising strategy, hotels can stay current with the latest industry trends and maintain and improve their competitiveness. In particular, new methods such as video advertising and collaboration with influencers are effective ways to acquire younger and new customer groups.

 

 

 

 

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2. Types and characteristics of hotel advertising 

There are a wide variety of advertising methods in the hotel industry, each with its own unique characteristics and effects. The main advertising methods and their characteristics are explained below.

　1. Online advertising 

a. Listing advertisement (search-linked advertisement)
These are advertisements that are displayed at the top or bottom of the search results page when a user searches for a specific keyword. Pay-per-click (CPC) offers fast results and allows you to reach your target users directly. 

b. Display advertising
Ads that appear on websites or apps in the form of banners or videos. It has high visual appeal and is effective in increasing brand awareness.

c. SNS advertising
These are advertisements distributed on social media such as Facebook, Instagram, and Twitter. It allows for detailed targeting based on user interests, age, region, etc., and is characterized by its high spreadability. 

d. Metasearch advertising
These are ads displayed on price comparison sites such as Trivago and TripAdvisor. You can directly reach out to users who are comparing prices at multiple accommodations, and you can expect to improve your booking rate. 

　2. Offline advertising 

a. Newspaper/magazine advertisements
It is a medium that can reach a specific readership, is highly reliable, and contributes to improving the brand image. However, the disadvantages are that publication costs are high and effectiveness is difficult to measure.

b. TV/radio advertising
It can reach a wide range of viewers and has high appeal because it appeals to the visual and auditory senses. However, production costs and broadcasting costs are high, making it suitable if you have a limited budget.

c. Outdoor advertising
These are advertisements that are highly visible in specific areas and locations, such as billboards and transportation advertisements. It is effective for community-based promotion, but the cost varies depending on the installation location and period.

 

　3. Utilize your own media 

a. Official website
It is the most important medium through which you can directly transmit your company’s information. You can increase your ability to attract customers through SEO measures and content marketing.

b. Mail magazine
By regularly distributing information to past guests and potential guests, you can help attract repeat customers and maintain relationships.

 

 

 

 

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3. How to create an effective advertising strategy 

The following steps are important for developing an effective advertising strategy.

　1. Clarification of target customers 

Create detailed personas such as age, gender, hobbies, and travel objectives.
This allows for accurate advertising messages and media selection.

　2. Understand your company’s strengths and points of differentiation 

Compare your company with competitors and clarify your company’s uniqueness and strengths.
For example, highlight special services, location, etc.

　3. Setting advertising goals 

Set specific goals, such as increasing awareness, increasing the number of reservations, and acquiring repeat customers.
We set KPIs (Key Performance Indicators) according to the goals and measure the effects.

　4. Selection of appropriate advertising media 

Choose the media that your target customers use.
Consider a variety of channels, including online advertising (SNS, search engines) and offline advertising (magazines, billboards). 

　5. Budget allocation and schedule development 

Allocate budget effectively to each advertising medium and plan when to start and end campaigns.
Also consider seasonality and timing for events.

　6. Creation and optimization of advertising content 

We create messages and creatives that resonate with your target customers.
Run A/B tests to identify the most effective ad content.

　7. Effectiveness measurement and improvement 

We regularly analyze the performance of your ads and evaluate the degree to which you achieved your goals.
Continuously improve strategies and advertising content based on data.

 

 

 

 

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4. Utilizing SEO measures and content marketing 

In the hotel industry, it is essential to utilize SEO measures and content marketing in order to effectively attract customers and achieve branding. By combining these techniques, you can increase traffic from search engines and provide valuable information to users.

　1. Basics of SEO measures 

SEO (Search Engine Optimization) is a measure to make your website appear higher on search engines. Specifically, the following factors are important:

・Keyword selection:
Research keywords that users are likely to search for and select them appropriately. For example, you can use keywords that match the region name or purpose, such as “Tokyo hotel recommended” or “Shinjuku business hotel.”

・Internal measures:
We will make internal improvements to the site, such as optimizing the site structure, setting appropriate meta tags, and adopting a mobile-friendly design.

・External measures:
We will implement measures to increase external evaluation, such as acquiring high-quality backlinks and promoting sharing on social media.

 

　2. The importance of content marketing 

Content marketing is a method of providing valuable information to users and building relationships of trust. In the hotel industry, the following types of content are effective:

・Tourist guide:
By introducing tourist attractions and event information around the hotel, you can attract users’ interest and help them plan their stay.

・Accommodation plan proposal:
We will promote reservations by introducing detailed accommodation plans tailored to targets such as families, couples, and business use.

・Customer testimonials:
Posting reviews and testimonials from actual guests increases credibility and contributes to acquiring new customers.

 

　3. Synergy between SEO and content marketing 

SEO measures and content marketing have a mutually complementary relationship. By creating high-quality content, you can naturally improve your ranking on search engines and expect higher rankings. Additionally, by providing useful information to users, you can improve user engagement by extending the length of stay and reducing the bounce rate.

 

　4. Practical initiatives 

・Regular blog updates:
We keep the site fresh by disseminating the latest hotel information and news from the surrounding area in blog format.

・Utilizing video content:
Create guest room tours and staff introduction videos to visually convey the appeal of your hotel.

・Cooperation with SNS:
Share your content on SNS such as Facebook and Instagram to increase its spread.

 

 

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5. Information about free advertising spaces that will lead you to tourism articles 

　◼️ Platform overview 

We operate a portal site, “Selected Japan Travel,” which carefully selects and introduces Japan’s tourist destinations, culture, gourmet food, accommodations, etc. The total number of monthly PVs has exceeded 15,000.

We provide highly reliable tourism information, especially for foreign visitors to Japan and domestic travelers, and are supported by many users for our high-quality content. The platform provides advertising opportunities for tourist destinations and tourism-related businesses to directly reach their target audience.

 

　◼️ Ad features 

“Selected Japan Travel” provides high-quality content based on a wealth of experience for foreign visitors to Japan, and responds to the needs of advertisers with flexible advertising plans and a variety of options.

・Content capabilities based on rich experience:
Based on our experience in producing many feature articles, this site is adept at clearly communicating the appeal of tourist destinations and accommodation facilities in an easy-to-understand manner.

・Flexible advertising plans and abundant options:
“Selected Japan Travel” offers a variety of advertising options, including banner ads, feature articles, and tie-up articles.

・High ability to attract customers due to SEO top ranking results:
We have a track record of ranking highly in SEO for articles about Japan’s leading tourist destinations, such as Kinkaku-ji and Nikko Toshogu Shrine, and reach many visitors to Japan.

 

　◼️ About the free induction plan

Normally 75,000 yen to 150,000 yen/month → 0 yen/6 months for introducing tourist destination articles will be provided free of charge to a limited number of companies on a trial basis.We offer a plan that provides a guide to advertisers’ services and accommodations on tourism article pages that are ranked high in SEO.

When tourists view tourist destination information, they are automatically encouraged to access advertiser pages, which is effective in promoting accommodation reservations and service usage.Natural guidance makes it easier for visitors to Japan to discover accommodation facilities and services, contributing to the promotion of usage.

>>Check the official website regarding advertising

 

 

 

 

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 Finally 

An effective advertising strategy is essential to success in the hotel industry. By understanding the types and characteristics of advertisements and appropriately utilizing SEO measures and content marketing, you will be able to differentiate yourself from your competitors and efficiently approach your target audience. Additionally, strategic advertising design can increase brand awareness and maximize revenue.

By utilizing free advertising space that directs visitors to tourism articles, you can effectively attract customers while keeping advertising costs down, which will lead to your next business step.