Chatbots and virtual assistants: improving the customer experience
Why an online hotel diary can transform your figures
Do you manage an independent hotel or a group of small establishments? You're probably already banking on OTAs, a modern showcase site and a few paid campaigns. But there is one lever that is still being under-exploited: Boost bookings with a blog. Used properly, this virtually free tool can fill your rooms in the low season, attract better-qualified travellers and generate additional income. You don't need to be a professional writer: a sincere tone, useful topics and a regular approach are all it takes to create a virtuous circle between online reading and booked nights.
In this guide, we take a step-by-step look at everything you need to know to succeed: topic ideas, publication frequency, simple SEO optimisation, common pitfalls... and above all, the practical implementation that links each article to your booking engine. We will also be highlighting the expertise of Hotel Web Design - the specialist agency that propels hoteliers' sites to the top of the SERP while integrating key functionalities (see their global approach here).
Understanding the mechanics: from reading to booking
Content that fulfils a specific purpose
When a traveller searches for "Where to stay near Les Halles de Lyon", they haven't made up their mind yet. A comprehensive article, signed by your hotel, describing the districts, the highlights of the market and transport tips, will give them confidence. If they find a special offer for a night with a gourmet hamper at the bottom of the article, the conversion becomes almost natural.
Local SEO as a launch pad
Google loves ultra-local responses: addresses, walking distances, one-off events. Each publication you propose serves as an additional tag. As the months go by, the algorithm recognises your establishment as a reference for the destination, propelling you higher than the simple OTA directories.
Media that you control 100 %
Unlike social networks, which are subject to the vagaries of algorithms, or third-party platforms that take a commission, your online diary is your own. You decide the tone, the rhythm, the links. It's your voice and your shop window, accessible 24 hours a day.
Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation.
Best editorial practices for boosting bookings with a blog
Choosing the right subjects
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Practical guides Three cycling routes from the hotel.
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Events calendar festivals, Christmas markets, temporary exhibitions.
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Backstage The project includes a portrait of the head pastry chef, the renovation of a suite and a partnership with a winegrowing estate.
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Package deals overnight stay + activity (tasting, guided tour).
Each subject must solve a concrete problem or arouse the curiosity of the future customer.
A simple structure that reassures the reader
- A clear title.
- An introduction that announces the promise.
- Three to five subtitles to lighten the reading experience.
- A final paragraph linking to your "Book" page.
There's no need for convoluted phrases: the aim is to make people want to stay, not to win a literary prize.
The right publication rhythm
Better a solid article every fortnight than a firework display of six posts in a month and then nothing for a quarter. Choose a frequency that is realistic for your team: consistency goes hand in hand with confidence.
Optimising the link between the item and the booking
Include a natural call to action
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End of article A "Book your discovery break" button linking to the booking engine.
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In the middle of the text A "Bike + Night Pack" capsule that flashes slightly on your mobile phone.
Using Free Booking Links
Thanks to Hotel Web Design's detailed guide to Google Free Hotel Booking LinksEvery reader who passes by your content and clicks on your search engine benefits from a direct link highlighted by Google. You reduce dependency on intermediaries while improving conversion tracking.
Linking content to your channel manager
If you use the booking engine + channel managerAll the packages mentioned in the article are automatically displayed at their real price and availability. No more discrepancies between promise and reality: travellers can book in two clicks without waiting for a quote.
Step-by-step guide to creating your first series of articles
Step 1: Define your personas
Write down on a sheet of paper your three main customer profiles - weekend family, gourmet couple, business traveller. For each, imagine a clear need: keeping the children occupied, discovering the local gastronomy, working in peace and quiet.
Step 2: Choose your keywords
Use Google Suggest or a free tool like AnswerThePublic: type in "accommodation + city + activity" and note the questions that come up. Select the ones that match your personas.
Step 3: Drawing up a framework
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Emotional appeal.
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Promise of a solution.
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Detailed advice (ideally tested by you).
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Testimonial or short anecdote.
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Invitation to book.
Step 4: Illustrate with your own photos
Your authentic shots are better than a generic image bank. Each well-compressed photo (.webp) enhances the immersive experience.
Step 5: Publish and share
Spread the word:
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In your monthly newsletter.
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On your social networks (extract + visual).
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In an email signature ("Our latest hiking guide").
Step 6: Monitor performance
Google Analytics > Behaviour > Target pages. Look at: total visits, average duration, click-through rate to "Book". Adjust the CTA or subject if necessary.
Common mistakes to avoid
Selling too much in the title
"The best hotel in town" sounds like a billboard. Prefer "Sleep in the heart of the old quarter: our top tips within a 5-minute walk".
Leave an orphan article
A beautiful page without an internal link or a call to action won't bring in any bookings. Always link to it: as text, as a button, as an "Inspiration" menu.
Ignore the update
A restaurant guide from 2019 looks bad. Update your lists of good addresses twice a year.
Using too much jargon
Say: "Deluxe King Size room facing south-south-west". Say: "Large bright room with balcony and view of the square".
Trends going further
Integrated short video
Google is displaying more and more vertical clips in the results. A 30 second reel on your rooftop integrated into the article multiplies the chances of visibility.
Automatic chaptering
Long articles are best divided into clickable anchors ("Go to: Activities | Restaurants | Itineraries"). The more scannable your content, the longer readers will stay.
Structured data
Without getting too technical, Hotel Web Design integrates the Schema tags that indicate special offers, reviews and FAQs to Google. The result: a rich, attention-grabbing extract.
Ethical artificial intelligence
Generative AI tools help you write: outline, keywords, title variations. Use them for the draft, but keep the human touch for style and emotion.
Lightning study: thea Villa des Oliviers triples its jabs
Voice and multimodal
In Provence, the Villa des Oliviers - 12 rooms, swimming pool, organic vegetable garden - used to publish at best one Facebook news item per season. With the help of Hotel Web Design, it is launching a "Local Escapades" section.
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6 months after: +48 % of organic sessions.
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12 months OTA share down from 62 % to 38 %.
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Medium basket Olive oil tasting: +€27 thanks to olive oil tasting packs.
Success? Targeted articles, a clear CTA and Free Booking Links that convert.
Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google
Conclusion: go from reader to traveller, and from project to complete hotel
Boost bookings with a blog is not a marketing slogan: it's a strategy that's accessible, sustainable and compatible with all sizes of establishment. By sharing your local tips, behind-the-scenes stories and targeted offers, you become the reference in your area - and the first choice when it comes to booking a room.
Want to take action without getting bogged down in the technicalities? The experts at Hotel Web Design create or optimise your editorial section, plug each article into your booking engine and monitor performance month after month. Contact them now for a free demo and give your future travellers a good reason to click on "Book" rather than on an OTA.
See you soon for a full book of reservations!
Booking / reservation website
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Direct booking for your accommodation
- Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
- Adapted logo and graphic charter. Possibility of using your existing elements
- Specific referencing for holiday lets
- Integration of reservations module internal
- or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
- Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
- Secure SSL / HTTPS
- Multilingual website & booking engine
- Simple, intuitive user interface
- High-availability hosting and domain name
- Delivery usually within 30 days
