Repurposing Hotel Content To Rank on Different Channels

Content repurposing for hotels can save time and maintain publishing frequency, without starting each creative initiative from scratch. If you or your marketing team could use a break from creating posts, videos, and blog content, or you’re over-extended during the busy season, consider updating your hotel’s content strategy to include repurposed materials. 

Taking a systematic approach to repurposing content offers a hotelier several benefits, including an expanded reach, increased content creation efficiency, and better SEO, making any investment into this process worth it. We’ll show you how hotels can start a content repurposing workflow and reveal the benefits you can expect to reap from this new creation stream. 

Steps To Developing a Hotel’s Content Repurposing Strategy

Any hotelier who has cross-posted content on multiple social feeds, or reposted a social post to get more eyes on an off-season promotion, understands the value and ease of reusing content. Repurposing content can provide similar benefits to cross-posting or reposting, but this strategy is more complex than rebroadcasting the same material. 

When you repurpose content, you’ll leverage the original theme but adapt and optimize it before it hits the new channel, even if you’re taking a piece from one social platform to another or from a post to an email. You should repurpose content when the topic is still relevant but could use some tweaking or reformatting to reach a wider audience or better align with your marketing goals. 

If you have a decent backlog of articles, posts, or videos to choose from, your hotel is in a good position to implement a workflow for your content repurposing strategy to give these pieces new life. And if you’re just beginning to create content, you can implement a repurposing workflow from the start. Remember that repurposing content should be only one aspect of your hotel’s strategy—publishing fresh, new material is still a top priority.

A hotel’s workflow for repurposing content follows these three basic steps:

Step 1. Select Content To Repurpose

Repurpose high-performing hotel content that’s already produced results with your target audience. Not all content fits a repurposing strategy for hotels, and that’s ok. Forcing low-performing or off-brand topics onto other channels will only clutter your campaigns and confuse your audience.

Timing is an important consideration when selecting content. An older post featuring a topic that’s now trending on TikTok might be a good candidate to repurpose. On the flip side, once-trending content for hotel stays during the pandemic has likely run its course. Seasonal hotel content is tricky because it is often time-sensitive, so it ought to be repurposed only if it remains relevant or you can refresh it without undue effort—and the analytics must show good engagement, clicks, or conversions that will get you closer to your goals. 

Filter content suitable for repurposing by:

• Cataloging and sorting by channel, topic, and performance measures, and eliminating irrelevant or expired topics.
• Reviewing the analytics to confirm the posts that drive traffic, engagement, direct bookings, and email signup leads.
• Noting the channels where these high-performing posts already appear and where else they may be good candidates.
• Comparing your list to your goals—increased brand awareness, occupancy rates, direct bookings, or loyalty program memberships—to determine how each piece of hotel content aligns.

Step 2. Format Content for New Channels

Evaluate each piece of content and consider the channel, the audience, and what format (video, carousel slides, long-form blog) would resonate best. Videos are a goldmine of opportunities because these can be shortened and manipulated for watchable social bits, and blog posts often contain copy, images, and graphics that can be reworked for nearly any use, from the hotel’s email campaigns to SMS text messages or Instagram carousels.

Follow these tips to inspire your thinking for different mediums:

• Shorten YouTube content to create teasers for social media reels and stories
• Edit videos on the hotel’s services or room styles to create a watchable TikTok tutorial
• Listicles (for example, top five reasons to stay, guests’ favorite amenities) make excellent social posts and can be repurposed easily to fit on an Instagram carousel, or animated for TikTok
• Repurpose long-form content, like a definitive destination guide, and share an excerpt from it with your email subscribers
• Suggest content for a collaborator to repurpose, like a travel checklist or infographic from one of your hotel’s high-performing blog posts to help their site gain traction and earn your site valuable backlinks
• Replicate a blog post about your hotel features, like a wedding venue or event center, as a video by animating key points from the blog using music, text overlays, and other graphics
• Boil down the points of a blog post into an infographic to publish on social media or LinkedIn, or use it as an image for SMS texts or an email campaign

Step 3. Optimize Content for Each Channel

This last step of the content repurposing workflow for hotels is to optimize the content, which helps it look fresh and new and function correctly on the channel. 

• Follow best practices for image sizes, graphics, copy length, and other requirements so the repurposed content appears as if it was made specifically for the new social channel, email campaign, or blog post.
• Fine-tune the language to mesh with the destination audience; content repurposed for an email won’t require the same tone or length as an SMS text message or post on X.
• Review SEO elements, like keywords, alt text, video transcripts, and linking, and update these as needed so they are relevant and targeted.

How Hotels Benefit From Repurposed Content

When your hotel content includes high-quality materials designed to perform, these shouldn’t be posted once and then forgotten. Repurposing content can squeeze every bit of goodness out of each piece so your hard work pays off in dividends. Plus, this strategy makes it easier to be active on the most profitable marketing channels, without overextending yourself. Here are some benefits of implementing a content repurposing workflow for a hotel:

Increased Visibility and Reach

Social media platforms, including Facebook, Instagram, X, LinkedIn, TikTok, and others, host billions of active users globally. Sharing your property’s blog content on the hotel’s social media allows you to tap into this vast audience, significantly expanding your potential reach beyond direct website visitors. 

Repurposing content increases your hotel’s ability to target customers on their preferred marketing channels. You don’t need to create content specifically for SMS texts to interact with customers who’ve opted in. Repurposing a sale post from social or using a header graphic from a blog post helps you efficiently reach these customers. The same is true for email subscribers. When the campaign includes links to a post or sale landing page, you’ll drive traffic and give readers the full scoop. Since these guests opted in to receive emails or texts, you can use your customer data to determine which existing topics would be ideal to repurpose, saving you time creating content for these smaller, yet important, audiences.

Here’s why this expanded reach is so valuable:

1. Broader Audience Access: Social media allows you to reach people who might not be actively searching for hotels but remain interested in travel-related content. By repurposing blog posts for this channel, you can introduce a broader audience of potential guests to your hotel.
2. Diverse Demographics: Each marketing channel attracts different user demographics. Instagram’s visual focus might appeal more to younger travelers, while LinkedIn might be useful for targeting business travelers. Sharing your content across multiple platforms helps you engage with diverse groups of potential guests.
3. Viral Potential: Engaging content shared on social media has the potential to go viral. When users find your blog posts interesting or valuable, they may share them with their own networks, multiplying your content’s reach exponentially.
4. Increased Brand Awareness: Routinely sharing blog content helps keep your hotel top-of-mind for your audience. Frequent visibility in their social media feeds reinforces brand recognition and can influence their decision-making when booking a hotel.
5. Targeted Marketing Opportunities: Social media platforms offer sophisticated targeting options for paid promotions, and these ad carousels can accommodate repurposed blog posts nicely. You can boost the ad to reach specific demographics, locations, or interests, getting your hotel’s content in front of the most qualified audience.
6. Engagement With Followers: A blog post that performs well on your website signals it has something to offer. Repurposing it for social media provides opportunities for interaction that create a sense of community around your hotel. Follower likes, comments, and shares help spread the word about your hotel and its offerings, increasing your visibility.

Better Marketing Efficiency

Creating unique content for every channel where your hotel has a presence takes a lot of time, and not all boutique hotels or independent resorts have the resources to spare. Repurposing content that’s already working lets you create multiple materials in less time than beginning each one from scratch. Continually creating new content piecemeal is time-consuming and expensive. Refreshing pieces and formatting them for other channels will extend their lifespan so your hotel gets a higher return on its investments.

Improved Search Engine Rankings

When you repurpose content for a hotel, you have an opportunity to fine-tune the on-page SEO of your new material, make improvements to encourage audience interaction, and increase Google’s trust in your site. If that sounds like a lot, it is. Repurposing content provides opportunities to improve SEO, including:

• Updated Keywords:  Keyword research is a continual process, and refreshing content allows hoteliers to update search terms and address current FAQs.
• Current Information: Refreshing materials on attractions, local events, or hotel details signals to Google and searchers that the page is relevant, credible, and fresh.
• Increased Engagement: Repurposing content across channels allows a hotel’s audience to share the material on different platforms, increasing visibility and engagement.  
• Maintaining Post Frequency: Repurposed content can be plugged into your content calendar to prevent long gaps between posts, and this consistency relays to searchers and Google that your site is active.
• Improved Accessibility: This is an opportunity to make your content more accessible by adding transcripts for videos and alt text to images, and rephrasing language so it is easier for screen readers and optimized for voice search.
• Stronger Authority: Posting similar content and consistent messaging across marketing channels shows your brand’s expertise on topics.

For more on how to create content that ranks, check out the rest of this series.

Just because marketing is always changing doesn’t mean you need to reinvent the wheel every time you want to engage customers. Repurposing content is just one of the ways you can increase the efficiency of your efforts and improve your reach. If you’re ready to put this into your hotel’s content strategy to drive conversions and direct bookings, 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.