In a recent article about social media for hotels, I argued that it doesn’t make sense for most hotels to start a blog. Blogs are time-consuming and challenging to maintain, often starting in a flurry of enthusiasm and then fading over time. An abandoned blog is like frayed carpet in a hotel lobby: it speaks of apathy and neglect and can be off-putting when stumbled upon.
My comments prompted a minor outcry, though notably not from hotel managers but from third-party web marketers, who were quick to point out the benefits of blogs to search engine optimization. Last year, a Hubspot survey reported that small businesses with a blog receive 55% more website traffic and 97% more inbound links than small businesses without a blog.
If anyone understands the value of a hotel blog, I do. It was four years ago this month that I started this blog as the General Manager’s Blog, a first in the industry. Our then-director of marketing, Katrina, came up with the idea, and I’m still mad at her. Nevertheless, I tackled my first posts with zeal, writing in a breezy style that suggested I had banged them out between check-ins. In fact, a great deal of effort went into making them sound effortless.
From the outset I promised to give an insider’s look at the hotel business and to “leave out the boring parts”. As the manager of an independent contemporary hotel, I could get away with being a bit edgy; writing things other hotel managers think but don’t dare say. I covered taboo subjects like relocating, construction and guest complaints. I debated the pros and cons of offering sex toys in the mini-bar. And I vented about a challenging weekend in which a guest received a stream of “nieces” to his room and a drag queen gave her room a makeover … with her makeup.
In many ways, hotels are an ideal platform for a blog. We welcome a stream of new guests each day, and they bring with them unique stories, inspiration and, occasionally, drama. But while reporting on guest antics might be great for attracting blog traffic, it can also frighten travelers away. So I’ve had to walk a fine line, providing enough intrigue to appeal to readers while respecting the privacy of guests. With such a narrow scope, I’ve often found myself staring hopelessly at a blank computer screen, feeling increasingly anxious about the other duties I’m neglecting. It’s a lot more fun to swill cocktails with clients in the hotel lounge.
Given the challenges, it’s no surprise that blogs written by hoteliers are still quite rare. Some of the best I’ve seen are published like an online magazine, rich in imagery and content, with enviable resources backing them. Others are simpler, maintained by the owner or manager of a small hotel or inn, with compelling, quirky stories and an intensely personal feel.
Recently, I came across a new blog for a bed-and-breakfast whose author promised to post something every day so as “not to disappoint” her readers. All I could think was good luck. It’s only a matter of time before she resorts to writing about kittens, what she had for breakfast, and why beige is her favourite colour. I try to avoid this fate by blogging infrequently and writing long posts, exploring topics from various angles.
In this age of social media, a blog provides a platform for hotels to engage with guests. But readers rarely leave comments, and I’m often convinced that no one is listening—and that if anyone is listening, they think I’m a moron. Then, just as I’m sinking into total despair, I’ll receive a gushing comment about how great my blog is … only to realize it’s spam from a timeshare in Goa. Travelers tend to be more active in sharing content on Facebook, Twitter and, of course, TripAdvisor and other online travel communities.
What readers probably don’t know about the OPUS blog is that it’s frequently quoted and republished across the web, has been lauded by publications from Condé Nast Traveler to USA Today, and is followed by travelers, hotel employees and students around the world.
At the end of 2007, I left OPUS to focus on writing. My successor as general manager, Nicholas, a clever fellow, opted to delegate the blog to Katrina. Suddenly Katrina wasn’t so thrilled about her brilliant idea. Rechristening it OPUS Hotels’ Blog, she explored meaningful issues like hotels and the environment and healthful drinking. Needless to say, readership plummeted. (Okay, I’m kidding.) In 2008, I returned as interim resident manager of OPUS Montreal and have been maintaining the blog since, along with working on various other projects.
There’s no question, a blog can be great for SEO and can give personality to a hotel, helping to distinguish it from other hotels. If a property has the skills and commitment for the long haul, I say go for it; we need more hoteliers in the blogosphere. If not, the hotel’s scarce resources might be better channeled elsewhere.
Why does OPUS persist? The blog has become a part of our culture, drawing people to our site who might not otherwise find us and giving our guests a flavour of what to expect before they arrive. Looking ahead, we plan to integrate it further into our marketing and social media activities and to bring back some of its original edge. Our marketing director, Chella, tells me I’ve softened of late. Apparently, I was getting dangerously close to writing about kittens.
OPUS Hotels’ Top Ten Most Popular Blog Posts:
1. So You Want to Work in Hotels
2. Is Green the New Black?
3. Hotels in Space
4. Deconstructing the Hotel Mini-Bar
5. SOS from Island Paradise
6. The Tyranny of the Mistreated Traveler
7. What to Do When Things Go Wrong in a Hotel
8. Online Travel Reviewers to Watch Out For
9. Behind the Scenes Before the Winter Olympics
10. The Day the Earth Stood Still
Do you have a favourite travel or hotel blog or blogging tips of your own? Share them here.
Hi Daniel,
About a year ago the marketing director of my hotel asked me to begin writing a blog for the property, with weekly posts. Now I write the blogs for three hotels here in Calgary, with weekly posts, and my life is ruled by my laptop and a little notebook that I carry everywhere to write my ideas in. I have come dnagerously close to blogging about kittens on several occasions.
Ever since I’ve begun blogging for hotels I’ve been following your posts, and I have to admit I really admire your style. In no small part because a year ago my Marketing Director, Sarah, pointed at your blog and said ‘make it like that one’. At any rate, after reading this last post I just wanted to write in and let you know that, while I don’t always leave a comment, I do appreciate your blogging and I sincerely hope you continue to maintain it.
Best Regards,
Jonathan Meier
Hi Jonathan, Great to hear from a fellow hotel blogger. I’ve checked your blog out a few times and you do a good job of keeping it editorial rather than promotional – not an easy feat. Keep it up & keep in touch.
Hi Daniel,
About a year ago the marketing director of my hotel asked me to begin writing a blog for the property, with weekly posts. Now I write the blogs for three hotels here in Calgary, with weekly posts, and my life is ruled by my laptop and a little notebook that I carry everywhere to write my ideas in. I have come dnagerously close to blogging about kittens on several occasions.
Ever since I’ve begun blogging for hotels I’ve been following your posts, and I have to admit I really admire your style. In no small part because a year ago my Marketing Director, Sarah, pointed at your blog and said ‘make it like that one’. At any rate, after reading this last post I just wanted to write in and let you know that, while I don’t always leave a comment, I do appreciate your blogging and I sincerely hope you continue to maintain it.
Best Regards,
Jonathan Meier
Hi Jonathan, Great to hear from a fellow hotel blogger. I’ve checked your blog out a few times and you do a good job of keeping it editorial rather than promotional – not an easy feat. Keep it up & keep in touch.
I do.
I have kept a hotel blog ever since I read that amazing book called New Rules of Marketing & PR by David Meerman Scott.
My blog turned out so successful that I decided to scrap my static website and only maintain a hotel blog cum website.
While my blog is not as exciting as yours, I do try and vary my writing, talking about things such as The Axe Effect: Paying a Premium and Goan Heritage: The Bragance House Chandor Goa.
I just saw this post on another site (4Hoteliers) and that is how I came to your blog.
I will be following you to see what you write about and often posting my views here.
Take a look at my Mitaroy Goa Hotel blog and tell me what you think…
Cheers
Mihir
Hi Mihir, Good to get a real message from Goa and not spam for a timeshare
I like the local flavour you provide on your blog, makes me want to go to Goa, so mission accomplished. Keep it up!
I do.
I have kept a hotel blog ever since I read that amazing book called New Rules of Marketing & PR by David Meerman Scott.
My blog turned out so successful that I decided to scrap my static website and only maintain a hotel blog cum website.
While my blog is not as exciting as yours, I do try and vary my writing, talking about things such as The Axe Effect: Paying a Premium and Goan Heritage: The Bragance House Chandor Goa.
I just saw this post on another site (4Hoteliers) and that is how I came to your blog.
I will be following you to see what you write about and often posting my views here.
Take a look at my Mitaroy Goa Hotel blog and tell me what you think…
Cheers
Mihir
Hi Mihir, Good to get a real message from Goa and not spam for a timeshare
I like the local flavour you provide on your blog, makes me want to go to Goa, so mission accomplished. Keep it up!
I’m a b&b owner and blogger as well. (I don’t promise my readers jack.) This post makes me feel warm and fuzzy all over – like I’m not doing all this writing in vain. Thanks. I always figure that if nothing else, I’m educating myself, and at very least, staying out of the bars, eh?
Oh…every time I think I’ll have to resort to blogging about kittens, I write about some local hamburger instead, or beer, or wine. Much better for SEO. Besides, I really don’t like cats.
Adios, Sarah in ABQ
Hola Sarah, love the ‘tude, and glad I could make you feel warm & fuzzy (is that fuzzy inside or fuzzy-headed?) Thx for the tip, next time I’m tempted to write about kittens I’ll write about beer instead (which, coincidentally, is the subject of Jonathan Meier’s latest post, from Nuvo Suites, who left a comment above).
I’m a b&b owner and blogger as well. (I don’t promise my readers jack.) This post makes me feel warm and fuzzy all over – like I’m not doing all this writing in vain. Thanks. I always figure that if nothing else, I’m educating myself, and at very least, staying out of the bars, eh?
Oh…every time I think I’ll have to resort to blogging about kittens, I write about some local hamburger instead, or beer, or wine. Much better for SEO. Besides, I really don’t like cats.
Adios, Sarah in ABQ
Hola Sarah, love the ‘tude, and glad I could make you feel warm & fuzzy (is that fuzzy inside or fuzzy-headed?) Thx for the tip, next time I’m tempted to write about kittens I’ll write about beer instead (which, coincidentally, is the subject of Jonathan Meier’s latest post, from Nuvo Suites, who left a comment above).
Dear Daniel,
We are listening!
Thank you for another insightful post, guidelines and ideas. I am just about signing the rebranding of a boutique hotel in Paris. I am looking at options, blog is one of them … so your piece comes right in time for me.
I’ve also started my first blog, an extension of my Linked In group (“GlobalTalents/wordpress”). I already realize that it is going to be hard work.
I’ve just “Like” your blog on my page and trying to retweet you. Social Media is all about sharing, isn’t it?
Please keep up!
Eddy
Good man, Eddy. Thanks for sharing, and good luck with the blog. Keep us in the loop.
Dear Daniel,
We are listening!
Thank you for another insightful post, guidelines and ideas. I am just about signing the rebranding of a boutique hotel in Paris. I am looking at options, blog is one of them … so your piece comes right in time for me.
I’ve also started my first blog, an extension of my Linked In group (“GlobalTalents/wordpress”). I already realize that it is going to be hard work.
I’ve just “Like” your blog on my page and trying to retweet you. Social Media is all about sharing, isn’t it?
Please keep up!
Eddy
Good man, Eddy. Thanks for sharing, and good luck with the blog. Keep us in the loop.
I found your blog via this post, and am glad I did. You raised lots of good discussion points on the hard work involved in maintaining a blog as well as the risks involved in the topic selection.
Does a blog influence my decision about where to stay? Sometimes. And when it does, fun and edgy wins out every time. I can get boring and stodgy any old day.
And by the way, I’m now heading over to check out your books — I see they’re available for Kindle.
I like the way you think, Mary Jo. Enjoy the books, and hope to see you at OPUS sometime soon.
I found your blog via this post, and am glad I did. You raised lots of good discussion points on the hard work involved in maintaining a blog as well as the risks involved in the topic selection.
Does a blog influence my decision about where to stay? Sometimes. And when it does, fun and edgy wins out every time. I can get boring and stodgy any old day.
And by the way, I’m now heading over to check out your books — I see they’re available for Kindle.
I like the way you think, Mary Jo. Enjoy the books, and hope to see you at OPUS sometime soon.
I am new and blogging and I find the idea intriguing. I cannot know how will I keep up, although at the time I feel excited. My blog is about Santorini and it’s hotels. Check it out http://santorini-hotels.blogspot.com/
I am new and blogging and I find the idea intriguing. I cannot know how will I keep up, although at the time I feel excited. My blog is about Santorini and it’s hotels. Check it out http://santorini-hotels.blogspot.com/
Yes Eddy is a real good man, nice book!
I have been reading your blog for a few years, but never commented. I have often quoted you to my GM (I am DOS at a small IHG property). Just recently our area director discovered your blog and has been sending links in his weekly emails. I feel pretty smug having found it years earlier.
I have also read all 3 of your books and enjoyed them all. My favorite was Murder at Graverly Manor. I think it should be a movie!
I was so disappointed to read that you were not writing any more of the hotel murder series. I really hope you will reconsider.
I have been reading your blog for a few years, but never commented. I have often quoted you to my GM (I am DOS at a small IHG property). Just recently our area director discovered your blog and has been sending links in his weekly emails. I feel pretty smug having found it years earlier.
I have also read all 3 of your books and enjoyed them all. My favorite was Murder at Graverly Manor. I think it should be a movie!
I was so disappointed to read that you were not writing any more of the hotel murder series. I really hope you will reconsider.
real great job Eddy! we need more blogs for sure, even if the business is smaller just like u said!
real great job Eddy! we need more blogs for sure, even if the business is smaller just like u said!
Zoey, It’s great to hear that IHG is sharing our blog posts. And you deserve a medal for getting through all three of my books! Sadly, it’s true that I’m done with mysteries for now, but am working hard on a truly scary book: a non-fictional behind the scenes look at hotels. Stay tuned! DEC
Zoey, It’s great to hear that IHG is sharing our blog posts. And you deserve a medal for getting through all three of my books! Sadly, it’s true that I’m done with mysteries for now, but am working hard on a truly scary book: a non-fictional behind the scenes look at hotels. Stay tuned! DEC
Great Post !! thanks for sharing. Informative post.
Great Post !! thanks for sharing. Informative post.
Thanks for the tutorial, very interesting.
hotels goa
Thanks for the tutorial, very interesting.
hotels goa
This is so nice post!!
This is so nice post!!