And that also means retaining customers better than ever before; you’ll be paying more to get them to your site as a result of changes to search so it’s critical that you maximise your ROI. Which is why content marketing is now coming into it’s own. Typically we as hoteliers tend to see loyalty schemes and reward programmes as the solution to retaining clients. In truth whereas these may have worked in the past, end users today seem to prefer instead to be engaged by brands in a more intuitive, personalised way, one which recognises their likes, dislikes, preferences, etc.. This in turn makes for a more meaningful, robust relationship and digital enables this thankfully in spades. Just a word of warning here however, what content marketing is not is excessive promotional messaging. Instead it should be relevant, meaningful communication with your customer base – a short video piece, a personalised landing page, an engaging blog - that sets you apart as a brand and connects with your audience … Get the full story at Hotel Industry Magazine