It is important to stay in contact with your guests with a blog – but what to write about?

Welcome to another edition of hospitality property school.

Today, I’m going to take a look at how to be an authority when writing.




In our last podcast, we looked at a few important factors to consider when writing a blog. Today I am going to look at what things or themes you should consider writing about when staying in touch with your guest’s.


And by staying in touch, I mean through emails, newsletters and social media.



What should you write about

  1. Find out the things that interest your guests and you can do this by asking

Some ideas might include:

  • Places to go or things to do when in the area (use lots of pictures)
  • Let them know what others think of you; testimonials from VIP’s and other guests
  • Ask other guests to share experiences of their visit
  • Any awards you’ve won
  • Ask your chef to write something about dishes on the menu with a recipe



  1. Get a presence in the media
  • If there is something unique about your property or area, become an expert. If you come at this from an editor’s perspective, you could become the source of compelling and newsworthy article or articles. You could also attract the type of customers that will also be interested and build up a good rapport. This is great for repeat business.
  • Another possibility is to invite the media to your events. Even if they don’t attend the event itself it may present an opportunity for you to be interviewed. Post your clipping to your website; this will add to your credibility and reputation.



  1. Utilise your database
  • Send out birthday & anniversary invitations to guests for exclusive offers or gifts to be redeemed at your property.
  • Send your local businesses lunch menus, and keep track of important dates to offer special deals for meetings, AGM, awards dinners, etc.

It is important to remember that if you are sending e-mails:

  • Make it clear who the e-mail has come from
  • Use creative and eye-catching subject lines (You want people to read your mail)
  • If you are using snail mail, regular postal service, use creative and eye-catching envelopes.



4.     Write About Things You Know Nothing About & Be an Authority

This is when I have heard many hospitality property owners say

“Sure, that sounds easy enough, but I don’t have a clue about what to write and I’m not an authority on any topics.”



Here are a few ideas of the type of things to get you started:

  • About you
  • Your hospitality properties history
  • The region’s history
  • Local attractions
  • Local delicacies
  • Specialised shops in your area
  • Things that have interested your guests in the past



How to choose your topic

Before you jump into any research you should take a few moments to consider what content you wish to share. Use the following as guidelines.


  • Unexceptional or boring content

This will hurt your properties image more than nothing at all. It is a good idea to ask the opinion of family, friends or colleagues before you start researching and writing a post.


  • You should be writing for your customers and not your brand  

A smart hospitality property builds its marketing strategy, which includes blogging, around user-generated content. In other words, created content around your customer’s needs, not the needs of the social platforms. This can be hard for some owners who have a difficult time seeing outside their own space.


  • If possible find topics that offer strong opinions

Often opinions lead to shares, and shares can lead to more potential guests.

For example:

An art exhibit at a local gallery has sparked some controversy. Write about the exhibit and then make an offer, “Stay with us and get an entrance ticket ½ price and judge for yourself.”


  • When choosing a topic to target

Use Google search to find terms related to your keywords and phrases, and then do the same again with Find the words that are related to your content, then use those in your blog post. This will make it easier for Google to find you and generate organic searches.


  • Use keyword search

To help find what people are actually searching for. No sense writing a great post if no one is looking for that information.


  • Giveaway great advice in your blog posts and on your website

If you are willing to share, many will see this as a sign of a quality property and make it more likely they will choose you over your competition.


  • What do you like about your region?

If you are passionate about something special in your area it will shine through in your writing.


  • Ask your current guests why they enjoyed their stay

You might find topics that you missed or took for granted.



Alright, now you know how to choose a topic, the next step is to research and that I will cover in the next podcast.

If you have any interesting stories about what to write about and would like to share or have any questions or feedback you can leave them in the comments section of the show notes.



You can find them at:


That’s it for this session of hospitality property school.

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So, as always, let’s work together to put heads in your beds.

Until next time, have a fun day.




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