Learn how to jump start your hotel's content marketing strategy with our experts, Adele Gutman, VP Sales, Marketing & Revenue for Library Hotel Collection and Clementine Amiraux, Creative Director for Hotel Josef and Maximilian Hotel.

1. Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Content Marketing 101
For Hotels
Thursday, January 22nd
Speakers:
Darlene Rondeau, VP, Best Practices, Leonardo
Adele Gutman, VP Sales, Marketing & Revenue, Library Hotel Collection
Clementine Amiraux, Creative Director, Hotel Josef & Maximilian Hotel
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Adele Gutman
VP Sales, Marketing & Revenue
Library Hotel Collection
@AdeleGutman

5. Clementine Amiraux
Creative Director
Hotel Josef & Hotel Maximilian
@LaPraguoise

7. Adele Gutman
VP Sales, Marketing & Revenue
Library Hotel Collection
@AdeleGutman

8. ► Content marketing puts buyers
first
► Attract travelers direct to your
website
► Are you listening to understand
what your customers hunger for?
► Fill the need
► Help. Not Hype
► 80% of consumers appreciate
learning about a company
through content
Why Content Marketing is Important
#LeoWebinar

9. How To Create a Content Marketing Strategy
#LeoWebinar
► Galvanize your team
► Determine your objectives
► Find the messages that need to be
communicated
► Know your target audience
► Let your guests help define your hotel’s
story and voice
► Choose your platforms
► Create and publish
► Recycle and cross reference

10. Integrate all of your Communication Tools
#LeoWebinar
► Website
► Hotel Blog
► Photography
► Infographics
► Facebook
► Pinterest
► Instagram
► Twitter
► Signage in
room, lobby or
elevator
► Marketing
emails
► Confirmation
and pre-stay
emails
► In room
welcome notes
► Press releases

11. Viewed Images
on Travel Websites
1. Guest Rooms
2. Restaurant
3. Recreation
4. Lobby
5. Map
6. Business Center
7. Pool
8. Amenity
9. Exterior
10. Bar/ Lounge
Top 10

12. How I Source My Content Original Vs. Shared

13. Remind People Why They Fell in
Love With You in the First Place
Personal Touches

14. ► 54% of leisure and business travelers
watch travel videos when deciding on
accommodations
► Create a unified and consistent
content strategy stretching across
different platforms so they cohesively
work together
► Constantly tweak, test and adjust
content over time
Now What?Don’t Forget Video

15. 1. Is satisfaction increasing?
2. Are my service team members
happy that they have tools that
make it easier to impart helpful
information to guests?
3. Are guests beginning to organically
internalize and communicate our
key communication points to their on
and offline communities?
4. Am I increasing my reach?
5. Am I bringing relevant visitors to my
brand website?
How Do I Evaluate What Works? Life’s Short. Serve Dessert First.

16.  For long term success, collaboration works
 Understand what your audience wants to hear
 Know what they need to hear and use multiple ways to get
that message out
 Remember you’re communicating already, just not as
effectively. Invest time to put that message online
 Create. Share. Recycle. Watch your reach expand
 Help. Not Hype. People respond to authenticity
Key Takeaways
#LeoWebinar

17. Clementine Amiraux
Creative Director
Hotel Josef & Hotel Maximilian

18. Why Content Marketing is Important: Hotel Josef & Maximilian Hotel

19. How I Created My Content Strategy

20. What Type of Content Do Guests Want to See?
► Local attractions – things to do around Prague, cultural events
► Information on rooms, hotel amenities and features
► Things specific to our properties
► Our staff

21. How I Create Content

22. Re-Purpose Content

23. Show the team behind the hotel; memorable
and trusted
Hotel shopping starts long before they get to
your website
One strategy applied uniquely
Re-purpose your material
Consistent stories across all platforms
Key Takeaways
#LeoWebinar

25. ► About Leonardo
► Invitations to upcoming webinars
● February’s topic is Targeting the Business Traveler
► Recording of this webinar
● Share it with your colleagues
► Download the Content Marketing eBook
● http://bit.ly/CM101eBook
It’s a Wrap

26. www.leonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
Connect with us!
@AdeleGutman
Adele Gutman
Clementine Amiraux
www.hoteljosef.com
@LaPraguoise
clementine.amiraux@hoteljosef.com
adele@booklhc.com
www.maximilianhotel.com
www.libraryhotelcollection.com