Boost Your Bookings: The Power of Organic Content for Outdoor Resorts, Hotels, and Lodges
Introduction
In the competitive world of hospitality, attracting guests to your outdoor resort, micro resort, Airbnb property, boutique hotel, ranch, or lodge is a constant challenge. One effective strategy to stand out is through organic content creation, which involves sharing free online materials like social media posts, blog articles, videos, and photos without relying on paid advertising. This approach can help increase bookings on Airbnb, Vrbo, Booking.com, and your own website by improving visibility, engaging potential guests, and building trust. In this guide, we’ll explore what is organic content, why it’s powerful, how to create it, and how it can drive more bookings for your property, drawing on insights from The Journey Est 2016, a social media marketing agency specializing in the outdoor and travel lifestyle space.
What is Organic Content?
Organic content is any material you create and share online without paying for promotion. Examples include:
Social media posts on platforms like Instagram, Facebook, or Pinterest
Blog posts on your website about local attractions or property features
High-quality photos or videos showcasing your property’s unique charm
Guest reviews, testimonials, or user-generated content shared online
Unlike paid ads, organic content relies on its quality, relevance, and authenticity to reach your audience. It’s a cost-effective way to connect with potential guests, as it can be shared naturally by followers or discovered through search engines. For hospitality businesses, organic content is crucial because it allows you to tell your story authentically, build trust, and improve your online presence, all of which can lead to more bookings.
Why Organic Content Matters for Bookings
Organic content can significantly boost bookings by enhancing your property’s visibility and engagement. Here’s how:
Improved Search Engine Visibility: By optimizing content with relevant keywords, your website or listings can rank higher on Google, making it easier for potential guests to find you. For example, a blog post titled “Top 5 Hiking Trails Near [Your Resort]” can attract searchers looking for Ascertain how to increase online bookings by appearing in search results for relevant terms.
Social Media Engagement: Regular, engaging posts on platforms like Instagram or Facebook can build a loyal following. Shareable content, such as stunning photos or guest stories, can reach a wider audience, encouraging direct bookings.
User-Generated Content: Guest reviews, photos, or videos act as social proof, convincing others to book. Encouraging guests to share their experiences can amplify your reach.
Organic Booking Links: Google’s free booking links, introduced in 2021, allow your property to appear in search results with prices and availability, enabling direct bookings without third-party fees
These strategies can help increase bookings on Airbnb, Vrbo, and Booking.com by driving traffic to your listings and website.
How to Create Effective Organic Content
Creating compelling organic content requires understanding your audience and delivering content that resonates. Here are key steps:
Know Your Audience
Identify your ideal guests—families, couples, or adventure seekers—and tailor content to their interests. For example, families might appreciate posts about kid-friendly activities, while adventurers might respond to content about nearby hiking trails.
Tell Your Story
Highlight what makes your property unique, such as scenic views, cozy interiors, or local culture. Use high-quality photos and videos to create an emotional connection. For instance, a video tour of your ranch’s horseback riding trails can entice guests to book.
Optimize Listings for Airbnb and Vrbo
To increase bookings on Airbnb and Vrbo, ensure your listings have:
Keyword-rich descriptions (e.g., “romantic cabin near [location]”)
High-quality, professional photos
Detailed amenities and unique selling points
Links to your website or blog for more information
Use Social Media Strategically
Choose platforms where your audience is active. Instagram is ideal for visual content, while Facebook suits longer posts or events. Post regularly, use relevant hashtags (e.g., #Travel[YourLocation]), and engage with followers by responding to comments. Organic social media fosters authentic connections, which can lead to bookings.
Write Valuable Blog Posts
A blog can attract guests by providing useful information. Write about:
Local attractions or hidden gems
Travel tips for your area
Behind-the-scenes stories about your property Include keywords like “best Airbnb in [location]” or “luxury lodges near [landmark]” to improve search rankings.
Encourage User-Generated Content
Ask guests to share their experiences on social media with a branded hashtag (e.g., #MyStayAt[YourProperty]). Feature their posts on your channels to build trust and community. User-generated content is often more persuasive than professional ads, as it shows real guest experiences.
Optimizing Content for Search Engines
To maximize reach, optimize your content for search engines using these strategies:
Keyword Research
Use tools like Google Keyword Planner to find popular search terms, such as “hotels near [park name]” or “romantic getaways in [state].” Focus on long-tail keywords (e.g., “family-friendly ranches in [location]”) to attract specific audiences.
On-Page SEO
Incorporate keywords naturally in:
Page titles (e.g., “Best Airbnb in [Location]: Book Now”)
Meta descriptions (e.g., “Discover cozy cabins near [park]. Book your stay today!”)
Headers (H1 for main title, H2/H3 for subheadings)
Body text, ensuring readability Use descriptive image alt text (e.g., “sunset view from [your resort]”) to enhance accessibility and SEO.
Technical SEO
Ensure your website is:
Mobile-friendly, as most searches occur on phones
Fast-loading, using tools like TinyPNG to compress images
Secure with HTTPS Submit an XML sitemap to Google Search Console to help search engines index your content.
Leverage Featured Snippets
Answer common questions concisely in your content to appear in Google’s featured snippets (position zero). For example, a blog post answering “What are the best activities near [your property]?” could rank at the top, driving traffic.
Organic Booking Links
Optimize your Google My Business profile with accurate details, high-quality photos, and prompt review responses. This increases your chances of appearing in Google’s hotel booking module, boosting direct bookings.
How Much Does Organic Content Cost?
Organic content is generally low-cost since it doesn’t involve paid advertising. You can create content yourself using free tools like Canva for graphics or smartphone cameras for photos and videos. However, producing high-quality content may require:
Time to write blogs or edit videos
Hiring professionals for photography, videography, or content strategy For example, partnering with an agency like The Journey Est 2016 can streamline content creation, ensuring professional results that drive bookings. While there’s an upfront cost, the long-term benefits of increased bookings often outweigh the investment.
Tracking Success
To measure the effectiveness of your organic content, track these metrics:
Website Traffic: Use Google Analytics to monitor visitor numbers, sources, and page views.
Social Media Engagement: Check platform insights for post reach, likes, shares, and click-throughs.
Booking Data: Compare direct bookings to OTA bookings to assess impact.
Keyword Rankings: Use tools like SEMrush to track improvements in search engine rankings. Regularly review these metrics to refine your strategy and maximize bookings.
Case Studies and Success Stories
The Journey Est 2016 has a proven track record of helping hospitality businesses increase bookings through organic content. By creating engaging social media posts and optimizing websites, they’ve helped properties achieve significant booking growth. Their experience with clients like Of Land and Red Cliffs Lodge demonstrates the power of strategic content creation.
Platform-Specific Strategies
How to Increase Bookings on Airbnb: Optimize your listing with keywords, high-quality photos, and detailed descriptions. Share blog posts or social media content in your listing to highlight unique experiences.
How to Increase Bookings on Vrbo: Similar to Airbnb, focus on keyword-rich descriptions and visuals. Engage with guests via Vrbo’s messaging system to build trust.
How to Increase Bookings on Booking.com: While Booking.com relies on its platform, a strong online presence through organic content can drive traffic to your profile. Ensure your Booking.com listing links to your website for more details.
Conclusion
Organic content is a cost-effective, powerful tool for hospitality businesses aiming to increase online bookings. By creating high-quality, engaging content that resonates with your audience and optimizing it for search engines, you can attract more guests and build a loyal following. Consistency is key—regularly update your content and engage with your audience to see the best results. The Journey Est 2016’s expertise in organic content creation can help you craft a strategy that drives bookings and grows your business.
Ready to boost your bookings with organic content? Contact The Journey Est 2016 today to create a content strategy tailored to your property. Start attracting more guests now!
