The COVID-19 pandemic has turned the travel world upside down, making global adventures less accessible and sparking a surge in local getaways.
As travel restrictions and health concerns shifted people’s focus to nearby destinations, hotels, lodges, and retreats, the hospitality industry suddenly found themselves with a fantastic opportunity: to become the go-to spot for local staycations.
While the world has begun to reopen, the local travel trend isn’t going anywhere. So, how can you make sure your property stands out and becomes the local hotspot?
Let’s dive into some effective strategies to attract a steady stream of delighted local visitors!
Master Your Local SEO
Effective local Search Engine Optimisation (SEO) is like placing a big “We’re here” sign in your local search results. Start with keyword research to understand what your local market is searching for. Incorporate local keywords into your website content and blog posts, such as “hotels in (Your City)” or “weekend getaways near (Landmark).”
Be sure to optimise your Google My Business profile, which is the key information block that appears when your business is searched on Google. This is the perfect place to showcase your property with beautiful photos, important details and customer reviews.
Always encourage your guests to leave a positive review, as this also helps to boost your visibility and credibility on Google.
Create Captivating Content
Create content that will capture the hearts of your local travellers. Use Instagram, Facebook, YouTube, and other platforms to share high-quality and engaging posts, videos, and stories about local hotspots, upcoming events, and unique experiences near your property.
For example, creating a blog post with the title “Top 4 Hidden Gems to Explore around (Your Location)” or a video tour of the property and all it has to offer. Showcasing these types of content is crucial since it gives potential guests a sneak peek of what they could experience when they stay at your property.
Share this content on your website and social media channels to drive interest and position your property as the ideal spot for a local escape.
Get Social with Your Locals
Leverage social media to engage with locals by establishing a vibrant presence on platforms that align with your target audience.
You don’t need to be on every platform, focus on those where your potential guests are most active for a successful social media strategy
Be sure to use geotags and location-based hashtags to boost the visibility of your posts to your local audience. Run exciting social media campaigns featuring local staycation deals or special promotions.
Remember to engage with your followers by responding to their comments and messages, and maybe even host a fun contest or giveaway to generate buzz around your business.
Advertise Like a Local Pro
Do not underestimate the power of paid advertising! Through using geo-targeted and interest-based targeting on platforms like Google Ads and Facebook Ads, you might start wheeling in your guests sooner than you think.
Targeted advertising ensures that your message reaches those most likely to book a stay. However, it is still important to craft attention-grabbing ad copy that highlights local specials, unique offerings, or limited-time deals
For example, creating a blog post with the title “Top 4 Hidden Gems to Explore around (Your Location)” or a video tour of the property and all it has to offer. Showcasing these types of content is crucial since it gives potential guests a sneak peek of what they could experience when they stay at your property.
Share this content on your website and social media channels to drive interest and position your property as the ideal spot for a local escape.
Offer Local Love with Exclusive Deals
If you want to draw in the locals, then creating special offers tailored to them is the way to go. Think about offering discounted rates for residents, complimentary upgrades, or special amenities that cater to local interests.
Also, consider focusing on special promotions and package deals during the offseason – everyone loves a change of scenery at a great price for a weekend getaway!
Conclusion
Capturing your local market involves a blend of digital marketing magic, engaging content, and targeted offers.
By focusing on boosting your local SEO, spicing up your social media with captivating posts, and providing exclusive deals, you can effectively draw nearby guests and turn your property into their go-to destination.