In recent years, podcasting has emerged as a popular medium for storytelling and content creation. With the rise of mobile technology and audio streaming platforms, podcasting has become a viable marketing tool for businesses across various industries. In particular, hotels and attractions have recognized the potential of podcasting to reach new audiences and enhance customer engagement. In this article, we will explore the benefits of podcasting for hotels and attractions, and examine relevant case studies to support these points.
Podcasting Increases Brand Awareness
One of the main benefits of podcasting for hotels and attractions is that it can help increase brand awareness. By creating and distributing high-quality audio content, hotels and attractions can reach potential customers who may not be aware of their services. Podcasting also offers an opportunity to showcase the unique features and amenities of a property or attraction, which can differentiate it from competitors.
A great example of a hotel using podcasting to increase brand awareness is the Four Seasons Hotel. The hotel group launched a podcast series called “The Art of Simple Luxury,” which features interviews with luxury travel experts and insiders. The podcast is designed to appeal to affluent travelers and showcases the unique experiences offered by Four Seasons properties around the world. By creating this type of content, Four Seasons is able to differentiate itself from other luxury hotels and attract new customers who value unique and immersive travel experiences.
Podcasting Increases Customer Engagement
Another benefit of podcasting for hotels and attractions is that it can increase customer engagement. By producing regular audio content, hotels and attractions can build a loyal audience that is interested in their services and offerings. Additionally, podcasting allows hotels and attractions to showcase their personality and brand values, which can help build trust and loyalty among customers.
A great example of a hotel using podcasting to increase customer engagement is Marriott International. The hotel group launched a podcast series called “Marriott Traveler,” which features interviews with hotel insiders and travel experts. The podcast covers a range of topics related to travel, including food, culture, and destinations. By creating this type of content, Marriott is able to engage with travelers who are interested in exploring new places and learning about different cultures.
Podcasting Helps Establish Thought Leadership
Another benefit of podcasting for hotels and attractions is that it can help establish thought leadership. By producing high-quality audio content on topics related to travel and hospitality, hotels and attractions can position themselves as experts in their field. This can help build trust and credibility among potential customers, who may be more likely to choose a property or attraction that is seen as a thought leader in the industry.
A great example of a hotel using podcasting to establish thought leadership is Hilton. The hotel group launched a podcast series called “Checking In,” which features interviews with travel experts and industry leaders. The podcast covers a range of topics related to hospitality, including sustainability, innovation, and technology. By creating this type of content, Hilton is able to position itself as a leader in the hospitality industry and demonstrate its commitment to innovation and sustainability.
Podcasting Provides a Platform for Storytelling
Finally, podcasting provides a platform for hotels and attractions to tell compelling stories about their properties and offerings. By creating audio content that showcases the unique features and amenities of a property or attraction, hotels and attractions can capture the imagination of potential customers and encourage them to book a stay or visit. Additionally, storytelling can help build an emotional connection with customers, which can lead to increased loyalty and repeat business.
A great example of a hotel using podcasting to tell compelling stories is the Ritz-Carlton Hotel. The hotel group launched a podcast series called “The Art of the Stay,” which features interviews with guests and staff members who share their experiences and insights. The podcast covers a range of topics related to travel and hospitality, including food, culture, and luxury. By telling these stories, Ritz-Carlton is able to showcase its unique approach to hospitality and demonstrate the value of its services. The stories also help build an emotional connection with potential customers, who may be more likely to choose Ritz-Carlton for their next vacation or business trip.
Case Studies
To further illustrate the benefits of podcasting for hotels and attractions, let’s examine a few relevant case studies.
Marriott International – Marriott Traveler
Marriott International launched its podcast series, Marriott Traveler, in 2016. The series features interviews with hotel insiders and travel experts and covers a range of topics related to travel, including food, culture, and destinations. The podcast has been successful in engaging with travelers who are interested in exploring new places and learning about different cultures.
According to David Beebe, Marriott’s Vice President of Global Creative and Content Marketing, the podcast has helped Marriott establish a deeper connection with its customers. “People don’t want to be sold to, they want to be entertained and informed,” Beebe said in an interview with Forbes. “The podcast allows us to tell stories and build relationships with our customers.”
Hilton – Checking In
Hilton launched its podcast series, Checking In, in 2019. The series features interviews with travel experts and industry leaders and covers a range of topics related to hospitality, including sustainability, innovation, and technology. The podcast has been successful in positioning Hilton as a thought leader in the hospitality industry.
According to Laura Fuentes, Hilton’s Senior Vice President of Global Marketing, the podcast has helped Hilton build a deeper connection with its customers. “The podcast is an opportunity to engage with our audience in a more authentic way,” Fuentes said in an interview with Adweek. “It’s not just about promoting our brand, it’s about having real conversations and sharing insights that are valuable to our customers.”
Four Seasons – The Art of Simple Luxury
Four Seasons launched its podcast series, The Art of Simple Luxury, in 2018. The series features interviews with luxury travel experts and insiders and showcases the unique experiences offered by Four Seasons properties around the world. The podcast has been successful in increasing brand awareness and attracting new customers to Four Seasons properties.
According to Peter Nowlan, Four Seasons’ Chief Marketing Officer, the podcast has helped the hotel group differentiate itself from other luxury hotels. “The podcast allows us to showcase the unique experiences and services that only Four Seasons can offer,” Nowlan said in an interview with Skift. “By creating this type of content, we are able to attract new customers who value immersive and authentic travel experiences.”
Conclusion
Finally, podcasting can also be a powerful tool for customer feedback and market research. By engaging with their audience through podcasting, hotels and attractions can gain valuable insights into their customers’ preferences and needs. This can help them tailor their services and offerings to better meet the needs of their customers and stay ahead of the competition.
Overall, podcasting offers numerous benefits for hotels and attractions, from increased brand awareness and customer engagement to cost-effectiveness and global reach. By leveraging this powerful marketing tool, hotels and attractions can create a loyal audience, build their brand, and enhance their reputation as industry leaders. As the podcasting landscape continues to evolve, we can expect to see more hotels and attractions using this innovative marketing strategy to differentiate themselves and attract new customers.
