On Saturday 18 November, hoteliers and digital marketing specialists at the Athens 100% Hotel Show had the opportunity to partake in a workshop given by Travelworks founder Mr Kostas Panagakis on the opportunities for increasing brand awareness and sales by creating the right content for their hotel.
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Hotel content has become a key player in sales, both on a booking and service level. The workshop reflected on the reasons behind this, as well as tips on how to maximise and leverage online content. The first step in this process consists of segmenting the audience, which could include separating domestic and international visitors, repeaters and one-off guests, or travel industry professionals and media workers.The most appropriate form of content can then be mapped to each of the segmentations, with the corresponding appropriate tonality and angle.Mr Panagakis and photographer Mr Christos Drazos considered the case study of the Poseidonion Grand Hotel Spetses, where Travelworks worked together with Mr Drazos and his team to overcome the challenges of refreshing the existing 5 year old visual material, as well as promoting the hotel’s new gastronomic identity and awareness of 3rd party island activities. Once the key audiences had been established, a series of leading topics were chosen to feature in a classic photoshoot that would result in top quality visual content for the hotel to utilise. Destination (the island of Spetses), the Poseidonion Farm, Beekeeping and Fishing Activities and Local Producers were all featured, and the resultant images used for everything from venue presentations, newsletters, website and blog content, social media posting and more.
Mr Drazos also presented on the development of the Olive Green Hotel Crete, a concept designed, developed and implemented by Ms Alina Tsolakaki. A key challenge at this state-of-the-art establishment was how to make a destination out of a city centre hotel. Mr Drazos expertly captured the most evocative elements of Crete and the Cretan way of life, and then had those images embedded into Olive Green’s DNA through the clever application of visual and digital content. Not only did the designers succeed in bringing this most traditional of Greek islands within the very fabric of a modern building by installing large, high-quality photographs in every room and suite, but the imagery was also used in extensively hotel promotional materials and social media as a link to inspire guests to explore the locations captured in the original frames.
Finally, Mr Gabriel Efstathiou, senior accounts manager at technology company Zoottle, talked about the impact of internet-based hotel applications on guest experience.
Words by Elle Arscott