Content repurposing helps hotel marketers maximize their return on investment by transforming existing content into different formats.
Smart content repurposing allows hotels to reach new audiences across multiple channels while maintaining consistent messaging and branding.
This guide explores practical ways to repurpose hotel marketing content effectively, helping you save time and resources while expanding your reach.
Key Content Types for Hotels to Repurpose
- Blog posts about local attractions and activities
- Guest testimonials and reviews
- Property photos and videos
- Event calendars and special offers
- Restaurant menus and food photography
- Staff interviews and behind-the-scenes content
Transforming Written Content
Turn long-form blog posts into bite-sized social media updates for platforms like Instagram and Facebook.
Extract key statistics and facts from articles to create engaging infographics.
Convert guest reviews into testimonial graphics for your website and marketing materials.
Visual Content Transformation
- Break down property tour videos into short clips for social media
- Use professional photos to create Pinterest boards by theme (weddings, dining, rooms)
- Transform food photography into Instagram Stories and Reels
- Create slideshow presentations from property images
Email Marketing Applications
Segment blog content into themed email newsletters for different guest personas.
Transform guest feedback into email marketing campaigns highlighting positive experiences.
Use event photos and videos in pre-arrival emails to build excitement.
Social Media Optimization
| Platform | Content Type | Optimal Format |
|---|---|---|
| Photos, Stories, Reels | Square images, 15-60 second videos | |
| Articles, Photos, Lives | Link posts, albums, longer videos | |
| Business Updates, Events | Professional content, corporate news |
Tools for Content Repurposing
- Canva: Create social media graphics and presentations
- Adobe Express: Edit videos and create professional visuals
- Hootsuite: Schedule and manage repurposed content
- Later: Plan and schedule Instagram content
Measuring Success
Track engagement metrics across different platforms to identify which repurposed content formats perform best.
Monitor website traffic sources to understand which repurposed content drives the most bookings.
Use A/B testing to optimize repurposed content for different audiences and platforms.
Taking Your Content Further
Implement a content calendar to plan repurposing strategies in advance.
Create templates for commonly repurposed content to maintain brand consistency.
Build a content library organized by theme, making it easier to find and repurpose existing materials.
Cross-Platform Content Distribution
Develop a systematic approach to sharing repurposed content across multiple channels simultaneously.
Create platform-specific variations of the same content to maximize engagement on each network.
Use scheduling tools to maintain consistent posting frequency across all platforms.
Localizing Repurposed Content
- Adapt content for different regional markets and languages
- Customize imagery to reflect local cultural preferences
- Adjust messaging to align with local travel seasons and events
- Create location-specific versions of promotional materials
Seasonal Content Strategy
Organize content libraries by season to quickly access and repurpose relevant materials.
Create themed content packages that can be reused annually with minor updates.
Develop seasonal templates for recurring promotions and events.
Key Seasonal Opportunities
- Holiday packages and special events
- Summer vacation promotions
- Wedding season highlights
- Business travel peak periods
Maximizing Content ROI
Establish a content audit system to regularly review and update existing materials.
Create workflows that streamline the repurposing process for different content types.
Implement performance tracking to identify the most valuable content for repurposing.
Future-Proofing Your Content Strategy
Build a sustainable content ecosystem that grows with your hotel’s marketing needs.
Stay agile by maintaining a flexible approach to content repurposing across emerging platforms.
Continuously analyze industry trends to identify new opportunities for content transformation.
Invest in evergreen content that can be repurposed repeatedly while maintaining relevance.
FAQs
1. What is content repurposing in hotel marketing and why is it important?
Content repurposing is the practice of adapting existing hotel marketing content into different formats to reach new audiences. It’s important because it maximizes ROI on content creation, reaches different audience segments, and maintains consistent messaging across multiple platforms.
2. Which types of hotel content are best suited for repurposing?
Guest testimonials, property tours, room showcases, amenity highlights, local area guides, special event coverage, behind-the-scenes content, and seasonal promotional materials are ideal for repurposing.
3. How can I transform blog content into social media posts for my hotel?
Extract key statistics, quotes, or tips from blog posts to create infographics, carousel posts, or short-form videos. Break down longer articles into bite-sized content pieces with relevant images from your property.
4. What platforms should hotels prioritize for repurposed content?
Instagram, Facebook, LinkedIn, YouTube, TikTok, and Pinterest are primary platforms. Each platform requires specific formatting and content adaptation while maintaining the core message.
5. How often should hotels repurpose their marketing content?
Content should be repurposed every 3-6 months, or when significant updates occur at the property. Seasonal content can be repurposed annually with relevant updates.
6. What are the best practices for repurposing video content for hotels?
Long-form videos can be cut into shorter clips for social media, converted into GIFs, extracted for still images, or transcribed for blog posts. Ensure each format maintains high quality and includes proper branding.
7. How can user-generated content be repurposed for hotel marketing?
Guest photos and reviews can be featured on social media, websites, email marketing, and promotional materials with proper permission and credit to the original creator.
8. What tools are essential for effective content repurposing in hotel marketing?
Video editing software (like Adobe Premiere), image editing tools (like Canva), social media scheduling platforms (like Hootsuite), and content management systems are essential for efficient repurposing.
9. How can hotels measure the success of repurposed content?
Track engagement metrics, conversion rates, booking attribution, platform-specific analytics, and compare performance across different content formats and channels.
10. What legal considerations should hotels keep in mind when repurposing content?
Ensure proper image rights, maintain copyright compliance, obtain necessary permissions for user-generated content, and follow platform-specific guidelines for content sharing.
