Hotel brand companies are increasingly turning to content marketing to connect with consumers, to build loyalty and, ultimately, to increase business.
For some companies, content marketing is a natural evolution in the use of the Internet as a promotional tool.
“What we’ve said for a long time and what has driven a lot of our digital marketing efforts is that we must meet our customers where they are,” said Elizabeth Pizzinato, senior VP of marketing and communications at Four Seasons Hotels & Resorts. “If the consumer is on Twitter, the brand should be on Twitter; if the consumer is on Instagram, the brand should be on Instagram.”