Why Quality Destination Content Is a Top Priority

Giving customers targeted and relevant content boosts bookings and drives sales.

By creating destination-specific content for their websites, apps and social channels, timeshare resorts can establish themselves as unique travel authorities for vacationers.

The best digital content has a relevant, authentic voice and gives travelers information that helps them during every step of the vacation cycle. This could include a list of the best local restaurants, a video of area activities that guests can experience during a rainy day or a picture of a nearby attraction.

These tasks can be executed by an in-house team or by partnering with an outside service. Giorgio Bentrovato, director of content marketing for RCI, says there are pros to each: An in-house team will understand unique market conditions and require a shorter learning curve, while an outside group can provide flexibility and specialized services such as photographers, copywriters and SEO professionals.

Additionally, Bentrovato says that social posts and peer reviews are often key drivers of bookings. “Vacationers want to understand what they can experience once at a destination,” he says. “What better way to experience that than through the eyes of others who have traveled to the destination?”

Overall, resorts should take into consideration their budget and time constraints to help dictate the best content strategy. Adds Bentrovato: “Approaching digital content in this manner provides guests with relevant and authentic content and helps resort marketers with a goal of reaching the maximum number of potential guests—wherever they are going to view it.”

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