Blogging is an important part of your marketing strategy because it helps you be seen by people who actually want to find you.
We all love reading about tourism and hospitality content. Who doesn’t love researching an upcoming holiday, reading about the latest coffee trends or planning a foodie road trip?
Tourism and hospitality are made for this. People already want to read about what you do.
So why should a busy operator bother?
tldr; everything you need to know
What is a blog?
First, the basics.
A blog is the part of your website where you post regularly. It can cover whatever you like, as long as it is useful to the people you want to book.
Here are a few reasons why we love helping our clients with blogging.
Blogging drives traffic to your website
Build it, and they will come. Yeah… that doesn’t quite work when it comes to web traffic.
Websites are expensive. There is the build, then hosting, maintenance and marketing. A site nobody visits is a very pricey brochure.
Blogging is a great way to keep your website fresh and updated. By creating blog posts, you are creating more touchpoints for your brand. You’ll be able to attract more people from search engines, social media and through your email newsletters.
Tip: Use Google Analytics to see how many people view your blog posts, and if you have goal tracking set up, you can also see how many people read your blog posts and then go on to convert. We find the Life Cycle > Engagement > Pages and screens report great for reviewing the website traffic to our blog posts.
Blogging provides social media and e-newsletter content
Blogging benefits your website strategy and your entire digital marketing strategy. Once you have created a new blog post, you must promote it. You can do this through your social media channels and email newsletters. And just like that, you have fresh content for numerous online channels.
Tip: When sharing your content on social media, don’t forget to use hashtags to attract new eyes to your content. Alongside this, if you mention, quote or link to another brand on social media, why not tag them in your caption when you share the link to your new blog post? They may share it with their audience too.
Blogging is great for SEO
Search has changed. Google now answers many questions with an AI summary, and when one appears people click a traditional result 8% of the time, against 15% when it does not (Pew Research Center, July 2025). That makes a blog more useful, not less. Those summaries are built from pages that answer a question clearly, so publish the plain, current answer to what your guests actually ask and you become the source. Keyword research still tells you what those questions are. We go deeper in 5 tourism content mistakes costing you bookings.
Your blog will also help encourage people to stay on your website longer. People will probably want to hang around longer if you have an excellent internal linking strategy and plenty of appealing content. And the longer they stay, the more brand awareness you’re getting.
Additionally, if your content is super helpful, unique and exciting, you may find other websites that will link to you and mention your content. Backlinks (links pointing to your website from other websites) are essential to your SEO strategy. Your backlinks should be as natural as possible and from relevant and quality sources.
Tip: Sometimes, the biggest struggle with blogging is coming up with ideas. Do a brainstorming session with your team and think about topics customers regularly ask about, ask your social media audience what they’d like to read about, try websites like Answer The Public or simply Google a topic and check out what Google lists in the ‘People Also Ask’ and ‘Searches Related to’ sections.
Blogging positions you as an expert in your field
Answer enough of your guests’ questions and they start to see you as the people who know. The tour operator who explains the best time to see the whales is the one who gets the booking when it is time to go.
Tip: Don’t hesitate to utilise a sidebar in your blog section. This space can prominently feature your About page (an essential component for all websites) and showcase any industry awards or recognitions, further solidifying trust in your brand.
Blogging offers short and long-term results
A good post pays twice: now and later.
In the short term, it provides you with a wealth of content to swiftly share on social media, in email newsletters, and through various other channels as soon as your post goes live. Your content retains its discoverability in the long run, especially when well-optimised. This enduring visibility is achieved through search engines, internal links within your website, and external links from other websites as long as your content continues to serve the needs of your audience.
Tip: Investing in evergreen content is a smart strategy for reaping the sustained rewards of blogging. Evergreen content remains relevant over time instead of being a one-time occurrence. However, keeping such content up-to-date is crucial, ensuring it remains valuable. For instance, if you’ve created a list of the ‘Top Dog Parks in Perth,’ be sure to update it when new parks open or existing ones close.
It helps you build a community
A blog gives readers a reason to come back and a place to talk to you. Comments, shares and replies turn readers into regulars.
Tip: Encourage your community to interact with your blog by including solid calls to action and social buttons.
Final thoughts
When done well, blogging can be a profitable marketing strategy for your tourism or hospitality brand. Even for experts, it takes a bit of trial and error to work out what best resonates and holds your audience’s interest. So don’t be shy to try things.
To get your inspiration flowing, here are some West Australian brands that have a solid blogging strategy in place right now: