---
title: "Why Your Property Needs Its Own Content"
description: "Real marketing for accommodations starts with content"
published: 2022-09-21T09:55:00+00:00
author: "신성철"
category: "Insights"
image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65d61b1baa6f8c57dc5e21fa_Frame_66.jpg"
canonical: https://onda.me/en/blog/sugsomanyi-kontenceuga-isseoya-haneun-iyu/
locale: en
---
# Why Your Property Needs Its Own Content

### An 18-Year MICE Veteran's Take on Hotels & Travel

#### 06. Why Your Property Needs Its Own Content

##### Writer: Shin Sung-chul, CEO, Moment Studio

##### Editor: ONDA Manager Lee Chae-eun

Last time, we explored post-COVID MICE trends and concluded that getting people to stay longer requires developing your own content. So why is content development necessary — and what should properties actually prepare?

![Editor: ONDA Manager Lee Chae-eun](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d1d_632acb64272edc77efeedc9c_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_201-1.png "Results when searching 'accommodation giveaway event' on Instagram")

Newly launched hotels and accommodations often partner with influencers on giveaways. The goal: promote the property to the influencer's followers through shared posts or comments.

But these one-off events rarely deliver lasting viral momentum. Worse, if the event doesn't drive actual bookings — the whole point — it's not effective promotion at all.

Sometimes property operators tell influencers:

_"Just make it look pretty."_

Sure, photos matter on social media. But explaining **why** you built a property in that location, **how** you chose the format, and **what** you want guests to feel when they leave — that conveys far more than _"just make it look pretty."_

**That's why properties need their own content.** Not short-term buzz content, but content that communicates and makes people remember your place.

### **What Content Requires**

_So what do you need to create content?_

1) Story  
2) Philosophy and belief  
3) Defining your property — the experience and value guests gain

In the first installment of this series, I emphasized the importance of defining your property. That definition becomes your content. Content requires differentiation and story — and both stem from the operator's philosophy and beliefs.

And these beliefs must be woven into how you run the place. They become the reason guests return or recommend you to others.

While writing this piece, I stayed at Bed Radio in Jeju — also an ONDA partner property. The origin story was so compelling that I'll use Bed Radio to illustrate each content element.

> **1) Story**

As I said: ditch _"just make it look pretty"_ and tell the story only your property has.

Bed Radio CEO Kim Ji-yoon shared her story with me:

"I used to work at a startup and traveled to Jeju often for business. Our budgets were tight, so I stayed at motels or guesthouses. I was young — I wanted the guesthouse vibe where you could chat over beers. But after a long day of work, I also just wanted to crash.

So I wondered: why isn't there a place at a reasonable price where you can sleep comfortably **and** have fun? I wanted to create a hostel for Millennials — people for whom travel is part of life — offering both accommodation space and travel experiences at a fair price. That's how Hostel Bed Radio came to be."

![What Content Requires](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d17_632acd2db44337d0318a0e1b_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_202.jpeg "Bed Radio bought an existing hotel rather than building new — then redefined its value.")

Bed Radio's facilities aren't five-star. You can easily find fancier places in Jeju. But you won't easily find this **value**.

One of Bed Radio's core values is socializing. They don't just provide space for guests to gather, unwind, and chat — they run programs guests can join. They're delivering the **real value** behind their story.

![What Content Requires (2)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d14_632acdf4099f14618de49238_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_203-1.png "Search Bed Radio on Instagram and you'll see more photos of activities than rooms.")

> **2) Philosophy and Belief**

Bed Radio's philosophy: _"We believe in a society of diversity where we are respected as 'different' individuals — Explore different."_

You feel this philosophy in how they segment rooms — private, dorm, family — respecting diverse traveler types.

Imagine a family of four at a five-star hotel. When the kids are young, you book a twin. As they grow, you add an extra bed or book two rooms.

Bed Radio rejects the idea that families should sleep apart or endure discomfort. Family rooms meet family travelers' needs head-on.

**Aligning your operating philosophy with your actual practice is crucial for building content.** Don't claim "we respect diversity" while saying "we only have doubles and twins" or "families of four need two rooms."

![What Content Requires (3)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d26_632ace596ba967438bf1aeb8_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_204.jpeg "The sign \"Free wifi will set you free\" left a strong impression.")

> **3) Defining Your Property — Guest Experience and Value**

Let me ask again: **How do you define your property?** What experience do you want guests to leave with?

As mentioned in **1) Story**, Bed Radio has run socializing programs since launch — morning yoga, runs, ocean swims, and more.

Combining accommodation space with content experiences, their slogan is "Tune up your life." They've defined themselves as a place to tune your life — an expanded notion of hospitality. So guests who've done yoga or made incense sticks at Bed Radio? They'll come back the next time they visit Jeju.

![What Content Requires (4)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d2e_632acea06ba967106ff1afa6_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_205.jpeg "TUNE UP YOUR LIFE. The word 'TUNE' — borrowed from 'radio' — conveys 'tuning daily life and travel.' A memorable slogan.")

![What Content Requires (5)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d31_632acecb306f03701e232e52_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_206.jpeg "Bed Radio's vision of socializing: a space where you can do yoga, meet people, and work — while traveling.")

### **How to Build Content**

We've examined the elements content needs, using Bed Radio as our case study. So how do you actually create it?

Simply put: combine 1) Story, 2) Philosophy and belief, 3) Property definition. You don't need a perfect essay, image set, or video from day one. **Sharing your story on social media — that's already story-driven content.** Because content isn't about "Isn't our place pretty?" It's about your property's **value**.

Others' opinions matter, but ultimately what counts most is: _"How do we tell our own story?"_ I recommend running official social channels (blog, YouTube, Instagram, etc.) that represent your property.

### **Partner with Content Creators, Not Influencers**

As someone who produces travel content, here's my advice to property operators: if you're running accommodation giveaways with influencers for marketing, stop. Now. Instead, work with **creators** who can communicate your story, philosophy, and experiential value far better than influencers can.

![Partner with Content Creators, Not Influencers](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d29_632ad1510d057439cc469b5b_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_207.jpeg "Modeling the reception after a radio booth to reflect the 'radio' theme.")

![Partner with Content Creators, Not Influencers (2)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407ea0cdede4ab28f5d21_632ad17208418524653a9f2c_E1_84_80_E1_85_B3_E1_84_85_E1_85_B5_E1_86_B7_208.jpeg "A community board, checkout key box (to skip check-out hassle), and merch that sparks desire to own.")

Think of influencers as **models**, and creators as **producers/PDs**. Influencers care about pretty photos and follower growth. They'll say, "I have 200K followers and 300K impressions." But that's not what matters to us.

What matters is conversion from those numbers to bookings. Does high exposure alone help? I'd argue that low exposure with high conversion beats it every time. Sponsoring a big influencer might occasionally work, but long-term, it's forgettable.

So prioritize sustained content and conversion-conscious creators. And sometimes, collaborating with creators from **seemingly unrelated** fields can deliver surprisingly strong results.

![Partner with Content Creators, Not Influencers (3)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407e9b0b3ef69313a30cd_62f214daed0402c01f12bb3b_profile_EC_8B_A0_EC_84_B1_EC_B2_A0.png)

##### 📖 Series Contents

01. How Do You Define Your Property?

02. Travel Trends COVID-19 Sparked

03. The Endemic Era: From Value for Money to Emotional Value Travel

04. Boosting Hotel Revenue with MICE Programs

05. Evolving MICE Trends in the Post-COVID Era

**06. Why Your Property Needs Its Own Content**