Link destinations. Homepage or content pages?

I'm running an accommodation directory. We encourage all our adversiders to link to their page on our directory with their details.

Do you think it would be better to:

1. Encorage them to link to the homepage with a set phrase as the link text

2. Link to their content page with link text very specific to them:
eg X hotel, or their company name

3. Link to a related page:
eg accommodation in X

Your thoughts appreciated.

 

it would be better to link to content page.

 

You could also consider sending them a description that contains your homepage link as well as a link to the content page or link related page.