Copyright 2014 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com Creating Online Content that Converts Travel Shoppers July 17, 2014 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Christine Hopkins, Director of Communications, Hotel Galvez, The Tremont House and Harbor House Hotel and Marina Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com

Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau

Follow: @vfmleonardo Tweets & Questions: #LeoWebinar

Christine Hopkins Director of Communications Hotel Galvez & Spa, The Tremont House and Harbor House Hotel & Marina

Snackable How consumers interact with your website matters Your hotel exterior is not your hero shot Optimize the experience The Future of Digital Visual Storytelling

Role Quick evaluation Why would I stay here? Put on short list of options Images

Highest res available Greater than 2048 pixels on longest side Lower than 1024 may not be accepted Expedia only; prefers 2800 pixels on longest side and < 2048 is considered poor 16:9 aspect ratio is ideal; landscape occupies entire screen JPEG or JPG + TIF, BMP, GIF, PNG and PSD Never older than 3 years Brand identity 15 21+ limited service 18 28+ for full service 21 35+ for luxury Categories in order of interest 1. Guest rooms 2. Restaurants 3. Recreations/attractions 4. Lobby 5. Maps 6. Business Center 7. Pool 8. Amenities(meetings, fitness, etc.) 9. Exterior 10. Bar/Lounge QuantityQuality

Viewed Images on Travel Websites 1. Guest Rooms 2. Restaurant 3. Recreation 4. Lobby 5. Map 6. Business Center 7. Pool 8. Amenity 9. Exterior 10. Bar/ Lounge Top 10

Role Increase confidence Provide greater detail Is it what it claims to be? Virtual Tours

Cylindrical JPG files 7000 x 1750 is ideal VT images should be produced in panoramic (360 x 90) in highest resolution 4:1 aspect ratio is ideal without cropping; anything = or > 2:1 will work also 2:1 aspect ratio is minimum Raw JPEGs are preferred; can be converted as needed Post photography process ensures image is balanced and properly lit 3 10 high definition Virtual Tours Different aspects of your property Guest rooms Breakfast areas Lobby Fitness center QuantityQuality

Images Easily scanned during research phase Images on Facebook generate 104% more comments than the average post Properties with > 20 photos get 150% more engagement Doubling images can result in 4.5% conversion and a $3.50 higher ADR Does double duty supporting Virtual Tour production Virtual Tours Suited to all types of properties High definition, full screen maximizes experience Enables interactivity with the feeling of being onsite Accurate and flexible Websites with VTs are viewed 5-10 x longer Benefits

@vfmleonardo Your video doesnt have to be a Hollywood production but it can be!

Video 4 Types (Content)

Role Achieves balance of function and budget Video Slideshow (Production Format)

High definition digital photos as per image quality recommendations Production should include: Property & market research Script development Creative direction Editing Voice-over recording Music & supers Digitally manipulated to give illusion of movement Showcase key property features Encoded to video format for streaming Up to 10 digital images per slideshow Approximately 45 sec in length 1 hotel overview video Additional vignettes Shuttle service Complimentary Breakfast Managers Cocktail Party Meeting facilities Recreation area QuantityQuality

Full Motion Video (Standard & Premium) Role Visualize & WOW Why is this place different? Why would I pay more?

Uncompressed is best Frame size: 720 x 480 pixels is ideal Largest resolution possible HD or 1080p 1920 x 1080 preferred or larger 16:9 aspect ratio is ideal; widescreen is HD standard MOV, AVI, MP4 MP4 preferred as encoding produces best results One 1-2 minute full motion Overview Two to three 12-45 second video Categories in order of interest Guest rooms & suites Popular restaurant & lounge Well equipped fitness areas Onsite/nearby recreation & attractions Wedding/meeting facilities QuantityQuality

Slideshow Economical Existing selection of digital photos Themed vignettes Perception of moving video Suits all property types Full Motion (Standard) Exceptional value Can lead to a 40% increase in buying 89% and 93% of leisure and business travelers (respectively) watch video Provides final nudge Full Motion (Premium) Higher end production captures uniqueness Additional production time & special equipment catches distinctive shots with touches like motion, after effects, voice and music Benefits of Video

Captions The job of the caption is to quickly grab attention Named through the eyes of the consumer No codes, numbers or industry centric language 3 words or 30 characters Good captions include: Free Internet, World Class Golf, Lakefront Cottages Complimentary Breakfast Ineffective captions are: EXT 123, Picture, Other, Room Short Descriptions Think of it as a headline in an ad or newspaper Maximum 90 characters Long Descriptions Directly below short descriptions Contains principal details of the media item viewed Opportunity to describe value Short paragraphs, bullets, bold, italics Complete the Story

Which Tells a Better Story?

Prepared Equipment Lighting/editing High quality Structured with shoot list, storyboarded Brand standards Copyright and distribution Requires budget In-HouseProfessional Fresh Authentic Engages guests Outside brand Messy & unfocused Quality Quick Ownership You know your property best No time or expertise Quality UGC Sourcing Visuals

At a Glance (Multi-Media eBook)

Christine Hopkins Director of Communications Hotel Galvez & Spa, The Tremont House and Harbor House Hotel & Marina

Tell a Story Use rich media to reflect your brand; tell your story o What makes your hotel unique? What sets your hotel apart? Show the photos travel shoppers want to see Importance of quality photos

Engage with Travel Shoppers Big, impactful headings next to our images Bullets & bolding Snackable text

A Smart Way to Highlight Specials

increases engagement Photos and special offers drive more engagement than simple text Engagement on Facebook higher than other types of communication Hotels should interact with their fans

Visual Storytelling on Social Media Social media is a two-way conversation Be timely, relevant, and fun Show off what makes your hotel unique

Lots of traffic from Facebook Exposure on thousands of travel channels Connecting with travel shoppers at multiple stages in the shopping journey and telling our consistent hotel story throughout it

Stories told via multi-media are more interesting and insightful Appeal to our short attention spans with snackable content Use vivid captions and descriptions to gain attention Keep your guests close to you Be yourself; show what youre all about Extend your reach and get the most of others efforts Key Takeaways

The Ultimate Visual Storytelling Solution for Hotels VBrochure VScape Media Publishing VNetwork Analytics Customer Success BestSTART ++ ++ Online Players Mobile Web Gallery Facebook +++

About Leonardo Invitations to upcoming webinars Augusts topic is all about targeting bleisures the blurring lines between business and leisure travelers Recording of this webinar Share it with your colleagues Its a Wrap

Copyright 2014 Leonardo Worldwide Corporation