let's get visual:the power of telling your hotel’s story through video - webinar
DESCRIPTION
We discuss how hotel marketers can benefit from using video to tell their hotel’s story, improve SEO results, and capture the attention of travel shoppers.TRANSCRIPT
Copyright © 2014 Leonardo Worldwide Corporation
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Let’s Get Visual:The Power of Telling Your Hotel’s Story Through Video
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
Hotel Video:
► Evokes emotion
► Shows an experience
► Is dynamic
Ben PickeringPresident & COO
SoMedia Networks
@bpicks
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• Using technology to transform traditional video production from a time-consuming creative process to an efficient business process
• The only integrated platform providing an integrated solution for video production, video content management & analytics
• Partnered with Leonardo and currently delivering video to hospitality brands across North America
About Us
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Video and the Travel Industry
Video engages consumers and increases the likelihood of booking
(1)Ezine: http://ezinearticles.com/?Trends-for-Online-Hotel-Marketing-in-2013---The-Way-Forward&id=7777644
(2) Google: https://www.google.com/think/research-studies/2013-traveler.html
(3) Forrester: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
45% of leisure travelers and more than 70% of business travelers were prompted to book as a result of viewing a video3
66% of consumers report watching video when planning travel and 43% when reserving accommodations1
Travelers are more than twice as likely to book when a virtual tour or video is available2
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Video SEO
• Use title and tags that mirror your target keywords
• Create a video sitemap
• Use good thumbnail images
(1)Google; http://www.ithotelero.com/wp-content/uploads/2013/11/2013-traveler_research-studies_Nov2013_Google.pdf
(2) Marketing Sherpa
Online search is the primary way travelers gain information when researching travel1
Use of video drives 150%+ increase in organic search traffic2
SEO Tips
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Best Types of Video for HotelsVideo ToursWalk potential guests through and around the hotel, highlighting key features, amenities, activities and of course bedroom suites
Testimonial Videos87% of people who see positive reviews online are more likely to visit a destination so use video to broadcast the positive experience of past guests
Hosted ProfileThis type of video involves a manager or other employee presenting the hotel (restaurant, spa, etc.) and is an effective way of helping consumers connect with a brand or property on a more personal level
Scripted AdsVideo ads use a professional narrator combined with professionally shot footage and carefully chosen music, this is a task that is often better left to the professionals
Best Types of Video for Hotels
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Create Amazing Video Content
• Flaunt what you’ve got – whether it’s the destination and surrounding area, your amenities, your staff, etc. highlight them in your video(s)
• Pick a theme; don’t try to cram everything into one video
• Recommended length of 1-2 minutes
• Work with a trusted partner for video production to ensure brand consistency across various video content
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Maximize your video assets
Leverage social channelsVideo is the most engaging content on Facebook and Twitter, so share it!
Add video to your landing pagesAverage attention span on a web page is 8 seconds so use video to grab users and convey information more easily than text
Use video in your email marketingAccording to Get Response, emails with video see on average 2x higher click through ratesMeasure results to identify effective video content and increase ROI
► Video is proven to increase consumer engagement, so it’s not just a “nice to have”
Key Takeaways
► Once your video is produced, use it in a variety of places – yourhotel.com, social sites (e.g. Facebook, Twitter feeds) + sales proposals and email marketing initiatives
► There’s a video that’s right for every hotel that considers property type, features and amenities and of course, budget!
Robyn KinardDirector of Hotel Marketing
Wynn Las Vegas and Encore
ExperiencesIndulgent
• Pictures speak a thousand words and video brings them to life
• Ability to focus on details that evoke emotion
• Keep it fresh
Video is Vital• Being specific about a topic in imagery
should be matched in video
• The quality will reflect the quality in a product
• We are a visual society. We want to see it now
• Video is the dimensional way to build trust with consumers before arrival
• Well done video can cross international communication without translation
• Quick video messages can take people on a mental vacation while they are viewing
• Productive messaging even if consumer was not planning a journey because now the seed has been planted
►The richness of video evokes emotion - something hotel shoppers will remember
►Video quality should reflect your brand
►Builds trust and credibility
Key Takeaways
►Recording of this webinar●Share it with your colleagues
Missed the Webinar? It’s ok, Check out the Recording
► Seeing is Believing:Five Steps To Transforming Your Hotel’s Online Presence With Video
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Copyright © 2014 Leonardo Worldwide Corporation