How to Use Online Video to Increase Conversions

By Paolo Boni President & Chief Executive Officer, VFM Leonardo, Inc. | January 27, 2012

"Use online video to increase conversions," it seems straightforward but many hoteliers ask for specifics on how exactly to use video. What should our video focus on? How do we develop a story? Should we have people in our videos? How long should a hotel video be? How much should we budget for video production? And the list goes on...

Since using video to market hotels online is a concept that the industry as a whole has been slow to adopt, hotel marketers are demanding guidance on how to get the most value from their investment in online video. They buy into the value, but don't know where to start when adding video to their eBusiness strategies.

There are no hard and fast rules for hotel video that guarantees the greatest conversions because there are a number of factors that come into play - hotel location, type, seasonality, just to name a few. There are, however, steps any hotel can take to get started with video.

10 Steps to Getting Started with Video

1. Do your research

Check out what your competitors are doing. In addition to asking yourself why you are competing with them and evaluating their strengths and weaknesses, take a look at what content they have available to travel shoppers. Do they have video? If so, who are they targeting? How are they differentiating themselves? What is their value proposition? Use the Merchandising Health Index tool to find out how much and which types of visual content other hotels have available online and how your hotel compares.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.