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.