What Hotel Marketers Are Doing to Connect With and Convert Online Travel Shoppers
By Paolo Boni President & Chief Executive Officer, VFM Leonardo, Inc. | March 27, 2011
Co-authored by John McAuliffe, Chief Marketing Officer, VFM Leonardo
Today's travel consumers continue to use the online space to research, shop, buy hotel accommodations as well as share their experiences. But their demands are undeniably and dynamically changing. This leaves many of us wondering what they're thinking and doing, but most significantly, how to really connect with them and win their business.
Dramatic surges in video viewership and social media usage across the board are testaments to changing consumer demands. These trends present many opportunities for hotel marketers to connect with and convert travel shoppers.
Success involves more than having hotel listings out on the web. It requires hotels to present engaging, informative multimedia content on multiple channels, devices and platforms.
Here are some of the things that hotel marketers are doing to connect with and convert online travel shoppers.
Taking on visual merchandising best practices
Visual merchandising practices come from the retail world which has known for eons that product presentation impacts sales. For hotels in the online space, visual merchandising entails presenting the property in its most flattering light in all of the online 'stores' that travel consumers enter. What online retailers, and now hotels, are realizing is that visual merchandising in the online space is most effective when video is in play.
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