Show Off on YouTube

By Michael McKean CEO, The Knowland Group | April 17, 2011

As a hotelier, you want to shout from the rooftop about how wonderful and accommodating your hotel is. You want everyone to know – and you want to bring in more business.

Before you start running up 14-some flights of stairs, hold up because there's a simpler, less strenuous way to spread the word about your hotel far and wide. We've all heard about it, heck most of us have probably used it: YouTube. The social networking, video-posting website isn't just where people post videos of their dog doing a back flip, YouTube is also a place for advertising your hotel and what it has to offer. You can use the extremely popular site to showcase the hotel's latest renovations, hip cocktail bar and views of the sunset from the top floor restaurant.

Here are some quick facts about why hopping on the YouTube bandwagon is a wise business decision:

  • According to YouTube, every minute 24 hours of video is uploaded to the site.
  • 2 billion videos are viewed EVERY DAY.
  • The user age range is broad, 18-55, spanning all demographics, with an equal share of men and women checking out and uploading videos.

The best part of all this: YouTube is FREE. You don't need to spend one penny to post your advertisements on YouTube – all you need is a video camera.

To be a successful hotelier in this social media era, you not only need to become a YouTube user, you need to own it. I'll tell you how.

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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.