The future of video marketing is here & if your hospitality property is not using it in your internet marketing strategy, you do so at your own peril.
Welcome to another addition of hospitality property school.
Today, I’m going to talk about why your hospitality property needs video marketing.
Okay, I want you to use your imagination.
Imagine you want to get away to unwind, to a hotel or bed & breakfast.
You go to your favourite hospitality property booking engine to search for a property. You find a location and a property that looks promising. You go through the booking procedure only to find out the hotel is full for those dates you have available.
You like the area and find another property just down the street and want to do a little more research. You go to their website but are disappointed.
The rooms look small, dark and dingy and do not feel very welcoming. Compared to your first choice, it looks second-rate but the location is perfect and it is cheaper.
So you give it some thought and then say “What the heck”. You book the place.
A few days later you arrive at the hotel, walk into a very nice lobby and you try to remember if you had seen a picture of this lobby on their website.
You don’t remember.
The check-in is very friendly and efficient and you make your way to your room.
What happens next is totally unexpected.
You walk into your room and just stand there – shocked!
Your first thought is
“What are the owners thinking? This room is amazing!”
The room was large, beautiful, well lit, with a very elegant décor. You were not expecting this.
The room you saw on their website was nothing like this. To be honest, the room looked twice as nice as the original property you wanted to book and was less expensive.
Do you see where I am going with this story?
According to statisticbrain.com hotel bookings (2012)
Percent of all travel reservations made on the internet 57 %
Percent of same-day hotel reservations made from a smartphone 65 %
And these numbers are only going up.
Do you think many hospitality property owners realize how much money they are losing by not showing their properties in the best light possible?
Why do you think many hospitality property owners end up in this situation?
Based on experience, I have a few thoughts.
- They don’t think that hotel, inn, resort or bed& breakfast images matter online.
- They took their pictures five years ago and have never bothered to update them.
- They know their property is superior and think so does everyone else. All a guest has to do is see the property and they will know it is greater. That is the problem – the average quest will not check out the property because they have already booked the competition.
- No or poor images are preventing customers from looking at the property.
What can you do about it?
The future of video is here and if your hospitality property is not already incorporating video into your internet marketing strategy, you do so at your own peril.
2016 has been a full-on video revolution year for marketers with 61% of businesses integrating video as a marketing tool. 66% of these companies were not using video in the previous year. This trend has progressed fast and will reach new heights sooner than you think.
You might still have your doubts and be asking yourself.
Is it really worth using videos for promoting my hospitality property?
Do you have the resources to create video content for my market?
The easy answer: Yes!
Video is one of the most flexible and profitable digital marketing tools available and is taking content marketing by storm.
In an age of information overload, it is easy for independent hotels, resorts, inns and bed & breakfasts to offer content that is easy to digest and It is no surprise that Axonn Research found seven in 10 people view brands in a more positive light after watching an interesting video from them.
According to Forrester’s researchers, if a picture is worth 1,000 words then one minute of video is worth 1.8 million words.
Production costs have fallen significantly in recent years and you no longer need to be a technical genius to use it.
You will need to keep the following in mind.
- Your target audience and ensuring any videos are relevant to them.
- That you don’t neglect social media and promote across multiple channels.
- Make sure your videos are mobile friendly. More than a tenth of all video plays happen on mobiles and tablets, and that number is growing.
- Lastly, to be creative, not only with the videos themselves but in the campaign strategy you build around them.
Need more convincing? Let’s look at 10 more reasons you need video marketing
There was a time when including an image to your marketing was enough to enhance your properties attraction with potential customers. Today, with the overload of information blasting people all the time, videos have a much further reaching effect on today’s media driven culture.
Every day, people are inundated with information and they have to decide, what they take the time to read and view. A good video promotion can bring a clear understanding of the benefits of your property & service and with the use of eye catching visual media will help a customer feel more confident in their decision to book your property.
- Video Increases Bookings
Videos can increase your profits. Adding a video on your website can increase booking conversions.
It makes sense that the effectiveness of video is not even that surprising. Vision is our most dominant sense and most information transmitted to our brain is visual.
So if already pictures can boost engagement, imagine what moving images can do to your business.
- Video Shows a Return on Investment
76% of businesses say that video provides good return on investment. Even though video production is not yet the easiest nor cheapest form of marketing, it has already proven it can pays off. Besides, online video editing tools are constantly improving and becoming more affordable. Even your smartphone can make pretty decent videos.
Another good news is that your videos don’t have to be perfect. It’s the content that matters! Customers are mainly put off by videos that don’t explain a property or the services they offer clearly enough. Low quality and poor design don’t matter as much.
- Video Builds Trust
Trust is the foundation of conversions and sales. But building trust should be a goal on its own.
Video does it all.
Video content is likely to engage and ignite emotions in us, so, if you are serious about content marketing, you must be serious about video, too.
Effective marketing videos can present your hospitality property in a conversational form which can give customers more confidence to book online.
- Google Loves Videos
You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase on how much videos affect your search engine rank.
Make sure to optimize your videos on YouTube for SEO. Write interesting titles and descriptions. Add a link back to your website and services. Give possible guests the way to take the next step.
- Video Appeals to Mobile Users
Video and smartphones hand in hand. From 2012 to 2014, mobile video views have increased by 400 percent. YouTube reports smartphone video intake rises 100% every year. Since people like to watch videos on the go, and the amount of smartphone users is growing, your video audience keeps getting bigger and bigger.
In addition, Google tells us that smartphone users are twice as likely as TV viewers and 1.4 times more likely as desktop viewers to feel a sense of personal connection to brands that show video content on their devices.
- Video Can Explain Everything
45% of businesses who use video marketing said that they have an explainer video on their home page. Of those businesses, 83% said that their home page explainer video was effective.
- Video Engages On Multiple Levels
Video is a great tool for learning but it’s also super easy to consume.
Video marketing can capture a wide audience and it works on many levels. Make sure you target not only to the eyes but also to the ears of potential guests. Your competitive advantage gets double power!
- Video Encourages Social Media Shares
YouTube is the second most popular social network in the world. Social networks encourage video content with their new features. Facebook has launched Live Video. Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope.
However, in social media context video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares.
- Video in Email Campaigns
When your creating videos, make sure you to integrate them in your email marketing campaigns. An introductory email that includes a video receives an increase click-through rate by 96%!
That’s an amazing way to stand out from competition and get your message across.
Here’s what you should consider.
- Why good quality photography and video are essential to your bottom line.
- Deciding what type of images you need.
- Establishing a budget wisely.
- Find the right photographer/videographer for the job.
- What you need to do to help the photographer/videographer.
- How to get the biggest bang out of your images/video.
Let’s look into these a little more closely.
The internet is an extremely visual medium and in the hospitality industry, potential guests tend to look at any images before they start reading any text about amenities or services. In most cases, they’ve already made up their mind with their first impressions.
Depending on what they saw, you may have already secured or lost the booking.
People tend to subconsciously look at a picture or video and visualize themselves in that setting. If they like themselves in that setting, they will want to be there and act appropriately.
They will then try to fit their needs into the list of amenities rather than the other way around.
If you don’t believe me, think back to your own experiences and the last time you booked a hospitality property or bought a product online. Did you read all the text or check out the images first.
I bet, if you like the pictures then you skimmed over the amenities and if you didn’t like the images you probably scrutinized the amenities almost hoping they would not suit you so you could move on.
Think about it. That is the way most of our brains are wired.
At the very least, your images should truthfully reflect your property. Don’t over exaggerate but it would be fine to use a certain degree of creative license when it comes to the photography.ie. Good lighting, clean sheets, everything in its place.
Video marketing is becoming more and more affordable and widespread. Partly because advanced technologies but also because it’s easy to spread across the world.
Emotionally charged, creative video advertising can be spread on the Internet in a matter of days, and at times even going viral.
Video marketing techniques are flooding today’s social media outlets and websites. Studies have shown that consumers are at least 64% more likely to book a property or service that has video representation. This makes establishing a personal connection with customers through the means of video marketing a key element in the future of online marketing.
If you have any interesting stories about video marketing and would like to share or have any questions or feedback you can leave them in the comments section of the show notes.
You can find them at:
That’s it for this session of hospitality property school.
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So, as always, let’s work together to put heads in your beds.
Until next time, have a fun day.
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