Video is the new Photo!
Remember the time when it took ages to download a usable photo on a hotel website? Ok, it’s probably just me who has worked in the industry for so long…
Anyway, with ever increasing bandwidth, even on mobile and tablet devices, video is definitely here to stay.
Statistics say that 51% of leisure travelers, 69% of business travelers and 55% of affluent travelers watch online travel videos and half of the guests would like to view videos on hotel websites.
Softwareadvice, a U.S. company that reviews hotel software, asked travelers on which website they would prefer to view hotel videos when researching accommodations for an upcoming trip. Exactly half said they would prefer the hotel’s website. Another 34% would prefer YouTube, while 12% favoured Facebook and 5% said Instagram is their preferred platform.
As a hotelier you know, what a challenge it is to drive visitors to a hotel website. This research, however, shows that guests would actually prefer viewing content there. That’s a win-win situation.
“One of the downsides of YouTube is that a potential customer is usually only one click away from a competitor’s video,” says Tyler Lessard, chief marketing officer at Vidyard (a leading provider of video marketing and analytics technologies for several industries, including hospitality). “But on your own site, you can preserve that experience, and walk them from the video to a booking more effectively.”
Hotels should publish video content to both YouTube and their branded website to maximize the video’s reach. YouTube videos must include a call-to-action. Add a link to drive guests to the hotel website towards the end of the video.
What Content is best for Hotel Videos?
According to the data, 68% would be most encouraged to book after seeing the amenities a hotel had to offer. Compared to that, 32% would be most convinced by information about nearby activities.
Guests have already made a decision on a city they want to stay in or on a specific activity they want to do during their trip when they arrive at a hotel website. They are now looking for more details about the hotel itself.
The majority (57%) would like to see the rooms, suites and public areas, like the lobby, in hotel videos. The spa, pool or gym ranked second, with 20%.
Basically, people want to see how a hotel differs from those down the road and you should offer this information on your websites to prevent guests from clicking away.
What is the best Tone for Hotel Videos?
In the beginning of the buyer’s journey, guests respond most to broad-level or overview story content, Lessard explains. So, start hotel videos by simply conveying the brand and what differentiates it from others.
“As the consumer, at this point, I’ve bought into the story, and now I want to get details on the room and spa,” he says. “That’s when you see more interest—and conversions.”
Hotels should also be careful with humor and consider carefully the message they want to send, even though humorous videos can be powerful.
Finally, Softwareadvice asked travelers who they would prefer to narrate a hotel’s video. Most respondents (37%) said, they would prefer an actual hotel guest. However, 31% would rather not have a narrator at all, instead relying on just images and music.
“There is a trend toward using video content to help humanize your brand and connect with your audience in a more natural way,” Lessard says. “A great way to do that is through having a real-world mix of employees and customers.”
The data of the research reveals a specific strategy that should help hoteliers to drive bookings:
- Create various “snack-sized” videos about your hotel.
- Give detailed information about your property, narrated by a real hotel guest.
- Post the videos to your hotel website as well as to YouTube.
Read the full article about Online Travel Videos.