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The hotel building boom of recent years has seen supply steadily catching up to demand in major markets around the world. How can hotel marketers continue to grow revenue as the hospitality landscape gets more and more crowded?
Driving more direct bookings may be the clear solution, but how can you ensure that your content marketing strategy is delivering on that promise?
According to viewership statistics from Google, a majority of viewers are choosing online video platforms like YouTube over live TV. Thanks to faster broadband speeds, online video content is exploding in popularity. In fact, video will represent 80% of all internet traffic by 2019. Traditional cable TV providers are even seeing a huge uptick in “cord-cutters” – people who decide to forego cable TV service altogether in favor of streaming services like Netflix or Hulu. This should leave no doubt that online video is the future of marketing.
A Multi-Device World
Beyond just watching online video, viewers are consuming content across a variety of devices. We all do it ourselves. When researching a trip over the course of a few months, it isn’t unusual to make multiple queries on our laptops, smartphones, and tablets. Clickstream statistics from Google show that 94% of leisure travelers switch between devices when planning for a trip. In addition, the average traveler generates hundreds of touchpoints across multiple online sessions. When we want information, we want it now, and we don’t care which device we use to get it.
This means your marketing content needs to be compatible and consistent across all devices. The best way to do this is with storytelling through engaging visual content. Video content has been proven to catch viewer’s eyes, all while providing the inspiring, relevant, and easily-accessible information they have come to expect.
Storytelling through Content Marketing
It’s no secret that people prefer watching a video to reading an article. so it’s absolutely crucial that you make video marketing a robust part of your 2018 hotel marketing budget.
This begs the obvious question of how to best implement a video marketing strategy. You’re not a production company, so how will you know where to allocate your limited budget and time?
If you’re hoping to generate more direct bookings, your video marketing strategy needs to begin at your hotel website. Rather than a simple online brochure and booking engine, your hotel website should act as the central hub where all of your visual content can be easily found and consumed. Any visual content that is showcased across your social media platforms should also be available on your hotel website. The type of video content that your website features will depend on your property and unique selling proposition. However, there are some general guidelines that certain types of hotels should adhere to.
Luxury Hotels and Resorts (4 – 5 stars)
- Properties of this size should provide a full suite of videos covering every aspect of their amenities and surroundings. This includes a hotel overview, restaurant overviews, room tours, event space tours, guest excursions, and more. The website for a luxury resort should be a rich visual experience with a variety of videos showcasing each of the unique experiences guests can expect at the property.
Mid-Range / Full-Service Hotels (3 – 4 stars)
- Guests who pay for full service still want to see everything your hotel has to offer before making a booking. Make sure your website features a hotel overview and room tours at the very least. If your hotel provides significant catering or conference services, make sure to provide a video of your meeting spaces as well. This could make a big difference when sending proposals to remote meeting planners.
Small Boutique Hotels / Select Service Hotels (2 – 3 stars)
- Your hotel may not have all the amenities of a luxury resort, but your content marketing strategy can still benefit in a big way from showcasing the unique character of your property. For a start, room tours need to be an essential part of your website. The quality of your room is what concerns travelers most in this market. If your property has limited amenities, create a hotel overview that acts as a local guide, showcasing the best of nearby attractions and sightseeing. Provide one-of-a-kind insights on local hangouts and secret spots. This will go a long way towards making your hotel stand out from the competition.
Remember, any video asset you produce should be of sufficient quality that it lasts until your next renovation. That means you should budget for a video package with the understanding that these visual assets should last through your next renovation – a minimum of 3 to 5 years.
To determine costs, request quotes from production companies in your area. Make sure they take the time to tour your property and understand your hotel’s personality, marketing needs, and goals before sending a proposal.
Keeping these guidelines in mind will help to make sure you are providing your guests with all the information and peace of mind they need before booking. Staying ahead of the competition isn’t easy, but with the right tools you will always come out on top.
About Accommovision
Accommovision provides top-quality video content for hotels and resorts across North America and the Caribbean. Contact us to find out how we can help your hotel drive direct bookings and increase revenue.