YouTube has become the second most popular search site in North America for a reason (according to PhoCusWright). Consumers are demanding richer visual experiences, online video in particular. In fact, online video is believed to be one of the most effective online conversion tactics for hotels (according to the Hotel E-Business Survey). But more importantly, hotels that are providing rich visual experiences are getting results.
Which experience would you prefer if you were researching hotels online?
Lots of media and different types – still images, virtual tours, videos – presented in a logical, easy-to-navigate way with relevant supporting text. Zoom features for virtual tours and full-screen video and virtual tour viewing options.
Still images embedded in a web page.
For many, the choice is clear. It’s evident in the results – hotels that deliver rich visual experiences get more bookings.
Online Bookings up 30% and ADR up $20
The Key West Marriott Hotel achieved a double digit increase in online bookings over last year by providing a visual travel shopping experience that puts their story front and center.
From photos, to virtual tours, to video, the media allows shoppers to see and interpret the hotel’s story. The visual experience is brought full-circle by dynamic viewing tools like full-screen and zoom* to capture the imagination – and bookings – of travel shoppers.
Beaubien is a strong believer in video and its ability to help drive revenue through online channels. “VFM Leonardo offered us the best way to display and syndicate our video to traditional and non-traditional travel channels,” says Beaubien.
Bookings on all online channels are up double digits over last year and overall hotel bookings are up 30% over 2009 and running 80%+ occupancy with a $20+ increase in ADR.
“Tell your story in detail, a picture may be worth a thousand words while a video is worth a million words,” recommends the properties Director of Sales and Marketing, Alan Beaubien, CHA.
The BROADMOOR targets leisure travelers by organizing their photos and videos in a way that makes it easy to find the content and information they’re looking for and really understand why The BROADMOOR is the best option for their trip.
Rich experience = 25% increase in online bookings
Since they started presenting visuals in this way, The BROADMOOR has experienced great success with their VBrochure investment. “We have seen a 25% increase of online bookings this summer compared to last summer before we had VBrochure,” says Story Kirshman, Marketing Manager at the hotel.
Kirshman also offers a piece of advice, “It’s so important to provide rich online content, but it has to be easy to find and easy to navigate through. You can have the best high-definition videos, but if they are hidden on only one page of your website, you are missing a whole universe of opportunity.”
See the difference a rich experience can make to your bookings. A Hotel Merchandising Consultant would be happy to speak with you. Contact us »