See How the Four Points by Sheraton Bangor Airport Leverages Social and Rich Media Tactics
According to VFM Leonardo’s 2010 Hotel E-Business Survey, social and rich media features like user comments and reviews, videos and branded social communities are set to become the most popular conversion tactics deployed by hoteliers globally this year. The Four Points by Sheraton Bangor Airport is ahead of the curve in its use of these tactics!
Attached to the Bangor Airport in Maine via an enclosed Skywalk, the Four Points by Sheraton Bangor Airport boasts 111 recently renovated guest rooms, comfortable beds, ample meeting and event space. “Having gone through an extensive nine million dollar renovation, our hotel is completely different from the outside to inside. The only thing that remained the same was the structure of the building. By far the biggest benefit of video and VBrochure has been our ability to showcase our makeover,” says Valerie Caylor Cross, Revenue & Front Office Manager at the property.
In addition to its recent makeover, this hotel is also in a prime location near businesses, family-friendly attractions and shopping, making it a comfortable and convenient option for business and leisure travelers. Contrary to popular belief, business and leisure travelers alike rely on online guest reviews and videos to help them choose hotels.
Video can validate positive reviews and comments or devalue negative ones by letting the travel shoppers see and evaluate the property for themselves. In order to capitalize on this, the Four Points by Sheraton Bangor Airport has ensured that they have both readily available to online travel shoppers. One example is TripAdvisor, where they offer video alongside traveler reviews and ratings.
The Four Points by Sheraton Bangor Airport knows that travel shoppers find their hotel on a multitude of sites. Through VBrochure their video is available on thousands of traditional travel and social media sites. Their online presence also extends beyond VNetwork to maximize the visibility of their video.
They use a large graphic on their website homepage (a screen shot of their video with a play button) to drive website videos to watch their video. When clicked, the video plays in their VPowered Multimedia Viewer – providing a rich and engaging way for the travel shopper to explore their hotel through video as well as photos and accompanying descriptive text. “By using video on our website guests know what to expect when they walk through our door!” says Valerie.
They have embraced social media as a way to engage guests through video, share what’s going on in and around the hotel and offer travel tips and hotel specials. Visitors to their Facebook page can watch their video in their “Take a Tour” tab where they have embedded their VPowered Multi-Media Player using the VBrochure Facebook App.
To drive people to engage with them on Facebook, Yelp, TripAdvisor and Twitter, they prompt travel shoppers to “Join our Social Scene and Share with your Friends!” on their website.
They make it easy for website visitors to socialize their video for them by adding “share this” buttons at the bottom of the homepage. When someone shares their homepage on a social networking or bookmarking site, their networks can easily see the video button on the Four Points by Sheraton Bangor Airport’s website, and since there’s such a demand for video, they naturally extend the reach and maximize the views of their video.
Their video and social media links are also posted in their email signatures. They even use their video offline so they are really getting the maximum value from their investment in video. “Our video is prominently placed on our website and used in our e-mail signatures, on our social media sites, as well as placed on flash drives. Our Director of Sales has made great use of not only the flash drives in her presentations, but is also able to pull up the brochure online to show prospective clients,” says Valerie.
When it comes to socializing video to provide an optimal travel shopping experience, the Four Points Sheraton Bangor Airport has it figured out. The results prove it. Our ROI Calculator estimates a 649% ROI and $15,000 in incremental revenue for the Four Points by Sheraton Bangor Airport.* Calculate your own ROI using our easy ROI Calculator.
The Four Points by Sheraton Bangor Airport subscribes to VBrochure Ultra Premium which enables them to display their media in a customized Multimedia Viewer on thousands of traditional and social media channels. Learn more about VBrochure.
|Learn how VFM Leonardo’s VBrochure Online Merchandising System can help you socialize your video like the Four Points by Sheraton Bangor Airport. Contact us for a personal one-on-one webinar with an online merchandising sales consultant.|
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*Based on an ADR of $130, ALS of 2 days and 125 video views per month as tracked by VFM Leonardo’s VScape.