You have a story to tell, a mission statement, a feature, a location or an experience just waiting to be shared. Every property is unique and should use its voice to communicate with travel shoppers.
One of the things that makes the J House Greenwich’s website stand out is their use of stunning and bold visuals displayed front and center on their website. They are able to tell their story visually, enticingly and captivatingly through the use of high-quality images and original content – people would much rather read content than click on traditional ads or sift through plain, boring descriptions.
On average, each person every day will receive 3,000 to 20,000 marketing messages so ordinary efforts aren’t going to cut it anymore. J House Greenwich understands this perfectly – which is one of the reasons they provide original content on their website to help travel shoppers understand their unique story. Content marketing is not only a great way to show travel shoppers that your property is different, it can also help boost your property’s SEO.
The sustainability page that J House Greenwich displays on their website is a great way to show what they are doing differently compared to their competition and it really allows them to stand out in the eyes of travel shoppers.
The page lists all of J House Greenwich’s green initiative highlights including measures that were taken during renovation to remain sustainable, materials that were used that are more environmentally-friendly and reducing paper waste by placing Apple iPads in each guest room to eliminate the need for printed materials. By listing these initiatives, J House Greenwich is able to tell a part of their story that they wouldn’t be able to share otherwise and this can help resonate with a more specific demographic and generate more bookings from J House Greenwich’s targeted travelers.
Using best practice guidelines, J House Greenwich is able to effectively tell their story to travel shoppers and showcase all of their unique elements in a captivating way on their multi-media gallery. They feature a video which showcases what guests can expect during their stay – arriving, checking-in, eating and gathering with friends and colleagues. They also have many high-quality photos categorized into tabs for easy navigation. Travel shoppers can explore “Meetings & Events,” “Restaurant,” “Amenities,” “Bar” and more. It’s important to have a variety of media available for travel shoppers to look at – North American properties with at least 30 photos received 41% more engagement than those with less than 10 images.
Finally, J House Greenwich features great “snackable” (short and sweet) content in their gallery. They provide short descriptions to provide context to their photos without overpowering the imagery with long, boring paragraphs of text.
Every property is unique, so why not harness your property’s individuality and showcase it as part of your story like the J House Greenwich?
- Find Your Property’s Story
Your content should showcase the aspects of your property that make it one-of-a-kind. What differentiates your property from the competition? What do you offer that others do not? For J House Greenwich, it is their sustainability measures and how “high tech meets comfort.”
- Highlight Your Property’s Unique Features
After you have found what your property’s story is, it’s time to highlight it. Create a page on your website dedicated to giving travel shoppers more information about your unique features, activities or location.
- Take Advantage of Local Attractions
Whether it is something that’s around all the time like Times Square in New York, something that happens once a year like a festival or parade or something that happens once in a lifetime like hosting the Olympics, make sure to take advantage of it and include it in your story.
Create special offers, feature behind-the-scenes photos and insider tips and showcase staff and special guests in order to give travel shoppers the VIP experience. The J House Greenwich for example posted exclusive photos of the Yale Proof of the Pudding Concert on their blog, while taking advantage of hashtags to maximize their social reach and exposure.
- Utilize the Power of User-Generated Content
User-generated content is extremely powerful. If you showcase guest photos on your website, Instagram, Twitter, Facebook, Snapchat or all of the above, you’re giving guests an opportunity to have their 15 minutes of fame.
This will not only encourage guests to share their location or to post photos with your property-specified hashtag, but once they see themselves featured by you, they are more likely to share that photo (potentially for the second time) with their friends and family.
- Feature and Respond to Guest Reviews
Similar to user-generated content, guest reviews are a great way to involve guests in the travel shopping journey for other guests. Another big benefit of leveraging online reviews is that people are more likely to believe other people before they believe you – 89% of global travelers say reviews are influential when choosing where to book.
By showcasing captivating, high-quality visuals and leveraging the power of original content, the J House Greenwich was an obvious choice as our latest superstar storyteller.
Want to learn more? Watch the recording of our recent webinar with J House Greenwich Assistant General Manager Bernard Augustin who explained how they increased mobile bookings with a rich and engaging mobile website.