In August of 1981, “Video Killed the Radio Star” by The Buggles marked the first music video to ever air on MTV. The combination of music and video opened up a new dimension for artists to market themselves – with visual imagery! Video killed the radio star much like video continues to dominate hotel marketing. When it comes to marketing your hotel property; engaging pictures and videos are what turn travel shoppers into travel bookers. Don’t just tell them about your property- show them!
On the radio, songs are judged on the obvious components – music, lyrics, vocals and sometimes just plain likeability. The addition of video gave artists a chance to appeal to audiences through another medium, creating a more engaging experience. For hoteliers, using visuals to market your property enables you to distinguish yourself from the competition beyond a basic comparison of rates and amenities. Visuals give you the added dimension of telling a unique and compelling story that grabs the travel shopper’s attention in a way that shows the value and experience you can provide.
The lyrics from this song “pictures came and broke your heart, we can’t rewind we’ve gone too far” sum up the visual movement perfectly. Imagery resonates with people more than text as 40% of people respond better to visual information than plain text (Zabisco). It’s smart for hoteliers to incorporate images, video and virtual tours in their hotel marketing because 65% of the population learns visually (Studymode). Storytelling evokes emotion and to quote Zig Ziglar, “people don’t buy for logical reasons, they buy for emotional reasons.”
Like hit songs, many hotels use video to communicate messages and catch the eye of their audience. Viewers are 85% more likely to purchase a product, in this case a hotel room, after watching a video about it (Internet Retailer). This illustrates the strong relationship between effective visual marketing and bookings.
One property doing a great job with video is the Pelican Eyes Resort and Spa. Their animated story shows travel shoppers their gorgeous location along with exciting activities to be enjoyed at the resort.
Is your hotel marketing as catchy as a pop song? Make sure your strategy does three things:
- Evokes emotion through visuals. Follow MTV’s lead and make a similar impression on travel shoppers.
- Is memorable. This Buggles song is 32 years old and still well-known.
- Gains exposure. Just like music videos supplement the songwriter’s story, rich image along with a descriptive narrative of your hotel will do the same for you.
Could your hotel videos use a little extra help? For steps you can follow to improve your storytelling through video, download this free guide: How to Tell Your Hotel’s Story with Video