A Star among “5 Stars”: How The BROADMOOR Engages Shoppers with Relevant and Entertaining Videos
From social media to OTAs to travel review sites, The BROADMOOR knows how to use video effectively. Located at the foot of the Rockies, The BROADMOOR features luxury accommodations surrounded by the mountains and centered by Cheyenne Lake. Rich with history and charm, this 5 star Colorado Springs resort is a place to indulge in award-winning cuisine, play golf like the champions, relax and rejuvenate at the spa, and it doesn’t stop there…
It also offers a fitness center, two swimming pools, three outdoor hot tubs, one lap pool; six tennis courts; children’s programs; 24 specialty retail shops; pet friendly accommodations; 185,000 sq. ft. of meeting and convention facilities.
Their online merchandising also gets a 5 star rating. Naturally, this expansive and historic resort has a large collection of photos and videos available on their website. In fact, the video and photo page on their site is consistently one of their top ten most visited pages. That’s how they came to realize just how much travel shoppers want to see rich visual content so they have extended their visual experience beyond their website.
They know that their guests, particularly leisure travelers, find them in a multitude of different ways on a multitude of different sites. “With so much shopping, comparing and competition online, we need to ensure that our property stands out and gives travel shoppers as much information as possible and quickly,” states Story Kirshman, Marketing Manager at The BROADMOOR Hotel. “With the way the VBrochure multi-media viewer is laid out and categorized, we feel we are now able to do that much more effectively”, continues Kirshman. See how they compare to their competition by searching for hotels in Colorado Springs on the Merchandising Health Index.
In a very short time, 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 Kirshman.
They target 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. “We chose VBrochure Ultra Premium because it enables us to target leisure travelers and provide them with relevant, rich content that inspires them to book their vacation with us,” states Kirshman.
The BROADMOOR continues the visual experience to their social networks like Twitter and Facebook (which they have links to at the bottom of every page of their website), and video sites like YouTube. They use a great high resolution image of The BROADMOOR as the background for their Twitter page and they post videos and photos on Facebook. They are actively starting conversations and engaging guests on Twitter and Facebook, posting everything from photos, to videos, to recipes to upcoming events. The BROADMOOR’s videos are averaging 1,200 views per month (you can get an idea of the ROI this drives by using our ROI calculator) collectively across VNetwork channels* and their Facebook community “likes it.”
The BROADMOOR also has a Pay-Per-Click (PPC) program that is geo-targeted and highly flexible to incorporate all of their different promotions to drive occupancy where needed. “As a result, our website traffic consistently increases between 6% – 10% every month and continues to reinforce the fact that consumers use the online space to research and book travel,” states Kirshman.
Kirshman’s 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.”
We give them 5 stars for their online presence!
The BROADMOOR subscribes to VBrochure Ultra Premium with unlimited media units which enables them to add as much media as they want to their customized Multimedia Viewer displayed on thousands of traditional and social media channels. Learn more about VBrochure.
|Learn how VFM Leonardo’s VBrochure Online Merchandising System can help you target your guest segments with video like The BROADMOOR. Contact us for a personal one-on-one webinar with an online merchandising sales consultant.|
*Video views between April and August 2010 according to VFM Leonardo’s VScape.