Video the Key to Double Digit Conversion Lift
The Key West Marriott Beachside Hotel is one of the highest rated hotels in the Florida Keys and is regarded as one of the finest on the island. It is a seven-acre waterfront property with lush tropical gardens, magnificent waterfront swimming pool, and a wide variety of unique dining experiences. It is one of the few hotels in Key West that can claim a private beach of their own located just off of the Gulf of Mexico.
Online Bookings up 30% and ADR up $20
How has this Key West 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 centre.
Travel shoppers researching the Key West Marriott Beachside Hotel online can explore the resort through a highly interactive and engaging visual experience powered by VBrochure.
“Our hotel has more suites than regular rooms and pictures do not show our whole story. Video is a better way to show what we offer,” says Alan Beaubien, CHA, Director of Sales and Marketing at Key West Marriott Beachside Hotel.
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.
Traffic is good but conversion is key
Beaubien focuses his online marketing on both traffic driving AND conversion activities. To drive traffic, they have aggressive SEO and PPC programs to drive traffic to their main website as well as specific websites for weddings and meetings and are active in social media and email marketing. To convert all the traffic that sees their hotel online – either on their site or 3rd parties, they use video and provide the shopper with a comprehensive and rich visual experience.
Beaubien is a strong believer in video and its ability to help drive revenue through online channels. “Tell your story in detail, a picture may be worth a thousand words while a video is worth a million words,” he says.
Since adopting VBrochure in December 2009 they have seen tremendous results. Their video views exceeded 1,000 in the first month alone and they are now averaging 2,000 views per month. That’s just their video. Their virtual tours are getting approximately 3,000 views per month.
“We do a broad range of advertising so it’s not always easy to say which is working better but we are up 72% in group bookings for 2010 and up another 30% for 2011,” says Beaubien. It’s not only group bookings that are up.
The property’s wedding leads are up 40% and bookings are way ahead of pace with many wedding dates already booked. Bookings on all online channels are up double digits over last year and the hotel up 30% overall for 2009 and running 80%+ occupancy with a $20+ increase in ADR.
Video is the key to telling their story
“We needed a video to show the spacious features of our suites in addition to the entire property and VFM Leonardo offered us the best way to display and syndicate our video to traditional and non-traditional travel channels. Video is definitely the way to get your message across and the VBrochure is a great way to get to deliver the rich visual experience shoppers are looking for. It fit our budget while meeting the needs we had to show our story,” says Beaubien.
*Full screen viewing available for virtual tours and video only. Zoom available for virtual tours only.