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Merchandising Success Story – The Power of Video


Competitive differentiation in this challenging marketplace will increasingly hinge on a hotel’s ability to effectively communicate its value and benefits online. As hospitality marketing expert Tom O’Rourke puts it, travel shoppers “want to visualize their destination…”1

By communicating online with prospective customers in ways that respect their time, clarify value and build trust, hotel marketers enhance their ability to get results.

best western orlando gateway success storyCathy Shelton Jones, Sales & Marketing Director for Best Western Orlando Gateway knows what it takes to make a hotel stand out online.

“I prefer video” Cathy says. “It tells the story of the hotel as well as the benefits of staying there. You can describe area attractions and points of interest, giving the potential guest a reason to choose your hotel.”

VFM Leonardo’s GeoBeats Video package offered Cathy the easiest, most affordable way to better merchandise her hotel online with video.

Cathy had a high quality professional video produced and distributed online to VFM Leonardo’s network within VBrochure Ultra Premium’s multimedia viewer, alongside the property’s photos and virtual tours. After only two months, the Best Western Orlando Gateway had already recognized great results, with a steady increase in video views month over month. More video views means more bookings!

Cathy’s Merchandising Tip: “Rich Media! There is a lot of competition out there. If we don’t want our hotel rooms sold on price alone, we have to differentiate ourselves and sell our benefits! What better way than with video and virtual tours!”

Download her Success Story »

Sources:
1. Interview with John McAuliffe of VFM Leonardo, VTV, http://vtv.vfmleonardo.com/video-what-travel-shoppers-want/.


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