It is said that a picture is worth a thousand words, but what happens when your specific picture just does not measure up to rest? Visual content represents some of the most effective marketing practices in nearly every industry, especially in the hospitality industry where travel images are powerful elements.
If you do not realize just how important images are to your property, take a look at your social media marketing campaign. The sites you are using (Facebook, Twitter, Instagram, etc.) have become image-driven with the advent of camera phones and increased technology.
Because of this push towards images across the board, it is not enough to just have photos on your website or business listing. You must have the correct images that will capture the eye of potential customers and drive business to your site.
Do you think you may have an imaging issue on your website or online listings? Here is a list of reasons why consumers may not like your travel images.
1. They Look Old or Small – As computer screens continue to grow in size and definition, your visuals need to do the same. No one enjoys seeing a 300×300 image on a 2880×1800 computer screen. Many travelers will click away from your site if photos are too small to see or enjoy.
2. They Are Outdated – It is important for hoteliers to renew their visuals approximately every two years in order to avoid discrepancies between what the guest sees online and upon arrival. Updating your images also allows you to showcase recent renovations, changes in décor and allows viewers to know your property is under constant care.
3. Confusing Galleries – Many hotels do not allow their images to be expanded into a full-screen view. This can be frustrating for potential customers if they want to see a close-up image but are unable. Make sure your images can be displayed as large as your website allows.
Also, avoid making viewers jump around to different pages to view the different types of media you have. Photos, virtual tours, floor plans and videos should all be included in a single media player.
4. The Color Is Not Right – Color and lighting make a tremendous difference when users look at images. Many photographers use color calibration software when enhancing visuals, which may adjust how color appears on your user’s computer screen.
There could be a highlighting and shading issue, or the tint of the sky and grass may be just a little off. Make sure to test the color and brightness of the visuals on different computers to make sure this does not happen.
5. Not Mobile-Friendly – Although smartphones make accessing websites on-the-go a simple task, “mobile-unfriendly” images can complicate the matter. No one enjoys zooming in and out just to see a picture, and touchscreen sensitivity can send you to a whole different site with the unintended press of a button.
6. Few Images – Recent travel statistics show that properties with more than 20 photos get 150% more engagement than those with less than 20. It is not enough to just take one photo of a bed and one of the front desk. Guests are looking for something that sets you apart from the crowd.
Showcase various photos of your guest rooms, and views from the room. Use images to point out unique amenities and features that will attract additional travelers to your website and eventually to your property.
It is important to understand that a guest’s final decision can be highly-defined by the hotel’s website visuals. Take your time to plan and produce high-quality images in order to engage and convert viewers more effectively!