Think of a standard television commercial. They interrupt your regularly scheduled program anywhere from three to six times to advertise/sell/inform you of a new product, or something you simply cannot live without. Did you want that interruption? Probably not, but television commercials have become so much a part of the fabric of our society that most people probably don’t even think about them anymore. Continue reading
Content may be king of the marketing world, but the modern consumer is less interested in text-based advertisements and more interested in video.
The video content site YouTube claims to host more than one billion unique user visits to its website each month. These one billion viewers spend more than six billion hours watching videos. These numbers may seem astounding and nearly incomprehensible, but it follows the trend of a tech-savvy population looking for the quickest and easiest way to digest information.
Nielsen, a company known for producing television ratings, has noted that YouTube reaches more U.S. adults ages 18-34 than any cable network. Seeing that this age group, commonly referred to as Generation Y or Millennials, will become the core customer within the hospitality and travel industries over the next five to 10 years, it is important to understand the best way to reach them.
If these numbers are accurate and video marketing is the key to attracting attention of hospitality’s largest audience going forward, why is video so underutilized today?
According to DJ Vallauri, Founder and President of Lodging Interactive, hoteliers simply “need guidance as to how to create videos for search engine marketing and guest engagement.”
Marketers must continue the evolution from keyword proficiency, to content-driven marketing that helped maximize search results for websites. Now similar practices will be required to optimize video.
Valluri believes that the best way of turning lookers into bookers is found in delivering creative, yet relevant, content that informs and entertains travelers and prospective guests, and there is no better vehicle to do that than video.
Why is Video Effective?
“Authentic, compelling and informative video content will entice travelers and convey a hotel’s unique experiences to online visitors,” said Valluri. “A video embedded on the homepage of a hotel’s website and also uploaded to YouTube and the other leading social media channels can be what sets your property apart from other destinations. Video conveys visual and emotional touch points which are present in almost every travel offering, and that is what drives bookings.”
Facts and Stats About Video
-Bookings are 67% more likely to happen when a video tour of your property is available.
-Internet shoppers who view your video are 89% more likely to book.
-Google purchased YouTube in 2006 for $1.65 billion when the video site was only a year old.
-Both Google and YouTube offer tools such as “Google Trends” and “YouTube Videos Keyword Tool” to help hoteliers identify keywords to use in video titles.
– When it comes to engagement, Comscore says online video is 5.33 times more effective than text, and, site visitors who view video stay two minutes longer on average and are 64% closer to purchase.
Three Keys for Effective Video Marketing in the Hospitality Industry
1) Increase Awareness
2) Generate Buzz
3) Boost Bookings
To read more about the role of video marketing going forward, click here.
As valued ResortsandLodges.com customers, you are more likely than not familiar with the emphasis our team places on visual assets. ResortsandLodges.com on the Road, a traveling media team dedicated to making your property shine through photos and videos, is an extension of this emphasis. While the importance of high level visual assets is understood, the question of “why” are these important has been something raising questions as of late. We know it is important to have them…but why?
There is seemingly endless amounts of data, theories, tests, and case studies driving the power behind high level visual assets. When it comes to your ResortsandLodges.com listing, there are 3 primary reasons to invest in your visual assets. These 3 reasons are based off of our travel expertise and industry data, coupled with a dedication to ensuring the success of your listing. Let’s take a look at the 3 reasons:
1. One Minute of Video is Equal to 1.8 Million Words – Think about that statistic. Data published by Diamond View Studios (a video production agency housed in Miami, FL) suggests that just one image holds the equivalent value of 1.8 million words. That’s a lot of words! Simply put, visuals are a great way to get your message across in a crowded web marketplace that can easily become overwhelming with written content.
2. Images and Video Sell – How much you ask? According to a recent study conducted by the same video production company mentioned above, indicates that consumers who view a video during the research phase, are 85% more likely to purchase. The same is true for images, as 67% of all consumers said that images are “Very Important” in the purchasing process.
3. The Travel Industry – Images and video are important across various segments and markets for their own unique reasons. But what about the travel industry? Why are visuals so critical to your hotel, resort or lodge? The answer; we are in the business of selling experiences. There is no true physical product to what we are selling aside from the hotel itself. We are in the industry of capturing emotion, inspiring people, connecting families, and so much more. Visuals play a key element in all of those things. Visuals give our travelers something to grab on to, something to engage in, and something to share.
If your website is in need of new visual assets, take the time and invest in what needs to be done. The metrics are to incredible to deny, and the industry that we as hotel marketers are in is one that sells on experiences and the whole human spectrum of emotions.
People love video, right? Who doesn’t like to sit down at the computer and watch something interesting, informative, entertaining, or inspiring? The truth is, video is spreading like wild fire in the marketing world. Millions of online viewers consume billions of videos every month, and across multiple platforms – desktop, mobile, etc.
The latest market research released by the comScore Video Metrix Service shows that 182.5 million Americans consumed 39.3 billion online content videos in March 2013, alone. Perhaps even more shocking than that number is the number of online video ad views, which topped at 13.2 billion in the same month.
So what does this mean for your marketing strategy? Aside from the obvious, lets take a look at the major benefits of video marketing in the hospitality industry –
1. Complete Visual - Video allows for a descriptive and visual experience that words often times cannot provide.
2. People Watch Video - The numbers above are proof enough that video is massively popular among consumers. Data suggests that video will continue to gain in popularity as time goes on.
3. Video Leads to Purchases - According to data collected by comScore in a separate study, website visitors are 64% more likely to purchase a product online after watching a video.
Keep in mind, video is an evolving medium for delivering information to your consumer. The same principles apply to video that do to content – short and sweet. Video, like printed content, is consumed over multiple different platforms. Get your message across clearly, stick to the point, and be flexible to change.
Looking for a great deal in the California Wine Country? Listen to ResortsandLodges.com President, Ryan Bailey, discuss top deals with Randol White from Eat Drink Explore on San Francisco radio.
A hotel at a winery, special winery tours and tastings, limousine rides, complementary bike rentals for exploring, and a night life scene make this weeks travel deals an exceptional getaway.
Ryan Bailey, co-founder and President of Resorts and Lodges, joined us to discuss California wine country. Resorts and Lodges was one of the first online leisure and travel sites online.
“We work with thousands of different properties across the globe,” Bailey said, “and these four individual deals caught my eye.”
California is home to a great wine industry that makes for travel and leisure destinations.
What is social media?
Social media is aptly named: it’s any form of online media, in which people can be social. This includes sharing links and photos, discussing opinions and news or just connecting with other people on a social level. In an online article, Ron Jones divides social media into four of the most popular categories:
Click here to read the rest of this article at the VEM Global™ blog!
A while back I wrote an article on online video and why it’s key for the hospitality industry. Consumers are still engaging with video at staggering levels and travelers can connect with a property through video a lot faster and more easily than browsing through photos. So if you are a resort or hotel owner and have video of your property, are you distributing it on the Web? Here are the Top 5 Ways to Use Online Video – check out the post and see if you have used any of these. They are all extremely beneficial for communicating your property’s brand!
Check out the Top 5 Ways to Use Online Video on the VEM GlobalTM blog!
Online video is obviously a huge trend right now – see my post Online Video – why it’s key for the hospitality industry for some stats you can’t ignore. We at VEM Global™ have recognized this trend and we developed an exciting video commercial advertising opportunity. Using video footage of your property, we can cut, edit, and produce a high quality 15- or 30-second video commercial that advertises the current deal or promotion of your choice.
Then we can air your commercial throughout our extensive online video network, which includes premiere sites like YouTube (one of the top five most visited sites on the Web). We can run your commercial either pre-roll, mid-roll, and also geo-target to specific areas and audiences.
Below is an example of one of our latest commercials - Hope Lake Lodge & Indoor Waterpark in New York. To learn more about how VEM Global™ can produce and broadcast a video commercial for your property please call 1.866.757.8229 or visit the VEM Global™ video services page.