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.