Humans are visual creatures, so it makes sense that video is set to dominate internet traffic for the foreseeable future.
Hotels can leverage video to boost engagement with their guests, increase booking rates and secure repeat visits over time.
But where does the real power of video lie and what are the best ways for hotels to harness it effectively today?
Facts & figures
There has been a whole heap of work done to investigate just how impactful video can be as a marketing medium in the age of superfast connectivity and online streaming.
Some of the claims made might sound a little outlandish, but it’s impossible to ignore the weight of evidence that supports them.
For instance, Forrester Research made waves as far back as 2014 with its assertion that 60 seconds of video is just as influential as 1.8 million words of marketing copy. Which would you rather work on as someone tasked with marketing a hotel?
YouTube alone has over 1.5 billion users globally and plays host to an army of content creators, brands and businesses, all of whom are intent on tapping into the vast, ready-made audience the platform offers.
Facebook is also a key player in the video marketing field, with more than 500 million people viewing videos daily through its social platform.
In short, the idea that people engage with video more intensely than any other medium is well established - not just over-enthusiastic hyperbole.
From the perspective of an independent hotelier, the accessibility of video marketing makes it all the more powerful.
Video marketing options for hotels
If you want to sell more rooms and get people interested in visiting your hotel, video will open your doors to a wide, modern audience.
There are lots of ways to harness it effectively, starting with the obvious choice of creating a promotional ad for your hotel. This is easier than you might think, although it’s worth treading cautiously if you fancy the DIY approach.
You could tackle this task head-on yourself, but it’s probably worth investing in professional assistance if you want to avoid ending up with a video that looks amateurish or which ends up taking far more time than you can afford.
Once your ad is finished, you can embed it on your website, share it via social media and start racking up the views on popular streaming platforms like YouTube.
Another approach is to use video as a method to showcase customer testimonials in a way that feels more genuine than relying on a simple written statement on your blog or the emergence of positive TripAdvisor reviews.
Ask regular guests if they’d be happy to appear on camera to say a few words about what makes your hotel special and why they keep coming back for more.
You can push these engaging testimonials out across your social channels and your website. Some platforms - like Instagram and Snapchat - are perfectly designed for bite-sized video content of this kind, so don’t forget to experiment with them to get the best results.
There are even platforms built to facilitate customer-focused video marketing in a way that puts businesses in the driving seat, with StoryTap being a great example of a service that makes it easier and more convenient to control the narrative directly.
Video creation tools are more affordable and accessible than ever before, so there’s no excuse for independent hotels to overlook this vitally important platform when it comes to optimising their digital marketing efforts.
If you’re a hotelier and you’ve experimented with video, tell us about your experiences in the comments section, below!
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