The world of hotel marketing is undergoing a dramatic shift as our society consumes more and more increasingly visual content through the internet. We entertain ourselves, search, shop, and connect with each other online. Because of this new paradigm, brands must compete for their target market’s attention with engaging content, especially on social media platforms like Facebook and Instagram. The implications of this for hotel marketing are no different: hotel marketers must utilize high-quality visual content to attract and maintain the attention of their potential customers.
The vast majority of visual content people see online are pictures. Photos have been the go-to medium for online advertising and social media posts for years. The problem with this is that photos simply do not engage potential customers nearly as much as they used to. With so many marketers competing for customer’s eyeballs, people see amazing images all day long in their social media feeds. They flip through them in the blink of an eye. The rise of Instagram hasn’t helped either; watch a millennial scroll through their feed and you will understand how short a single photo (regardless of its quality) can keep their attention. Amazing photography has become average photography, and it's harder than ever for hotel marketers to engage with potential guests through photography alone.
Video is an exponentially more engaging medium than photography to market hotels and resorts to potential customers. While millennials watch more video content than any other market, baby boomers come in second place. Video has a wide demographic reach, and it has the highly prized ability to maintain a customer’s attention for far longer than any photo can. Quality hotel videos are much more captivating and immersive than images because they transport the viewer into the very spaces they desire to be in. Your customers want quality video and the stats speak for themselves:
65% of consumers use video when thinking about taking a trip.
63% use video when deciding on an accommodation.
Views of travel-related content are up 118% year over year.
Bookings are 67% more likely to happen when a video tour is available.
People have been consuming more video than ever before, and the trend has been increasing exponentially. According to Instagram, the time users spent watching video on the service has jumped more than 40% in the last six months alone. Video views on Facebook have doubled in the same time frame. Video is quickly becoming the most appealing medium for people to consume their content. Hotel marketing directors who understand this changing media landscape will be at a huge advantage over those who do not. There has never been a better time to use hotel video production to advertise and market a destination than now. Let’s get started!