With YouTube being the second largest search engine in the world and 75 million people in the US watching videos online daily, it’s no wonder video is becoming an essential part of a holistic marketing mix. For travel, videos can impact the entire customer journey from researching to booking. Here, we explain four reasons why you should include video in your hotel marketing:
1. Reach New Guests Through Improved SEO
According to Comscore, the likelihood of your site appearing on the first page of Google search results increases by 53 times by adding a video to your website. Using rich media, such as video, communicates to search engines that your site has good content, thus placing it higher on the page and making it easier for travelers to find your website. Use this to your advantage to drive new and existing guests to your site to book direct.
2. Engage More with Travelers
People are 10 times more likely to engage and share video content than any other medium. Through ads served by Sojern, a Courtyard by Marriott Father’s Day video received 500,000+ YouTube TrueView views in one week. In other words, 500,000+ users either watched the ad for more than thirty seconds, interacted with the ad, or chose to watch the ad by clicking on it. You can read more about the case study here.
3. Tell Your Hotel’s Story
Video is becoming one of the most effective forms of storytelling. It conveys elements you can’t get through traditional content, such as facial expressions, voice, and music. Video is also the easiest way to evoke powerful emotions online. Use video to bring to life the unique features of your hotel to make your guests feel like they are already there. Be sure to focus on features such as beautiful location, notable amenities, or exceptional staff.
4. Easily Measure Your Efforts
With text, it’s hard to measure how much of your content users are actually consuming. Videos contain analytics that you can’t get with text including how many times a video was played, how long it was watched, and how many social shares it received. Use this feedback as a way to learn what’s working and what’s not so you can continue to improve your video content as well as your ROI.
Video marketing is a great way to stand out from the many text-based marketing efforts in the hotel industry. If done correctly, you can reach new guests, drive increased site traffic, and share your hotel’s story in an effective, engaging way. With that said, it’s important to focus on a goal. You should know your target audience and produce meaningful videos that will resonate with them. Want even more ideas for your marketing efforts? Get the eBook Creating a Website That Converts: The Hotelier’s Guide to Driving Direct Bookings.