MARKETING || THE COMPLETE GUIDE TO HOTEL VIDEO MARKETING
VIDEO
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Marketing EVEN without taking a deep dive into the statistics, one could safely assume video is becoming an increasingly popular medium with hotel guests. It’s engaging, easy to digest, and easy to share with others.
Travellers love to find inspiration through video, with around 65% of them watching video when thinking about taking a trip and choosing a destination, with a further 54% using video when choosing accommodation.
For hotel marketers, it should be looked at as a top priority when creating strategies to attract bookings. A quick look at YouTube and the one billion people watching more than six billion hours of video each month will tell you how popular videos are.
However, you need to do more than create a pretty collage of images with a backing track if you truly want your content to be amplified. Use the storytelling strengths of video to send a real message. Emotions play a massive part so this is where your efforts should be focused. Try to instil awe in viewers with your videos to reach new guests, drive site traffic, and share your hotel’s story.
Humans are notoriously emotional animals and the best way to engage them on this level is through video. Consider that people remember 20% of what they hear, 30% of what they see, but 70% of what they hear and see. So here’s the case for video marketing: • 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 • People are 10 times more likely to engage with and share video content • 20% of users read text while 80% will watch a video with the same content • 74% of all internet traffic in 2017 will be video. In two years, the number will rise to 80% • At your property, bookings are 67% more likely to happen when a video tour is available • The click-through rate for introductory emails that include a video increases by 96% • 76% of social media users would share a video if it was entertaining
26 || Luxury BnB || August / September 2020
"TRAVELLERS LOVE TO FIND INSPIRATION THROUGH VIDEO, WITH AROUND 65% OF THEM WATCHING VIDEO WHEN THINKING ABOUT TAKING A TRIP AND CHOOSING A DESTINATION, WITH A FURTHER 54% USING VIDEO WHEN CHOOSING ACCOMMODATION."
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