3 minute read
VIDEO MARKETING
from Luxury BnB Magazine - August / September 2020.
by Luxury BnB Magazine - PRINT | ONLINE luxury B&B’s and Guest Houses across the UK
Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners SiteMinder.
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.
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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.
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 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.
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.
CASE STUDY: LINDSEY SUZANNE BERRY, LAKESIDE HOUSE KESWICK Lindsey has been using Social Media (mainly Facebook) for many years.
The aim is to provide potential guests a better and detailed idea of what Lakeside is like. It's also a great way to keep connected with previous guests. "It brings House alive and created better connection with the place."
She finds photos of the house (and detail) are more popular than pictures of the scenery and Keswick. For example, one of the most popular / shared photos is one of a photo of a toilet roll.
During Lockdown, Lindsey started posting videos of the cleaning process. She feels this sets a standard / benchmark for the staff to follow and plus puts the visitors minds at rest, Guests feel reassured that is it as safe an experience as possible.
And it works - Awards winning Lakeside has 60% repeat bookings and plenty of kind words said about them online.
TIPS
1. Keep it short & simple
2. Decide where will you post your content: YouTube, Facebook, Google MyBusiness. and stick to it. Lindsey chose Facebook because she feels YouTube is all about the personality not the business.
3. Have a clear overall objective - e.g. more bookings, more communication?
4. Have a reason in mind for each video you post. For example, Lindsey posted a video of her mud sliding to show that you can still have fun in Keswick even when the weather isn’t perfect.
5. Define your voice and style. Do you want informal or something slicker looking
6. KEEP IT UP! You need to keep going to get results even when it looks like it's not working.
7. Keep a record of your stats and what works / doesn't work for you. Again with the objective in mind.
8. Think about which parts of your life and personality you are willing to expose.
9. You don't need expensive kit, your phone is fine.
