Video is constantly rated as one of the efficient varieties of digital advertising by shoppers and companies alike. It’s a extremely efficient medium whether or not you need to elevate product consciousness, spotlight worker tales or create a model identification — video content material may be utilized for almost any advertising aim.
Utilizing Video To Enhance Resort Advertising and marketing Efforts
The lodge trade, particularly, can leverage video advertising to a excessive diploma. When a possible visitor searches for a lodge, they most definitely need greater than only a easy room description. Even the best-written and most participating content material gained’t be capable of show a lodge the way in which a video can.
Wish to exhibit a surprising new lodge? Video can take would-be company on a digital actuality tour of the grounds and providers. Wish to create a model aesthetic of luxurious and luxury? Video is ideal for conveying such qualities. Wish to have interaction a selected target market? Video captured by customers may be shared in your social platforms to highlight the client expertise.
Video is a versatile content material kind, and it has a elementary place within the media advertising mixture of any firm within the journey and hospitality sector.
Don’t know the place to start out with a video technique to your lodge? Or are you not sure of what new types of video content material so as to add and the place to distribute them?
Fear not, as we’ve received the solutions it is advisable to harness the ability of video in content material advertising.
Video Fundamentals for Hospitality Advertising and marketing
Earlier than we get to the examples of top-performing visible content material, let’s focus on the nitty gritty of building a video advertising technique to your hospitality enterprise.
It’s essential to plan forward of time as a result of so much goes into the video manufacturing course of. Whereas your advertising artistic group may be capable of ideate, write and publish a top quality weblog pretty shortly, video takes script writing, location scouting, gear, numerous fingers and in depth modifying. That’s to not say weblog writing is simple, however to exhibit the effort and time required to supply a high-quality video.
Let’s discover a few of the stuff you want to remember when creating your lodge video advertising technique:
- At all times have a concrete technique or underlying aim behind the video or collection of movies. Such content material can accomplish many alternative issues, however you’ll want to focus your marketing campaign on a small set of aims and goal audiences. Each conceptual facet of your video advertising technique will have an effect on the precise video manufacturing. In case your motive is to lift model consciousness, messaging and set aesthetic will matter extra; if you happen to’re seeking to educate shoppers, an explainer video with purposeful directions or excursions is extra appropriate. That can assist you keep on the correct path and intention towards the proper targets, it’s useful to create a strategic advertising course of — a framework that may provide help to determine your rivals, targets and messaging.
- Keep a video calendar such as you would an editorial calendar. This ensures you possibly can preserve monitor of each video mission and during which section of manufacturing it’s in (e.g., script writing, stay filming, post-production modifying).
- If you happen to don’t have in-house video manufacturing expertise, meaning both hiring the experience or a service supplier. Make sure that your selection matches your long-term video content material targets: If you happen to’re a scaling motel chain, hiring the expertise now may make sense; whereas small companies (like a single mattress and breakfast resort on a rustic property) might need to work with an exterior video group.
- You should definitely take into consideration distribution properly upfront of publishing. Some platforms work higher than others, relying on the video sort and size. Social media, as an example, is ideal for one- or two-minute movies, or previews of longer movies. In case you have an worker interview or full tour, home that on a touchdown web page in your web site (as this may matter for search engine marketing). And you’ll want to add the whole lot to YouTube or Vimeo for the best viewing expertise.
Now that we’ve brushed up on the fundamentals of video, let’s study a few of the high video advertising methods for journey and hospitality firms to attempt.
6 Sorts of Video Advertising and marketing for Lodges:
- Person-generated Content material.
- Worker Highlight.
- Model Advertising and marketing.
- Digital Actuality Tour.
- Occasion Recap.
- Behind the Scenes.
1. Person-generated Content material
Person-generated content material (UGC because it’s typically abbreviated) is a extremely environment friendly and efficient visible content material sort. Not solely can a lodge enterprise get a wonderful video of real-life company strolling into their rooms for the primary time or utilizing the pool, however they will achieve this with out requiring further labor to get the footage. Video advertising creation turns into a complete lot simpler when you possibly can outsource that job to customers armed with a smartphone of their very own.
UGC works so properly as a result of it’s primarily word-of-mouth advertising in video format. And if there’s one supply of suggestions that customers all the time belief, it’s household and pals. Person content material usually resonates with audiences as a result of it presents a trusted peer voice in order that your viewers may really feel prefer it’s actually them gazing from the balcony of the room or having fun with the spa facilities of a resort.
Or within the case of this instance from 4 Seasons Maui, your viewers may think themselves up shut with a whale whereas canoeing. This gem of user-generated content material demonstrates the magic of sharing the true experiences of your prospects. Encourage them to make use of a hashtag whereas having fun with their keep, and all the time bear in mind to ask for consent if you wish to use their content material.
2. Worker Highlight
Not all video advertising is in regards to the product; it’s essential to have collateral that conveys your cultural identification as a enterprise. This humanization is vital to a social media presence, and there’s no higher supply of tales, personas and model ambassadors than your workforce. You’ve employed these individuals for a motive — now it’s time to listen to extra about why they select to work to your lodge particularly.
Worker interviews and spotlights make for terrific video content material. Viewers get to know the corporate by staff who personify company mission and beliefs, whereas staff additionally admire the popularity and the chance. These movies can take completely different varieties, whether or not you need a one-on-one interview that digs into a private anecdote or a extra broad strategy that spotlights a number of staff, maybe by asking all of them the identical query.
This YouTube video from Kimpton Lodges & Eating places is an instance of doing the worker highlight proper. Every worker has a persona quirk or curiosity that viewers can relate to, and in addition shows the variety of worker backgrounds and identities. Questions like “What’s your superpower?” and “How does work will let you be you?” can actually carry out highly effective, evocative tales that construct your model consciousness and buyer belief.
3. Model Advertising and marketing
Lodges are simply as a lot a vacation spot as they’re a lodging supplier. Facilities are sometimes a giant a part of the bundle, and any visible content material you create ought to actually play up these themes. Model-forward movies that tie the lodge into the identification and sights of its location are a positive guess to convey your messaging.
Within the lodge trade, it’s essential to make the corporate’s model identify synonymous with journey, consolation, leisure, pleasure and delight. This is applicable whether or not they’re situated in a capital metropolis, main metro space, island chain or nation/wilderness property. Success in doing so is dependent upon a video that may carry the sights, sounds and tales of the vacation spot to life.
This “Dare to Uncover” video advert from The W in Amman, Jordan notches all these marks. The inventive effort performs on the cultural custom and historical past of the nation, whereas additionally exhibiting the potential visitor what nightlife and enjoyable may be had.
4. Digital Actuality Tour
Nearly each traveler has a horror story of a room that was too good to be true. Whether or not duped by footage or an outline, cautious prospects will need to be certain the room is the whole lot you say it to be.
Movies may help you deal with that concern by filming excursions of the grounds and rooms. A brief video can doc the types of suites, the pool, the health club, the eating corridor, the reception space and all different components of the power that company ought to find out about.
Greatest Western took this video strategy a step additional when it launched 360, digital reality-assisted YouTube movies for practically 2,000 properties. Working with Google to seize 1.7 million images of its areas, Greatest Western permits prospects to tour the precise lodge that they’re contemplating. Controls within the YouTube video permit viewers to pan up, down and round to get the complete image earlier than making a selection.
5. Occasion Recap
Lodges usually play visitor to charity occasions, networking meets, enterprise conventions, commerce conferences and different organizational/social features. Neglecting to point out that facet of operations in content material can result in a critical hole in video advertising technique.
Excite company and professionals on the lookout for their subsequent venue by showcasing your lodge’s internet hosting capabilities with top-notch occasion protection. Strategy such a video with a message to say and a aim to shoot for. Did your house host a ravishing marriage ceremony ceremony and reception, with catered entrees and a full dance flooring besides? Then your occasion video shouldn’t solely spotlight the perfect components of the night time however hit on the truth that the viewer might have their marriage ceremony at your lodge, too.
Now, typically these occasions simply aren’t all that attractive. An annual gathering of regional optometrists doesn’t precisely scream high quality content material, so that you’ll want to select and select your moments to seize. Which means planning upfront to have the filming expertise on-hand, in addition to an modifying crew to show round on a decent schedule: You don’t need to lose relevance, and thus social shares or impressions.
This Instagram video from Shangri-La Resort, London is an ideal encapsulation of an efficient occasion recap. The skilled visuals immerse the viewer within the theme, whereas the soundtrack and an occasion sound chew additionally assist the video.
6. Behind the Scenes
Video is nice for giving a possible visitor a glimpse behind the scenes. It may well assist construct a model identification of thought management, innovation, transparency or excellence.
Sheraton Lodges pulls this off with a collection of social movies that shortly discover how the enterprise is designing areas for enterprise productiveness and private consolation. The visuals present the areas in motion being utilized in several methods, whereas additionally containing some rationalization from multidisciplinary specialists within the enterprise. Explaining how designers discovered the optimum top for a neighborhood desk can actually illustrate a datapoint in an educative and fascinating approach.
Keep in mind the Fundamentals of Video Manufacturing
There’s a variety of room to get artistic with lodge video advertising. Nevertheless, no technique can succeed with out following the perfect practices of video manufacturing. Expertise hiring, resourcing and messaging — in addition to distribution — ought to all issue into the decision-making. Inform your lodge’s story with lovely video content material, however all the time again up your course of with a lodge advertising technique and a objective. All participating content material is created with intentionality and a aim in thoughts, so don’t miss these essential steps when getting began.