Make Your Hotel Shine Online: Shift to a Visual Experience
 

Make Your Hotel Shine Online: Shift to a Visual Experience

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  • Slide 16 (Darlene – hand off, Monica starts) I’d like to now pass it off to Monica. Take it away
  • Slide 17 (Lancaster website/ why are visuals important to our marketing team) People don’t have the time to read, and when they do they don’t really concentrate. A picture is worth a 1000 words Images are easier, quicker & more precise to grasp (than reading)
  • Slide 18 (Lancaster gallery/ How to I maintain a visual presence online) First and foremost is having a very visual website. In the last 3 years we have changed our website twice. Each time focusing more on visuals. The results have been impressive. With each change we have seen that people remain longer in our site, and are converting more into reservations with fewer steps. Images (photos, 360 & video) are a true reflection of our hotel. If there is a renovation – images are changed within 24 hours to show the changes. For us having a website for smart phones and tablets is as important as our main website.
  • Slide 19 (Lancaster viewer) Images can make an emotional connection with the viewer Pictures can tell stories. They are an easy way to share a specific message Everything comes through the eyes Images allow us to show unique features of our property Allows us to inform more accurately to “shoppers” the look & feel of the hotel Permits to convey the unique value of our property as compared to other hotels in our market Easy to change whenever needed to show “what’s going on” , “new features”, “activities” etc
  • Slide 20 (Lancaster facebook) Not everyone uses the same social platform. We have seen that for our community focusing on Facebook, Google+, YouTube, Twitter, and Pinterest is the best way to reach them with information On sites like Facebook, people can book directly to us. Social media we try to communicate more, so we show day to day happenings “Manager’s Cocktail Photos”, “food festivals”, “events decoration” etc and we get a conversation stated based on the images. On Facebook & Google + we change our cover photo constantly, so
  • Slide 21 (Lancaster pinterest) Our information always focuses on visual story telling. With a picture we can say a lot more and in less words. We use social media as a way to tell our story visually and in a compelling way. We like to show different aspects of the hotel: Suites, Event Rooms, Restaurants, employees, guests
  • Slide 22 (Lancaster tripadvisor) First and foremost is having a very visual website. In the last 3 years we have changed our website twice. Each time focusing more on visuals. The results have been impressive. With each change we have seen that people remain longer in our site, and are converting more into reservations with fewer steps. Images (photos, 360 & video) are a true reflection of our hotel. If there is a renovation – images are changed within 24 hours to show the changes. For us having a website for smart phones and tablets is as important as our main website.

Make Your Hotel Shine Online: Shift to a Visual Experience Make Your Hotel Shine Online: Shift to a Visual Experience Presentation Transcript

  • Make Your Hotel Shine Online: Shift to a Visual Experience vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
  • Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc.
  • Hotel Media Strategist 200rooms.com
  • • We’re maxed out from constant information overload • Hotels put all info on homepage b/c bandwidth was slow in 90s • Sharing/experience economy • Pinterest/social media • Smart phone/tablet use (mobile) is growing exponentially. Mobile search up 200% in 2012 (Google). Tablets will outsell PCs by 2015 (IDC) • In 2013, Google declared itself a “mobile-first” company. Most people now access Google via mobile beginning this year • LinkedIn mobile use: 19% in 2012; 30% in 2013 • Millennials don’t read as much
  • • Ask for it • Track social media • Learn Instagram • Create events at property • Pop up trend is growing • Create pages about destination & partners • Create a local restaurant guide. Interview your chef. Interview someone else’s chef • Create pages with a calendar of events, like Papaya Playa • Find amateur photographers on staff and make a deal • Create contests on social media • Create a photography class
  • • Experiences + emotions • Anecdotes + context • Amenities + people • What are your USPs? Visuals should revolve around those • Employees all have a different story about the hotel. Ask their opinion/feedback. Especially millennials. Start a webpage with their answers • Where is your hotel within the destination, and what is close by for your guests to do? Your answer is a story • Why does your hotel offer good value? Another story • Create a story arc
  • • You don’t need a blog, but it’s good to think like a blogger • Brands are becoming publishers/content marketing • Many websites are busy but not comprehensive • Everyone will tell some kind of story eventually online • Start simple • Have a plan & keep it focused • Only prepare a posting schedule you know you can stick to • Even once a month is okay to start • Post testimonials from business travelers, wedding parties, couples, birthdays, meeting attendees & meeting planners • Post photos and videos with just a short paragraph description • Authentic reviews are gold today
  • Marketing Services, Director Lancaster House
  • Recording of this webinar ◦Share it with your colleagues Missed the Webinar? It’s Ok, Check out the Recording
  • Anatomy of a Visual-First Website Experience: Best Practices for Hotel Marketers
  • Invitations to upcoming webinars •Topics include maximizing your web marketing with multi-media, moving to mobile optimization, and more!