This document summarizes a webinar about using visual storytelling to convert website visitors into hotel guests. It discusses how the Hampton Inn & Suites Boulder North uses images and stories on its website and social media to showcase the hotel experience. Visual storytelling is important across channels to maintain a consistent message. The hotel also uses reviews on TripAdvisor to build confidence. While visuals strengthen the story and build credibility, the overall goal is to guide visitors through the shopping process to a booking.

1. Copyright © 2015 Leonardo Worldwide Corporation
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
How to Convert Website
Visitors into Guests
August 6, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Daniel Zelling, Digital Marketing Expert, Digital Amenities
Matthew Barton, General Manager, Hampton Inn & Suites Boulder North
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Daniel Zelling
Digital Marketing Expert
Opensmjle
Digital Amenities
@daniel_zelling

5. Matthew Barton
General Manager
Hampton Inn & Suites Boulder North

6. ► We are 87.7 times more likely to get into
Harvard than click on a banner ad
► Companies with methodical approach to
improving conversions were 2x more
likely to see large increase in sales
► For every $100 spent on driving traffic to
websites, companies spend only $1
converting that traffic into business
Using Visuals to Convert Lookers Into Bookers
#LeoWebinar

7. ► Daniel Zelling |
Digital Marketing Expert
@daniel_zelling
► Co-Founder
► Founder

8. YOU ARE
MEDIA COMPANIES
Source: The Gary Vee Show #GaryVee

9. VISUAL
STORYTELLING
4 HOTELS

10. HOW TO USE VISUAL STORYTELLING
Source: https://youtu.be/M7FIvfx5J10 Source: https://youtu.be/FHtvDA0W34I
#LeoWebinar

11. HOTEL KLEPTO, REMEMBER? 430K VIEWS
Source: https://youtu.be/MMnTLIPga6o

12. WHAT WE CAN LEARN FROM AIRBNB
Source: https://www.airbnb.com/

13. DEDICATED EXPERIENCE & EMOTION
Source: https://www.youtube.com/user/SolHotelesTV

14. WHAT WE CAN LEARN
FROM SOCIAL MEDIA

15. DEDICATED EXPERIENCE, EMOTION & UGC
Source: http://www.sol-hotels.com/
#LeoWebinar

16. SOCIAL MEDIA VISUALS
Source: http://www.sol-hotels.com/
#LeoWebinar

17. PERSONAL BRANDING

18. PEOPLE CONNECT W. PEOPLE, NOT W. BRANDS
Source: https://www.youtube.com/user/GaryVaynerchuk

19. PERSONAL BRANDING 4 COMPANIES
Source: https://www.socialtrademarks.de/

20. STARTING POINT | BEST WESTERN
Source: http://www.bestwesternitspersonal.com
DAVID KONG
PRESIDENT & CEO
BEST WESTERN HOTELS

21. WOULD
YOU
STAY
HERE?
DER SALZBURGER HOF
SALZBURG
AUSTRIA

22. THANK
YOU!
@daniel_zelling

23. Showcase your experience visually
Tell your story
Use UGC
Learn from social media
Implement personal branding
Don’t forget what people came for: Bookings!
Key Takeaways
#LeoWebinar

24. Matthew Barton
General Manager
Hampton Inn & Suites Boulder North

25. How The Hampton Inn & Suites Boulder North Uses Visual
Stories To Convert Website Visitors Into Hotel Guests

26. ► The images tell the story of
the property and take the
travel shopping experience
to a new dimension
► 5% of people remember the
facts, but 63% remember
the story
Why Visual Storytelling is
Important for Our
Website
#LeoWebinar

27. ► It is important to portray the same
story across all channels
► Travel shoppers check as many as
22 different websites before feeling
prepared to book
► 1/3 of visitors on a 3rd party travel
website will check your property’s
website for more information
Why Visual Storytelling is Important For…
3rd Party Travel Channels
#LeoWebinar

28. ► Social media is a new medium to
reach out to guests
► 74% of people use social media
while on vacation, and 46% post
reviews immediately after returning
► Social media has influenced 52%
of travelers to change their original
travel plans
Why Visual Storytelling is Important For…
Social Media
#LeoWebinar

29. ► Only 23% of those who
encountered a mobile site that
wasn’t optimized actually
pushed through
► 33% of mobile travel searchers
want to complete their
transaction on the same day
► Google found that a poor
mobile website experience
was the #1 reason for not
making a reservation
Why Visual Storytelling is Important For…
Mobile
#LeoWebinar

30. ► Keep Facebook up-to-date with
local events
► 20% of leisure travelers are totally
undecided when planning to book
a hotel
► 32% of leisure travelers search
for terms related to specific needs
or wants when deciding where to
book
How We Move Visitors Through the Shopping Journey
#LeoWebinar

31. Hilton.comBoulderNorthSuites.com
How BoulderNorthSuites.com Works With Hilton.com

32. ► All content links to TripAdvisor
► Reviews and responses can be
viewed by potential guests
► 80% of travelers say TripAdvisor
reviews make them feel more
confident
Using TripAdvisor to Drive
Conversions
#LeoWebinar

33. Visuals strengthen the story
Consistency builds confidence and credibility
Social & Mobile are more important than ever
All roads lead to bookings
Key Takeaways
#LeoWebinar

35. Thursday September
17:
The Clear Path to
Conversion

36. www.leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
Connect with us!
Daniel Zelling
Matthew Barton
www.digitalamenities.de
dz@digitalamenities.de
@daniel_zelling
www.bouldernorthsuites.com
matthew.barton@hilton.com

37. Copyright © 2015 Leonardo Worldwide Corporation