The document provides dos and don'ts for hotel storytelling on online travel agencies (OTAs). It recommends hotels take advantage of the large traffic on OTAs, understand their importance in the industry, and include OTAs in marketing strategies. Hotels should provide fresh, consistent content catered to their target audiences, using multiple photos, videos, and virtual tours to tell their unique story. The document advises against ignoring OTAs, withholding images, or adding random photos without a coherent story.

1. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1
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2. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 2
Do:
Take advantage of
the sheer amount of
traffic on OTAs.
01
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3. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 3
Don’t:
Ignore OTAs and hope
they will go away.
01
Travelocity and Expedia are household
names, and they show up near the top
of most travel-related Google searches.
They’re here to stay. Be present and put
your best foot forward.
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4. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 4
Do:
02
Understand the
importance of OTAs in
the travel industry.
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5. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 5
Don’t:
02
Assume your visitors
will find you without the
help of OTAs.
Even with a top-notch website and a strong
social media presence, you can use your
presence on OTAs to drive visitors to book with
you by offering a consistent visual story.
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6. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 6
Do:
Include as many photos
as you need to in order
to tell your hotel’s story.
03
Travel shoppers researching your hotel
want to see multiple, current photos.
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7. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 7
Don’t:
Withhold images on
OTAs.
03
You might think it’s wise to hold
some “good stuff” back on your
site, rather than use it on an OTA.
But the truth is, people are landing
on OTAs earlier in the shopping
journey – if you hold images back,
there’s a chance prospects won’t
ever see them.
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8. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 8
Do:
04
Include OTAs as
part of your hotel
marketing strategy.
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9. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 9
Don’t:
04
Turn a blind eye
to these valuable
channels.
Even with a top-notch website and
a strong social media presence, you
can use your presence on OTAs to
drive visitors to book with you by
offering a consistent visual story.
leonardo.com

10. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 0
Do:
Keep your
content fresh and
consistent.
05
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11. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 11
Don’t:
Upload your photos
and walk away.
05
Shoppers want to see that you’re up-todate. If it’s summer, display summertime
attractions; in winter, show local ski hills.
Visitors will appreciate, and remember,
that your property is current and
connected to what’s going on around it.
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12. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 2
Do:
06
Understand that travel
shoppers are all different
and have varied priorities
when choosing a hotel.
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13. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 3
Don’t:
06
Assume all online traffic
is the same.
Some travel shoppers use OTAs to research
hotels; others use them to scan for deals,
comparison shop or even daydream.
Recognize that consumers on OTAs are at
different stages of the shopping journey.
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14. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 4
Do:
Cater your message to
your target audience on
OTAs.
07
Travel shoppers researching your hotel
want to see multiple, current photos.
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15. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 5
Don’t:
Send an irrelevant
message on a channel
it’s not intended for.
07
Some channels, such as Concur, are
specific for corporate travelers.
Take advantage of specialized OTAs by
providing information that appeals to that
customer target.
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16. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 6
Do:
Use multi-media.
08
Use virtual tours and
videos – in addition to
photos – to showcase
the experience of
visiting your property.
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17. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 7
Don’t:
08
Add a gallery
of random photos to
your OTA site.
Photos on their own aren’t enough – it’s how you
use them that will make your OTA presence stand
out from the competition. Make your story known
by including engaging videos and virtual tours
along with your photos.
leonardo.com

18. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 8
Stand out from the competition
by telling a unique, targeted hotel story
across the OTA channels.
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19. DO’S AND DON’TS OF HOTEL STORYTELLING ON ONLINE TRAVEL AGENCIES / 1 9
Leo_DoDont_OTA_13.0147
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