This document discusses the power of using video to tell a hotel's story and engage consumers. Some key points made include: - Video is more engaging for consumers in the travel planning process compared to just images or text. It can increase the likelihood of booking a hotel. - Different types of videos are discussed as effective for hotels, like tours of the property, testimonials from past guests, and hosted profiles of staff. - Tips are provided for creating effective video content, using video across different online channels, and measuring the results to improve ROI. - Quotes from hotel marketers emphasize that video builds emotion and trust with consumers in a way that pictures cannot. It allows potential guests to

1. Let’s Get Visual:
The Power of Telling Your Hotel’s
Story Through Video
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Copyright © 2014 Leonardo Worldwide Corporation

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

3. Hotel
Video:
►Evokes
emotion
►Shows an
experience
►Is dynamic

4. Ben Pickering
President & COO
SoMedia Networks
@bpicks

5. About Us
• Using technology to transform traditional video
production from a time-consuming creative
process to an efficient business process
• The only integrated platform providing an
integrated solution for video production, video
content management & analytics
• Partnered with Leonardo and currently delivering
video to hospitality brands across North America
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6. Video and the Travel Industry
Video engages consumers and increases the likelihood of booking
66% of consumers
report watching video
when planning travel
and 43% when
reserving
accommodations1
Travelers are more
than twice as likely
to book when a
virtual tour or video
is available2
(1)Ezine: http://ezinearticles.com/?Trends-for-Online-Hotel-Marketing-in-2013---The-Way-Forward&id=7777644
(2) Google: https://www.google.com/think/research-studies/2013-traveler.html
(3) Forrester: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
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45% of leisure
travelers and more
than 70% of business
travelers were
prompted to book as a
result of viewing a
video3

7. Video SEO
Online search is the primary
way travelers gain information
when researching travel1
SEO Tips
• Use title and tags that
mirror your target keywords
Use of video drives
150%+ increase in
organic search traffic2
• Create a video sitemap
• Use good thumbnail
images
(1)Google; http://www.ithotelero.com/wp-content/uploads/2013/11/2013-traveler_research-studies_Nov2013_Google.pdf
(2) Marketing Sherpa
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8. Best Types of Video for Hotels
Video Tours
Walk potential guests through and around the hotel,
highlighting key features, amenities, activities and of course
bedroom suites
Testimonial Videos
87% of people who see positive reviews online are more likely
to visit a destination so use video to broadcast the positive
experience of past guests
Hosted Profile
This type of video involves a manager or other employee
presenting the hotel (restaurant, spa, etc.) and is an effective
way of helping consumers connect with a brand or property on
a more personal level
Scripted Ads
Video ads use a professional narrator combined with
professionally shot footage and carefully chosen music, this is
a task that is often better left to the professionals
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9. Best Types of Video for Hotels

10. Create Amazing Video Content
• Flaunt what you’ve got – whether it’s the
destination and surrounding area, your
amenities, your staff, etc. highlight them in
your video(s)
• Pick a theme; don’t try to cram everything
into one video
• Recommended length of 1-2 minutes
• Work with a trusted partner for video
production to ensure brand consistency
across various video content
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11. Maximize your video assets
Leverage social channels
Video is the most engaging content on
Facebook and Twitter, so share it!
Add video to your landing pages
Average attention span on a web page is 8
seconds so use video to grab users and
convey information more easily than text
Use video in your email marketing
According to Get Response, emails with
video see on average 2x higher click through
rates
Measure results to identify effective
video content and increase ROI
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12. Key Takeaways
►Video is proven to increase consumer engagement, so it’s not just a
“nice to have”
►Once your video is produced, use it in a variety of places –
yourhotel.com, social sites (e.g. Facebook, Twitter feeds) + sales
proposals and email marketing initiatives
►There’s a video that’s right for every hotel that considers property
type, features and amenities and of course, budget!

13. Robyn Kinard
Director of Hotel Marketing
Wynn Las Vegas and Encore

14. • Pictures speak a thousand words and video brings them to life
• Ability to focus on details that evoke emotion
• Keep it fresh

16. Video is Vital
• Being specific about a topic in imagery
should be matched in video
• The quality will reflect the quality in a product
• We are a visual society. We want to see it
now
• Video is the dimensional way to build trust
with consumers before arrival

17. • Well done video can cross
international communication
without translation
• Quick video messages can take
people on a mental vacation while
they are viewing
• Productive messaging even if
consumer was not planning a
journey because now the seed has
been planted

18. Key Takeaways
►The richness of video evokes emotion something hotel shoppers will remember
►Video quality should reflect your brand
►Builds trust and credibility

19. Missed the Webinar? It’s ok, Check
out the Recording
►Recording of this webinar
● Share it with your colleagues

20. Download our Free e-Book
►Seeing is Believing:
Five Steps To Transforming Your Hotel’s Online Presence With Video

21. Copyright © 2014 Leonardo Worldwide Corporation