6 Lodge Video Advertising and marketing Methods To Strive
Video is persistently rated as one of the vital efficient forms of digital advertising by customers and companies alike. It’s a extremely efficient medium whether or not you need to increase product consciousness, spotlight worker tales or create a model id — video content material might be utilized for nearly any advertising purpose.
Utilizing Video To Enhance Lodge Advertising and marketing Efforts
The lodge trade, specifically, can leverage video advertising to a excessive diploma. When a possible visitor searches for a lodge, they probably need greater than only a easy room description. Even the best-written and most partaking content material received’t have the ability to show a lodge the way in which a video can.
Wish to exhibit a surprising new lodge? Video can take would-be visitors 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 particular audience? Video captured by customers might be shared in your social platforms to highlight the shopper expertise.
Video is a flexible content material type, and it has a basic 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 on 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 creating a video advertising technique on 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 workforce may have the ability to ideate, write and publish a top quality weblog pretty shortly, video takes script writing, location scouting, tools, numerous arms and in depth modifying. That’s to not say weblog writing is straightforward, however to show the effort and time required to provide a high-quality video.
Let’s discover a few of the belongings you want to bear in mind when creating your lodge video advertising technique:
- All the time have a concrete technique or underlying purpose behind the video or collection of movies. Such content material can accomplish many various issues, however make sure to focus your marketing campaign on a small set of targets and goal audiences. Each conceptual side of your video advertising technique will have an effect on the precise video manufacturing. In case your motive is to boost model consciousness, messaging and set aesthetic will matter extra; when you’re seeking to educate customers, an explainer video with purposeful directions or excursions is extra appropriate. That will help you keep on the appropriate path and purpose towards the right objectives, it’s useful to create a strategic advertising course of — a framework that may assist you to determine your opponents, targets and messaging.
- Preserve a video calendar such as you would an editorial calendar. This ensures you’ll be able to preserve observe of each video undertaking and by which section of manufacturing it’s in (e.g., script writing, reside filming, post-production modifying).
- In case you 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 objectives: In case you’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) could need to work with an exterior video workforce.
- Make sure to take into consideration distribution nicely prematurely of publishing. Some platforms work higher than others, relying on the video sort and size. Social media, as an illustration, 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 it will matter for search engine marketing). And make sure to add every part 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 prime video advertising methods for journey and hospitality firms to strive.
6 Varieties of Video Advertising and marketing for Resorts:
- User-generated Content.
- Employee Spotlight.
- Brand Marketing.
- Virtual Reality Tour.
- Event Recap.
- Behind the Scenes.
1. Consumer-generated Content material
Consumer-generated content material (UGC because it’s generally 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 visitors strolling into their rooms for the primary time or utilizing the pool, however they’ll accomplish that with out requiring extra labor to get the footage. Video advertising creation turns into a complete lot simpler when you’ll be able to outsource that job to customers armed with a smartphone of their very own.
UGC works so nicely 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 mates. Consumer content material typically 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 actual experiences of your clients. Encourage them to make use of a hashtag whereas having fun with their keep, and all the time keep 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 id 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 folks for a cause — now it’s time to listen to extra about why they select to work on your lodge particularly.
Worker interviews and spotlights make for terrific video content material. Viewers get to know the corporate by way of workers who personify company mission and beliefs, whereas staff additionally recognize the popularity and the chance. These movies can take completely different types, whether or not you desire a one-on-one interview that digs into a private anecdote or a extra broad strategy that spotlights a number of workers, maybe by asking all of them the identical query.
This YouTube video from Kimpton Resorts & 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 mean you can be you?” can actually deliver out highly effective, evocative tales that construct your model consciousness and buyer belief.
3. Model Advertising and marketing
Resorts are simply as a lot a vacation spot as they’re a lodging supplier. Facilities are usually an enormous a part of the package deal, and any visible content material you create ought to actually play up these themes. Model-forward movies that tie the lodge into the id and points of interest of its location are a certain guess to convey your messaging.
Within the lodge trade, it’s essential to make the corporate’s model title synonymous with journey, consolation, leisure, pleasure and delight. This is applicable whether or not they’re positioned in a capital metropolis, main metro space, island chain or nation/wilderness property. Success in doing so will depend on a video that may deliver 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 creative effort performs on the cultural custom and historical past of the nation, whereas additionally exhibiting the potential visitor what nightlife and enjoyable might 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 photos or an outline, cautious clients will need to be certain the room is every part you say it to be.
Movies may also help you sort out that concern by filming excursions of the grounds and rooms. A brief video can doc the types of suites, the pool, the gymnasium, the eating corridor, the reception space and all different components of the power that visitors 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 capture 1.7 million photos of its places, Greatest Western permits clients 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
Resorts typically play visitor to charity occasions, networking meets, enterprise conventions, commerce conferences and different organizational/social features. Neglecting to indicate that facet of operations in content material can result in a critical hole in video advertising technique.
Excite visitors and professionals on the lookout for their subsequent venue by showcasing your lodge’s internet hosting capabilities with top-notch occasion protection. Method any such video with a message to say and a purpose to shoot for. Did your house host a lovely wedding ceremony ceremony and reception, with catered entrees and a full dance flooring besides? Then your occasion video shouldn’t solely spotlight the perfect elements of the evening however hit on the truth that the viewer may have their wedding ceremony at your lodge, too.
Now, generally these occasions simply aren’t all that horny. An annual gathering of regional optometrists doesn’t precisely scream high quality content material, so that you’ll want to choose and select your moments to seize. Meaning planning prematurely 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 Lodge, 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 help the video.
6. Behind the Scenes
Video is nice for giving a possible visitor a glimpse backstage. It might probably assist construct a model id of thought management, innovation, transparency or excellence.
Sheraton Resorts 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 clarification from multidisciplinary specialists within the enterprise. Explaining how designers discovered the optimum peak for a neighborhood desk can actually illustrate a datapoint in an educative and interesting means.
Bear in mind the Fundamentals of Video Manufacturing
There’s a whole lot of room to get artistic with lodge video advertising. Nonetheless, 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 stunning video content material, however all the time again up your course of with a lodge advertising technique and a function. All partaking content material is created with intentionality and a purpose in thoughts, so don’t miss these essential steps when getting began.