Creating Online Content that Converts Travel Shoppers
Preview:
DESCRIPTION
Learn what types of hotel media content are best for converting travel shoppers from lookers into bookers.
Citation preview
- Copyright 2014 Leonardo Worldwide Corporation Technical
Difficulties? Contact Citrix GoToWebinar 1-800-263-6317
support@citrixonline.com Creating Online Content that Converts
Travel Shoppers July 17, 2014 Darlene Rondeau, VP, Best Practices,
Online Merchandising, Leonardo Christine Hopkins, Director of
Communications, Hotel Galvez, The Tremont House and Harbor House
Hotel and Marina Technical Difficulties? Contact Citrix GoToWebinar
1-800-263-6317 support@citrixonline.com
- Darlene Rondeau Vice-President, Best Practices, Online
Merchandising Leonardo @darlenerondeau
- Follow: @vfmleonardo Tweets & Questions: #LeoWebinar
- Christine Hopkins Director of Communications Hotel Galvez &
Spa, The Tremont House and Harbor House Hotel & Marina
- Snackable How consumers interact with your website matters Your
hotel exterior is not your hero shot Optimize the experience The
Future of Digital Visual Storytelling
- Role Quick evaluation Why would I stay here? Put on short list
of options Images
- Highest res available Greater than 2048 pixels on longest side
Lower than 1024 may not be accepted Expedia only; prefers 2800
pixels on longest side and < 2048 is considered poor 16:9 aspect
ratio is ideal; landscape occupies entire screen JPEG or JPG + TIF,
BMP, GIF, PNG and PSD Never older than 3 years Brand identity 15
21+ limited service 18 28+ for full service 21 35+ for luxury
Categories in order of interest 1. Guest rooms 2. Restaurants 3.
Recreations/attractions 4. Lobby 5. Maps 6. Business Center 7. Pool
8. Amenities(meetings, fitness, etc.) 9. Exterior 10. Bar/Lounge
QuantityQuality
- Viewed Images on Travel Websites 1. Guest Rooms 2. Restaurant
3. Recreation 4. Lobby 5. Map 6. Business Center 7. Pool 8. Amenity
9. Exterior 10. Bar/ Lounge Top 10
- Role Increase confidence Provide greater detail Is it what it
claims to be? Virtual Tours
- Cylindrical JPG files 7000 x 1750 is ideal VT images should be
produced in panoramic (360 x 90) in highest resolution 4:1 aspect
ratio is ideal without cropping; anything = or > 2:1 will work
also 2:1 aspect ratio is minimum Raw JPEGs are preferred; can be
converted as needed Post photography process ensures image is
balanced and properly lit 3 10 high definition Virtual Tours
Different aspects of your property Guest rooms Breakfast areas
Lobby Fitness center QuantityQuality
- Images Easily scanned during research phase Images on Facebook
generate 104% more comments than the average post Properties with
> 20 photos get 150% more engagement Doubling images can result
in 4.5% conversion and a $3.50 higher ADR Does double duty
supporting Virtual Tour production Virtual Tours Suited to all
types of properties High definition, full screen maximizes
experience Enables interactivity with the feeling of being onsite
Accurate and flexible Websites with VTs are viewed 5-10 x longer
Benefits
- @vfmleonardo Your video doesnt have to be a Hollywood
production but it can be!
- Video 4 Types (Content)
- Role Achieves balance of function and budget Video Slideshow
(Production Format)
- High definition digital photos as per image quality
recommendations Production should include: Property & market
research Script development Creative direction Editing Voice-over
recording Music & supers Digitally manipulated to give illusion
of movement Showcase key property features Encoded to video format
for streaming Up to 10 digital images per slideshow Approximately
45 sec in length 1 hotel overview video Additional vignettes
Shuttle service Complimentary Breakfast Managers Cocktail Party
Meeting facilities Recreation area QuantityQuality
- Full Motion Video (Standard & Premium) Role Visualize &
WOW Why is this place different? Why would I pay more?
- Uncompressed is best Frame size: 720 x 480 pixels is ideal
Largest resolution possible HD or 1080p 1920 x 1080 preferred or
larger 16:9 aspect ratio is ideal; widescreen is HD standard MOV,
AVI, MP4 MP4 preferred as encoding produces best results One 1-2
minute full motion Overview Two to three 12-45 second video
Categories in order of interest Guest rooms & suites Popular
restaurant & lounge Well equipped fitness areas Onsite/nearby
recreation & attractions Wedding/meeting facilities
QuantityQuality
- Slideshow Economical Existing selection of digital photos
Themed vignettes Perception of moving video Suits all property
types Full Motion (Standard) Exceptional value Can lead to a 40%
increase in buying 89% and 93% of leisure and business travelers
(respectively) watch video Provides final nudge Full Motion
(Premium) Higher end production captures uniqueness Additional
production time & special equipment catches distinctive shots
with touches like motion, after effects, voice and music Benefits
of Video
- Captions The job of the caption is to quickly grab attention
Named through the eyes of the consumer No codes, numbers or
industry centric language 3 words or 30 characters Good captions
include: Free Internet, World Class Golf, Lakefront Cottages
Complimentary Breakfast Ineffective captions are: EXT 123, Picture,
Other, Room Short Descriptions Think of it as a headline in an ad
or newspaper Maximum 90 characters Long Descriptions Directly below
short descriptions Contains principal details of the media item
viewed Opportunity to describe value Short paragraphs, bullets,
bold, italics Complete the Story
- Which Tells a Better Story?
- Prepared Equipment Lighting/editing High quality Structured
with shoot list, storyboarded Brand standards Copyright and
distribution Requires budget In-HouseProfessional Fresh Authentic
Engages guests Outside brand Messy & unfocused Quality Quick
Ownership You know your property best No time or expertise Quality
UGC Sourcing Visuals
- At a Glance (Multi-Media eBook)
- Christine Hopkins Director of Communications Hotel Galvez &
Spa, The Tremont House and Harbor House Hotel & Marina
- Tell a Story Use rich media to reflect your brand; tell your
story o What makes your hotel unique? What sets your hotel apart?
Show the photos travel shoppers want to see Importance of quality
photos
- Engage with Travel Shoppers Big, impactful headings next to our
images Bullets & bolding Snackable text
- A Smart Way to Highlight Specials
- increases engagement Photos and special offers drive more
engagement than simple text Engagement on Facebook higher than
other types of communication Hotels should interact with their
fans
- Visual Storytelling on Social Media Social media is a two-way
conversation Be timely, relevant, and fun Show off what makes your
hotel unique
- Lots of traffic from Facebook Exposure on thousands of travel
channels Connecting with travel shoppers at multiple stages in the
shopping journey and telling our consistent hotel story throughout
it
- Stories told via multi-media are more interesting and
insightful Appeal to our short attention spans with snackable
content Use vivid captions and descriptions to gain attention Keep
your guests close to you Be yourself; show what youre all about
Extend your reach and get the most of others efforts Key
Takeaways
- The Ultimate Visual Storytelling Solution for Hotels VBrochure
VScape Media Publishing VNetwork Analytics Customer Success
BestSTART ++ ++ Online Players Mobile Web Gallery Facebook +++
- About Leonardo Invitations to upcoming webinars Augusts topic
is all about targeting bleisures the blurring lines between
business and leisure travelers Recording of this webinar Share it
with your colleagues Its a Wrap
- Copyright 2014 Leonardo Worldwide Corporation