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Multi-Media Guidelines for

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In our contemporary world of cutting edge technology, interactive apps, and sometimes frenetic websites, it’s easy to overlook the basics. All great stories begin with images, in fact, JK Rowling, the most successful author of our generation, admitted that she drew Harry Potter’s world before she wrote about it!1

After all, humans are visual creatures. We process pictures 60,000 times faster than words and 90% of information transmitted to the brain is visual.2 The right images evoke emotion and memories, and when engaging captions and descriptions are added, we are compelled to take action.

In this Best Practice Guide, you’ll gain insight into the critical role photos, virtual tours and videos play in your hotel’s marketing plan and how to implement your media using the most modern and effective techniques in the industry today.

Darlene RondeauVice President, Best Practices, Online MerchandisingLeonardo

Thanksfordownloading!

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Whethershoppingforahotelforabusinessorleisuretrip,consumersarelookingformorethanjustaroom–theyarelookingforthebestpossibleexperience.Nothing showcases a hotel’s features and amenities and conveys the “total hotel experience” in a more compelling way than an array of multi-media including photos, virtual tours and videos.

When travel shoppers encounter your hotel online, you want to present them with visuals that will capture their attention and imagination. Therefore it goes without saying that the still photography, virtual tours and video you choose to use on travel websites, your website, social media and mobile websites should be of the highest quality.

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Still images are a great way to capture a moment of time and emotion. According to Hubspot, image posts on Facebook generate 53% more likes and 104% more comments than the average post.3 Even if it’s a simple photo of a lovely looking pool patio, or a nicely laid out breakfast, every single image is communicating your story in a compelling way.

RoleImages are particularly useful during the initial stages of hotel research because they provide an easy, quick way for an initial evaluation of the property. They help answer the question - is this a hotel I would stay at? The job of your images is to compel the shopper to say “I would like to stay there, let’s put it on the list of options.”

Your goal here is to produce photos that ‘wow’ or inspire the shopper with differentiating details.

BenefitsThe most memorable stories online are accompanied by images that highlight your features. Truly amplify your hotel’s message by sharing a visual story that guests will remember.

Many major travel sites and OTAs have research that demonstrates just how important images are. TripAdvisor published a report that stated properties with more than 20 photos get 150% more engagement.4

Images1Crowne Plaza Portland-Downtown

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How about this fact? Doubling a hotel’s online pictures can result in a 4.5% take-up and $3.50 higher ADR, while providing a full property description (as opposed to a partial one) can result in a 5% take-up and $3 higher ADR.5

Open Travel Alliance (OTA) sets standards for the Travel and Hospitality industry so that information can be exchanged between systems easily and in a standard format. It has come a long way over last 10 years, and most of the GDSs and Suppliers are supporting Open Travel Message. Industry technology and connectivity systems are developed by different vendors, and as a result there is no common language/syntax in which the information can be exchanged. The goal of Open Travel Alliance is to bring simplicity in exchanging information/content so that information can flow smoothly between systems.

Note to Vizlly and VScape users:Leonardo follows the Category Code guidelines that are defined by the Open Travel Alliance. These category standards are used to ensure that the automated population of content is synchronized accurately within the viewer for display on travel channel websites, brand sites, property vanity sites, mobile devices, Facebook apps and so on.

Raffaello Hotel

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u Upload the highest quality images available.

u An aspect ratio of 16:9 is ideal as it’s the most common aspect ratio for TVs, computer monitors and smartphones or tablets turned sideways. This landscape orientation is preferred because the image will occupy the entire screen. If a vertical orientation is used, then the viewing device will surround the image with “white space” when image is rendered.

u File Types: JPEG or JPG are best but other file types are accepted include GIF, PNG, BMP, TIFF, and EPS

u Most brand guidelines prohibit the use of photos older than three years

u Photos should:

u Reflect your brand identity

u Be free of debris, cables, cords, trash cans, ash trays, power lines, banners or other eye distractions

u Be royalty-free or must be accompanied by proper credit information to be posted in the photo caption

u Reflect the property’s current condition and amenities

Quality

Country House Inns Jacksonville

u Images greater than 2048 pixels on the longest side will provide an optimal full-screen viewing experience and are preferred by major travel websites

u Image sizes lower than 1024 pixels are considered of poor quality by the majority of travel websites and may not be accepted

u Expedia only: Prefers 2800 pixels on the longest side and considers any images below 2048 pixels on the largest side as poor quality

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QuantityAccording to 2013 Leonardo research, website visitors view greater than 10 images per visit and view guest room images 2 times more than the next most popular category (which is restaurants). They also consume 30% more media on smartphones over their desktops.

Based on findings from Leonardo, there is a recommended range of how many photos should be distributed by hotels:

u 15 - 21+ for limited service properties

u 18 - 28+ for full service properties

u 21 - 35+ for luxury properties

Regardless of the type of hotel, use an appropriate amount of media to accurately convey your unique story. Include the following categories in order of consumer interest:

1. Guest Room2. Restaurant 3. Recreation/Area

Attractions4. Lobby 5. Maps

Note to Vizllyand VScape users:• Images are resized by the software for onward distribution and display

based on the website and device specifications • If two of the same images are loaded, the VScape de-duplication tool

will identify and group them together. The highest resolution image in the group will be used to ensure that the viewing experience is always optimized. You can adjust the filters to show duplicates

• VScape doesn’t limit the quality of images you can upload, therefore we encourage you to always load the highest quality images available

• You’ll need to input a caption for each image, it is a required field• Depending on your version of VScape, there are 2 different categorization

features available:

• When uploading your media into VScape, you may be required to set an appropriate OTA defined category for each media item by clicking on the drop down list in the upload media dialogue box OR

• If the source file name of the image that is being uploaded is descriptive e.g. ‘hotel_exterior.jpg’, then VScape will use this information to auto populate the category. In this example, the category will be set as ‘Exterior’

• Note – these features are not available to VScape Lite users

6. Business Center 7. Pool 8. Hotel Amenities (Meeting

Space, Fitness Center, etc)9. Exterior 10. Bar/ Lounge

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Virtual tours are designed to put your hotel on full display by allowing travel shoppers to pan around a complete 360 degrees. It allows consumers to interactively explore the property, rather than simply being able to view it statically. Virtual tours offer a very accurate and flexible viewer experience, presenting a true view of your hotel instead of one that the management has selected through photos alone.

In fact, websites with virtual tours are viewed 5-10 times longer than those without.6 Don’t underestimate the strength/power of virtual tours when trying to attract travel shoppers.

RoleThe role of a Virtual Tour (or sometimes called 360s or panoramas) is to increase confidence, visually excite the shopper and provide greater detail of what is available, thereby underscoring value. Virtual Tours are designed to create interactivity and the feeling of being in the hotel. It helps answer the question, “what does it really look like inside and is it everything it claims to be?”

VirtualTours2Garden of the Gods Club

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Benefits u Give consumers more complete -- and more engaging --

visual information than you can with static photographs

u Make your property stand out in a crowded online environment

u Increase consumers’ confidence in your property and their motivation to book

u Combat “commoditization” to differentiate your hotel based on the anticipated experience, not price

u Increase bookings and look-to-book conversion rates

u Research from a major hotel chain found that website visitors view more rich media when it’s large, easy to navigate and well displayed. Virtual tours are an effective form of “moving” media and receive high views from consumers

Virtual tour images are suitable for any type of property, from limited service to luxury resorts. In today’s competitive production environment, you can find virtual tour production packages that offer a quality product at an affordable price. Full screen capabilities are prevalent in most modern viewers, so in order to maximize the experience, have your virtual tours produced in high definition.

Quality u Cylindrical virtual tour files are ideal. Spherical can be

provided but they will be converted to cylindrical

u Image Size: 7000 x 1750 pixels is ideal

u Aspect ratio: 4:1 is ideal without cropping. Anything equal to or larger than 2:1 will also work, however, 2:1 is the absolute minimum size

u File Types: Cylindrical JPG

u The virtual tour images should be produced in panoramic (360º X 90º) format in JPEG format at highest resolution available as per above

u Raw JPEGs are preferred (can be converted to Flash as needed)

u The images should undergo post-photography processing and touch-up to ensure that every part of the image is perfectly lit and balanced

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Quantity u Recommend production of 3 - 10 premium quality high

definition 360º virtual tour digital images

u Cover different room types and common areas such as the guest rooms, breakfast areas, lobby, and fitness center, etc.

Intercontinental NYC Barclay displays virtual tours that give viewers a comprehensive understanding of what the property has to offer.

Intercontinental NYC Barclay

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Video engages consumers and increases the likelihood of booking. In fact, 66% of consumers report watching video when planning travel and 43% when reserving accommodations.7 It’s also important to note that in some cases, the use of video drives 150% increase in organic search traffic because it raises your appearance on the search results page.8

There is a variety of video content and production formats to choose from based on your marketing objectives and to meet all budgets.

Here are 4 types of video content as defined by SoMedia that are best suited to hotel storytelling.

1. Video ToursWalk potential guests through and around the hotel, highlighting key features, amenities, activities and of course guest rooms.

2. Testimonial Videos87% 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.

Video3

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3. Hosted ProfileThis 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.

4. Scripted AdsVideo 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.

A recent trend in digital hotel marketing is the use of condensed ‘snackable’ video. Short videos are quick and easy to watch and they convey their messages more effectively than a longer video packed with more and varied information.

Two to three 12 - 45 second videos that capture the unique features & amenities of the property such as:

u Guest rooms & Suites

u Popular restaurant and lounge facilities attracting both guests and locals

u Well-equipped fitness areas

u Co-produced video of hotel and its nearby attractions

u Wedding or Meeting facilities

The 2 most common video production formats used are Video Slideshows and Full Motion Video.

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Video slideshow production is built to balance function with budget for any type of hotel that already has good digital photos and wishes to market its property using a compelling rich media presentation. It can fulfill the need for a general hotel overview or tour video and highlights any uniqueness (proximity to an area attraction, friendly staff or complimentary services).

Conversely, video slideshows are also very useful in presenting “themed” vignettes of your property, such as your wedding venue, dining facilities, or business travel amenities. Inspire and excite travel shoppers with a story (stories) that differentiates the hotel from its competitive set with the added perception of a moving video accompanied by music to fit your brand.

RoleVideo Slideshows are suitable for virtually any type of property – from limited service to luxury resort – that already has a good selection of quality digital photos and is looking for a more economical alternative to full-motion video or does not want to go through a full video shoot. Generally 45 seconds in length, they use a templated introduction, exit message, plus music and supers.

VideoSlideshowHotel Grand Victorian

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Benefits u Provides the full impact of a video without the expense of

shooting full-motion video

u Makes a property stand out in a crowded online environment

u Engages and motivates consumers by giving them a near full-video tour

u Consumers feel more confident booking after seeing what they’re getting

u Combats “commoditization” to differentiate your hotel based on the anticipated experience, not price

u Communicates key selling points more effectively than text or photos alone

u Faster production timeline

u Increases bookings and look-to-book conversion rates

Quality u Production service should include property and market

research, script development, creative direction, editing, voice-over recording and full editing and assembly with music and supers

u It’s important to ensure that key property features are showcased

u The slideshow should be edited based on a script (the audio narration and list of images to be used in the slideshow) prepared by the creative team based on the images and input provided by and approved by the hotel

u Once the sequence of photos is determined, the images need to be skillfully edited and digitally manipulated to give the illusion of movement. Such techniques as panning, pulling back, or closing in lends a quality of real-motion video that can look as if the final product had actually been filmed

u The finished production should be encoded to a video file for internet streaming

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Quantity u Typically a video slideshow is created using up to 10 digital

still images of the hotel

u Approximately 45 seconds in length

u Video slideshows are relatively inexpensive to produce and distribute. Based on budget, consideration should be given to, at minimum, a hotel overview video

u Additional slideshow videos should capture the unique features & amenities of the property such as:

Embassy Suites Portland highlights its historic feel, comfortable guestrooms and high-end amenities with their video slideshow.

u Shuttle service to nearby attractions and/or airport

u Complimentary breakfast or Manager’s cocktail party

u Meeting facilities

u Breakfast area & lounge

Embassy Suites Portland

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Videos tell stories and bring your hotel to life by creating emotional connections with guests. Whether it’s a guided tour of the hotel narrated by the General Manager, a “day in the life” story, or a series of videos showcasing different areas of your hotel, video is your way to be creative, set your hotel apart and inspire lookers to become bookers.

According to comScore, exposure to online video can lead to a 40 percent increase in buying. “For people who are wondering whether they should book a room, video will be that final little tap that will say, absolutely the place is awesome,” Susan Shields, General Manager of the Kimber Modern in Austin, Texas.

Video allows you as a hotel marketer to effectively communicate your hotel’s attributes and show off the unique experience you offer guests. With 89% of leisure travelers and 93% of business travelers watching online video, this medium is a surefire way to connect with your audience.

Standard Video packages are exceptional value, offering a high quality, end-to-end video production solution at an attractive price point, and are best suited to mid and higher-end hotels as well as those seeking to showcase meeting and conference capabilities or other special features and amenities.

Premium Custom Video Production is available to hotels that wish to further enhance their video presentation, and are specifically designed to meet unique requirements. By taking more time to film more of the hotel property, using special filming equipment to capture those distinctive shots, and adding those special touches in the final editing process – from motion graphics and after effects to premium voice talent and music

Videos(FullMotion)

Best Western Plus Victoria Park Suites

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RoleThe role of a full motion video is to pull out all the stops and really wow travel shoppers with a story (stories) that make you stand out from your competition. It’s designed to help the travel shopper visualize their visit to your property and its surroundings. It helps answer the question “what makes this hotel different than all the rest and why would I want to stay there?” Or, “why would I spend $20 more at this property vs. the one across the street?” There’s no better way to convince travelers that you’re the best choice for them!

A recent trend in digital hotel marketing is the use of short ‘snackable’ video. Short videos are quick and easy to watch and convey their messages more effectively than a longer video packed with more and varied information.

Benefits u 60% of people prefer watching video over reading text9

u Videos increase the chance of a front page Google result by 53%10

u Videos create desire: consumers are drawn in to a property and become emotionally engaged and motivated11

u 57% of consumers feel watching an online product video makes them more confident in their purchase12

u Videos combat “commoditization” by differentiating hotels using storytelling techniques to appeal to consumers , not price13

u Visitors who view product videos are 85% more likely to buy than visitors who do not14

Pelican Eyes Resort and Spa

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Quality u Uncompressed video is best

u Frame Size: 720 x 480 pixels or more is ideal

u Produce video in the largest resolution available. Currently HD or 1080p. 1920 x 1080 - is preferred, or even larger if available which will “future proof” it

u Aspect Ratio: 16:9 (widescreen). This is the HD standard

u File Types: FLV, MOV, AVI, MPG, MPEG, MPV, WMV, ASF, RM, RMVB, RV, MP4, and MP4E

Additional Elements for Standard Production Services• Production services should include property and market research, script

development, creative direction, on-site filming, editing, voice-over recording and full editing and assembly with music and supers to ensure that what they feel is most important about their property is showcased to the consumer

• The video is filmed and edited based on a script (the audio narration and list of video shots to be used in the video) prepared by our creative team based on input provided and approved by the hotel

• Generally, the video will showcase the following property features: guest rooms (max. 3); dining facilities, conference rooms (max. 2); recreational areas; and dining/lounge areas; lobby area; exterior

• Professional videographers using professional equipment should include digital video-camera, standard 3 light lighting kit and steady cam

• Location scouting is a key element in preparing for video production. One day is generally dedicated to this effort with the videographer and on property point person

• Finished video should be encoded in MP4. Other encodings may be converted from this source as required

StandardVideoProduction

The King And Prince

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QuantityToday’s consumer interacts with your media in different ways throughout the shopping journey along with the fact that the contemporary shopper’s attention span is painfully short. Completion rate for a 30 second video is close to 90 percent. That said, the more committed the potential guest is within the shopping path; the more likely they are to engage in a longer video (2 minutes).

Best Practice recommendations are:

u One 1 - 2 minute full motion video with voice-over narration and music that showcases an overview of the hotel property with its key selling features

u Two to three 12 - 45 second videos that capture the unique features & amenities of the property such as:

u Guest rooms & suites

u Popular restaurant and lounge facilities attracting both guests and locals

u Well-equipped fitness areas

u Co-produced video of hotel and its nearby attractions

u Wedding or meeting facilitiesThe Sofia Hotel

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A Premium Custom Video is the preferred choice of higher-end hotels and resorts, wellness spas, and boutique hotels – in essence, any hotel that wants to set itself apart from the competition and showcase its “special” nature through a high-end video.

By taking more time to film more of the hotel property, using special filming equipment to capture those distinctive shots, and adding those special touches in the final editing process – from motion graphics and after effects to premium voice talent and music.

Epicurean Hotel tells their story with video by fusing style, detail and information. Under 2 minutes in length, this video is snackable and easy to digest for busy travel shoppers.

PremiumCustomVideoProductionAdditional Elements for Premium Video Production• Expanded number of videography days (to permit filming of more scenes

and footage)• Use of additional videographers (to permit more filming as well as jib

shots, extra lighting etc.)• Use of premium videography equipment such as extra lighting,

steadicam, jib and crane, rails, and high-definition video camera for higher quality footage

• Creative direction and acting direction if actors are used• In-depth editing• Custom designed motion graphics and visual effects (Adobe AfterEffects®)• Usage of stock footage• Aerial and underwater shots• Premium voice talent and music

Epicurean Hotel

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QualityBest Practice recommendations are:

u Uncompressed video is best

u Frame Size: 720 x 480 pixels or more is ideal

u Produce video in the largest resolution available. Currently HD or 1080p. 1920 x 1080 - is preferred, or even larger if available which will “future proof” it

u Aspect Ratio: 16:9 (widescreen). This is the HD standard

u File Types: MOV, AVI, MP4

u MP4 highly preferred as re-encoding from that format produces the best results

Atlantis The Palm Dubai

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QuantityBest Practice recommendations are:

u One 1 - 2 minute full-motion video with voice-over narration and music that showcases a hotel property and all its key selling features

u Two to three 12 - 45 second videos that capture the unique features & amenities of the property such as:

u Guest rooms, suites, cabanas or cottages

u Popular restaurant and lounge facilities attracting for guests and locals

u Well-equipped fitness areas and spa services

u Co-produced video of hotel and its nearby attractions

u Wedding or meeting facilities

Note to Vizlly ClientsThe Radisson Corpus Christi Beach is a great example of how to tell your hotel’s story effectively using Vizlly!

The multi-media player tabs correspond to their small stories and there’s a short video as well as photos and text descriptions to accompany each one. Travel shoppers viewing this player quickly get an impression of the hotel and an idea of the experience of staying there.

The Radisson Corpus Christi Beach uses 6 short videos - ranging from 12- 45 seconds in length - to illustrate their hotel’s story. Each video highlights a particular aspect of the hotel. These are the small stories that make up the hotel’s overarching story told through their Vizlly digital brochure.

Radison Corpus Christi Beach

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ComplementYourVisualMediawithDescriptiveText!Adding brief text descriptions to your visual media items is an easy way to convey even more relevant information about your hotel to travel shoppers. You can provide details that give context to photos, virtual tours and video, expand upon what the visual element shows, or highlight additional information that the media items do not convey on their own.

It’s easy to do, but to be done effectively requires some forethought. If writing brand new text for each of your media items seems like a chore, your hotel’s website or the hotel details

page for your hotel on the brand website is a wealth of information that you can use for text descriptions. It is likely that the copy on your website already aligns with your marketing message ensuring consistency and has been vetted by management.

Captions u Remember that the job of the “caption” is to quickly grab the

consumers’ attention as they’re scanning images looking for the “right hotel”. Therefore the caption should be named as seen through the eyes of the hotel shopper

u Avoid internal codes, numbers and language that is generic and not meaningful

u The caption field should be limited to 3 words or 30 characters that describe the image succinctly. Adhering to this maximum will ensure that all of the text displays in the space provided

u If the brand or property name is an essential element of the

UniversalBestPracticesforAllMedia4

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description, then it may be referenced here. For example, The Rooftop Bar at The Roosevelt, or Alain Ducasse au Plaza Athenee

u Good captions include: Free Internet, World Class Golf, Lakefront Cottages, Complimentary Breakfast

u Ineffective captions are: EXT 123, Picture, Other, Room

u Captions should accurately describe the photograph, including room type, name of restaurant or lounge, etc

ShortDescriptionThe Short Description is the headline that appears at the top of the text pane in your Multi-media player. Think of it as a headline in an advertisement or newspaper.

Short descriptions should relate (though not identical!) to the media item’s caption, providing just a little more information about what the image conveys. Keep it to a maximum of 90 characters and should be interesting enough to compel travel shoppers to read on.

Hilton Lexington Downtown Hotel

Caption

ShortDescription

LongDescription

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LongDescriptionThe Long Description appears just below the Short Description and contains the principal details of the media item being viewed. This is an excellent opportunity to give the shopper additional insights into the value you’re providing, compelling them to choose you.

You can (and should!) use short paragraphs, incorporate bullet points and bold and/or italicize certain words or passages to highlight important points.

Best Western Fresno Inn

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UsingPeopleinMediaThere is often discussion around whether or not including people in your multi-media contributes positively to the experience you want to portray. That said, everyone agrees that your media production must stay true to your brand voice. As an example, if you’re a family oriented property with features and amenities catering to a fun, casual environment, then you may want to show moms, dads and kids enjoying their time together at the pool, nearby attractions or in the restaurant. The Nickelodeon Hotel in Orlando, Florida highlights the fun and varied amenities they offer by including images of people enjoying them.

Conversely, if it’s all about the elegant and exclusive surroundings, then perhaps focusing on the elements of the featured area itself is the story you want to tell.

The Wynn Las Vegas allows travel shoppers to imagine themselves at the hotel by displaying media without people in it.

Regardless of the production approach you take, your content should be continuously refreshed. UGC (user generated content) drives the expectation of up-to-date content as shoppers compare your multi-media to what others are posting.

Complete the story by complementing your multi-media with rich, compelling descriptions that add depth and context to help the shopper visualize them in your environment.

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The internet offers hoteliers a canvas to visually share stories with the world, take advantage of this opportunity by creating a visual masterpiece online that will catch the eye of travel shoppers. Striking photos, videos and virtual tours capture the imagination of travel shoppers. On the other hand, poorly displayed media that doesn’t adhere to beat practices can leave consumers unimpressed, mislead and discourage them from booking.

Move forward with a thoughtful multi-media marketing strategy, and remember to:

u Use a combination of photos, virtual tours and video that reflect your brand identity

u Display an appropriate amount of current and captivating media to leverage your hotel’s story throughout the shopping journey

u Use high quality media that suits the size specification of the platform you’re using it on

u Complement your media with carefully drafted descriptive text

Armed with these insights, hotel marketers will be equipped to make a strong and lasting impression by telling unique stories visually with enticing media.

Takeaways5

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QuickReference:HotelMediaTell the best story possible with your media by following these multi-media guidelines for hotel photos, videos and virtual tours.

Every hotel’s story is unique. Use the amount of media you need to accurately tell your story in its entirety.

Size 2048pxormore(longestside) 7000pxby1750px 1920pxby1080px(HD) 720pxby480px(SD)

1920pxby1080px(HD)

AspectRatio 16:9 2:1or4:1 16:9 4:3or16:9

FileType JPEG,JPG,GIF,PNG,BMP,TIFF,andEPS CylindricalJPG MP4orFLV FLV,MOV,AVI,MPG,MPEG,MPV,WMV,

ASF,RM,RMVB,RV,MP4,andMP4E

Quantity(Length)15to21+(limitedservice)18to28+(fullservice)

21to35+(luxury)3to10 2to10(45seconds) 1(1to2Minutes)

2to3(12to45Seconds)

Images VirtualTours VideoSlideshows FullMotionVideos

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AboutLeonardoLeonardo is a technology company serving the global hospitality industry. We provide e-marketers at hotel brands, management companies, hotel properties and travel websites with technology solutions that improve the way they present their hotels online to travel shoppers.

Our core products include Vizlly, a cloud-based Multi-Channel Digital Marketing System that makes it easy for hotel marketers to create and publish websites, mobile websites, social media apps and digital brochures for third party travel websites; VScape® Digital Asset Management System, an enterprise-level digital asset management and distribution tool that helps hotel chains better source, manage, organize, store, and publish media assets to direct and indirect online channels; and MediaConnect, advanced connectivity for travel websites to access the industries definitive source of hotel certified visual content. Key to all products is our extensive connectivity. Using our VNetwork, the largest travel website network in the global hospitality industry including GDSs, Meta Search sites, OTAs and more, hoteliers can publish their content and stories to millions of travel shoppers all over the world on the channels, devices and platforms they use to shop for hotels online.

For more information about Leonardo, visit www.leonardo.com.

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1 Gioglio, Jessica, and Ekaterina Walter. The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. 1st ed. McGraw-Hill, 2014. Print 2 http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx 3 http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-NEW-DATA.aspx 4 http://www.tripadvisor.com/TripAdvisorInsights/n675/how-bring-your-photos-life-slideshow 5 http://www.tnooz.com/article/five-tips-from-expedia-on-how-hotels-can-convert-ota-traffic-into-bookings-in-2013/ 6 http://panomatics.net/web/statistics/ 7 http://ezinearticles.com/?Trends-for-Online-Hotel-Marketing-in-2013---The-Way-Forward&id=7777644 8 http://www.socialmediaexaminer.com/business-blogging-case-study/ 9 http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf 10 http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html 11 http://www.mmgworks.com/richMedia.cfm 12 http://www.invodo.com/resources/statistics/ 13 http://digital.graphcompubs.com/article/Chapter+10%3A+Rich+Media+/1679172/0/article.html 14

http://www.internetretailer.com/2010/03/31/inside-search

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