50
Show & Tell: Attracting More Guests Through the Power of Visual Storytelling vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo May 23, 2013

Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Embed Size (px)

Citation preview

Page 1: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Show & Tell:

Attracting More Guests Through the Power of Visual Storytelling

vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

May 23, 2013

Page 2: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Vice-President, Best Practices, Online Merchandising

VFM Leonardo Inc.

@darlenerondeau

Page 3: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Travel Editor 200rooms.com

Page 4: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

E-commerce Consultant Granite Hospitality

Page 5: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

How to use visual storytelling techniques

Why hotels need to shift their digital marketing focus

Yes, visual storytelling impacts the booking

Where to reach your target audience

Incorporate today’s new techniques into your website, mobile solutions and social media

Page 6: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Travel Editor 200rooms.com

Page 7: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 8: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Stories are ANECDOTES & CONTEXT that provoke an emotional response. In other words: Things happening and reasons to care.

Within a hotel environment, your anecdotes are your experiences: Dining, pool/beach, spa/golf, special events, lounge/meeting space, staff/community interaction, etc.

Offsite, they’re: Attractions, entertainment, tours, nightlife, festivals.

Context is emotional: Excitement, romance, fun, feeling healthy, adventure, exploration, sense of accomplishment.

Combine the two and you have a story.

Page 9: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 10: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

46% of adult internet users post original photos or videos online that they themselves have created. We call them creators.

41% of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. We call them curators.

Overall, 56% of internet users do at least one of these creating or curating activities, and 32% of internet users do both creating and curating activities.

Page 11: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

At the 2012 Open Mobile Summit in San Francisco, speakers included: Rikard Steiber, Google’s global marketing director for mobile and social advertising; Francisco Varela, YouTube’s global director of platform partnerships; Rich Miner, general partner at Google Ventures. They told the conference:

Google now considers itself a “mobile first” company.In 2013, Steiber believes that mobile will be the primary way people access Google .Mobile searches have increased 200% to-date in 2012.On YouTube: 40% of views come from mobile devices, a 300% increase in 2012. Varela says mobile traffic to YouTube may soon surpass 50%.

Page 12: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 13: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 14: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 15: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 16: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 17: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 18: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

The Standard, Hyatt Andaz, Ace Hotels, The Broadmoor, Four Seasons, Freehand, Independent Collection, Unlisted Collection, Expedia, Design Hotels, The St. Regis Punta Mita, ALT Hotels

Page 19: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 20: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 21: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 22: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 23: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 24: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

“How do you make your content stand out? Grow a pair. Have an opinion, a point of view. Write or produce something that hits a nerve. Make your audience feel something. This is how you get noticed, remembered and talked about. Trod down the middle of the road and you’ll be roadkill.”

—Barry Feldman: 12 Brutally Honest Answers to Your Content Marketing Questions

Page 25: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 26: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 27: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 28: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 29: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

“The modern traveler, the modern consumer, they’re very much influenced by not just brands, but by experiences. And how you evoke an emotional response from them is something which all of us are interested in. “You want to connect with them on a much deeper level than saying, ‘Stay in a hotel room because you have 400-count thread sheets, or whatever.’”

—Loh Lik Peng, director, Unlisted Collection

Page 30: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 31: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 32: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 33: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 34: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Learn it, live it, love it & USE IT.

Page 35: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Joined: April 6, 2013 Joined: May 2, 2013

Page 36: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 37: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 38: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 39: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

This is an Instagram photo taken behind a pro photographer during a photo shoot. I used the Instagram photo versus the pro shot in a national corporate travel magazine.

Photo from San Juan Marriott Resort’s Facebook page.

Page 40: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Storytelling evokes emotion; make your property memorable; people are visual creatures

Build your Story◦ What are the experiences that your guests have at your hotels both onsite and

around the area? ◦ Couple that information with the emotions that they experience e.g. “Enjoy a

satisfying, healthy breakfast as a complimentary feature while you’re with us!”

Combine visuals from professional and your guests◦ Add matching descriptions which helps the guest imagine themselves at your

property

Page 41: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

E-commerce Consultant Granite Hospitality

Page 42: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

VS.

Page 43: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 44: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Photos and special offers drive more

engagement than simple text

Engagement on Facebook higher than other types of

communication

Hotels with 1400-1500 fans get much more

engagement

Page 45: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 46: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling
Page 47: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Website

Third Party OTAs

Social Media

Page 48: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Show, don’t tell

The social channels are integrating big, beautiful visuals on their pages◦ Facebook, Pinterest, TripAdvisor

Informally interview your guests and your staff to uncover your story

Be where your guests are shopping

Page 49: Show and Tell: Attracting More Guests Through the Power of Visual Storytelling

Recording of this webinar This webinar explains how to create and tell your

hotel’s story using visuals, how stories help you connect with guests and how brands and individual hotels are doing this successfully.

Speakers:   Darlene Rondeau, VP. Best Practices, Online

Merchandising at VFM Leonardo Greg Oates, Travel Editor, 200rooms.com Melissa Bruckler, E-commerce Consultant, Granite

Hospitality

◦ Share it with your colleagues

Download the Recording