Competing with OTAs for direct bookings continues to represent an uphill challenge for hotels. The likes of Expedia and Booking.com have become masters at conversion, investing millions to whisk shoppers from browsing to booking in the minimum amount of steps.
However, the transactional nature of this experience is far from inspiring. It also makes it hard for hotels to stand out and showcase their unique personality. Deals and limited offers therefore become the means of differentiation, which clearly isn’t good for business.
To stand out from the crowd and drive more direct bookings, it’s important to think of your hotel website as a platform to tell a story— a story that shows off your personality, creates a distinct brand image, and offers a compelling reason to book beyond price.
With that in mind, we’ll dive into some of the key ways you can use original content and design on your website to express your hotel’s identity and tap into the power of storytelling to increase your revenue.
Showcase your story with videos
Video is arguably the most powerful storytelling tool at your disposal. It can evoke a mood and capture the spirit of your hotel that sparks the imaginations of your guests.
These days, savvy travel marketers understand that video is most effective when it taps into the deeper, emotional reasons that people choose to take a trip.
Generator Hostels’ video is a prime example of this approach. A snappy, pop video-style sequence on their homepage shows a group of young friends having a blast over a day of exploration, drinks and dancing.
It deftly appealed to the aspirations of its younger demographic, selling the amazing social experiences of travel. Visually, it has an intentionally low-budget feel that steers well clear of brand-heavy gloss.
In stark contrast, Canaves Oia Suites (a 5-star luxury hotel in Santorini) features a stunning video with high-end production values. However, the thing to pay attention to here is how the video focuses almost exclusively on the beauty of the destination, rather than the selling points of the hotel.
