Fundamental to any great digital marketing strategy for hotels is visual storytelling. Using a blend of words, pictures, video and audio helps convey your property’s unique story to travel shoppers in an engaging manner.
A hotel video, in particular, shows off the space and overall vibe of your property in a dynamic way, helping develop an emotional connection with travel shoppers – something which has been shown to influence purchase intent.
However, producing video may seem like a daunting task to some hoteliers; perceived as too timely and expensive to warrant the effort. But that’s just a myth. Video can actually be relatively easy and inexpensive to produce.
Furthermore, it’s a great way to grab the attention of potential guests and, ultimately, drive direct bookings. According to Google, 42% of travel shoppers use YouTube videos as a source of inspiration when planning a trip, and 50% of travelers prefer to watch video on a hotel’s website than any other channel.
But how can hoteliers, especially those from small properties, create videos without breaking the bank? In this article, we’ll outline some simple and practical tips for creating a high-quality hotel video on a shoestring budget.
Deciding what to shoot
The first step is deciding what video to make. According to a study by SoftwareAdvice.com, 57% of hotel shoppers want to see videos of your guest rooms, suites and common areas, such as the lobby. So that’s a good place to start. The spa, pool or gym rank second (20%), with travelers also indicating an interest in the natural scenery, on-site restaurant and your hotel’s staff. Not surprisingly, hotel shoppers prefer informational videos over promotional ones; videos that provide important details about the hotel and its location without being too salesy.
Don’t be afraid to get creative with your hotel videos. If you are hard pressed for inspiration, ask your hotel staff what they think makes your hotel appealing. Ask your guests what made them choose your hotel and what their favorite parts of your property are. You can even use their testimonials and interviews in your video (with consent, of course).