There’s a whole host of marketing tools available for hotels to consider these days, but prioritising which one(s) is / are right for your brand can be tricky. Among the many channels on offer, is video a good marketing strategy for hotels? The answer is ‘yes.’

It’s no secret that in today’s ever digitalised world, content really is king. It’s also no secret that some forms of it reign supreme.

For the hospitality and tourism industry, this has never been more true.

Through the internet, sponsored content, marketing emails and social media (to name but a few), travellers are constantly bombarded with information about where to stay and what hotel to book.

The competition is fierce. While word of mouth will always be a powerful tool, with such a range of accommodations now on offer in cities and countries across the world, making sure yours stands out on a global stage is paramount.

The reality now is that static images and lengthy descriptions can only go so far. People want to see (and feel) before they buy. This is where video marketing steps in, offering a dynamic and engaging way for hotels to showcase their unique offerings and create an emotive connection with guests, both new and old.

The Power of Video: Benefits for Both Hotels and Guests

Utilising video marketing offers a multitude of benefits for both hotels and their target audience(s).

For hotels, this could look like: 

• Increased Engagement and Bookings: Studies show that viewers are far more likely to retain information from video compared to text. A compelling video tour can transport viewers directly into your hotel, allowing them to virtually experience the ambiance, amenities and surroundings. This emotional connection can significantly boost engagement and ultimately lead to more bookings
• Enhanced Brand Storytelling: As professional storytellers, we know that videos are powerful storytelling tools, enabling you to craft a narrative that captures your hotel’s essence, personality and the experiences on offer. This allows you to go beyond just showcasing rooms and amenities, and instead, further connect with guests on that all important emotional level
• Improved Search Engine Optimisation (SEO): Websites with video content tend to rank higher in search engine results pages (SERPs). Including high-quality videos on your hotel’s website can significantly improve your online visibility and attract more high-quality, organic traffic
• Social Media Boost: Videos are a hit on social media platforms – just ask the likes of TikTok, YouTube and, indeed, Instagram, which has recently moved to a more video-heavy model. Shareable and engaging video content can significantly expand your reach and attract new audiences. Additionally, user-generated content (UGC) from satisfied guests can add a layer of authenticity to your social media presence, as well as boosting your profile among new audiences
• Highlight Unique Selling Points (USPs): Does your hotel have a stunning rooftop pool or a world-class spa? Videos are the perfect way to showcase these unique features and differentiate your hotel from its competitors

For guests, the benefits of using video also stack up:

• Virtual Experience Before Booking: Videos allow guests to get a real feel for your hotel before booking. This virtual experience builds trust and reduces booking anxiety, especially for first-time visitors 
• Enhanced Decision Making: Well-crafted video content can provide guests with all the information they need to make an informed decision. They can see the room sizes, amenities, facilities (including accessibility) and overall vibe of the hotel, leading to a more satisfying booking experience
• Emotional Connection: There’s that word again… videos can evoke emotions and create a desire to experience the destination firsthand. A powerful video showcasing the surrounding beauty or your hotel’s unique offering can highlight the overall experience awaiting guests, helping to tip the scales in your favour when it comes to the inevitable comparison game

Why Video Reigns Supreme

Of course, written content and photography still absolutely have their place in hotel marketing but, if we haven’t convinced you already, video offers distinct advantages:

• Captures Attention: In our fast-paced world, people are drawn to visually stimulating content. Videos are significantly more engaging than static text or images, grabbing attention and holding it for longer. With long-term video content overtaking short-form on social media platforms, this not only demonstrates its power, but also its attractiveness to even the most repetitive doom scrollers…
• Emotions and Storytelling: Video allows you to tell a story, evoke emotions and create a memorable experience for potential guests, without saying much at all. This emotional connection is difficult to achieve with text or photographs alone
• Information Retention: Studies show that viewers retain information from video far better than from reading text (95% versus 10%!) A well-crafted video can communicate a wealth of information about your hotel in a more digestible format, helping to maximise audience engagement 
• Increased Sharing Capability: Videos are highly shareable on social media platforms, allowing you to reach a wider audience organically

A Winning Combination: Using Video Alongside Other Content

BUT. In saying all of that, behind every great ruler is an even better counsel. And for a truly comprehensive marketing strategy, video should always be used in conjunction with other content formats to provide the best outcomes and help meet your overall business objectives.

Of course, high-quality written content sits alongside video at the ruling table. This helps to provide additional details, answer specific questions and improve SEO. Having access to clear and concise written content also means people can come back and check certain details / aspects as and when required, at a glance, further enhancing the overall customer journey and experience. 

Photography and video surely go hand in hand? Compelling photography can be used as thumbnails for your videos or to showcase specific aspects of your hotel in more detail so it’s important that your static images are as considered and high quality as your moving ones. 

Once you have a video, don’t forget to milk it for all its worth… creating snippets and shorts which can be integrated into blog posts, social media content and even to support your PR activity, all helps to enhance reader engagement and provides a more immersive experience.

By combining video with other content formats, you create a well-rounded marketing strategy that caters to different audience preferences, thereby optimising your hotel’s online presence.