Promoting a hotel and generating more bookings can be difficult in today’s crowded hospitality space. A great way to make your property stand out is through using videos.
At The Wagner Agency, we’ve done our fair share of hotel video marketing and learned a lot of things along the way.
In this guide, we’re going to explain why hotels need to use videos and guide you through getting started with video marketing.
We’ll discuss the most popular types of videos you can use to promote your hotel, talk about the best platforms to publish your video, and discuss how you should measure your video marketing results.
What is video marketing
Video marketing is a type of marketing that involves planning, producing, publishing, and promoting video content with the intention of generating brand awareness, traffic, leads, or customers.
Video is the most popular online content format by far.
In fact, it’s so popular that Google places videos at the top of its search results, while social networks such as Facebook give priority to video content when displaying social posts in users’ feeds.
This makes it the perfect medium for promoting a brand, company, product, or service.
The importance of video marketing for hotels
While all types of businesses can benefit from video marketing, it’s especially effective for those in the hospitality industry.
Hotels can use videos to showcase their rooms and amenities, announce events, and let tourists know about all the reasons why they should visit a particular destination.
Consumers want video content
By taking advantage of the video format to show potential customers what you have to offer, you increase the chances of getting more bookings from impressed consumers.
You also decrease the odds of receiving negative reviews from customers who were expecting a different experience when they booked a stay at your hotel.
Did you know that 88% of travel-related searches on YouTube focus on specific destinations?
By creating videos covering your city and discussing all its interesting spots, you get the ability to promote your hotel to people planning on visiting the area.
Videos help you build trust and develop meaningful relationships
Due to the way people process visual information, it’s a lot easier to engage your audience and evoke an emotional response through video.
In fact, it’s been shown that people retain 95% of a message when they watch a video and only 10% when reading that same message in text form.
By incorporating videos into your marketing strategy, you’ll be able to build trust and develop a meaningful relationship with your target audience more easily.
Regularly publishing video content will also help to keep your brand top-of-mind and increase the number of people who think of your hotel first when deciding to visit your area.
Video marketing generates a great ROI
With 88% of marketers claiming that they generate a positive ROI with video marketing and 93% stating that videos have helped them acquire more customers, using video in your marketing campaigns is almost guaranteed to be profitable.
Incorporating videos into your marketing strategy will help you stay ahead of the competition
If you’re not taking advantage of this amazing content format, your business will be left behind.
How to get started with video marketing for hotels
We’ve discussed why it’s crucial for hotels to start using video marketing. Now it’s time to show you how to get started.
Before creating a video, you’ll need to determine your target audience, decide on the message you want to deliver, and choose the best type of video for that message. You’ll then need to shoot, edit, and publish the video.
As you can probably tell by now, there’s a lot of work ahead of you.
Determine your target audience
The first thing you need to do is to determine the target audience for your video.
What kind of people are you trying to reach with your video?
Consider your target audience’s interests, pain points, and challenges and put some thought into what might excite or intrigue them.
You’ll also want to understand where they spend most of their time online and how they prefer to consume content.
By clearly defining the audience for your video, you’ll have an easier time tailoring your messaging, content, and format to align with their needs and preferences.
Consider the message you want to deliver
The next step is to think about the exact message you want to deliver with your video.
Is there a story you want to tell or a point you need to make? If you’re looking to tell a story, is that story beneficial or compelling enough for your target audience?
Think about what emotion you want to elicit from viewers. How do you want to make them feel, and what action do you want them to take after watching the video?
A good story should be satisfying and engaging. It should spark people’s curiosity and keep their attention until the very end.
Try summing up your video’s narrative into a single sentence. This will allow you to stay on track throughout the video creation process and ensure that you don’t steer too far away from your main goal.
It will also help you choose the right type of video for your story.
The common types of videos used in hotel video marketing include brand videos, VR tour videos, behind-the-scenes-videos, destination videos, employee spotlight videos, event videos, and user-generated content.
Brand videos introduce your target audience to your brand and attempt to show the type of experience your hotel provides.
They should provide a high-level view of the services you offer and show everything you do for your customers.
They’re usually longer than other types of videos and strive to showcase your brand’s story and values. You need to be very careful about how you approach your brand video since it will set the tone for all your future videos.
Since these videos represent your brand, they need to have high production value and look extremely professional.
A brand video from Byzantino Boutique Hotel
They’ll often cost more to produce than other types of videos, but the higher cost will be offset by the fact that you’ll be using them to promote your brand for several years.
Once you create a brand video, you’ll want to promote it in as many ways as possible. Put it in a prominent place on your website, and link to it from your social media pages.
VR tour videos
Most people have had the experience of being amazed by a hotel room’s photos or description, and then being disappointed once they arrive at the hotel and see that the room is in one way or another different from what they were promised.
These types of experiences make people wary of booking rooms at hotels they haven’t visited before.
You can use VR tour videos to give potential guests a better overview of your rooms and amenities.
These types of videos take advantage of Virtual Reality technology to provide viewers with the ability to virtually browse locations as if they were there in person.
By creating and publishing VR videos, you’ll gain an instant advantage over competitors who haven’t taken the time to use VR technology to promote their offering.
A 360° VR tour of the Cape Dara Resort in Pattaya, Thailand
People are curious by nature and want to understand how businesses work. You can appeal to them by creating behind-the-scenes videos showing how you do things at your hotel.
These types of videos are a great way to showcase your brand’s personality and build a deeper relationship with your target audience.
You can use behind-the-scenes videos to show how an ordinary day at your hotel looks like, how you get everything ready for a guest’s stay, as well as how you prepare for events.
A behind-the-scenes look at the Blakes Hotel in London
They’re also excellent for showing off your company culture and introducing the employees that help keep your entire operation running.
Note that, unlike the other types of videos we’ve already discussed, behind-the-scenes videos don’t necessarily need to be highly professional and polished.
You can simply piece together short clips taken with a smartphone camera to create a behind-the-scenes video.
By not doing a lot of editing and polishing, you’ll give the video a more authentic feel and have an easier time connecting with your audience.
You probably host a variety of networking meets, charity events, business conventions, and trade conferences at your hotel every year.
Why not use these events to promote your hotel further?
You can do this by creating videos that recap each event and then promoting those videos on your website and social media pages.
A timelapse video of an event hosted at the Corinthia Hotel Budapest
Event videos need to be planned in advance to make sure you don’t miss any crucial moments. You’ll want to have filming talent and an editing crew on hand to be able to create and publish the video while the event is still relevant.
Finally, there’s user-generated content. These videos are created by your guests themselves and posted on their personal social media pages.
With 79% of consumers stating that user-generated content influences their buying decisions, these types of videos can be very effective at generating more guests for your property.
While user-generated videos don’t require you to take care of filming or editing, you do need to be careful about how you use them.
You’ll want to get explicit permission from guests to use their videos and potentially reward them in one way or another for creating and sharing content that shows your brand in a positive light.
EVEN Hotels used user-generated content to create a video promoting their hotels.
Create the video
So, you’ve decided on the story you want to tell with your video and chose the appropriate format. Now it’s time to actually create the video.
You’ll need to write a script, prepare all the necessary equipment, and set the scene.
After shooting the video, you’ll also need to edit the footage, add music, and record a voiceover to create a polished final product.
Do you need help with creating a high-quality video for your video marketing campaign? Check out Wgnr.
Once you’ve created your video, you’ll want to show it to the world by publishing it. Where you’re going to publish your video will depend on what kind of video it is, as well as what you’re trying to accomplish with it.
While you can post all your videos on your website, you’ll also want to post them to video-sharing platforms and social media networks to give them even more exposure.
When it comes to publishing and sharing videos related to your hotel, you’ll want to consider using platforms such as YouTube, Facebook, Instagram, Twitter, and Snapchat.
Posting your video to YouTube is a must. Apart from helping you reach the two billion people who visit the platform every month, it also lets you host your video for free, as well allows you to share and embed it anywhere you want.
With more than two billion active monthly users, Facebook is the most popular social media network at the moment. Its users watch more than 100 million hours of video every day, making it the perfect place to share your videos.
If you plan on promoting your videos on the platform, you’ll need to find a way to quickly capture users’ attention to make them stop scrolling and interact with your content.
Facebook recommends showing brand imagery in the first few seconds of your video to capture attention and improve brand recall.
If you’ve read our guide on social media marketing for hotels, you already know that when it comes to popularity among social media platforms, Instagram is second only to Facebook.
It’s currently used by one billion people every month.
Videos are particularly popular on the platform, receiving twice as much engagement as photo posts.
Since Instagram is primarily a visual platform, users’ feeds are filled with photo and video posts. You’ll need to stand out by creating and publishing stunning, highly-polished videos that will amaze users and get their attention.
While Twitter isn’t the first platform that comes to mind when you think of sharing videos, it’s actually a great place to promote your video content.
Additionally, statistics show that tweets containing videos get ten times more engagement than those that don’t contain videos.
When posting videos on Twitter, you need to keep in mind that the platform is all about having conversations. Once your videos elicit responses from users, you need to make sure to interact with them and keep the conversation going.
The platform is perfect for showcasing your brand’s casual side. Behind-the-scenes videos, in particular, are a great fit for Snapchat.
When creating video content for Snapchat, you should add text, captions, or drawings since 33% of videos on the platform are watched without sound.
According to Buffer, as much as 22% of viewers stop watching after one Snap, so you’ll want to focus on the first Snap and make it count.
Measure your video marketing results
The video marketing process doesn’t end with publishing and promoting your video. You’ll need to track and measure your results to understand how your videos have performed so far and gain insights into what you could improve for your next video.
Here are a few metrics you’ll want to keep an eye on when measuring the results of your video marketing campaigns:
- View count - Shows the number of times your video has been viewed. You can track the total view count across all the platforms where you’ve published the video, as well as keep track of the number of views each specific platform has generated.
- Video completion rate - Denotes the percentage of viewers who watched your video from start to finish. It’s calculated by dividing the number of people who watched the entire video with the total number of views the video generated.
- Number of comments - A good video will spark a discussion and make viewers want to comment on it. The number of comments your video generates is a good indicator of how engaging it is.
- Click-through rate (CTR) - The percentage of viewers who clicked on your call-to-action after watching the video.
- Conversion rate - The percentage of people who completed a certain action (e.g., booked a room) after watching your video.
Depending on your goals, you might also want to track a number of other metrics.
Start using hotel video marketing today
Video marketing is a great way to improve brand awareness and generate more bookings for your hotel.
Videos can help you build trust and develop meaningful relationships with your target audience. They’ve also shown to provide an excellent return on investment.
To get started with video marketing, you’ll want to determine the target audience for your videos and consider the message you want to deliver. This will allow you to choose the right type of video to accomplish your goal.
When it comes to hotel video marketing, the most popular types of videos include brand videos, VR tour videos, behind-the-scenes videos, event videos, and user-generated videos.
As for sharing your video online, you’ll want to focus on platforms such as YouTube, Facebook, Instagram, Twitter, and Snapchat.