make your hotel shine online: shift to a visual experience
TRANSCRIPT
Make Your Hotel Shine Online: Shift to a Visual Experience
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
Vice-President,Best Practices, Online MerchandisingVFM Leonardo Inc.
Hotel Media Strategist 200rooms.com
• We’re maxed out from constant information overload
• Hotels put all info on homepage b/c bandwidth was slow in 90s
• Sharing/experience economy• Pinterest/social media• Smart phone/tablet use
(mobile) is growing exponentially. Mobile search up 200% in 2012 (Google). Tablets will outsell PCs by 2015 (IDC)
• In 2013, Google declared itself a “mobile-first” company. Most people now access Google via mobile beginning this year
• LinkedIn mobile use: 19% in 2012; 30% in 2013
• Millennials don’t read as much
• Ask for it• Track social media• Learn Instagram• Create events at property• Pop up trend is growing• Create pages about
destination & partners • Create a local restaurant
guide. Interview your chef. Interview someone else’s chef
• Create pages with a calendar of events, like Papaya Playa
• Find amateur photographers on staff and make a deal
• Create contests on social media
• Create a photography class
• Experiences + emotions• Anecdotes + context• Amenities + people• What are your USPs?
Visuals should revolve around those
• Employees all have a different story about the hotel. Ask their opinion/feedback. Especially millennials. Start a webpage with their answers
• Where is your hotel within the destination, and what is close by for your guests to do? Your answer is a story
• Why does your hotel offer good value? Another story
• Create a story arc
• You don’t need a blog, but it’s good to think like a blogger
• Brands are becoming publishers/content marketing
• Many websites are busy but not comprehensive
• Everyone will tell some kind of story eventually online
• Start simple• Have a plan & keep it focused• Only prepare a posting schedule
you know you can stick to• Even once a month is okay to
start• Post testimonials from business
travelers, wedding parties, couples, birthdays, meeting attendees & meeting planners
• Post photos and videos with just a short paragraph description
• Authentic reviews are gold today
Marketing Services, DirectorLancaster House
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Anatomy of a Visual-First Website Experience: Best Practices for Hotel Marketers
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•Topics include maximizing your web marketing with multi-media, moving to mobile optimization, and more!