You Hired A Videography Company For Your Hotel: Now What?

Understanding the Potential of Your Video Content

‍Imagine this: your video content is not just a selection of pretty shots; it's a powerful storytelling tool that can bring your hotel's narrative to life. From the comfort of your suites to the sun-kissed poolside lounging areas, every frame captured by your videography team is a chapter in your hotel’s story. The key is to recognize the unique angles and stories each video tells – whether it’s the relaxation of your spa or the deliciousness of your restaurant.

Strategies for Using Video Content in Marketing

• Website Integration: Your website is your digital front door. According to Inside Hospitality Solutions, research has shown that "users are 67 percent more likely to make a booking when a video tour is available for a hotel." Embedding video content on your homepage can offer a dynamic first impression when a guest is searching for the right place to stay. Imagine showcasing an engaging drone tour that glides through your property, greeting online visitors just like you would in person. Remember, videos on your site should be optimized with descriptive titles and alt tags – this isn’t just good SEO practice, it’s about making your content accessible to all audiences. Oftentimes, brands need to get video content for their website approved at the corporate level, which isn't too difficult (for the most part). You can find an example of a proper use of videography on a hotel website here.

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• Social Media Utilization: Social media and videos go together flawlessly, they need each other. Platforms like Instagram, Facebook, YouTube, TikTok and LinkedIn are perfect for sharing snippets of your videos, enticing viewers to explore more and see the lifestyle that they can take part in by staying on your property. Lifestyle posts showing how it feels to be onsite, behind-the-scenes clips, and even live Q&A sessions can deepen your connection with your audience. According to a study by Siteminder, "Around 65% of people watch videos when planning a trip and choosing a destination." Having a plethora of visual aids on the internet to be in front of potential guests is key in 2023 and beyond.

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• Email Marketing Campaigns: Emails with video content have a charm of their own. Embedding a video in your newsletter can significantly increase engagement. Adding videos to your email can increase click rates by 300% (source). Picture this: an email arrives with a subject line like “A sneak peek into our exclusive beachside cabanas!” and you show a video tour flying from the hotel room, swooping down to the beach through the cabanas then out over the ocean to someone paddle boarding – who wouldn’t be tempted to click? In addition to embedded videos, email GIFs are a great way to share a snippet of your favorite parts of the property. Whether to get your guest list excited about a newly renovated section of the property, or an aerial shot of the hotel in your email signature, GIFs are a great way to enhance your email presence.

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Leveraging Video for Brand Storytelling

• Narrative Building: Your hotel isn't just a building; it's a collection of stories. Use video content to share these narratives and experiences with your audience. The smiling faces of your staff, laughter of guests enjoying your amenities, and the seamless flow of each of your meeting spaces together are all elements that contribute to the bigger picture of your brand. When you think every story's been told, you're probably wrong. A great way to determine what content would resonate the most with your guests is to ask them! Ask guests what they enjoyed the most about staying with you, then create visual content around the most popular answers.

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• Highlighting Unique Features: Does your hotel offer a one-of-a-kind dining experience or perhaps a unique set of historical amenities? Videos highlighting these unique features that make your hotel great can set you apart, enticing potential guests to experience what only you offer.

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Operational Uses of Video Content

• Training and Internal Communication: Video isn't just for marketing. It's also a potent tool for internal communication and training. Create videos that guide new staff through your hospitality protocols, embodying the essence of your service standards. In addition to educational videos for new staff, engaging content that follows the journey of your staff and their stories of working with you can help to recruit top talent. Evans Hotels in San Diego has been a staple of San Diego culture for over 40 years, here's a video that they created to tell that story:

• Investor and Stakeholder Presentations: When it’s time to impress investors or stakeholders, a well-produced video can be your best ally. Showcasing your property and ongoing initiatives through video can make a more impactful statement than any spreadsheet. Show them your level of dedication and care to your marketing and sales efforts through the type of visual content you invest in.

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Measuring the Impact of Your Video Content

• Analytics and Feedback: Keep a close eye on how your videos perform. Platforms offer a range of analytics tools to help you understand viewer engagement. Also, don't shy away from asking for direct feedback from your guests. Their insights can be invaluable in shaping future content, as mentioned earlier in the article. Guest feedback and surveys asking how they decided to stay with you over anybody else can be key data for you to collect to better serve your future guests.

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Conclusion: As you embark on this video journey, remember that it's about weaving a compelling narrative that resonates with your audience. Be bold, be creative, and most importantly, be authentic. Your hotel's story is unique, and your video content should reflect that.

If you're looking to elevate your hotel's storytelling with professional videography, reach out to us at Epic Drone Tours. We're here to help you capture the essence of your space, one video at a time. Drop us a line!

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