Let’s continue with data. If we recall the report made by Google, “
The 2014 Traveler’s Road to Decision
“at the time: the 65% of potential travelers searched the Internet for travel-related video content for inspiration, the 61% consumed these videos when choosing a destination, 54% when deciding where to stay, and 63% when looking for activities they would like to do when they arrived at their destination. These figures are sure to have increased in two years.
But the type of video these consumers like to watch is not what it used to be. The content of travel videos has evolved. Google associates these videos according to the needs of each micro-moment experienced by the user. And that in general they have a few things in common: they are creative, entertaining and inspiring. They definitely have a storytelling.
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Video marketing content
Therefore, video is undoubtedly a powerful marketing tool. Not only is it the easiest format for potential travelers to consume, but it is also an essential part of the decision making process, also known as the
traveler’s journey
.
During the dreaming stage people need to decide if they will be able to travel according to their availability of time and money. And following the Inbound marketing methodology, the best way to approach those users is by generating content to Attract. While original images and posts definitely have a place in creating content for hotels, the benefits of video are unique. Video can capture people’s attention and evoke a strong emotional response.
During the planning stage, users must decide where they would like to travel and what type of trip they would like to take. Once again, the Inbound content that attracts so much attention during this stage is the practical and informative content. They are well aware of where they will spend their vacation, although the details of their trip have not yet been confirmed. Therefore, your search will be based on the right dates, flight, where to stay and what to do and see. And by association, if you can provide much of this content they will think of you when they are ready to move on and convert to the next stage.
During the booking stage, these users finally decide where to stay and how to reach their destination. This is a decisive stage, where your objective is to close the reserve. Right now, short, informative, easy-to-consume videos can win their hearts. Creativity when it comes to showing your products (subtly and without actually showing them) and solving the doubts of your potential customers is fundamental. There are many ways to send a message, so make sure that, through video marketing, you meet the needs of your prospects.
During the experiencing stage, either before or during their stay, your guests will continue to look for content that provides them with information about the activities they can enjoy and share in the destination. Here your mission is to delight your guests with videos related to the different experiences they could enjoy while they are there.
Think that today’s users get bored if you show them the usual close-ups of your hotel rooms or your best services. They want to know why you are different, what you can offer them that another hotel can’t, what new experiences and emotions they can enjoy. Memories want to remember. And if you ultimately meet their expectations and your hotel can make this process easier for them, they will end up associating a great experience with your brand.
Keep in mind that emotions play a vital role in this decision-making process. Your hotel brand has to be able to connect with your potential customers. And for that, it is necessary to make them feel that they are already there. In these cases, video marketing is key to attract potential guests. How? As Google says you have to be there by thinking about content for each stage, and be helpful by creating relevant videos that meet the needs of your prospects.
The correct distribution of the video
Speaking of Inbound content, the creation of a video piece is as important as its proper distribution. You have invested in its creation, now the users have to see it.
According to Google, more than 40% of travelers come and go during the dreaming and planning stages. This is due to the lack of time to search for and obtain the information they need for their trip. And what device are you currently using? I’m sure you know the answer. Mobile devices, where most video content is consumed. Again, remember that video is easy to consume. For these users it is faster this way.
Also, as we said before, in order to deliver the right message you need to take into account the user’s status within the traveler’s journey, but also where the user spends his time. And, in this case, the answer is in the social networks. So by combining mobile devices and these social platforms you have where and how to distribute your video.
To be really effective and highly “shareable”, you have to optimize your video piece for each platform.
When you think of online video, YouTube is the first platform that comes to mind. No? This is because this network allows anyone to easily create an account where they can upload their videos. It’s that simple that just 3 years ago users were consuming over 1 billion YouTube videos on their mobile devices. Can you imagine now?
On the other hand, Facebook will also offer you great exposure. In fact, videos posted on Facebook went up 75% last year. People often stop on videos while scrolling through their news feeds.
So think again about working on storytelling. And keep in mind that on platforms like Facebook or Instagram (where you can upload videos up to 1 minute) your users won’t be able to hear your video at first, so make sure they are understandable even on “mute”. And, of course, they can see your brand.
