Today, belonging to an audiovisual generation, our showcase is undoubtedly the Internet and the video is the wrapping that draws attention to our product. Video marketing to differentiate the hotel chain is no longer just another option.
Online video is one of the most attractive and shared formats on the web. Viewing a video of a hotel prior to booking is of enormous value. The travel industry has been ahead of other industries in the way it has leveraged richer means of content marketing to attract and retain travel consumers.
Video has also increased conversion rates by up to 85%. For this reason, many hotel chains are incorporating authentic, compelling and informative audiovisual content to engage travelers and to differentiate themselves from other tourism brands.
Travel products are evolving continuously and at a rapid pace. Hotel chains realize this and are constantly updating their message. They use storytelling in their videos to distinguish themselves from the competition and take advantage of ways to extend the reach of their story beyond traditional travel websites, such as social media and mobile devices.
The most successful hotel chains tell compelling stories that differentiate their hotels from the different alternatives in the tourism market; not only at the brand level, but also among the different hotels within the brand.
An example of the use of video to differentiate can be found in the Sol Melia brand. For each hotel line, it has produced a 30-second video summarizing its values. Another good example of video marketing and repositioning in the hotel sector can be seen in the Sandos Hotels & Resorts chain.
Most consumers will be more inclined to consume a video rather than a text. Likewise, these users will feel compelled by the values that best define the chains and with which they can most connect and identify. If we understand the needs of our users and capture them through the storytelling of our video, we will be able to make them fall in love with our product and make them choose us over the offer of our competitors.
With the use of video marketing we generate content linked to a specific brand with which we seek to connect with the consumer. The added value of these videos is fundamental for differentiation among hotel chains, as long as the branding of our hotel and the type of target have been worked on in depth.