Hotel Video Marketing – Good Tool or Not

hotel video marketing

Hotel Video Marketing – Good Tool or Not?

Posted by Patrick Schaber

I recently wrote about an experience I had in Europe staying at Ibis hotels. I was impressed with their marketing of their services and the backing of that brand marketing by hotel staff. The post was fun for me to write and discuss with readers as I end up staying in quite a few hotels throughout the year – some good and some…not so good. Traveling in the US is a bit easier on the hotel selection as the locations to which I travel are dominated by trusted (most of the time) chain hotels like Marriott or Hilton. But, internationally is a different story. The chains are there but often at a price that the corporate budget can’t handle or a location that doesn’t work for me.

Often, I’m faced with a decision process based on price, location, and a few pictures and amenities posted on the random hotel website. Not exactly reassuring when your worst nightmare is a dingy, dirty hotel room. Sites like TripAdvisor help in the decision process with customer reviews but what happens when there are only a few reviews and they could easily be from friends of the hotel owners.

So, I’m in the process of finding a room in Paris for a week this Fall and I came across this website with an interesting video feature. Before I dig in, check it out:

The hotel is the Hotel Gramont Opera and to see how the video looks when launched from their site, click here.

The video depicts a businesswoman utilizing the hotel amenities such as free wifi, breakfast area and conference rooms on site. It gives you an idea of what rooms will look like as well as other locations such as the hotel salon and bar. Obviously, this is professionally done and shows the hotel in the best light possible.

I realized after I watched this that video depiction of a hotel experience is a rare marketing tool. Admittedly, I found myself more inclined to consider this property after watching someone else go through their stay. So, it begs the question – Is showing an individual or group of people enjoying the hotel a good thing? Here are a couple of thoughts:

You can tell this is professionally done, but likely on a tight budget. It’s quality enough that it portrays the hotel in a good light. I do think, however, that some boutique hotels could go low budget and perhaps harm the opinion of their property if the video is poor quality.

This video portrays a businesswoman, but what if I’m a family considering that hotel in Paris for a vacation. Would the focus on a business person lead me to believe that children probably wouldn’t fit in? Of course, there is a chance that this hotel’s goal is to try and attract the business person.

I think this is a strong tool for boutique hotels that might not get the large exposure of a bigger property or chain. I’m often most leery of these types of hotels because there aren’t many reviews and the websites are often lower budget. It doesn’t cost a fortune to produce this and it gives the website visitor more confidence in the hotel.

This hotel “gets” marketing more than others I’ve seen. They’re prominently showing the video on their home page and advertising the fact they’re reviewed on Trip Advisor.

Overall, I’m a fan of this type of marketing and see little downside. Did I book at this hotel? Unfortunately, no. I went with something a bit closer to where I’d be spending a majority of my time.
What are your thoughts? Does video give you a unique perspective of hotel properties or would you pay little attention if one was offered?

The small company Marketing Manager can be planning print advertisement and mailings in the morning and discussing blogs and optimization over lunch. The Lonely Marketer discusses these topics and everything in between. Thanks for stopping by! See more about the blog. http://www.lonelymarketer.com/about

http://www.lonelymarketer.com/2011/08/15/hotel-video-marketing/

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