The old saying “a picture is worth a thousand words” still rings true today. The highly visual nature of the hospitality industry, combined with the public’s increasingly visual orientation and short attention span, make it critical for any successful hotel to include rich imagery and video content in all their marketing efforts. For hotels, high quality images and videos power up engagement while giving customers the confidence boost to complete their booking online. This is true for both the hotel’s website and its social media marketing efforts.
It is a well established fact that including images with social media posts drives up engagement. According to figures from Twitter for example, photos in tweets increase the number of retweets by 35 percent. Furthermore, TripAdvisor reports that even one photo raises the chance of a completed booking by the incredible figure of 225 percent. These are significant engagement and booking improvements. Given the influence of images in energizing any hotel’s online marketing efforts, there are a number of ways in which to accomplish that outcome utilizing photos.
Showcase The Hotel and Its Features
Highlight what makes the hotel a great place to stay. Make people who view the photos feel like they are part of what they are seeing to evoke an emotional attachment. Potential guests want to see what they are getting when they book, so what they need to see is the hotel property as a desired product. Images should include the guest rooms, amenities, meeting facilities, food and beverage offerings, along with the lobby and exterior. All images should picture real people, acting authentically in order to foster credibility and build trust. They should also be of large enough size so potential guests do not have to strain their eyes to see them. The pictures should showcase the hotel’s unique selling points and what makes it stand out from its competitors.
Images and Calls To Action
Photos can be used as powerful tools in directing prospective customers toward calls to action, drawing them further down the booking funnel. Including images with guests as the subject and having them gazing toward the content being targeted or in line of sight of it, users will naturally be directed toward the desired content. It is a natural human tendency to look in the direction others are looking. This can be a powerful technique if executed subtly.
Ultimately, the images used in a hotel website or social media marketing posts must meet the overall marketing objectives of the hotel property, while also being pleasing to the eye. In part 2 we’ll look at making videos for hotel marketing purposes.
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