The Five Arrows Hotel in Buckinghamshire were the winners of our ‘Win a Hotel Video‘ as part of our 10 year celebration. They answered the question ‘Why do you think video enhances your hotel offering?’, the most comprehensively. With that, the filming took place in the Autumn 2019 over two days and involved a 2-3 day edit producing a short, extended version and video clips.
Lets assume that budget has been rubber stamped.
A hotel video can be used not only to inform but also as an emotional hook to create a desire or need that will generate a sale or in this instance a booking. We all now know the compelling evidence as to the purpose and need for video with the mesmerising stats out there (see previous Blog). However here we have chosen a little psychology behind the buying process.
In Descartes Error 2006, Antonio Damasio, professor of neuroscience at the University of Southern California, argues that emotion is a necessary ingredient to almost all decisions.
Whilst Peter Noel Murray wrote in a Psychology Today, 2013. ‘When we are confronted with a decision, emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision.’
The Beginning
Where to start, other than recognising that video can seriously amplify your hotels message and that it can enhance your website and social channels. The objective is to add value but importantly to generate ‘conversions’. These can be of a varied nature from a hotel booking, enquiry, customer engagement on the website or on social channels. Is it a 2020 ‘must have?’ Well, yes probably, as well as the best photography you can afford as the visual elements are important on-line tangible offerings.
12 Point Checklist
- Website compatibility
- Approved Budget
- Review and select your Video Production Company
- Style and length of video/videos
- Scripting
- Timing, late Spring/early Summer is ideal or early Autumn
- Models – employees or agency
- On the day
- Music
- Editing and clips
- Final approval
- Marketing – use your videos
- Measurement
1.Website compatibility This is critical and most recently built sites will support video. If your site is old you may wish to contact your developer in the first instance.
2.Approved budget Naturally the project requires costing out. After receiving estimates from Video Production agencies you can then decide upon the components that you want and how many days filming and editing will be included in the costs.
3.Review and select your Video Production Company As with any supplier examine the ‘creators’ carefully. Take a look at their portfolio and the projects that they’ve covered. They may not have exactly what you’re after but if they’re experienced and have a range of work, then this should satisfy. Check too their testimonials. In terms of an estimate check as to how it compares and are they ‘like for like’ and realistic. Also are there any other additional costs such as extra equipment rental and what about additional editing? Moreover, a consideration is that you may need to provide accommodation and meals. Spring and early summer are busy times so it’s worth penciling in on the calendar.
4.Style What style are you wishing to achieve for your hotel video? Ultimately you want the customer ‘wanting and needing’ to stay and experience your hotel, spa, restaurant and location (back to psychology). You want them to choose your hotel over another and the video and other imagery has helped convince the decision making process. Some research is key at this point. It’s good to know what your competitors landing page video is like and other videos that they have on their site. It’s important to know what you like and dislike and what’s the right ‘fit’ for your hotel. Then, share your ideas with your video production company. The length of the video for your landing page we suggest 20-30s to set the tone of your hotel. An extended version and other videos about other offerings can be on a separate page on your website or on another channel such as Vimeo or Youtube.
5.Scripting To write the script, this can be done in conjunction with the ‘creators’. Define what your selling points are and their priority. How are you differentiating from your competitors? You will have the answers to these questions already. This becomes your shooting schedule or shopping list. Decide what are the must haves, for example is it the beautiful garden in summer, luxurious bed linen or new spa facilities. Or is it another sales centre that you want to crow about such as a refurbished restaurant and bar, or a recently completed bespoke venue for weddings. Have this schedule agreed with the ‘creators’ and that it’s realistic in the time frame and allowed budget. Remember it is best to capture as much as you can, even if all clips are not used in the short video, they can be incorporated into the extended one or for shorter clips for social.
A popular trend is the use of drone. This can really add a different dimension to your video and clips, if budget allows. This is totally weather dependent but is an additional marketing tool, which can add value. This you need to decide if it can be booked in at the same time. Also does the production company offer this, or does is use a separate contractor? It’s an opportunity depending on the hotel and surroundings whether you want to tell a your story ‘through the seasons’ for example.
6.Timing of filming This greatly depends upon the script created. What do you want included, Summer days, poolside. Autumn days, for hunkering down and cozy fires?
7.Models/People The trend is not to be too literal here, more ‘suggestion’. Things to consider are who, where, what and how. Which staff, a gardener, a chef, a beekeeper or do you need customers? This could mean hiring models, if so the ‘creators’ will advise which agencies. What are they to wear? Are you happy for them to do their own hair and make-up? How many days will you need them? Or would any of your employees model as customers? This may provide a cost benefit. You need to ensure that ‘model release forms’ are signed as confirmation of usage of footage in the end video(s).
8. On the Day First up is to display a sign alerting guests about the filming and any drone activity taking place. The reception area is as good a place as any. Everything that is going to be filmed needs to be immaculate; lawns mown, flowers dead-headed, cutlery and glasses polished. A good tip here is to use brand new from stock. Ben linen is tricky because unlike stills where creases can be taken out in photoshop, they can’t with video. This is the same for tablecloths and any creased uniforms. Ensure all models used whether from an agency or employees look the part. Communicate will all staff members about their appearance and that it needs to be the right fit for the profile of the hotel, this can even be down to fingernails! Ideally a team member from the hotel needs to be on-hand the whole time if at all possible. Remember this is an investment.
9.Music This needs to complement the pace and style of your video. The video production company will come up with suggestions in the form of a playlist. This should be agreed before editing as the footage is cut to the music. It’s better to ‘play safe’ when it comes to music selection.
10.Editing This is a subjective area and links back to ‘style’ and creators at this point build the video to the agreed style. If you know what you’re after, then that’s great i.e. you’ve done your research etc and agreed a general edit style with the ‘creators’. It maybe a good idea to get a sample of the edit to sign off. The thing to remember any changes in ideas about the edit could increase your editing costs. Generally you have have the opportunity for a 2nd edit with amends made which is included in the price. But always check this point.
11.Final Approval Show the video(s) to your team to check everyone is happy and to identify any errors or things you’ve not noticed that perhaps could be detrimental, before files are sent over. You need to love your video!
12.Marketing Further editing opportunities exist here to enable the business to maximize content by having ‘clips’ created. These can then be used on social media channels with your messages or Call to Action. Video, like photography will be part of your hotels integrated marketing plan. A hotel video(s) can only help facilitate and support the hotels offering and cannot be responsible for a miraculous increase in sales.
13.Measurement From the analytics on your website or on other platforms analyse viewing figures and the engagement/completion rate. Examine whether there’s been an uplift in sales or particular sales centre which could be partially attributed to having the video. You should be able to calculate over a period of time the ROI and feed back to management.