Video Content for Hotels

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1/2 Video Content for Hotels

It’s hard to believe that 10 years ago video for hotels was rare. Those who did have a hotel video would most likely cringe now at their first attempt. They’re not alone. Video for hotels is now enormous and as we’re all tech savvy know that video generates good SEO as well as being customer facing. Technology as we all know has been the complete ‘driver’. Where do we start; at the beginning.

What’s the motivator to use video?

Apart from the SEO benefits, clearly it’s all about the customer and the customer journey with your brand. At some point the customer will land on your website (maybe as a result of organic traffic) or a social platform. Ta da! Do they like what they see, does it appeal are the tangible and intangibles communicated through quality photography and video. A key factor about video is that it can tangibilise the intangibles; communicating SERVQUAL. Like everything else to do with websites the ‘visuals’ need updating as the hotel evolves itself.

It’s a dead given that all content needs to be relevant, engaging and creative. Ultimately it’s a tool to generate differentiation and a variety of conversion(s) possibilities. It was the original research and reason of introducing video into our product mix back in 2010.

Tick – need video for SEO and to create an enhanced customer experience, leading to conversions.

‘One minute of video is worth 1.8 million words’ – Dr. James McQuivey of Forrester Research (2008)

‍Though some have quoted this statement as fact, it is indeed just a hyperbolic twist to the “A picture is worth a thousand words” quote that is often used in content marketing. A picture is worth 1000 words, there are 30 frames (pictures) per second in a standard video, and there are 60 seconds in a minutes. So 1000 x 30 x 60 = 1.8 million. Even though this statement isn’t scientifically accurate, it’s still a testament to how powerful video marketing content can be for your hotel (e-marketingassociates 2015)

And working in 4K well that figure converts to 3 million words

What are the barriers to making a video?

We’ve added this question to our survey and look forward to sharing the data with you.

What about evidence and data saying 2019

There’s a tremendous amount of data about the use of video and this will be obsolete already, however it’s a reminder as you embark upon this journey.

Hotel Video Statistics

88% of YouTube Travel Searches Focus on Destinations

This is where the hotel becomes extremely important. When people know their destination, the next step is to find a great hotel.

‍Bookings are 67% more likely to happen when a video tour is available

Digital tours of your hotel property are a powerful form of video content.

‍65% of business executives visit the marketer’s website after viewing a video

A good video can generate more business traveler traffic to your hotel website which can improve direct booking numbers.

‍52% of marketing professionals worldwide name video as the type of content with the best ROI

Hoteliers want to gain from their digital marketing investments. Video is one of the more efficient ways to achieve those gains.

General Video Statistics

Yes we’re all glued to our devices, on the commute home, watching TV, at the dinner table . . . no! The next generation even more so. It’s where content is viewed, it’s not time to be invisible.

Video content is highly measurable and therefore can be evidence based when trying to secure budgets. The ROI of branded film content can now be accurately measured using key metrics.

81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
6 out of 10 people would rather watch online videos than television. (Google)
Mobile video consumption rises by 100% every year. (Insivia)
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
YouTube is the second most popular website after Google. (Alexa)
Users view more than 1 billion hours of video each day on YouTube. (YouTube)
59% of executives say they would rather watch a video than read text. (Wordstream)
75% of all video plays are on mobile devices. (eMarketer)
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
72% of customers would rather learn about a product or service by way of video. (HubSpot)
People are 1.5 times more likely to watch video on their mobile phones. (Facebook)
92% of users watching video on mobile will share it with others (Supplygem)
By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)

Social video statistics

As more social networks follow Facebook’s lead and prioritise video content, the importance of video messaging across all channels has increased.

65% of people use YouTube to help them solve a problem. Want to build a house or remove weird parasites from your eye? YouTube might have the answer. (Google)
Social media posts with video have 48% more views. (HubSpot)
45% of Twitter users want to see more videos from celebrities. (Twitter)
Over 1.9 billion people use YouTube. That’s about one-third of the internet. (YouTube)
The highest earner on YouTube made $22 million last year. He’s 7 years old.
YouTube has 23,946,561 subscribers (and counting!) (SocialBlade)
62% of people said they were more interested in a product after seeing it in a Facebook Story. (Marketing Land)
Facebook has over 8 billion video views per day. (TechCrunch)
75 million people visit Facebook’s video platform every day. (Adweek)
Social video generates 1200% more shares than text and image content combined. (G2 Crowd)
Video promotions are now equally as popular as photo promotions on Facebook. (Socialbakers)
Snapchat users watch 10 billion videos each day. (Mashable)
Video campaigns on LinkedIn have 50% view rates. (LinkedIn)
Social video gets shared 1200% more than text and images combined. (Wordstream)
Mobile video ad spend is expected to be around 72% of the total digital ad spend this year. (eMarketer)
81% of businesses prefer to use Facebook for their video marketing. (Buffer)

Video marketing statistics

Videos attach 300% more traffic and help to nurture leads. (MarketingSherpa)
A website is 53 times more likely to reach the front page of Google if it includes video. (Insivia)
Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)
Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Hubspot)
Video increases organic search traffic on a website by 157%. (Conversion XL)
25% of companies publish videos every week. (Buffer)
85% of consumers want to see more video content from brands. (HubSpot)
65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a marketing video. (Forbes)
97% of marketers say video has helped users gain a better understanding of their products and services. (Hubspot)
52% of marketers say video is the type of content with the best ROI. (HubSpot)
Adding video to your emails can increase click rates by 300%. (HubSpot)
50% of viewers aged 18-34 said they would stop what they were doing to watch a video from their favorite creator. (Google)
On average, people spend 2.6x more time on pages with video than without. (Wistia)
64% of consumers will make a purchase after watching branded videos on social platforms. (Tubular Insights)
Video is expected to make up 82% of internet traffic by 2021. (Cisco)
YouTube video kills it with over five billion views every day VideoNitch