People connect with video. When researching hotels online, travel shoppers want to see two types of videos: professionally shot and guest produced. They want to be enticed but they also need validation. Video allows the shopper to be more inspired and excited about specific attributes of the hotel that are interesting and unique. Online hotel videos can help your property capture more guests.
Based on a study that Google recently conducted, where they asked travel shoppers at what stage of the planning process do you watch video or visit video sites, the Google study found that across all five stages of the travel planning process, starting from research rates through post purchase, more than 60 percent of respondents viewed videos at each one of those stages.
Highlights:
- 60%+ of travel shoppers view video during travel planning process – Google
- people connect with video - want to visualize destination and surroundings
- easier to watch video than read about destination or property
What should hoteliers include in videos to inspire shoppers:
- combine destination and property info to give an overall view
- travel shoppers are looking for a hotel that suits their lifestyle
Travel shoppers are shopping and doing so in-depth. The Google report found that the average online travel shopper spent 29 days, did 12 different searches and visited 22 different travel sites before making a reservation.
To learn more about consumers use of video in travel planning, watch the video below from about 11:30 forward for specific insight and findings into how travelers use video in travel planning.
Friday, March 5, 2010
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