Make Your Hotel Shine Online: Shift to a Visual Experience

vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

Vice-President,Best Practices, Online MerchandisingVFM Leonardo Inc.

Hotel Media Strategist 200rooms.com

• We’re maxed out from constant information overload

• Hotels put all info on homepage b/c bandwidth was slow in 90s

• Sharing/experience economy• Pinterest/social media• Smart phone/tablet use

(mobile) is growing exponentially. Mobile search up 200% in 2012 (Google). Tablets will outsell PCs by 2015 (IDC)

• In 2013, Google declared itself a “mobile-first” company. Most people now access Google via mobile beginning this year

• LinkedIn mobile use: 19% in 2012; 30% in 2013

• Millennials don’t read as much

• Ask for it• Track social media• Learn Instagram• Create events at property• Pop up trend is growing• Create pages about

destination & partners • Create a local restaurant

guide. Interview your chef. Interview someone else’s chef

• Create pages with a calendar of events, like Papaya Playa

• Find amateur photographers on staff and make a deal

• Create contests on social media

• Create a photography class

• Experiences + emotions• Anecdotes + context• Amenities + people• What are your USPs?

Visuals should revolve around those

• Employees all have a different story about the hotel. Ask their opinion/feedback. Especially millennials. Start a webpage with their answers

• Where is your hotel within the destination, and what is close by for your guests to do? Your answer is a story

• Why does your hotel offer good value? Another story

• Create a story arc

• You don’t need a blog, but it’s good to think like a blogger

• Brands are becoming publishers/content marketing

• Many websites are busy but not comprehensive

• Everyone will tell some kind of story eventually online

• Start simple• Have a plan & keep it focused• Only prepare a posting schedule

you know you can stick to• Even once a month is okay to

start• Post testimonials from business

travelers, wedding parties, couples, birthdays, meeting attendees & meeting planners

• Post photos and videos with just a short paragraph description

• Authentic reviews are gold today

Marketing Services, DirectorLancaster House

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Anatomy of a Visual-First Website Experience: Best Practices for Hotel Marketers

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•Topics include maximizing your web marketing with multi-media, moving to mobile optimization, and more!