Over 3.37 bln people worldwide consume digital videos regularly. People trust this type of content more than pictures — as they are unable to convey real sensations, movement, sounds, lighting, and the emotions of travelers. In the hospitality industry, video content bridges the gap between a hotel and its guests, allowing them to experience the atmosphere before arriving, thereby influencing their emotions and decision-making processes.
Capturing Hearts and Bookings With Videos That People Want to See
In a world where travelers seek experiences before even packing their bags, video content is the key to capturing their imagination. The right video strategy doesn’t just showcase your hotel — it tells a story, evokes emotion, and builds trust. Here are the most engaging video formats that can turn views into bookings.
- Emotional Stories
Short, authentic videos where guests share their experiences, like vacation highlights, reactions to great service, or even surprise moments — like a special treat from the chef or beautifully decorated rooms for an anniversary. - Virtual Room or Hotel Tours
A room tour is one of the best ways to showcase your hotel. An important detail here — it should always include a person, not just an empty interior. Whether it’s a guided walkthrough or an influencer, exploring the space, having someone makes the space feel more inviting. - Lifestyle Content (with a Creative Touch)
Lifestyle videos go beyond simply showing the hotel — they convey a vibe and capture the little moments that make a stay memorable: a relaxing spa session, a gourmet meal, a morning jog on the beach, or family fun by the pool. - Behind-the-Scenes (BTS)
Giving a glimpse into the inner workings of your hotel helps build a deeper connection with your audience. You can show how breakfast is prepared, how rooms are set up for special occasions, or how your staff ensures top-tier service.
From Short Reels to Fully Immersive Virtual Tours
Some argue that short videos work best for attracting customers (especially Gen Z), as they are more engaging and can easily keep the viewer’s attention. Others say that video should convey a story, have a plot, and show all the benefits of the product. Both of these statements are correct, but there is a time and a platform for these formats.
Reels: Capturing Attention in Seconds
Short videos thrive on platforms like Instagram Reels, TikTok, and YouTube Shorts. The key to their success is fast-paced editing with quick cuts every 1–2 seconds, trending music, humor, and high-quality visuals.
Some scenarios are better adapted for shorter content and can engage viewers from the first seconds.
“First 10 Seconds in the Hotel” — guests’ initial impression upon entering their room can be a compelling moment to highlight. Point-of-view (POV) filming, smooth transitions, and a well-chosen soundtrack help create a sense of excitement and anticipation.
“Expectation vs. Reality” — usually a humorous format comparing stereotypes with reality. For example, contrasting a standard hotel breakfast with an upgraded service. Humor, trending sounds, and memes fit perfectly here.
“Hidden Gems of the Hotel” — showcasing exclusive spots like secret bars, VIP lounges, panoramic terraces, or a luxurious spa. A faint air of mystery makes these videos highly engaging.
“Breathtaking Views” — high-quality drone footage, slow-motion captures of the pool, or panoramic sunset shots can create an immersive experience.
“A Day at the Hotel” — a time-lapse from morning coffee to evening cocktails, demonstrating the range of services and showing the full experience in a few engaging seconds.
“How We Care for Our Guests” – highlighting personalized touches that make a stay unforgettable, whether it’s a personalized welcome, in-room surprises, or premium concierge offerings.
The goal of such short videos is to capture the viewer’s attention quickly and spark curiosity, encouraging them to explore more in-depth representations of the hotel.
Virtual Tours: Immersing Guests in the Hotel Experience
While short videos are effective for quickly grasping attention, virtual tours take viewers to the next level, allowing them to explore the hotel better. They are particularly powerful when it comes to increasing bookings, as guests who watch virtual tours are 130% more likely to make a reservation. By providing a detailed look at the hotel’s amenities, and views, such tours eliminate doubts and help viewers mentally visit the space before making a decision.
When it comes to the technology behind virtual tours, options like 360-degree videos and VR (virtual reality) tours offer varying levels of immersion.
- 360-degree videos are simple to produce and can be easily shared on platforms like YouTube, Facebook, or the hotel’s website. Such videos allow users to control the viewing angle, offering them a hands-on experience of the space.
- VR tours are ideal for premium hotels or larger chains, providing a captivating experience where users can feel as if they’re walking through the hotel. VR tours require a larger investment, making them better suited for higher-end properties.
However, creating a quality virtual tour doesn’t have to be expensive. Cameras like GoPro MAX, Insta360, and DJI provide excellent image quality at an affordable price. The footage can be processed using services like Matterport, which offer easy-to-use tools for creating 3D tours that provide a detailed walkthrough of your property. A free yet important tool is Google Street View for Hotels, which can help you improve the hotel’s visibility in Google Maps search results.
When creating video content for your hotel, remember about common mistakes to avoid:
- complicated navigation or cluttered surfaces,
- poor lighting and dark, grainy footage,
- lack of a narrative or a story behind the video.
It’s important to not only showcase the space but to guide viewers through the experience, highlighting the unique features that set your hotel apart.
User-Generated Content (UGC)
User-generated content (UGC) is a powerful tool that can significantly boost brand awareness, enhance brand association, and elevate quality perception. But the question often arises: should you rely on your guests to create UGC, or is it better to partner with professionals like influencers?
Guests can certainly provide photo- and video content that showcases genuine experiences at your hotel. One way to involve them in creating content is through challenges and contests. For example, a challenge for the best shot of the hotel or the best picture of the day. You can further incentivize them by offering bonuses like discounts or complimentary drinks for video submissions.
Creating a branded hashtag also motivates guests to use it, amplifying the reach of your content. Another effective way to enhance trust with potential guests is through video testimonials. Such short clips (30–60 seconds) featuring real guest reactions can be incredibly powerful.
The next level of utilizing UGC is collaborating with travel bloggers and influencers. It can be a great way to expand your hotel’s visibility and create quality content, but it’s critical to choose the right partners. The number of followers is not the only metric to consider; engagement rates (likes, comments, shares), the quality of the content, and the influencer’s audience alignment with your hotel’s target demographic matter more.
However, there are potential pitfalls to avoid within this approach:
- Low Return on Investment: Some influencers may demand compensation without offering active engagement or reaching the right audience, which is especially critical when working in the luxury hotel segment.
- Reputation Concerns: Even if an influencer has a wide reach and engagement, it’s important to ensure their reputation aligns with your hotel’s brand. An influencer with a reputation for controversy or scandals can harm your brand image.
This is one of the reasons why UGC creators and micro-influencers, who tend to have more niche but highly engaged audiences, can offer a more reliable partnership.
The Future of Hotel Video Marketing
The hospitality sphere continues to embrace new marketing approaches, technologies, and content strategies to enhance engagement and attract guests. Among the key trends for the next year are:
- Interactive Videos where guests have the option to choose what they want to see next. For example, a hotel tour with different routes, where viewers decide whether to explore the pool, spa, restaurant, or conference area.
- Emotional Storytelling in the form of short video content (up to 60 seconds), with a focus on real emotions, will be at the core of marketing strategies. Hotels will create mini-films that show how their experiences change guests’ lives: proposals, perfect family vacations, or a day in the life of a guest.
- AI in Video Content Creation will be used to automate technical processes, giving creators more time for creative work. AI-based tools will automatically edit videos, enhance sound, and remove unwanted footage, while also translating content into any language within minutes.
Video content plays a crucial role in the hospitality industry. It can capture emotions, give the viewers the feeling of the space, and allow them to feel themselves behind the cameras. Besides driving likes and bookings, videos can tell a story about your hotel, transforming it from a simple vacation option to a travel destination of the year.
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