Professional video production can vary in price from under $1,000 to over $50,000 and regardless of quality it needs to have the same objective: increase awareness of the product and drive consumers to purchase, says, Gil Keinan, VP Business Development, IcePortal. Keinan recommends few do’s and don’ts when it comes to posting video content.”

By Ritesh Gupta
“Travellers today expect more information to be readily available at their fingertips.
Consumers also expect transparency throughout their planning and buying cycle. In case of hotels, the decision making is multi-faceted taking into account exact location, amenities, quality, as well as price. Consumers also want to be reassured that the rooms and amenities viewed online are what they really get when they arrive. The industry is also focused on making hotel room information transparent as the underlying foundation to empower travellers to create better travel experiences.
Today’s consumer is influenced by visuals, so the role rich content plays in marketing hotels, cruise ships, and destinations is critical.
Excellent visuals – or the lack thereof – have a dramatic impact on consumers’ perceptions.
Assessing the role of visual assets featuring on travel sites when it comes to enhancing travellers’ planning and booking process, Gil Keinan, VP Business Development, IcePortal, says, “As you look at the various travel websites, most of the content is commoditised and it is very hard for hotels to distinguish their offerings within a one inch high listing. Visual media is the only instrument to communicate the experience and acts as a review to support descriptive text.”
“We encourage hotels to highlight their unique attributes in their visuals. Many hotels have beautiful rooms, but some might have the TV hidden in the picture frame, others may have a Jacuzzi tub on the terrace, or simply the best location in town. These are elements that will capture the user’s eye and ultimately drive conversion,” added Keinan, who is scheduled to speak at the forthcoming Travel Distribution Summit North America 2011, to be held in Las Vegas (19-20 September) this year.
Keinan spoke to Eyefortravel’s Ritesh Gupta about the latest trends. Excerpts:
Considering the number of screens and gadgets in our lives and various content forms especially video, how should travel companies go about video content? What factors should they take into consideration while allocating budgets for video content?
Gil Keinan:
The importance of video is increasing with faster Internet connections and the drop in bandwidth costs. I speak to multiple channels on a weekly basis that want to incorporate more streaming content in 2012 & 2013. Professional video production can vary in price from under $1,000 to over $50,000 and regardless of quality it needs to have the same objective, increase awareness of the product and drive consumers to purchase. Equally important are the channels that the supplier might use to distribute the video to a target audience. Social Media and review channels might raise ‘follower’ numbers, but the amount of ‘noise’ through sponsored advertisement might be distracting from the material.
To come back to your question, besides producing videos, travel companies should budget for distribution of their rich visuals to get their “investment” to as many eyeballs as possible- it is not expensive but it usually only comes up when IT asks Marketing who will see the video and how it will be distributed?”
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