Let me start this by freaking you out a little bit; “studies by Kissmetrics show that 96% of first-time visitors to company websites won’t return”… not only that, but the attention span of those who enter your website is extremely short, meaning they don’t bother to take the time to delve into and see the things your website offers.

So, if right off the bat consumers watch something on your website  that excites and interest them, they will be likelier to stick around and explore your website.

Visual Content is by far the best way to possibly capture the attention of your viewers. When people start seeing visuals they want to see, that resonate with their travel desires, they get out of the day-dreaming phase and  start thinking about booking a room. In fact, 46% of online consumers are more likely to trust a company as a whole when they have visual elements present in their websites; and we all know that in order to convert effectively you need to gain the consumers trust, specially in the  online environment.

Getting into the trend of filling your homepage with big, bright, beautiful HQ images helps you get the attention of the user right away. Many hotels are revamping their websites in order to satisfy this increasing demand that consumers are looking within the website, such as the Shangri-La and Thompson Hotels.

As such, another great asset to include in your website is videos; but don’t just hide them in your media galleries… show them off! You paid big bucks for it, so make sure it is strategically placed in your homepage so that everyone can see it as soon as they enter your site. Videos on landing pages increase average page conversion rates by 86%, and they can increase engagement 12 times better than simple text posts.

It is also important to mention the consistency factor here. You need to have these engaging visuals on online travel agencies as well… because people don’t often start the research/booking process on your hotel’s website. You need visuals that attract them enough to make them want to get to know your property better, hence probably taking a trip to you own website, and hopefully ending the booking process at some point. Don’t neglect these channels! You need them in order to get recognized.

Again, if you want to make sure your consumers engage in your website, it is necessary for you to include visuals! If you don’t have professional photographs of your hotel, make sure to spare some of your marketing budget and get them produced; and if you do, well… make use of them! Remember, posts with visuals receive 94% more page visits and engagement than those without.


IcePortal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!

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