“The worst thing is that if something works, your competitors are going to clone it and before you know it anything you had as a differentiator is imitated by the others (…)” – Philip Kotler
Yes, I’m sure you can relate to this. We live in a world of constant innovation; and keeping up is a challenge. To try and come up with original features every year can be exhausting. Sometimes we forget how to differentiate ourselves with the resources we already have, because we are too busy thinking about what we can do in the future.
Visual Content plays a major role in the hospitality industry. You never know when simple things like looking at photos of your beautiful marble bathroom will guarantee a booking.
The pictures, however, have to be nicely done. Everything from lighting, color, exposure, and angles needs to be right. Travelers end up booking the hotel they think they’ll get most value out of, from the money they’re willing to spend. If your photos do not communicate that value, it may cost you.
Pay attention to what would be the experience differentiator at your hotel. What do you think a guest would like the most from their experience at your property? Is it the fitness center, the conference room or the restaurant? Could it be the art displayed across all spaces of the hotel? Or is it the pool, or the spa? Make sure that the experience element is being visually showcased across all channels consistently.
We have also mentioned the power and effect videos and virtual tours have on travel consumers. Without giving away any stats… just think about it.Almost every hotel has photos (I’m not saying they’re all great, at all), but not every hotel has virtual tours, and further less of them have videos. These trigger a consumer’s curiosity and encourage them to explore more, not to mention influence their booking decisions.
Once consumers already know they want to stay in your room, how about you up-sell them, by differentiating one option from another, visually. For example, if the most expensive suite has a nicer view, with a bigger living room and more comfortable workspace, make sure you show that to the viewers. Include those visuals in the respective room category, and up-sell properly.
You don’t have to bang your head against the wall to differentiate your hotel visually. However, it is important for you to understand the true power your visuals can have on prospective consumers. If you don’t, you won’t put much effort into having differentiating images and making the most out of them.
ICE Portal 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!