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11 Must-Know Tips to Improve Your Hotel Videos

Relevant and engaging hotel videos are proven ways to reach potential guests. In fact, Google discovered that 56% of people traveling on business, and 35% of those on pleasure trips, interacted at some point with hospitality-related videos. Read on to discover how videos drive direct bookings, and learn must-know hotel video tips to help you create engaging content that converts.

Video matters, especially in the hotel business where visuals (the view, the amenities, the furnishings) have a powerful impact on the guest experience. Videos are the perfect medium to show, rather than tell, what makes your property spectacular. They also help your hotel: 

• Rank higher in search results . Videos are 50 times more likely to achieve organic page ranks in Google than plain text results. Building a cache of videos puts you at the top of the Search Engine Results Page (SERP) and helps people find you.
• Reach decision-makers. Almost 60% of company decision-makers would rather watch a video than read an article or blog post, according to HubSpot research. This can help you reach group sales decision-makers .
• Build trust and brand awareness. Telling your hotel or venue's story through video — including things like testimonials and answers to common questions — promotes authenticity, setting the foundation of your mission and letting customers know what they can expect from you.
• Showcase standout features. With an average shot length of under 3 seconds, videos provide a highlight reel of different rooms and amenities. Video is a particularly effective way to sell hotel meeting space to Millennial event planners — 48% of this generation only watch videos on their mobile device .
• Influence group booking decisions . Videos can be the differentiator when busy event planners are sourcing venues .
• Increase open rates, click-throughs in emails, reduce unsubscribes. Including a video in an email can boost click-through rates up to 65%  and track audience engagement in a measurable way. 
• Boost conversions, sales, and revenue. Using videos on landing pages can increase conversions by 86%  and grow revenue almost 50% faster than other strategies. 

Now that you know the power of videos, let’s look at tips for making them! And while we know that some of these tips may not be able to be applied during the COVID-19 pandemic, we hope that you can get the most out of them in the long run. Because, as Cvent CEO & Founder Reggie Aggarwal said , "the only way through is together. We prepare now for the better times ahead."

Discover 11 must-know hotel video tips:

1. keep it short and get straight to the point..

Your videos are up against short attention spans, increasing competition for that minimal attention, and audience frustration with videos that don’t clearly explain a product or service. According to HubSpot, two minutes is the best length for marketing videos on YouTube  — and that’s considered long-form! 

You’ll enjoy the best results and engagement if you keep your videos brief, and the information clear and concise. Here’s how to make it happen:

• Include an introduction that piques interest and explains what’s in store.
• Give a comprehensive tour, but speed up transitions between key locations so you don’t waste precious video time in hallways. 
• Use inclusionary language and shots that help the viewer imagine themselves relaxing in the pool or visiting the spa. (Think shots of doors opening, and voiceover narration that directly welcomes the viewer to “Discover unmatched service…” or “Step out of the hustle and bustle in our luxurious spa…”)

Put these hotel video tips to good use by reading our digital marketing guide

2. Know your audience — and make sure you speak directly to them.

Tailor what you're showcasing in your video to your target consumer. For example, event planners are going to want to see your meeting spaces and business center highlighted, rather than families frolicking in the pool.

Spend time creating a virtual customer persona and getting to know what they want. This is an effective way to conceptualize who you're talking to in your video. What are your guests and clients looking for? What are their pain points? What’s their style and what matters most to them during a stay or conference?

3. Choose shots that showcase your property accurately.

Videos are your flagship content. They often make the first impression on your website homepage or pinned to the top of your YouTube channel. They must showcase what you do best — whether that’s a no-muss-no-fuss business travel experience or luxury spa services. Here’s how to pin down your focus so you get those key close-ups and wide shots: 

Ask your hotel staff about their favorite offerings and architectural elements at your property.

Review customer feedback for mentions of common amenities and views.

Before you start shooting, make a shot list. Without one, you’ll likely miss shots only to remember when the video crew has packed up and left. 

Once you decide what’s in your shots, you need to clarify the types of shots for each visual. Here your camera person can get creative, but in general:

Use a steady 3-second pan, zoom, or other basic camera moves for smaller hotel features, such as the lobby coffee area, guest bathrooms, and standout architectural features.

Use longer shots to show the scope of hotel exteriors, landscaping, exhibit halls, and conference rooms. 

Always get multiple shots from different angles, so you have a lot of footage to work with in editing.   

4. Use UX design best practices to embed video on your website.

UX stands for the user experience of a website or app. When embedding videos on your website homepage or landing pages, there are a couple of UX fundamentals to keep in mind: 

Prominently display your video above the fold on your homepage. This is the part of the webpage visible the moment it loads — this way visitors don’t have to scroll to check out the video.

People scan websites in an F-pattern. This means they start at the upper left and scan across, then drop down a level and scan from left to right. Priority videos should go in the top left corner of the website.

Autoplay videos are unpopular . Make sure your video does not automatically begin playing without someone clicking the play button.

Include subtitles.

5. Choose appealing and appropriate on-air talent and background music.

When considering people for voiceover narration, an on-camera host, or interview subjects, make sure they're tailored to your audience. If you do a lot of international business, someone with a distinguishable accent helps instill a feeling of familiarity. When drawing domestic attendees regionally, try to use talent with similar accents, whether that’s southern or mid-western.

If your average event planner is female, then having a woman’s voice improves comfort levels and builds trust. And if your video goal is drawing attention from high-powered corporate planners, your on-air and voiceover talent should convey professionalism and expertise — nothing too informal.  

Additionally, background music helps accentuate the mood you're trying to convey in the video. Think fun, upbeat music for family vacations; techno beats for business trade shows; and sweeping, classical music for elegant properties and hotels with stunning views.

6. Educate your business travel audience with animation (but use sparingly).

Animation is a valuable way to explain complex subject matter. You can use animated visuals to demonstrate how your facility’s WiFi system reaches an outdoor pavilion, or to showcase the versatility of your A/V offerings. 

Explore the free or low-cost online animation makers available, including Animaker , Biteable , and Moovly . If you want to hire someone, expect costs ranging from $150 to $2,000 per minute of animation.

Finally, keep in mind that people relate to live-action video with friendly human faces and real places more than animation. Keep animation to a small percentage of your overall video content creation. 

7. Be honest: Avoid over-generalizations or grandiose claims.

The only thing worse than underwhelming guests with your properties and service? Setting high expectations and underdelivering in reality. Throughout your production, ask yourself: Does this paint an accurate picture of our hotel(s)? Of course, you should put your best foot forward, but don’t show a continental breakfast spread if that’s not included with every stay. 

In the highly-competitive hospitality industry, reputation is everything; negative experiences result in up to four times as many bad reviews on TripAdvisor. Creating a hotel video with misleading claims or inaccurate information will damage your hotel brand — and fast. 

For busy event planners, this is a huge faux pas they won’t forget anytime soon. Planners value clear and accurate communication from a prospective venue partner.

8. Include a clear and prominent call to action.

Viewers who enjoyed your video enough to stay to the end appreciate clear next-steps. For videos, that means a call to action (CTA) in on-screen text, as well as from the on-air host or voiceover narrator.  

• Create ad overlays for your videos. To create these free ad overlays you simply need a YouTube channel and Google Ads account linked to the channel. The ad should be straightforward, including a link to your website and a line of copy that lets the viewer know what’s in it for them. For example, videos targeted to event planners may include a link to a downloadable guide to the hotel’s various venues. For videos directed to solo business travelers, the link may take them to a booking page. 
• Create clickable annotations. Incorporate simple annotations into your YouTube video encouraging people to “Explore More” by visiting your hotel website. For a video targeting corporate planners, this annotation would link to your event venue landing page. 
• Use natural and upbeat language. This gets the best results, whether it’s in on-screen text, voiceover or an on-air host. “Visit www.ourhotel.com is a lackluster CTA, for example. But “Discover our weekend getaway packages” may inspire a clickthrough.  

9. Create a virtual reality tour.

Today, it doesn’t take advanced equipment to create a virtual reality tour of your hotel that provides 360-degree views of guest rooms, the lobby, the pool, and event venues. You can create a detailed tour with a smartphone and Google Tour Creator .  

When marketing to event planners, you can intersperse the tours with varied 3D event layouts . This demonstrates to planners that you’ll work with them to create a layout that meets the needs of their meeting or conference.  

10. Add videos to your overall content marketing and advertising campaigns.

Make sure the messaging and style of your videos matches the branding of your hotel and your overall marketing strategy . Then add videos to marketing campaigns across channels. Ideas include:  

A marketing email aimed at event planners. The video can feature a professional video of venue spaces at your nationwide properties.

Sharing videos on social media platforms, such as Instagram, Facebook, and Twitter. 

A blog post including a video of the hotel chef cooking a favorite seasonal recipe. 

Providing videos to influencers and affiliate marketers as part of your branded content resources.

And, of course, sharing videos on your hotel YouTube channel. 

11. Optimize your videos so people can find them.

Whether posted on your website or YouTube, you need to use keywords so your video shows up when people search those words. Here’s a primer on video search optimization best practices: 

• Research a target keyword to guide your video title and video file. Use a keyword tool, such as those offered by Moz or Google Ads, and search words related to the subject of the video. 
• Front-load the first 100 characters of your video description with your targeted keyword and a call to action.
• Tag your video with the keyword, so YouTube understands its content and matches it to real-world searches.
• Choose an appropriate, high-performing category for your video. This helps YouTube figure out who might be interested in your video. Some of the top categories include: entertainment, food, gaming, sports, and travel. 
• Upload an engaging custom thumbnail closely related to the video title (Make sure it’s 2MB or smaller, which translates to a .jpg, .gif, .png, or .bmp file sized 1280x720 pixels).
• Transcribe your video and repurpose the content into a blog post.

Inspiring examples of hotel videos:

Looking for inspiration? Check out these hotel videos we found that work to capture audience attention, build buzz, and prompt follow-up actions.

Malak Regency: This video features gorgeous visuals, concise shots, welcoming hotel staff, and text overlays. A short run time and clear call to action at the end make it a winner. 

Universal's Aventura Hotel: This production features two friendly hosts guiding the viewer through the hotel. They provide details that reinforce the visuals, while building engagement by talking directly to the viewer. 

JW Marriott Kuwait City: This connects with the viewer by bringing them into the hotel alongside a guest arriving; providing experiential visuals heading down hallways and into rooms; and showing interactions with smiling hotel staff.

Disney’s Animal Kingdom Lodge: Disney’s brand is practically synonymous with fun. So for this family-focused property, they created a video that features guests enjoying immersive entertainment, dining, and wildlife adventures. Interviews with interesting staff members further conveys the positive, friendly spirit of the lodge.

Tierra Patagonia Hotel & Spa: In this video, shots of stunning natural wonders take center stage and are interspersed with video of adventurous guests and snippets of hotel amenities. With a sweeping musical backdrop, you learn every hotel element showcases the grandeur of the Andes Mountains.  

Use these hotel video tips to produce amazing content!

Hotel videos generate visibility for your properties, engage corporate travel buyers and event planners, and win you new customers. In other words, they're extremely important, and they should be a significant part of your marketing strategy . 

Up next, check out some of our favorite hotel video marketing ideas and see a handful of inspiring examples from real brands.

Grow faster with our hotel marketing solutions

Cvent Guest

Cvent is a market-leading meetings, events, and hospitality technology provider with more than 4,000 employees, ~21,000 customers, and 200,000 users worldwide.

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Hotel Video Marketing Guide for 2021

Promoting your hotel business is harder than ever, and hotel video marketing is your secret weapon to attract new clientele.

Producing a sleek promo video for your corporate hotel, boutique hotel, bed & breakfast, or guest house so will give you the ability to reach new people, tell them about your awesome hotel, and rent out more rooms.

Below, you’re going to learn all about hotel video marketing in 2021.

Why Your Hotel Needs A Video Marketing Strategy:

At this point in time, consumers have a tough time reading heaps of text. They’re too eager to get things done. Textual content is still very important in terms of a marketing strategy. However, it is vital to adapt to the customer’s needs and preferences with new tools available.

This is why all hotels need a good video marketing strategy. It will give them the ability to showcase their hotel to the customer in advance, as it allows them to check out the video and get a feel for everything. If they like what they see, they’re going to feel excited about visiting your hotel and booking a room.

Video Source: Pixabay

Additionally, you need to realize that your competitors are using these hotel video marketing techniques. They’re reaching more customers and they’re leaving you in the dust. If you do not stay up to date, your hotel is going to lose out on this new form of advertising. You need a hotel video marketing strategy so you can keep up with and excel past the competition.

3 Examples Of Successful Hotel Marketing Videos

Over the years, a handful of hotel chains have managed to capture the imagination with marketing videos. Some have put out duds, but others have proven to be immensely successful. Take a minute to watch those classic Super 8 Motel commercials. These hotel commercials were ahead of their time and they were nothing more than marketing videos. The only difference is the fact that they shown on television. Now, more and more hotel chains are posting their videos on YouTube and other video sharing websites to gain more customers.

Another very popular marketing video for hotels was the one featuring Patrick Both who happens to be the General Manager of the Anantara Siam in Bangkok. This video showcases Mr. Both and his work. It was a good way to get customer familiar with the GM and the way he does business. In return, that made the hotel more personable and it helped attract plenty of attention:

https://youtu.be/b-bLT9XrAiI

Finally, you have the W Hotel Sydney. This simple but exciting video gives the viewer a tour of the hotel’s interior and exterior. It isn’t anything out of the ordinary, but it is effective for the intended purpose, and creates a desire for viewers to want to be part of the W hotel experience:

https://www.youtube.com/watch?v=wt3SCbu2cFs

4 Ideas On How To Construct An Easy Hotel Marketing Video

There are many hotels that can benefit tremendously from video marketing in 2020. Just remember that you’ll need to find a way to construct your hotel promo video. How should you move forward? Well, you have plenty of options at your disposal and use some of the tactics used by the aforementioned videos.

• You can give viewers an inside look into the lives of the staff at your facility.
• You can also give them a tour of the hotel.
• All you need to do is come up with a basic idea and go from there.
• You’ll just need a digital camera and the right video editing software.

Tools For Creating A Hotel Marketing Video

The good news is that creating a hotel marketing video doesn’t have to be too tough. You just need to make sure that you have the right tools. First and foremost, you should buy yourself a camera and a professional gimbal. A gimbal is not needed if the camera has good stabilization but it can help.

Now if you are on a truly bootstrapped budget for your fledgling hotel, you can use an affordable but very professional and efficient option: our very own advertisement video maker app . In just 3 minutes of use, you can create a very sleek and presentable video for your hotel business.

Our Boosted video maker can help you create super sleek and professional videos that are fit for all social media platforms: Facebook ,  Instagram ,  TikTok ,  LinkedIn , &  YouTube .

How Video Marketing Benefits The Hotel Industry in 2020

Video marketing is certainly helping the hotel industry as a whole. It gives the industry the ability to truly connect with the customer and that can make a big difference. Getting on a more personal level with consumers is one of the best ways to win their trust.

If you run a hotel or you’re responsible for the marketing campaign, you definitely need to put hotel promo videos to work for you!

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A ground-breaking hotel video highlights the future of digital marketing

Cavaves Oia Resorts present a storytelling hotel video that changes the industry standards as you know it!

When speaking about hotel content marketing , a conceptual hotel video is the first thing that comes to mind. Every experienced hotel professional knows that Video Content is gaining more and more power across the Web. It is the favourite content type in their social media and the most engaging tool for their followers. In the hospitality industry — and especially in the hotel sector, videos and visual material have always been a very important factor for the success of a hotel. Travellers want to have a clear view of the hotel they will be staying in. And the more luxury a Hotel is, the higher quality hotel video a traveller expects!

Canaves Oia is a complex of luxury resorts in Santorini. The properties, fairly considered among the top choices in the island, are definitely aware of the importance of visual content . As a genuinely luxury brand, Canaves Oia knows well that the focus should always be given on the guests’ experiences. An aspect that the video clearly highlights.

What we usually come across, are hotel videos that simply present the property and its facilities. But in the case of Canaves Oia, things were made in a different way. This hotel video has a story . It has a location. It manages to present the Hotels as the perfect setting to host the travellers’ memories. Following the experiences of the stars of the video, we get a clear view of not just the hotels’ premises, but of the luxury moments, we should expect to live in Canaves Oia.

Time escapes, but what if you could hold it?  What if you could own it?

After watching this movie-like video, tenths of times, the Hotel Experts of Destsetters are excited to present such a high-quality and professional piece of work. Focusing on the characteristics that make Canaves Oia stand out of its competition, we are thrilled to discover the new ways a hotel video will be made in from now on !

The Faces you cannot forget

There is nothing more important in a video than the people shown and the stories told in it. We have watched many hotel videos that present cold and lifeless facilities, lacking an actual story. On the contrary, Canaves Oia paid serious attention in delivering a vibrant short movie. A blend of strong and distinctive personalities experience the destination and the hotel, which serves as their current ‘home’ hosting their memories.

Throughout the hotel video we see locals, landscapes, activities , all blended together in a rail of images sewed together in complete harmony. These emblematic ‘Faces’ of all ages, introduce the “micro-society” of Canaves Oia . The main hero of the story, a man with unique characteristics and expressive nature, perfectly embodies time passing while memories are being created. After all, these memories are the most important legacy from one’s holidays. And as time passes, all that really matters is to live the moment. A central character like this, presented along with a mixture of locals, travellers and the paradise-like destination of Oia, create strong feelings in the viewers’ minds.

The Storytelling Scenario

No movie can exist without a story aiming to create feelings and strong impressions to its audience. And this has been the key for this amazing hotel video. This innovative way of creating a visual hotel presentation as a micro-movie  transforms the hotel into a movie setting and tells a fascinating tale . The deep and sensory voice of the main hero guides us through memories and pictures. This concept invites the viewers to taste the experience through a well-written story with strong emotional wording. After all, when looking back at good memories and relaxing days, emotions dominate our minds.

The strong destination & experience focus

When making a hotel video, most hotels forget that the travellers are firstly visiting the destination and then the hotel. However, Canaves Oia Resorts went a different way. Even though the resorts form a destination on their own, built in the best locations of Oia with breathtaking sunset views, the video of Canaves Oia does not just leave it there.

This short movie-like creation presents the destination aspect along with the experiences one can have within the resorts. In this hotel video, you will not see empty facilities with no life . Nor just a building. You will see moments of people enjoying themselves in the resort. Locals roaming around the alleys. You will feel the destination. You will almost taste the unique culinary experience. All mixed in the right balance to make you plan the luxury holidays you are really worth of — even for just once in your lifetime!

The high aesthetics at all levels

Viewers nowadays are really demanding regarding visual material, and especially videos. The easy access to editing software and decent equipment has increased the competition and made it difficult to stand out . Nevertheless, the team of Canaves Oia did manage to stand out, treating every detail of this hotel video with care. The music creates a Hollywood-like feeling, perfectly combined with the exceptional voiceover. The colour grading of the images enhances the beauty of the place and the characters communicating the experience. Even the dress code is an inspiration on its own. A hotel video that only a luxury resort like Canaves Oia could create!

For the production of the video, Canaves Oia collaborated with Needafixer ‘s team of experts and the renowned director Michalis Bekos .  The result does not only exceed expectations but introduces a whole new perspective to hotel video making.

Hotel Video Captures

(click on the images to expand the slideshow)

This article is also available in Greek

Nikos S. Morantis

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The 6-Step Process

Step 2: Storyboard Hotels

Deciding your shot sequence can be done on the fly or with preparation. A retail shop may only need to be shot at one location and time. A roofer may want to capture several customer job sites over several weeks. It may make sense for retailers to present a "virtual visit" to help customers envision shopping at their store. It may make sense to have a customer "tell the story" of their buying experience. Here are our best ideas.

Hotels, Resorts & Rentals

(Hotels, Vacation Rentals) Marketing research: what consumers want in a hotel marketing video . If you haven't already, review the survey results. 1. Establishing Shot: The purpose of an establishing shot is to show the viewer where they are. This requires a wide shot/long shot as opposed to medium or close-up. Providing customers with a big-picture, bird's-eye-view of the business from a distance will help them visualize being able to recognize the location when driving to it. (Narration begins in background.)

Storefront/Office Businesses

Open with two four-second shots of the building, one from a distance to help customers identify the building in its surroundings, and one of the building itself. Try to avoid having anything distracting in the foreground of your shot such as a car. Avoid opening with a graphic logo unless it is on top of authentic B-roll footage. Another option is to slow zoom in or out for about 8 seconds. Consider including a shot of the parking lot to help people visualize the ease of doing business with you.

On site Businesses

The most common shot length is four seconds. If your business primarily makes service calls, open with the company vehicle arriving at a job site from the perspective of the customer's home. This will help customers visualize doing business with you.

2. Virtual Visit: Show the customer what they would see if they were visiting. If your business sells ambiance or a fun experience such as a restuarant, include close up shots. If your business does not, such as a plumber, avoid using close ups. Wide shots provide information, close ups build a feeling. The shot sequence for a restautant may look something like this, "wide shot, medium shot, close up, close up, medium shot, wide shot." A shot sequence for a plumber may look something like this, "wide shot, wide shot, medium shot, wide shot, medium shot." Make your video about what you can do for the customer. For some business types it can be beneficial to tell your story, if this is you, only tell it to the extent that it communicates what you can do for the customer. Avoid the temptation to make your message self-congratulatory.

Show what the customer would see if they were walking in the door. If it is a large open area, take a slow pan of their initial view. If the view is limited, take a still, or short slow pan of what they would see.

Show the crew setting up and going to work.

Continue to take the viewer on a tour of the business with mostly stills, but including pans, zooms or rolling on a track where it is useful.

Continue showing the crew working on varying tasks.

3. Cut to the Narrator. The narrator has been speaking in the background until now.

All Business Types

In editing, we suggest cutting to the narrator for the first time around the 20 second mark for 1-minute vidoes, or 16 seconds for a 40-second video. B-roll shots of the building, vehicles, equipment and staff take a higher priority than showing the person speaking.

4. Business in Action. Shots that fill the next 20 seconds (for a 1-minute video)

Resume with shots of the business in action, features, samples, or before-and-afters that will often line up with what the narrator is talking about. Try to choose B-roll shots that relieve the most customer pain, or demonstrate the highest level of difficulty. For example, a cleaning service should be shown scouring a bathtub or sanitizing the inside of a refrigerator as opposed to dusting a fireplace mantle.

Businesses that Sell Ambiance

Businesses that sell ambiance such as restaurants, bars, spas, theaters should incorporate more closeups and camera effects such as slow motion, shorter scenes and blurred transitions using the aperture setting on a DSLR camera. They should be more entertaining and include background music.

Examples of building ambiance for restaurants :

• Close ups of beer tap, decor or food
• Rolling closeups of wines or decor
• Slow-motion shots of drinks or dessert toppings being poured
• Shifting the focus from background to forground or vice versa (Requires a DSLR or Hybrid camcorder with manual aperture)
• A flurry of short frames around one second each
• Shots of smiling staff or customers laughing, smiling, toasting

5. Return to the Narrator.

We suggest cutting to the narrator for the second time around the 40 second mark if it is a 1-minute video.

6. Business in Action: Shots that fill the next 20 seconds

Continue with your action shots of the business. Repeat these last 2 steps, aiming to keep your video between 1 and 2 minutes.

7. Concluding the Video.

End with a shot of the building while slowly zooming out, and/or group shot of the staff in front of the vehicles, or similar final shot. If you want your logo in the video, place it on top of action shots rather than a solid color or animated screen.

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