The old adage “a picture is worth more than 1000 words“, today more than ever it has taken on a fundamental role, seen and considered the rise of visual marketing, a subject that has become even more prevalent with social networks and mobile devices.
For some hotels, visual marketing means uploading beautiful photos of their structure, but in this marketing perspective it is not enough to have beautiful photos, because in the digital age it is necessary to create continuous amazement, trying to keep the attention threshold high.
Images and social media
Facebook, Instagram but also Pinterest play a decisive role in conveying images of their hotel structure.
Precisely for this reason visual communication must be treated in every detail, and if possible, we must always try to tell a story.
Users access social media for different reasons and at a frenetic pace, only the care of every detail will be able to bring out their products and implement a proper visual marketing strategy.
On Facebook there is little to add, except that it is the privileged channel to tell not only the hotel, but all that gravitates around it as events in the vicinity and the history of the territory in which your reality is located.
Instagram is the social network where visual communication dominates, especially among young people, who like to tell their stories through images.
Pinterest, even if in Italy does not seem destined to succeed, allows to build bulletin boards organized according to the interests of images.
Via Condotti and booking engine
There’s the rub!
Many hoteliers believe that it is enough to invest in a good website and social content to close the circle of visual marketing, but in the case of the hotel industry it is not at all like that.
Let’s do a practical EXAMPLE!
You are walking along Via Condotti in Rome, when suddenly you are struck by the wonderful shop window. You decide to enter and remain totally bewitched by the beauty and quality of the clothes, then ask the shop assistant to try a dress, she obviously consents and tells you that to try it you have to go in the alley behind the store, a sort of warehouse to heaven open and dreary place of walking for people with little reassurance.
Then enter the “dressing room“, you look around disgusted and pretend to try the dress in front of a mirror that does not exist and then go out quickly, inventing an excuse to leave as soon as possible and of course without buying anything.
We invented this story to compare the boutique with your hotel and the dressing room to try out the dress at your booking engine. When users are ready to book a stay after browsing the website far and wide, they go to the booking engine that must be intuitive, responsive for each device but above all reassuring (and secure) regarding the transmission of personal data and credit card!!!
So if the customer does not feel comfortable in the delicate flow of booking with good probability will flee and end up booking elsewhere, and the only thing that remains to be hoped is that at least book a stay from you anyway (of course through an intermediary) .
What was needed to make a great site with images and professional content if then the conversions do not arrive?
Beware of quotes!
Similar discourse should be made for quotes of stay, because as you well know you can see all sort of things (literally!)
When a customer sends an email to the hotel to request a quote for a stay, the hotelier or receptionist takes time to:
- check availability in your own management;
- check the rate;
- copy-paste the standard response text and replace the requested room prices;
- insert a sentence accompanying the offer.
This process, as well as being costly in terms of time, requires the personalization of the offer for each customer, is risky in terms of possibility of error, is not captivating in terms of graphical interface and not the ability to measure how many quotes are converted into reservations.
This process is easily remedied using a pms that allows you to create quotes directly from the management, going to select the required offer and providing a series of elegant and professional-looking templates, eliminating the risk of running into email with fonts and sizes different.
If it was not clear enough, today more than ever, the control of visual communication translates into more direct online sales.