| If you are a hotel professional then you probably | | | | importance of rich media in a hotel's overall marketing |
| know the importance of online marketing, in regards | | | | plan cannot be stressed enough. Keeping this media |
| to achieving sales goals and high online conversion | | | | current is very important. |
| rates. There are many pieces to this complex | | | | According to recent industry statistics, over half of all |
| puzzle, but the purpose of this article is to focus on | | | | Internet users have taken virtual tours and the |
| one important piece that is often overlooked by | | | | numbers are increasing daily. Millions of people view |
| hotel general managers, management companies, and | | | | hotel virtual tours, online hotel videos, hotel photo |
| sales managers alike. That piece of the puzzle is | | | | slideshows, and hotel photos online each and every |
| online rich media, specifically hotel virtual tours and | | | | single day! At the end of 2007, approximately 300 |
| high-quality photography. | | | | million people were surfing the Internet over a |
| Online rich media can mean many different things to | | | | broadband connection, opening up an extremely large |
| hoteliers and to potential guests. Rich media can be | | | | audience that can experience rich media without |
| a 360 degree interactive virtual tour. It can be a | | | | waiting a long time for content to download. |
| web-based streaming video that is able to be shared | | | | Hoteliers must realize the value of rich media content |
| with others. It can be an interactive Flash | | | | and the influence it has on its potential guests' |
| presentation or application. It can also be an | | | | decision making. Hoteliers need to provide high |
| interactive photo slideshow. Rich media can be | | | | quality content to the ever-increasing population of |
| downloaded to a user's computer, presented on a | | | | broadband Internet users in order to compete in the |
| CD or DVD, and/or distributed and viewed via the | | | | current marketplace. |
| Internet. The main point here is that rich media | | | | Inflation, war, high fuel costs, and airlines that |
| engages people and puts them in control of the | | | | nickel-and-dime their passengers are all working |
| content that they are viewing. | | | | against the hospitality industry. According to the |
| In the hotel industry, rich media allows potential | | | | Travel Industry Association, "The July Travel Price |
| guests to immerse themselves in a property prior to | | | | Index, TPI, rose 9.4 percent compared to July 2007. |
| actually booking a reservation. It allows people to | | | | Gasoline prices increased 0.7 percent from June and |
| educate themselves and make informed decisions | | | | jumped 38.3 percent from one year ago. Lodging |
| before actually pulling out their credit cards to book a | | | | prices were down 0.2 percent compared to July 2007 |
| stay at a hotel or resort. Needless to say, the rich | | | | and increased 3.1 percent from last month. Airfares |
| media that is produced for a property must | | | | increased 19.9 percent against twelve months earlier |
| accurately reflect what the property actually has to | | | | and rose 2.1 percent from previous month. The |
| offer. How many times have you gone online to | | | | Consumer Price Index, or CPI-U, was up 5.6 percent |
| book a hotel room and were presented with | | | | from July 2007." |
| outdated photos and virtual tours that paint a horrible | | | | People are just not travelling as much as they used |
| picture of the property, only to find out later that | | | | to. Family vacations are being reduced from |
| the property has recently been fully remodeled with | | | | multi-week trips across the country to simple one |
| new bedding, flat screen televisions, landscaping and | | | | day visits to the local parks and attractions. Times |
| other amenities? That property is cutting | | | | are tough, and so is the competition in the hotel |
| themselves short and losing business. Or even worse, | | | | business! Simply stated... the hotels and resorts that |
| have you ever been presented with generalized | | | | invest in high-quality virtual tours, photography and |
| media that does not accurately reflect the actual | | | | other rich media will have the competitive edge over |
| property that you are booking a room with. You | | | | properties that do not. They will see higher |
| arrive for check-in and are astonished by the poor | | | | conversion rates and will retain more repeat visitors. |
| condition of the hotel and the room you are about to | | | | They will build loyalty and trust with their guests by |
| stay in. You tell the front desk staff or the manager, | | | | providing accurate visual content that helps them |
| "This isn't the same place I saw online!" The | | | | make more informed decisions. |