Why isn’t film online budgeted for?
I read with interest your website improvement case study item dated 19th May. I think VIP Plus can go a step further for the travel industry. A picture could be worth a thousand words, agreed but a moving picture could be worth millions [if produced correctly]. If hotels really want to gain brand value, visibility, increase bookings, and demonstrate personality. HD Web TV is the way forward. Within seconds this engaging medium will bring properties a to life. The viewer instantly understands what’s on offer.
The industry needs to move forward and embrace film online and set aside a budget for it. Static websites are already looking dated. People who used to design brochures design a lot of them. Things have changed, websites need to be more televisual and entertain and inform. I am constantly amazed that for even a £3k spend there is resistance. Why is this? This amount can easily get swallowed up every week in other areas, which have absolutely no ROI.
You can’t just stick any film on your website. It needs to be produce by professionals that know how to communicate and tell a story. And while we’re on the subject not all professional film makers understand how the web has revolutionised our viewing habits. No longer should films be made to a set length and no longer should one film standalone. The internet is interactive, people like to dip in and out of videos they are interested in. For example if you are into golf, you don’t want to have to wait a few minutes until the golf chapter within the film appears. You want to get to it in an instant. This is why video online should not be thought of in a linear way. Here’s a link to how this works in practise. http://elegantresorts.shantimaurice.vipplus.tv/Hotel/IndexPlayer
The films VIP Plus make will last years. What other marketing spend can do the same.
You Tube is the second most used search tool to Google. The number of videos viewed on Facebook is up an astounding 1800% this year. This must say something.
Does anybody have a clue why there are barriers to having good quality film on a hotel website? VIP Plus’s chairman Steve Berry said it reminds him of around 10-15 years ago sitting in meeting with hoteliers who claimed they didn’t need a website because they have nice brochures.
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