The Power of Visual Storytelling: How Video Enhances the Guest Experience

Written By Zach Callaway

In today's digital world full of information, it's important to present ourselves and our businesses clearly and elegantly.

A primary example of this lies within the hospitality industry. Without captivating visuals that accentuate and portray information that persuades consumers, how would one decide where is best to stay when traveling?

65% of people look for video content when planning a vacation and selecting their destination. (1)

We as humans are visual beings. Our minds can process visual content 10 times faster than we process text (3). Successfully executed and utilized media such as videography create a visual connection that immerses consumers mentally within the space that is being advertised.

Creating immersive experiences through visual media

. . .

Creating immersive experiences through visual media . . .

Studies have found that including a video on the landing page of your website can increase the amount of conversions by 80%. (2)

In utilizing video content for hotels and resorts, we are propelling ourselves forward toward such greater opportunities for bookings and even consumers sharing our businesses with others- simply because of the powerful visual elements we use.

While many hotels and resorts utilize a bullet-point written list hidden under dozens of tabs on their website to note the amenities and attractions that they are most proud of, captivating photo and video elements knit throughout a website serve as an alternative that offers vastly more power.

Only 20% of consumers will fully read through text they are shown, but 80% will watch a video presenting the very same content. (1)

Listing “coffee bar” amidst things like laundry service and free wifi doesn’t quite pack a punch the same as a video compilation illustrating the cheeky mug varieties, a fresh batch of coffee dripping into a pot, and a close up shot of someone sipping on their delightful drink. All of these things create a story, and allow the individual to more naturally picture themself being there.

Videography communicates that which cannot be spoken with words.

It makes things personal- shining light on the hotel as perceived by and experienced by a customer. Rather than being left to assume what a space would really feel like to visit, we use visuals to communicate and emphasize the warmth, utility, and energy within a place.

It speaks visually to consumers about what they will see, hear, taste, and feel.

The very same goes for the ambiance of a space. With sweeping shots to highlight the poolside experience, a fast-paced short video showing off the hotel’s fitness center, or a longer video highlighting the delicate details within the spa, we are giving consumers security, offering peace of mind, and piquing their interest. By capturing details with visual eloquence, we write the narrative that says this space is welcoming, it is intentionally crafted, and it ensures the consumers’ enjoyment and comfort.

Any goals one might set for their business, especially those in the hotels and hospitality industry, are sure to be more swiftly achieved by utilizing the great power of visual media, specifically videography. Even more than still images, quality videography gives way for an immersiveness and a richness that transforms the consumer’s knowledge and opinion of a place completely.

Choosing to prioritize video work in advertising and portraying your space can make or break the decision of potential clients- allowing them to make their decision based on the true character of your business captured within moving images, not bullet-point lists.

If you want to improve the way your business looks, especially in hospitality, using video is a great way to begin.

You know where to find me.

Sources:

Zach Callaway
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