Companies with boutique properties are using video marketing to convey emotion and showcase destination experiences to potential guests.
GLOBAL REPORT—While the budget for video marketing can be somewhat pricey, marketing leaders said it’s worth the cost when it comes to showcasing hotels in a visually appealing way that can convey emotion and experiences.
Michael Halsall, director of sales and marketing at Grace Hotels—which has boutique properties in Europe, Africa and the Americas—said the company saw the need to increase its video marketing budget.
“Video has grown significantly in importance, and so we have adjusted our budget to make the most of these opportunities,” Halsall said via email. “We do not compromise on spending to ensure the best video content, as it is the ‘shop window’ for our hotels.
“As a result, it has increased as a percentage of our overall marketing budget, both at (the) corporate and hotel level,” he said
Abigail Tan, head of U.K., Europe and USA at London-based St Giles Hotels, said the company was flexible with the budget for its first video campaign, “Be Central, Be St Giles” because the marketing team was focused on creating a compelling campaign.
“Because this is our first real video launch, it was more important to create a campaign and get impressions than it was necessarily about counting dollars,” Tan said.
Conveying experiences through visuals
Halsall said Grace Hotels chose to invest in video marketing because the company had a goal to market more visually.
“People want to be transported, and there is no better way to inspire them in such a short space of time,” Halsall said. “Whether it’s the stunning scenery—from Santorini’s iconic Caldera at sunset to the lush vineyards of Cafayate in Argentina, or the emotional connection made through exploring the culture and its people.”
Tan said the St Giles video campaign helps the company connect with guests by showing them experiences.
“Video is a powerful way of conveying emotions and experiences and trying to make that connection with the guest,” she said. “We felt that video was a better way to effectively communicate … In a 45-second video, we were able to communicate and really engage with (guests), get them to feel what St Giles is about and what the message we’re trying to convey is.”
St Giles’ video campaign features phrases such as “be connected,” and “be transported” to highlight what guests can take away from a stay, Tan said.
Working with outside creative agencies
Both companies decided to work with outside creative agencies to create their video campaigns, according to Tan and Halsall.
For St Giles, Tan said it was a collaborative effort between the company’s internal sales and marketing team and an outside agency.
“We did use our in-house sales and marketing team to come up with ideas,” Tan said, “but we thought that a video of this scope—and in order to get as many (opinions) and creative ways as possible—we thought that an outside agency was a good option to give us some expertise of storyboarding, of planning and production (and) of post-production.
“And actually launching a video like this, it was important for the quality of what we were trying to achieve to use an outside creative agency.”