As valued ResortsandLodges.com customers, you are more likely than not familiar with the emphasis our team places on visual assets. ResortsandLodges.com on the Road, a traveling media team dedicated to making your property shine through photos and videos, is an extension of this emphasis. While the importance of high level visual assets is understood, the question of “why” are these important has been something raising questions as of late. We know it is important to have them…but why?
There is seemingly endless amounts of data, theories, tests, and case studies driving the power behind high level visual assets. When it comes to your ResortsandLodges.com listing, there are 3 primary reasons to invest in your visual assets. These 3 reasons are based off of our travel expertise and industry data, coupled with a dedication to ensuring the success of your listing. Let’s take a look at the 3 reasons:
1. One Minute of Video is Equal to 1.8 Million Words – Think about that statistic. Data published by Diamond View Studios (a video production agency housed in Miami, FL) suggests that just one image holds the equivalent value of 1.8 million words. That’s a lot of words! Simply put, visuals are a great way to get your message across in a crowded web marketplace that can easily become overwhelming with written content.
2. Images and Video Sell – How much you ask? According to a recent study conducted by the same video production company mentioned above, indicates that consumers who view a video during the research phase, are 85% more likely to purchase. The same is true for images, as 67% of all consumers said that images are “Very Important” in the purchasing process.
3. The Travel Industry – Images and video are important across various segments and markets for their own unique reasons. But what about the travel industry? Why are visuals so critical to your hotel, resort or lodge? The answer; we are in the business of selling experiences. There is no true physical product to what we are selling aside from the hotel itself. We are in the industry of capturing emotion, inspiring people, connecting families, and so much more. Visuals play a key element in all of those things. Visuals give our travelers something to grab on to, something to engage in, and something to share.
If your website is in need of new visual assets, take the time and invest in what needs to be done. The metrics are to incredible to deny, and the industry that we as hotel marketers are in is one that sells on experiences and the whole human spectrum of emotions.