If you are a hotel industry professional then you probably know the importance of Internet marketing in regards to achieving sales goals and high online conversion rates. There are many pieces to this puzzle, but the purpose of this article is to focus on one very important piece that is often overlooked by hotel general managers, management companies, and sales managers alike. That piece of the puzzle is online rich media.
Online rich media can mean many different things to hoteliers and to potential guests. Rich media can be a 360 degree interactive virtual tour. It can be a web-based streaming video that is able to be shared with others. It can be an interactive Flash presentation or application. It can also be an interactive photo slideshow. Rich media can be downloaded to a user's computer, presented on a CD or DVD, and/or distributed and viewed via the Internet. The main point here is that rich media engages people and puts them in control of the content that they are viewing.
In the hotel industry, rich media allows potential guests to immerse themselves in a property prior to actually booking a reservation. It allows people to educate themselves and make informed decisions before actually pulling out their credit cards to book a stay at a hotel or resort. Needless to say, the rich media that is produced for a property must accurately reflect what the property actually has to offer. How many times have you gone online to book a hotel room and were presented with outdated photos and virtual tours that paint a horrible picture of the property, only to find out later that the property has recently been fully remodeled with new bedding, flat screen televisions, landscaping and other amenities? That property is cutting their selves short and losing business. Or even worse, have you ever been presented with generalized media that does not accurately reflect the actual property that you are booking a room with.
You arrive for check-in and are astonished by the poor condition of the hotel and the room you are about to stay in. You tell the manager, "This isn't the same place I saw online!" The importance of rich media in a hotel's overall marketing plan cannot be stressed enough. Keeping this media current is very important.
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