This document summarizes a webinar about using visual storytelling to convert website visitors into hotel guests. It discusses how the Hampton Inn & Suites Boulder North uses images and stories on its website and social media to showcase the hotel experience. Visual storytelling is important across channels to maintain a consistent message. The hotel also uses reviews on TripAdvisor to build confidence. While visuals strengthen the story and build credibility, the overall goal is to guide visitors through the shopping process to a booking.
6. ► We are 87.7 times more likely to get into
Harvard than click on a banner ad
► Companies with methodical approach to
improving conversions were 2x more
likely to see large increase in sales
► For every $100 spent on driving traffic to
websites, companies spend only $1
converting that traffic into business
Using Visuals to Convert Lookers Into Bookers
#LeoWebinar
7. ► Daniel Zelling |
Digital Marketing Expert
@daniel_zelling
► Co-Founder
► Founder
23. Showcase your experience visually
Tell your story
Use UGC
Learn from social media
Implement personal branding
Don’t forget what people came for: Bookings!
Key Takeaways
#LeoWebinar
25. How The Hampton Inn & Suites Boulder North Uses Visual
Stories To Convert Website Visitors Into Hotel Guests
26. ► The images tell the story of
the property and take the
travel shopping experience
to a new dimension
► 5% of people remember the
facts, but 63% remember
the story
Why Visual Storytelling is
Important for Our
Website
#LeoWebinar
27. ► It is important to portray the same
story across all channels
► Travel shoppers check as many as
22 different websites before feeling
prepared to book
► 1/3 of visitors on a 3rd party travel
website will check your property’s
website for more information
Why Visual Storytelling is Important For…
3rd Party Travel Channels
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28. ► Social media is a new medium to
reach out to guests
► 74% of people use social media
while on vacation, and 46% post
reviews immediately after returning
► Social media has influenced 52%
of travelers to change their original
travel plans
Why Visual Storytelling is Important For…
Social Media
#LeoWebinar
29. ► Only 23% of those who
encountered a mobile site that
wasn’t optimized actually
pushed through
► 33% of mobile travel searchers
want to complete their
transaction on the same day
► Google found that a poor
mobile website experience
was the #1 reason for not
making a reservation
Why Visual Storytelling is Important For…
Mobile
#LeoWebinar
30. ► Keep Facebook up-to-date with
local events
► 20% of leisure travelers are totally
undecided when planning to book
a hotel
► 32% of leisure travelers search
for terms related to specific needs
or wants when deciding where to
book
How We Move Visitors Through the Shopping Journey
#LeoWebinar
32. ► All content links to TripAdvisor
► Reviews and responses can be
viewed by potential guests
► 80% of travelers say TripAdvisor
reviews make them feel more
confident
Using TripAdvisor to Drive
Conversions
#LeoWebinar
33. Visuals strengthen the story
Consistency builds confidence and credibility
Social & Mobile are more important than ever
All roads lead to bookings
Key Takeaways
#LeoWebinar