Leonardo Best Practices: Multi-Media Guidelines For Hotel Marketers

LEONARDO BEST PRACTICES: MULTI-MEDIA GUIDELINES FOR HOTEL MARKETERS / 1
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Overview
Images
Role
Benefts
Quality
Quantity
Virtual Tours

Role
Benefts
Quality
Quantity
Video
Video Slideshow
Role
Benefts
Quality
Quantity
Video (Full Motion)
Role
Benefts
Standard Production
Quality
Quantity
Premium Custom
Production
Quality
Quantity
Universal Best
Practices for
All Media
Complement Your
Visual Media with
Descriptive Text!
Captions
Short Description
Long Description
Using People in
Media
Takeaways
About Leonardo
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leonardo
best
practices
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Multi-Media
Guidelines for
Hotel Marketers
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Table of Contents
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In our contemporary world of cutting edge technology, interactive apps, and sometimes frenetic websites, its easy to overlook the basics.
All great stories begin with images, in fact, JK Rowling, the most successful author of our generation, admitted that she drew Harry Potters
world before she wrote about it!
1
After all, humans are visual creatures. We process pictures 60,000 times faster than words and 90% of information transmitted to the brain
is visual.
2
The right images evoke emotion and memories, and when engaging captions and descriptions are added, we are compelled to
take action.
In this Best Practice Guide, youll gain insight into the critical role photos, virtual tours and videos play in your hotels marketing plan and
how to implement your media using the most modern and effective techniques in the industry today.
Darlene Rondeau
Vice President, Best Practices, Online Merchandising
Leonardo
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Whether shopping for a hotel for a
business or leisure trip, consumers are
looking for more than just a room
they are looking for the best possible
experience.
Nothing showcases a hotels features and amenities and
conveys the total hotel experience in a more compelling way
than an array of multi-media including photos, virtual tours and
videos.
When travel shoppers encounter your hotel online, you want
to present them with visuals that will capture their attention
and imagination. Therefore it goes without saying that the still
photography, virtual tours and video you choose to use on
travel websites, your website, social media and mobile websites
should be of the highest quality.
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Still images are a great way to capture a moment
of time and emotion. According to Hubspot, image
posts on Facebook generate 53% more likes and
104% more comments than the average post.
3

Even if its a simple photo of a lovely looking pool
patio, or a nicely laid out breakfast, every single
image is communicating your story in a compelling
way.
Role
Images are particularly useful during the initial stages of hotel
research because they provide an easy, quick way for an initial
evaluation of the property. They help answer the question - is this
a hotel I would stay at? Particularly useful during early stages of
hotel research, photos provide an easy way for valuation of the
hotel. The job of your images is to compel the shopper to say I
would like to stay there, lets put it on the list of options.
Your goal here is to produce photos that wow or inspire the
shopper with differentiating details.
Benefts
The most memorable stories online are accompanied by images
that highlight your features. Truly amplify your hotels message by
sharing a visual story that guests will remember.
Many major travel sites and OTAs have research that
demonstrates just how important images are. TripAdvisor
published a report that stated properties with more than 20 photos
get 150% more engagement.
4
Images
1
Crowne Plaza Portland-Downtown
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How about this fact? Doubling a hotels online pictures can result
in a 4.5% take-up and $3.50 higher ADR, while providing a full
property description (as opposed to a partial one) can result in a
5% take-up and $3 higher ADR.
5

Open Travel Alliance (OTA) sets standards for the Travel and
Hospitality industry so that information can be exchanged
between systems easily and in a standard format. It has come a
long way over last 10 years, and most of the GDSs and Suppliers
are supporting Open Travel Message. Industry technology and
connectivity systems are developed by different vendors, and
as a result there is no common language/syntax in which the
information can be exchanged. The goal of Open Travel Alliance
is to bring simplicity in exchanging information/content so that
information can fow smoothly between systems.
Note to VBrochure and VScape users:
Leonardo follows the Category Code guidelines that are defned by the
Open Travel Alliance. These category standards are used to ensure that the
automated population of content is synchronized accurately within the viewer
for display on travel channel websites, brand sites, property vanity sites,
mobile devices, Facebook apps and so on.
Raffaello Hotel
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u Upload the highest quality images available.
u An aspect ratio of 16:9 is ideal as its the most common
aspect ratio for TVs, computer monitors and smartphones
or tablets turned sideways. This landscape orientation is
preferred because the image will occupy the entire screen.
If a vertical orientation is used, then the viewing device
will surround the image with white space when image is
rendered.
u File Types: JPEG or JPG are best but other fle types are
accepted include TIF, BMP, GIF, PNG and PSD
u Most brand guidelines prohibit the use of photos older than
three years
u Photos should:
u Refect your brand identity
u Be free of debris, cables, cords, trash cans, ash trays,
power lines, banners or other eye distractions
u Be royalty-free or must be accompanied by proper credit
information to be posted in the photo caption
u Refect the propertys current condition and amenities
Quality
Country House Inns Jacksonville
u Images greater than 2048 pixels on the longest side will
provide an optimal full-screen viewing experience and
are preferred by major travel websites
u Image sizes lower than 1024 pixels are considered of
poor quality by the majority of travel websites and may
not be accepted
u Expedia only: Prefers 2800 pixels on the longest side
and considers any images below 2048 pixels on the
largest side as poor quality
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Quantity
According to 2013 Leonardo research, website visitors view
greater than 10 images per visit and view guest room images
2 times more than the next most popular category (which
is restaurants). They also consume 30% more media on
smartphones over their desktops.
Based on fndings from Leonardo, there is a recommended range
of how many photos should be distributed by hotels:
u 15 - 21+ for limited service properties
u 18 - 28+ for full service properties
u 21 - 35+ for luxury properties
Regardless of the type of hotel, use an appropriate amount
of media to accurately convey your unique story. Include the
following categories in order of consumer interest:
1. Guest Room
2. Restaurant
3. Recreation/Area
Attractions
4. Lobby
5. Maps
Note to VBrochure and VScape users:
Images are resized by the software for onward distribution and display
based on the website and device specifcations
If two of the same images are loaded, the VScape de-duplication tool
will identify and group them together. The highest resolution image in
the group will be used to ensure that the viewing experience is always
optimized
VScape doesnt limit the quality of images you can upload, therefore we
encourage you to always load the highest quality images available
Avoid the scenario where the caption is left blank, because the category
will be used instead, which is too generic. There should be a specifc
caption on each image
Depending on your version of VScape, there are 2 different categorization
features available:
When uploading your media into VScape, you may be required to set
an appropriate OTA defned category for each media item by clicking
on the drop down list in the upload media dialogue box OR
If the source fle name of the image that is being uploaded is
descriptive e.g. hotel_exterior.jpg, then VScape will use this
information to auto populate the category. In this example, the
category will be set as Exterior
Note these features are not available to VScape Lite users
6. Business Center
7. Pool
8. Hotel Amenities (Meeting
Space, Fitness Center, etc)
9. Exterior
10. Bar/ Lounge
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Virtual tours are designed to put your hotel on full
display by allowing travel shoppers to pan around
a complete 360 degrees. It allows consumers
to interactively explore the property, rather than
simply being able to view it statically. Virtual
tours offer a very accurate and fexible viewer
experience, presenting a true view of your hotel
instead of one that the management has selected
through photos alone.
In fact, websites with virtual tours are viewed 5-10 times longer
than those without.
6
Dont underestimate the strength/power of
virtual tours when trying to attract travel shoppers.
Role
The role of a Virtual Tour (or sometimes called 360s or
panoramas) is to increase confdence, visually excite the
shopper and provide greater detail of what is available, thereby
underscoring value. Virtual Tours are designed to create
interactivity and the feeling of being in the hotel. It helps
answer the question, what does it really look like inside and is it
everything it claims to be?
Virtual Tours
2
Garden of the Gods Club
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Benefts
u Give consumers more complete -- and more engaging --
visual information than you can with static photographs
u Make your property stand out in a crowded online
environment
u Increase consumers confdence in your property and their
motivation to book
u Combat commoditization to differentiate your hotel based on
the anticipated experience, not price
u Increase bookings and look-to-book conversion rates
u Research from a major hotel chain found that website visitors
view more rich media when its large, easy to navigate and
well displayed. Virtual tours are an effective form of moving
media and receive high views from consumers
Virtual tour images are suitable for any type of property, from
limited service to luxury resorts. In todays competitive production
environment, you can fnd virtual tour production packages
that offer a quality product at an affordable price. Full screen
capabilities are prevalent in most modern viewers, so in order to
maximize the experience, have your virtual tours produced in high
defnition.
Quality
u Cylindrical virtual tour fles are ideal. Spherical can be
provided but they will be converted to cylindrical
u Image Size: 7000 x 1750 pixels is ideal
u Aspect ratio: 4:1 is ideal without cropping. Anything equal to
or larger than 2:1 will also work, however, 2:1 is the absolute
minimum size
u File Types: Cylindrical JPG
u The virtual tour images should be produced in panoramic
(360 X 90) format in JPEG format at highest resolution
available as per above
u Raw JPEGs are preferred (can be converted to Flash as
needed)
u The images should undergo post-photography processing
and touch-up to ensure that every part of the image is
perfectly lit and balanced
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Quantity
u Recommend production of 3 - 10 premium quality high
defnition 360 virtual tour digital images
u Cover different room types and common areas such as the
guest rooms, breakfast areas, lobby, and ftness center, etc.
Intercontinental NYC Barclay displays virtual tours that give
viewers a comprehensive understanding of what the property has
to offer.
Intercontinental NYC Barclay
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Video engages consumers and increases the
likelihood of booking. In fact, 66% of consumers
report watching video when planning travel and
43% when reserving accommodations.
7
Its also
important to note that in some cases, the use of
video drives 150% increase in organic search
traffc because it raises your appearance on the
search results page.
8
There is a variety of video content and production formats to
choose from based on your marketing objectives and to meet all
budgets.
Here are 4 types of video content as defned by SoMedia that
are best suited to hotel storytelling.
1. Video Tours
Walk potential guests through and around the hotel, highlighting
key features, amenities, activities and of course guest rooms.
2. Testimonial Videos
87% of people who see positive reviews online are more likely
to visit a destination, so use video to broadcast the positive
experience of past guests.
Video
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3. Hosted Profle
This type of video involves a manager or other employee
presenting the hotel (restaurant, spa, etc.) and is an effective way
of helping consumers connect with a brand or property on a more
personal level.
4. Scripted Ads
Video ads use a professional narrator combined with
professionally shot footage and carefully chosen music, this is a
task that is often better left to the professionals.
A recent trend in digital hotel marketing is the use of condensed
snackable video. Short videos are quick and easy to watch and
they convey their messages more effectively than a longer video
packed with more and varied information.
Two to three 12 - 45 second videos that capture the unique
features & amenities of the property such as:
u Guest rooms & Suites
u Popular restaurant and lounge facilities attracting both guests
and locals
u Well-equipped ftness areas
u Co-produced video of hotel and its nearby attractions
u Wedding or Meeting facilities
The 2 most common video production formats used are Video
Slideshows and Full Motion Video.
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Video slideshow production is built to balance
function with budget for any type of hotel that
already has good digital photos and wishes to
market its property using a compelling rich media
presentation. It can fulfll the need for a general
hotel overview or tour video and highlights any
uniqueness (proximity to an area attraction, friendly
staff or complimentary services).
Conversely, video slideshows are also very useful in presenting
themed vignettes of your property, such as your wedding venue,
dining facilities, or business travel amenities. Inspire and excite
travel shoppers with a story (stories) that differentiates the hotel
from its competitive set with the added perception of a moving
video accompanied by music to ft your brand.
Role
Video Slideshows are suitable for virtually any type of property
from limited service to luxury resort that already has a good
selection of quality digital photos and is looking for a more
economical alternative to full-motion video or does not want to
go through a full video shoot. Generally 45 seconds in length,
they use a templated introduction, exit message, plus music and
supers.
Video Slideshow
Hotel Grand Victorian
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Benefts
u Provides the full impact of a video without the expense of
shooting full-motion video
u Makes a property stand out in a crowded online environment
u Engages and motivates consumers by giving them a near
full-video tour
u Consumers feel more confdent booking after seeing what
theyre getting
u Combats commoditization to differentiate your hotel based
on the anticipated experience, not price
u Communicates key selling points more effectively than text or
photos alone
u Faster production timeline
u Increases bookings and look-to-book conversion rates
Quality
u Production service should include property and market
research, script development, creative direction, editing,
voice-over recording and full editing and assembly with music
and supers
u Its important to ensure that key property features are
showcased
u The slideshow should be edited based on a script (the audio
narration and list of images to be used in the slideshow)
prepared by the creative team based on the images and input
provided by and approved by the hotel
u Once the sequence of photos is determined, the images need
to be skillfully edited and digitally manipulated to give the
illusion of movement. Such techniques as panning, pulling
back, or closing in lends a quality of real-motion video that
can look as if the fnal product had actually been flmed
u The fnished production should be encoded to a video fle for
internet streaming
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Quantity
u Typically a video slideshow is created using up to 10 digital
still images of the hotel
u Approximately 45 seconds in length
u Video slideshows are relatively inexpensive to produce and
distribute. Based on budget, consideration should be given
to, at minimum, a hotel overview video
u Additional slideshow videos should capture the unique
Embassy Suites Portland highlights its historic feel, comfortable
guestrooms and high-end amenities with their video slideshow.
u Shuttle service to nearby attractions and/or airport
u Complimentary breakfast or Managers cocktail party
u Meeting facilities
u Breakfast area & lounge
Embassy Suites Portland
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Videos tell stories and bring your hotel to life
by creating emotional connections with guests.
Whether its a guided tour of the hotel narrated by
the General Manager, a day in the life story, or a
series of videos showcasing different areas of your
hotel, video is your way to be creative, set your
hotel apart and inspire lookers to become bookers.
According to comScore, exposure to online video can lead to a
40 percent increase in buying. For people who are wondering
whether they should book a room, video will be that fnal little tap
that will say, absolutely the place is awesome, Susan Shields,
General Manager of the Kimber Modern in Austin, Texas.
Video allows you as a hotel marketer to effectively communicate
your hotels attributes and show off the unique experience you
offer guests. With 89% of leisure travelers and 93% of business
travelers watching online video, this medium is a surefre way to
connect with your audience.
Standard Video packages are exceptional value, offering a high
quality, end-to-end video production solution at an attractive price
point, and are best suited to mid and higher-end hotels as well as
those seeking to showcase meeting and conference capabilities
or other special features and amenities.
Premium Custom Video Production is available to hotels
that wish to further enhance their video presentation, and are
specifcally designed to meet unique requirements. By taking
more time to flm more of the hotel property, using special flming
equipment to capture those distinctive shots, and adding those
special touches in the fnal editing process from motion graphics
and after effects to premium voice talent and music
Videos (Full Motion)
Best Western Plus Victoria Park Suites
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Role
The role of a full motion video is to pull out all the stops and really
wow travel shoppers with a story (stories) that make you stand
out from your competition. Its designed to help the travel shopper
visualize their visit to your property and its surroundings. It helps
answer the question what makes this hotel different than all the
rest and why would I want to stay there? Or, why would I spend
$20 more at this property vs. the one across the street? Theres
no better way to convince travelers that youre the best choice for
them!
A recent trend in digital hotel marketing is the use of short
snackable video. Short videos are quick and easy to watch
and convey their messages more effectively than a longer video
packed with more and varied information.
Benefts
u 60% of people prefer watching video over reading text
9
u Videos increase the chance of a front page Google result by
53%
10
u Videos create desire: consumers are drawn in to a property
and become emotionally engaged and motivated
11
u 57% of consumers feel watching an online product video
makes them more confdent in their purchase
12
u Videos combat commoditization by differentiating hotels
using storytelling techniques to appeal to consumers , not
price
13
u Visitors who view product videos are 85% more likely to buy
than visitors who do not
14
Pelican Eyes Resort and Spa
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Quality
u Uncompressed video is best
u Frame Size: 720 x 480 pixels or more is ideal
u Produce video in the largest resolution available. Currently
HD or 1080p. 1920 x 1080 - is preferred, or even larger if
available which will future proof it
u Aspect Ratio: 16:9 (widescreen). This is the HD standard
u File Types: MOV, AVI, MP4. MP4 highly preferred as re-
encoding from that format produces the best results
Additional Elements for Standard Production Services
Production services should include property and market research, script
development, creative direction, on-site flming, editing, voice-over
recording and full editing and assembly with music and supers to ensure
that what they feel is most important about their property is showcased to
the consumer
The video is flmed and edited based on a script (the audio narration and
list of video shots to be used in the video) prepared by our creative team
based on input provided and approved by the hotel
Generally, the video will showcase the following property features: guest
rooms (max. 3); dining facilities, conference rooms (max. 2); recreational
areas; and dining/lounge areas; lobby area; exterior
Professional videographers using professional equipment should include
digital video-camera, standard 3 light lighting kit and steady cam
Location scouting is a key element in preparing for video production. One
day is generally dedicated to this effort with the videographer and on
property point person
Finished video should be encoded in MP4. Other encodings may be
converted from this source as required
Standard Video Production
The King And Prince
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Quantity
Todays consumer interacts with your media in different ways
throughout the shopping journey along with the fact that the
contemporary shoppers attention span is painfully short.
Completion rate for a 30 second video is close to 90 percent.
That said, the more committed the potential guest is within the
shopping path; the more likely they are to engage in a longer
video (2 minutes).
Best Practice recommendations are:
u One 1 - 2 minute full motion video with voice-over narration
and music that showcases an overview of the hotel property
with its key selling features
u Two to three 12 - 45 second videos that capture the unique
u Guest rooms & suites
u Popular restaurant and lounge facilities attracting both
guests and locals
u Well-equipped ftness areas
u Wedding or meeting facilities
The Sofa Hotel
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A Premium Custom Video is the preferred choice of higher-end
hotels and resorts, wellness spas, and boutique hotels in essence,
any hotel that wants to set itself apart from the competition and
showcase its special nature through a high-end video.
By taking more time to flm more of the hotel property, using special
flming equipment to capture those distinctive shots, and adding
those special touches in the fnal editing process from motion
graphics and after effects to premium voice talent and music.
Epicurean Hotel tells their story with video by fusing style, detail
and information. Under 2 minutes in length, this video is snackable
and easy to digest for busy travel shoppers.
Premium Custom Video Production
Additional Elements for Premium Video Production
Expanded number of videography days (to permit flming of more scenes
and footage)
Use of additional videographers (to permit more flming as well as jib
shots, extra lighting etc.)
Use of premium videography equipment such as extra lighting,
steadicam, jib and crane, rails, and high-defnition video camera for higher
quality footage
Creative direction and acting direction if actors are used
In-depth editing
Custom designed motion graphics and visual effects (Adobe AfterEffects)
Usage of stock footage
Aerial and underwater shots
Premium voice talent and music
Epicurean Hotel
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Quality
u Uncompressed video is best
u Frame Size: 720 x 480 pixels or more is ideal
u Produce video in the largest resolution available. Currently
HD or 1080p. 1920 x 1080 - is preferred, or even larger if
available which will future proof it
u Aspect Ratio: 16:9 (widescreen). This is the HD standard
u File Types: MOV, AVI, MP4
u MP4 highly preferred as re-encoding from that format
produces the best results
Atlantis The Palm Dubai
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Quantity
u One 1 - 2 minute full-motion video with voice-over narration
and music that showcases a hotel property and all its key
selling features
u Two to three 12 - 45 second videos that capture the unique
u Guest rooms, suites, cabanas or cottages
u Popular restaurant and lounge facilities attracting for
guests and locals
u Well-equipped ftness areas and spa services
u Wedding or meeting facilities
Note to VBrochure Clients
The Radisson Corpus Christi Beach is a great example of how to tell your
hotels story effectively using VBrochure!
The multi-media player tabs correspond to their small stories and theres a
short video as well as photos and text descriptions to accompany each one.
Travel shoppers viewing this player quickly get an impression of the hotel and
an idea of the experience of staying there.
The Radisson Corpus Christi Beach uses 6 short videos - ranging from 12- 45
seconds in length - to illustrate their hotels story. Each video highlights a
particular aspect of the hotel. These are the small stories that make up the
hotels overarching story told through their VBrochure multi-media player.
Radison Corpus Christi Beach
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Complement Your Visual Media with
Descriptive Text!
Adding brief text descriptions to your visual media
items is an easy way to convey even more relevant
information about your hotel to travel shoppers.
You can provide details that give context to photos,
virtual tours and video, expand upon what the
visual element shows, or highlight additional
information that the media items do not convey on
their own.
Its easy to do, but to be done effectively requires some
forethought. If writing brand new text for each of your media
items seems like a chore, your hotels website or the hotel details
page for your hotel on the brand website is a wealth of information
that you can use for text descriptions. It is likely that the copy
on your website already aligns with your marketing message
ensuring consistency and has been vetted by management.
Captions
u Remember that the job of the caption is to quickly grab the
consumers attention as theyre scanning images looking for
the right hotel. Therefore the caption should be named as
seen through the eyes of the hotel shopper
u Avoid internal codes, numbers and language that is generic
and not meaningful
u The caption feld should be limited to 3 words or 30
characters that describe the image succinctly. Adhering to
this maximum will ensure that all of the text displays in the
space provided
u If the brand or property name is an essential element of the
Universal Best Practices for All Media
4
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description, then it may be referenced here. For example,
The Rooftop Bar at The Roosevelt, or Alain Ducasse au
Plaza Athenee
u Good captions include: Free Internet, World Class Golf,
Lakefront Cottages, Complimentary Breakfast
u Ineffective captions are: EXT 123, Picture, Other, Room
u Captions should accurately describe the photograph,
including room type, name of restaurant or lounge, etc
Short Description
The Short Description is the headline that appears at the top of
the text pane in your Multi-media player. Think of it as a headline
in an advertisement or newspaper.
Short descriptions should relate (though not identical!) to the
media items caption, providing just a little more information about
what the image conveys. Keep it to a maximum of 90 characters
and should be interesting enough to compel travel shoppers to
read on.
Hilton Lexington Downtown Hotel
Caption
Short Description
Long Description
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Long Description
The Long Description appears just below the Short Description
and contains the principal details of the media item being viewed.
This is an excellent opportunity to give the shopper additional
insights into the value youre providing, compelling them to
choose you.
You can (and should!) use short paragraphs, incorporate bullet
points and bold and/or italicize certain words or passages to
highlight important points.
Best Western Fresno Inn
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Using People in Media
There is often discussion around whether or not including people
in your multi-media contributes positively to the experience you
want to portray. That said, everyone agrees that your media
production must stay true to your brand voice. As an example,
if youre a family oriented property with features and amenities
catering to a fun, casual environment, then you may want to show
moms, dads and kids enjoying their time together at the pool,
nearby attractions or in the restaurant. The Nickelodeon Hotel in
Orlando, Florida highlights the fun and varied amenities they offer
by including images of people enjoying them.
Conversely, if its all about the elegant and exclusive
surroundings, then perhaps focusing on the elements of the
featured area itself is the story you want to tell.
The Wynn Las Vegas allows travel shoppers to imagine
themselves at the hotel by displaying media without people in it.
Regardless of the production approach you take, your content
should be continuously refreshed. UGC (user generated content)
drives the expectation of up-to-date content as shoppers compare
your multi-media to what others are posting.
Complete the story by complementing your multi-media with rich,
compelling descriptions that add depth and context to help the
shopper visualize them in your environment.
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The internet offers hoteliers a canvas to visually share stories with the world, take advantage of
this opportunity by creating a visual masterpiece online that will catch the eye of travel shoppers.
Striking photos, videos and virtual tours capture the imagination of travel shoppers. On the
other hand, poorly displayed media that doesnt adhere to beat practices can leave consumers
unimpressed, mislead and discourage them from booking.
Move forward with a thoughtful multi-media marketing strategy, and remember to:
u Use a combination of photos, virtual tours and video that refect your brand identity
u Display an appropriate amount of current and captivating media to leverage your hotels story
throughout the shopping journey
u Use high quality media that suits the size specifcation of the platform youre using it on
u Complement your media with carefully drafted descriptive text
Armed with these insights, hotel marketers will be equipped to make a strong and lasting
impression by telling unique stories visually with enticing media.
Takeaways
5
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Size
2048 px or more
(longest side)
7000 px by 1750 px 1920 px by 1080 px (HD)
720 px by 480 px (SD)
1920 px by 1080 px (HD)
Aspect Ratio
16:9 2:1 or 4:1 16:9 4:3 or 16:9
File Type
JPEG or JPG
TIF, BMP, GIF, PNG or PSD
Cylindrical JPG MP4 or FLV MOV, AVI or MP4
Quantity (Length)
15 to 21+ (limited service)
18 to 28+ (full service)
21 to 35+ (luxury)
3 to 10 2 to 10 (45 seconds)
1 (1 to 2 Minutes)
2 to 3 (12 to 45 Seconds)
Images Virtual Tours Video Slideshows Full Motion Videos
Quick Reference: Hotel Media
Tell the best story possible with your media by following these multi-media guidelines for hotel photos, videos and virtual tours.
Every hotels story is unique. Use the amount of media you need to accurately tell your story in its entirety.
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About Leonardo
Leonardo is a technology and online media company for the global hospitality industry. We
provide e-marketers at hotel brands, management companies and hotel properties with technology,
sales conversion tools and a global travel media network that enables them to better visually
merchandise their hotels to millions of in-market travel shoppers monthly.
Our core products, the VScape Digital Asset Management System and VBrochure Online
Merchandising System, leverage the VNetwork - the largest media syndication network in the
industry. It includes all major search engines, Global Distribution Systems, online travel agencies,
travel research and supplier websites, search portals, review, travel editorial, local directories and
major social media and video sharing sites.
Taking advantage of VBrochures mobile and social media platforms, hotels can ensure that their
rich visual presentations reach consumers on their mobile devices and through their social graphs.
For more information about Leonardo, visit www.leonardo.com.
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1
Gioglio, Jessica, and Ekaterina Walter. The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. 1st ed. McGraw-Hill, 2014. Print
2
http://blog.hubspot.com/
blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx
3
http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-
Than-the-Average-Post-NEW-DATA.aspx
4
http://www.tripadvisor.com/TripAdvisorInsights/n675/how-bring-your-photos-life-slideshow
5
http://www.tnooz.com/article/fve-tips-from-expedia-on-how-hotels-
can-convert-ota-traffc-into-bookings-in-2013/
6
http://panomatics.net/web/statistics/
7
http://ezinearticles.com/?Trends-for-Online-Hotel-Marketing-in-2013---The-Way-Forward&id=7777644
8
http://www.
socialmediaexaminer.com/business-blogging-case-study/
9
http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf
10
http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-
way.html
11
http://www.mmgworks.com/richMedia.cfm
12
http://www.invodo.com/resources/statistics/
13
http://digital.graphcompubs.com/article/Chapter+10%3A+Rich+Media+/1679172/0/article.html
14
http://www.internetretailer.com/2010/03/31/inside-search
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