The hospitality and travel industry today have access to more marketing tools than ever before. While having a strong brand with high social media presence may sound great, you need to focus more on interactivity in order to be one step ahead of your competitors. For example, virtual reality videos enable users to be fully immersed in the hotel’s or resort’s experience as though they are already there. The following tips will help you create the perfect Virtual reality video for your business as well as gain an insight into this innovative strategy.
What is a Virtual Reality Video?
Virtual Reality (VR) technology typically consists of using a virtual reality headset, which helps the user immerse in an interactive experience within a digital environment. It is through the use of sounds, images, physical sensations, and even interactions that the user can be placed in a virtual world. There are now many businesses that are experimenting with virtual reality user interfaces as a replacement of traditional computers or mobile interfaces.
Why use Virtual Reality Videos in The Hospitality and Travel Industry?
The travel and hospitality industry has been especially quick to realise the true potentials of virtual reality technology, hence the reason it has adopted this tool for marketing purposes. Most customers who plan on travelling to a particular destination want to see what that place has to offer first. A VR video offers marketers an effective way to give their customers a taste of what they can expect.
For example, a customer may want more information about the hotel they will be staying at before they make a booking. They can read the reviews of that hotel on social media sites and check out its website, however, a great deal of time can be saved by offering online users virtual reality videos to help them experience a digital version of the hotel rooms, its facilities, and the nearby attractions. This immersion tool allows the hotel and travel industry to provide their potential customers with a ‘try before you buy’ option before they make a booking.
What Virtual Reality Means to Marketers?
Virtual reality offers numerous unique features that let marketers monitor the user’s eye movements in order to find out the exact areas of the screen they are looking at and the areas they have chosen to interact with. This means marketers can create relevant ads that people will actually want to interact with rather than click out of. When this tool is used correctly by marketers, it can maximise engagement as it offers users more opportunities to interact with video content. More information about the benefits of virtual reality marketing you can find in the article “5 Benefits of Virtual Reality Marketing for The Travel Industry”.
6 Tips to Create a Powerful Virtual Reality Video
In the travel and hospitality industry, the ability to create compelling and powerful content is key to standing out in the competitive world of marketing. To do it right, here are 6 tips that will help you create the perfect VR video:
1. Highlight Your VR Video’s Best Features
Once you have decided which resorts or hotels you want to feature in your virtual reality video, you can start on the production and content. Use the most attractive parts of your hotel, not just the actual property itself. For example, if the hotel is located in a scenic area, it would be a good idea to show-off the property’s surroundings and create a story based on its location. By highlighting the resort’s other most sought-after features, such as golf course, beaches, and spa treatments, you will surely entice your audience to make a booking.
2. Showcase Your Services Off-Site
Virtual reality is a great tool to showcase your services to potential customers without them having to visit your office or hotel. Your customers should be able to experience your services from the comfort of their own home. Give them the opportunity to explore your hotel at any time of the day by enabling the customer to take a 360 video degree walk through the hotel’s rooms and experience the facilities – all without leaving their home.
3. Create an Accessible Virtual Reality Video
While virtual reality content is best experienced with VR headsets, there are also other tools you can use to broaden your reach and deliver your message through 360-degree content. Make sure your VR video is also accessible on desktop computers, not just headsets by using a platform to share content on YouTube and embedding the experience on your website before distributing it on mobile browser. This will ensure success as you will be able to reach a wider audience on mobile, desktop, and VR headsets.
4. Create Immersive Storytelling for an Interactive Experience
When working on your VR marketing strategy, remember that virtual reality isn’t just about conveying your brand’s message. It provides many exciting opportunities for you and your customers so it’s important to use this technology in your advantage and offer the user an immersive experience. For example, you can use this tool to tell a story about your brand through a strong narrative that takes the user on a journey within your virtual reality video. To make your story even more powerful, use interactive visual and audio features with an alternative ending that no-else has thought of before.
5. Target International Customers
You shouldn’t just reach out to customers who are based close to your location or in your own country. Virtual reality makes it possible to create content for a more widely located customer pool. Imagine how much your VR video will appeal to foreign customers from all over the world if it was created in different languages. By providing virtual tours of your hotel or resort in the most common languages, long distance customers will be able to experience your services before making a booking.
6. Use Social Media Sites
The most popular social media platforms like YouTube and Facebook support virtual reality video formats. There are many tourism pages that are launching on these sites with highly engaging videos. This is a great opportunity to reach millions of people by creating a VR video of your hotel or travel destination and posting it on such websites. Access to virtual reality videos is now easier than before thanks to technological advances. It’s not just luxury brands that have adopted virtual reality to market their services, but smaller businesses are also catching up in the race. If this marketing tool is used creatively, it will increase your social media engagement and generate more bookings.
7. Avoid Focusing on Details
When attempting to create the perfect virtual reality videos, it is important to understand how the technology differs from conventional video. One example of this is the level of attention given to small details and busy scenes. With high-definition and 4K content, details can be captured in excellent quality, enhancing the experience. However, with virtual reality, too much focus on details and the creation of busy scenes can actually detract from the viewing experience. With VR, less can sometimes be more, and it is best to try to capture scenes that are less busy and to spend less time focusing on the smaller details that do not translate as well.
3 Examples of Virtual Reality Videos
Below you find 3 examples of virtual reality videos; promoting a hotel, a travel destination and a guided virtual reality tour through London.
#Virtual Reality Video 1: Virtual Reality Hotel Tour
#Virtual Reality Video 2: Virtual Reality Tour of Travel destination
#Virtual Reality Video 3: A Virtual Reality Guided City Tour Through London
Metaverse in Travel & Hospitality
Virtual reality videos form a key part of the technology that helps to bring the metaverse to life. The metaverse is essentially the provision of a virtual environment, where meaningful interactions can take place, and it can be used within the travel industry for a variety of purposes.
In the “Metaverse Travel: How the Metaverse Will Change the Travel Industry” article, you can find out about how the metaverse can enhance the booking process and provide inspiration for travellers selecting a destination.
Meanwhile, the “How Can the Hotel Industry Take Advantage of the Metaverse?” article outlines the various ways hotels can use metaverse technology to boost the customer experience and deliver greater value.
There is no denying the powerful role virtual reality can play in the hospitality industry. When this creative marketing tool is used correctly, it can offer meaningful and unique content that helps your brand stand out from the rest.
More Video Marketing Tips
Videos are a powerful marketing tool, especially for the hospitality and travel industry. After all, they have the ability to capture the attention of the audience much quicker than text or images. In the following articles you will learn more about video marketing:
- How Virtual Reality is Transforming the Travel Industry
- VR Hotel Tour: 10 Amazing Examples of Virtual Reality Hotel Tours
- Tips to Create The Perfect Promotional Hotel Video
- Essential Video Marketing Tips for Hotels
- Reasons Why Every Hotel Should Have a Virtual Reality Video