Communicating through images has become increasingly important in the
online world, especially when it comes to travel. With over 50 %
of travel expected to be booked online this year, it is crucial for your
website to be attractive and catch the eyes of potential consumers.
A website that is both visually appealing while remaining focused on
conversion is a goal that every hotelier should strive for. While
the proper use of high-quality photography is just one of the key factors
to creating a successful website for your hotel, it is necessary to have
a basic understanding of just how important a few snapshots of your hotel
really can be. Here are a few tips to equip you with the knowledge
and expertise it takes to wow visitors through online imagery and convert
them from casual lookers to online bookers:
1. Research, research, research
This tip cannot be stressed enough. Your website photography is
often the first glimpse your potential guests will get of your property
before they begin forming their opinions. You want to seize this
opportunity and ensure that you make a good first impression. The most
obvious decision when it comes to your website photography is whether to
elect someone to snap your pics internally, or hire a professional.
If you need to save costs by utilizing someone who already works at your
property, take time to research best practices such as optimal lighting,
best time of day to take outdoor photos, angles, backgrounds, and so on.
It is also important to do your research when hiring a professional.
Ask to see the photographer�s portfolio of prior work to ensure that he
or she has the right experience for your needs. It is also essential
to understand your photographer�s policy on how the images he or she takes
for your website can be used in the future. Be sure to hire a professional
that will allow you full rights to your digital files so that you can use
your photographs for other marketing needs such as seasonal promotions,
email blasts, landing pages, and other online and print advertising.
Additionally, if possible, involve a lawyer in the hiring process to help
protect your rights and guarantee that the photos of your hotel cannot
be used in any other way, that your photographer will not charge royalty
fees, and other legal items that you may overlook.
2. Plan ahead
Identifying future marketing opportunities and promotions in advance
of your photo shoot is a must. It is important to have photos planned out
and taken well in advance for all seasonal events and promotions you will
hold during the year. Take into consideration seasonal packages you
have for Mother�s and Father�s Day, Valentine�s Day, summer vacations,
wedding season, and so on. Having descriptive photographs already
in place for these promotions will expedite the creation of new interactive
pieces such as banner ads, email blasts, and landing pages that coincide
with your seasonal packages or giveaways. Not only will you want
to have different types of photos, for example, pictures of mothers and
daughters for Mother�s Day or happy couples for Honeymoon packages, but
you will also want to be sure to have a collection of images that vary
in size, resolution, and position. Be sure to have both horizontal
and vertical images taken as well as high and low resolution images for
email marketing and other online advertising campaigns. Planning
ahead and having your images taken in advance will help save you time and
effort throughout the year.
3. Target your market
Lifestyle images can be a powerful conversion tool for your website.
Does your current photography accurately represent your ideal clientele?
When utilizing lifestyle images, it is essential to take your target audience
into consideration. Make it easy for your site visitors to picture
themselves at your hotel. Be sure to include various photographs of your
desired demographic at your property. Whether you are targeting families
with young children, older couples, or college spring-breakers, you want
to appeal to the right people to continue to grow your business.
A strategically placed lifestyle photo can also be a useful tool for
influencing buyer behavior and increasing revenue through your site.
The addition of photos of guests enjoying on-site amenities, such as receiving
a relaxing massage or enjoying a round of golf on a sunny day, might be
the perfect incentive for pre-booking reservations and service packages.
Lifestyle images can also be influential when re-branding your hotel.
Attracting your new target audience can start immediately with a simple
change in the lifestyle photographs displayed throughout your website.
4. Show off all that your property has to offer
A photo gallery is nothing new to a hotel website. However, most
hotel websites have one gallery that shows a handful of images. Why
not showcase all your hotel has to offer and feature multiple photo galleries?
Take the time to incorporate a separate section into your website for images
of each of your amenities: accommodations, meeting space, golf course,
weddings, restaurants, pools, etc. Having several photo galleries
provides you with the opportunity to highlight all of your hotel�s amenities
in greater detail and peak the various interests of your target audience.
It also affords you the opportunity to give the consumer a true glimpse
into what an actual visit to your property is like. Multiple galleries
will also enhance the user experience and make the end user feel as if
the website was customized to meet their unique travel needs � both of
which can lead to the ultimate goal of higher conversion rates.
5. Optimize your photos
Universal or blended search, the latest phenomenon in the search engine
world, now allows users to perform keyword searches across all content
areas, such as news, local, video, images, and so on, with one simple click.
As hoteliers, this means that your website can now not only be searchable
through its copy, tags, and meta tags, but also through its images.
Now, optimizing your photography is just about as important as optimizing
your website copy.
One way to help optimize your website photography is to include captions
with the images in your photo galleries and throughout your site.
Search engine spiders can recognize this text as well, so be sure to incorporate
short, yet descriptive captions that contain optimized keywords whenever
possible. This is yet another reason as to why you should have multiple
photo galleries. The more captions you include, the better chance
your photography will show up within your desired searches.
Another important aspect to consider is the file names of your images.
For maximum optimization, use succinct yet descriptive file names rather
than a series of numbers or a nickname. The descriptive names assist
search engine spiders and allow them to distinguish the photos on your
website. One tip to remember: when using multiple words in
your file name, separating your key words with dashes rather than stringing
the words together will also help improve with optimization.
One additional element to incorporate into your website to help optimize
your photography is ALT attributes. ALT attributes are alternative text
based descriptions that show up when images cannot be displayed or do not
load. Whether due to slow Internet connections, older web browsers,
email restrictions or text being turned off, ALT attributes will allow
users to still know what your image portrays, despite the fact that it
does not appear on the screen. Like the file names, your descriptions
should be short and to the point, yet descriptive enough to take the place
of an unloaded photograph. Search engine spiders can also recognize
these ALT attributes, so be sure to integrate some of your desired keywords.
Optimizing your photography with appropriate file names, captions, and
ALT attributes is an important step to gain more visible real estate in
the natural search results and capture the eyes of travelers worldwide.
6. Explore rich media
Rich media, a fancy term for interactive media such as video, flash,
animation, and various other forms of motion features, has become increasingly
popular over the past year. By integrating a virtual tour or video
of your hotel into your website, you have another chance to impress your
visitors and make a positive first impression. Incorporating elements
of rich media into your website offers another way to enhance a user�s
experience while learning about your property. These elements encourage
interaction, which in turn, increases the amount of time visitors spend
on your website, ultimately leading to higher conversion rates. In
fact, research indicates that rich media, such as virtual tours, generate
16% more bookings than still images.
Much like your website photographs, aspects of rich media, such as virtual
tours and videos, can also show up through universal search when tagged
appropriately with your targeted keyword terms.
If the idea of trying to create and implement rich media into your website
seems overwhelming, there is help available. Companies like ICE Portal
specialize in the production, management and distribution of rich media
specifically for the travel industry. Such companies also have the
ability to host, customize, and deliver your media content, such as photos
and videos, in the proper format, size, speed, bandwidth and language to
help boost your website and capture market share from your competition.
7. Social photography
By now you may be tired of hearing about the latest Web 2.0 trends.
Too bad, Web 2.0 is the natural evolution of how consumers are using
the Internet and it must be embraced, even when it comes to the world
of photography. Consumers are not only sharing their travel experiences
through written reviews on popular sites like TripAdvisor or through their
personal blogs, they are also uploading and sharing their amateur photographs.
On sites like Flickr, a photo sharing site that receives more than 18 million
unique visitors each month, users can upload pictures from their travels,
which become searchable for all visitors across the Internet. At
no cost, your hotel can establish its own Flickr profile, share images
of your property, and include a link to your own website for millions of
potential guests to search and view � free advertising at its best!
If you decide to use Flickr, or any other photo sharing website, be sure
to always use friendly names for your image files. Just like for
your own website, in order to appear within the search results on Flickr,
the search engines must recognize your image, which is accomplished through
the keywords in its file name.
It is important to understand that well planned and produced photography
is just one of the many factors to consider when discussing your hotel�s
online presence. Your hotel website still needs a user-friendly, optimized
design and an aggressive online marketing strategy to drive users and increase
your overall Internet presence. Once the users arrive at your website,
however, your dynamic, appealing photography can then sell for itself.
Contact Molly Israel, Marketing and Sales Operation Director at TIG
Global, for questions or reprints: [email protected],
301.841.4762.