3 Comments

1. Ashish Khurana says:

   July 8, 2010 at 8:50 am

   It is best to have multiple videos that are targeted at different audiences and different distribution channels.

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2. David Attardi says:

   July 8, 2010 at 3:35 pm

   I agree with ashish, I think that is an ideal strategy.

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3. John McAuliffe says:

   July 12, 2010 at 10:39 am

   This is a judgment call based on what you believe you need to say to hotel shoppers to excite them about booking your hotel. I think the real question is: have I captured the complete story of my hotel to the primary segments we cater to with the content that I have (video or otherwise)?

   If starting with an overview video, keep in mind Ashish’s comments about what makes a great video:
   • Keep it short
   • Choose an appropriate style
   • Focus on 2 – 3 key unique aspects
   • Include area attractions

   If this can be accomplished with one video – great. If you cannot accomplish this with one video – say you have more than one key segment that respond to different key aspects (for example, families like the pool, proximity to a attractions and free breakfast while business travelers like quiet rooms, complimentary business center and meeting rooms) you may need to produce more than one video.

   Once you have your overview video complete and syndicated and you are seeing success you may want to move on to specialized videos like weddings or meeting planning, etc. that you can use in specialized channels.

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