Video Case Study from Hotel Director of Sales
One of the most important aspects of any marketing or sales campaign is tracking how effective it to your business. When it comes to using video, this principle doesn’t change. Read below a brief case study about how Vipe was used at a hotel to gain significant advantages over the local competition.
Video Case Study
Property: Stanford Terrace Inn
Point Person: Director of Sales, Bruce Pressman*
Problem: The hotel industry is very well tracked and through the weekly STR reports, the Stanford Terrace Inn was able to determine they were trailing their local competitive set by $20-$30 on average daily rate (ADR) and 10% – 20% on occupancy.
The Role of Vipe: For the three months that we tested the effects of Vipe, we were the only noticeable change in the marketing and sales communications at the Stanford Terrace Inn. Bruce used Vipe the following ways:
- Responding to group inquiries - A link to a branded landing page with videos of his property, local ammenities, a recently completely renovation, and a personal introduction was added to group business responses.
- Thanking guests for visiting – The GM put together a generic “thank you” video on a landing page; the link to the landing page was added to every thank you email sent to guests after their visit to the property.
- Following up with prospects – After knocking on doors throughout his local area, Bruce would follow up with a personalized video to put a face with his name, also including videos of his property.
- Internet default home page – Setting their default home page to a Vipe landing page when a guest logs online, the GM created an opportunity to introduce herself to guests and thank them for choosing their property.
Results: Over the course of the 3 months, the following was achieved:
- Narrowed the ADR gap to $5 – $10, an increase of $15 – $20.
- Led occupancy 12 weeks in a row by between 8% and 15%, averaging a 10% lead.
Vipe helped the Stanford Terrace Inn incorporate video into their marketing and sales communications, leading to a direct improvement in business!
*note, Bruce has moved to another hotel location and is no longer with the Stanford Terrace Inn.
