The picture is changing for travel and hotel marketers – ABTA 2012

It is time to get serious about social and visual. Social media for the whole hospitality industry and visual marketing for the hotel marketers.

With the number of images being uploaded to the web every 60 seconds staggering, the fastest growing and most influential social media platforms are imagery based. With people’s attention spans in decline, imagery is now the most vital tool in the travel marketeer’s armory.

Speaking at a marketing and innovation forum at the Abta Travel Convention, marketers debated the change in imagery used by the industry to help entice customers and sell their products.

Recent trends outlined by Getty Images director of creative planning Rebecca Swift prompted a re-evaluation of the visual element of marketing.

Swift said the incredible volume of information being uploaded online is becoming more visual in nature and that this is having a huge impact on the way consumers search for travel products.

She said the traditional cliche blue sky, yellow beaches, primary colour photography often seen on holiday brochure covers was being replaced by more emotive shots, often made to look like they were taken by amateurs.

She said this trend has been driven by image and video sharing sites like Flickr, Vimeo and Facebook and said travel firms needed to find ways of making their images stand out against the deafening background noise of the millions of images being uploaded online every day.

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ABTA 2012 hotel marketing visual

The incredible volume of information being uploaded online is becoming more visual in nature and that this is having a huge impact on the way consumers search for travel products.

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