Cloud-based venue search platform Eventopedia claims its navigable video is disrupting hotel marketing on the back of one client’s reported 15% increase in contracted events business.
Eventopedia claims the Andaz London Liverpool Street Hotel boosted its contracted business by 15% following the launch of its Virtual Site Inspection (VSI) video tour in September 2016.
Other marketing metrics reported by the hotel, Eventopedia says, include:
· 218% increase in average web traffic
· 61% increase in page dwell time of between 3-5 minutes
Eventopedia says the data applies to a comparative six-monthly analysis of web traffic.
The ability for hotels and venues to measure which of their event spaces are most popular and ‘in demand’ is a particularly powerful metric, says Eventopedia. The company adds that its market intelligence can assist on focusing more attention towards distressed inventory marketing.
Director of sales and marketing at Andaz London Liverpool Street, Ben Couldridge, says: “The team have seen tangible benefit from the addition of the VSI to our sales kit, with powerful results in respect to brand visibility and a 15% increase in annual bookings. Benefits extend to our clients, with two overseas event planners viewing the VSI and booking our venue without needing to travel and site inspect.”
Kelly Southam, head of operations – events at Capacity Media, offers a planner’s insight, saying: “As a corporate events organiser, we do not tend to conduct site inspections unless we are in the location for another reason, so the Virtual Site Inspection for more venues would be ideal for us. It is sometimes difficult to gain perspective and sizes of rooms and areas from photos and floor plans, and they [hotels & venues] never seem to have the right angle or photos that I need, so Eventopedia videos would be extremely useful.”
BAFTA wining creative director, Pete Davies explains that although navigable video is not new, making it navigable and giving it web like digital features such as in-video room booking, social sharing or information layers, “is what will catapult video into being an essential communication tool for enterprise”.
Eventopedia co-founder & COO, Alan Newton, adds: “The combination of our cloud-based search platform, VSI and virtual reality video tours, are empowering event planners to engage with the content they need as individuals, whilst enabling marketers to encourage key actions and measure the power of their marketing. Navigable video supported by data analytics represents a new and exciting era for brand marketing.”