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Why Pictures Market Hotels Better than Words: The Psychology Behind an Image

It is a known cliché that “a picture is worth a thousand words”.

Why is that though?

Because pictures communicate something that words can’t. Pictures make us curious while they stimulate our minds.

If you’re a hotel trying to promote your business, increase direct booking sales, or increase the engagement from your public, images might be the solution. The luxury hospitality industry is predicated on selling locations, at least in part, for their aesthetic value. Thus, when you are marketing online, you need to keep in mind that your website is just like your lobby. It needs to look its best. If this is not the case, you may need to increase the amount of visual content you usually post. For example, you could post more pictures of the rooms, facilities, surroundings, guests, etc. on social media.

It is proven that images are essential for helping marketing content become successful. There are a few important things to remember when selecting your images. These include the choice of colours and the clarity of the image. Make sure the colours go hand in hand with one another and that the image is clear and no pixels are showing.

You may also benefit from the help of influencers who are mostly known for their ability to take breathtaking pictures. They could capture your hotel in a way you never thought of doing it, giving audiences a fresh perspective on your property. Influencers, and particularly micro-influencers, already have a loyal and engaged audience and they know how to send a message so it gets directly to them.

There’s no better photo sharing app than Instagram

Instagram is the fastest growing social media platform, with over 800 million active users. On the platform, there are around 80 million pictures posted every day, therefore using Instagram and/or content creators to help you promote your business can lead to great engagement from different audiences.

Images play with the audience’s minds. Influencers are aware of this fact and they can utilise this fact in order to attract certain target audiences to your hotel. Content creators choose how they want their pictures to look, and they know the best angles, best filters and so on, in order to achieve the desired effect. The image accompanying the text/captions can has a direct effect on how we actually perceive the message.

If you’re using Swayy – the leading online influencer booking campaign and relationship management tool in the hospitality industry- you can set parameters for deliverables from influencers. For example, if you want to target a younger audience, you might want them to use specific filters. On the other hand, you may want a specific product or service to be the main focus, because this way it gets proper attention. However, venues should always let influencers be creative because their social profiles usually already have an established aesthetic, and it’s shown that they know how to capture people’s attention with just a photo.

You can use visual content in order to educate your audience so they know more about your business. This can be done for people who are already aware of your hotel or to reach those who may never have come across it. Convincing people that you are one of the best hotels out there should be the most important factor. You can show photos that speak for themselves and showcase your unique attributes, as people usually spend a lot of time in the dreaming phase of the booking process while deciding whether or not they want to visit a place or not. So take advantage of this and post as many great photos of your hotel as you can!

One other thing you can do with visual content is entertaining your audience. For instance, on your own website or social sites, you can post infographics that contain fun facts about your hotel. This will get your audience talking and maybe even generate more potential customers.

What if people don’t pay attention to the visual content I post?

This situation is rarely going to happen as the images are the first thing that catch people’s attention whether they look at a billboard, infographic or blog post. They have a way of telling the story before the reader gets to unwrap it. Just remember, what is the message and brand vibe you are to give off? If you are collaborating with a property or venue, does it align with their core values?

Pictures are always going to catch people’s eye if you know how to take them. They are good communicators, creating interactions with viewers that are bound to stick.

If you need help taking attractive, high quality photos, you can count on influencers: they do know how to take great ones!

Keep in mind that everything that contains visual content is going to make it easier for your audience or potential customers to remember. Put images on your website and on your social media channels, especially Instagram to gain new viewers and increase brand awareness.

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