The anatomy of a visual first website experience, best practices.

ANATOMY OF A VISUAL-FIRST WEBSITE EXPERIENCE / 2

Table of Contents

02
04
07
11
14
18
22
25
27

INTRODUCTION:
The future of digital is visual storytelling
WHY VISUAL STORYTELLING MATTERS:
The psychology of visual storytelling
PUTTING ON A SHOW:
How the web has responded to the visual shift
KEEPING IT FRESH:
How to source content that keeps your site up-to-date
PUTTING THE PACKAGE TOGETHER:
Turning good visuals into great stories
GO FORTH AND PUBLISH:
Adhering to best practices when publishing online
GET THE WORD OUT:
How, when and where to tell the world your story
TODAY’S THE DAY TO GO VISUAL
The web is moving in a visual direction
ABOUT LEONARDO
leonardo.com


Thanks for downloading!
This eBook takes a look at how and why visually-driven websites are
becoming the norm today and discusses the best practices your hotel
can leverage to build and publish your visual story on your website,
providing a compelling and engaging experience for your visitors.
Our contributing author, Greg Oates, has included many great
suggestions and real examples gained through his work helping hotel
professionals reach guests through content
marketing and visual storytelling strategies.

About Greg Oates
Greg Oates is a veteran
travel editor and hotel
media content developer.
Greg works closely with
hotel marketers to help
them reach guests through
content marketing strategies,
visual storytelling and media
relations.

We hope this eBook will help you better
understand how to successfully present your
hotel in its best light online.
John McAuliffe
President
Leonardo

share this e-book
leonardo.com


Introduction The future of digital is visual storytelling

Pictures. Videos. Photo filters. Infographics. Instagram.
Pinterest. Vine. YouTube. Tumblr. Slideshows. Animated GIFs.

welcome to the
world wide web, circa 2013
The future of digital is visual storytelling
The future is now

The text-only websites of the early 2000’s have—slowly but surely—been replaced by graphicallyand visually-driven web interfaces. Faster broadband speeds, cellular networks, and highresolution screens have increased demand for attractive visuals to drive content, to the point that
roughly one third of pixel real estate on the web is image content.a

leonardo.com


The trend is certainly obvious on the most
popular social media networks. Websites
like Facebook, Instagram and Pinterest are
driven by visuals. Twitter, the domain of
140-character text bursts, recently added
Vine, a video service showcasing 6-second
visual bursts. And of course, you can’t
mention video without mentioning YouTube
and its one billion monthly visitors.
Visually-driven websites aren’t strictly for
social sharing, though. The trend is stretching
across the web and touching traditional web
design as well, from retailers, manufacturers,
service providers and more. The travel
industry is no exception; more and more
hotels, airlines, online travel agencies, tour

Introduction The future of digital is visual storytelling

companies and others are enhancing their
websites with exciting, engaging visuals
that tell the story of what it’s like to use their
service or visit them in person.

“90 percent of all information that gets
transmitted to our brains is visual.”b
The best websites don’t just throw some
pictures and video on the home page. They
use those pictures and videos to tell stories—
stories that allow the audience to experience
whatever it is the website is selling.

leonardo.com


chapter

01

why visual
storytelling
matters
the psychology of
visual storytelling
leonardo.com


Chapter 1 Why visual storytelling matters: The psychology of visual storytelling
AirBnB.com

“Humans process
visuals 60,000
times faster
than text.”c
It’s not just that our computer
and phone screens are
better and our download
speeds faster. Studies show
that people prefer—even on
a subconscious level—to
interact with visuals over
plain text. And marketers are
learning to take advantage.

leonardo.com


According to William C. Bradford, author
of Reaching the Visual Learner: Teaching
Property Through Art, 65 percent of the
population are visual learners.d And according
to Carol Jeffers, professor at California State
University, our brains are wired to respond to,
interact with, imitate and mirror behavior that
we see. She argues that our brains’ visual

“Video now appears in 70% of
the top 100 search results.”f
systems allow us to “experience our own
actions and those of others at an abstract
level of representation.”e

Chapter 1 Why visual storytelling matters: The psychology of visual storytelling

In other words, the act of simply seeing
something can allow us to experience it in
our own minds. Is it any wonder, then, that
marketers looking to tell engaging stories on
their websites are moving away from blocks
of text towards big, beautiful images and
compelling video?
When it comes to your property,
visual storytelling with engaging
imagery is the perfect way to share
your hotel’s atmosphere and your
guests’ experiences. By sharing a
story, you’re showcasing what staying
at your hotel is like, and giving your
website visitors the opportunity to
imagine themselves staying with you!

leonardo.com


chapter

02

putting on
a show
how the web has
responded to the
visual shift
Loreal.com

leonardo.com

ANATOMY OF A VISUAL-FIRST WEBSITE EXPERIENCE / 1 0

Chapter 2 Putting on a show: How the web has responded to the visual shift
FourSeasons.com

From consumer goods to the travel industry,
big and bold visuals rule the day.
Virgin-Atlantic.com

Nike.com

leonardo.com


Taking a closer look at the samples on
the previous pages, we can see that Nike,
unsurprisingly, uses a lot of real estate on a
large photo of a pair of running shoes. Taking
a closer look, we can see the photo is actually
interactive—we can adjust the color of the
shoes and even the pattern of the fabric. They
quickly become not just a pair of shoes, but
your pair of shoes.


And Virgin Airlines is careful to include all the
information and interactivity travelers expect
and need—such as booking and check-in
options—but surrounds it in an attractive,
encompassing background image.

Loreal.com

Strong visuals are critical in the travel and
hospitality industry. As a hotel marketer, what
you’re selling is the experience of staying at
your property. Your photos
and videos can convey that
in a much stronger way
than a text description or list
of amenities. Virtual tours,
360-degree panoramas, and
photos that show guests at
your hotel can demonstrate
to website visitors just what they can expect
when they book a stay at your property.

“Using video on landing pages can
increase conversion by 80%.”g
L’Oreal uses a carousel structure common
to today’s web design, but it’s large and the
fonts and photo choices call back to fashion
magazine advertising, creating a visual
connection to a more traditional experience.
Apple’s homepage design, which we saw
earlier, is almost minimalistic, with a toolbar
at the top, a product in the middle with a link
to a video and large visual buttons along the
bottom of the page.

leonardo.com



Singita.com

ALThotels.ca

“The end goal is direct
bookings. So there should be
an immediate visceral impact
when potential clients arrive
at your website, and clear
direction toward more photos
and videos to extend that
emotional connection. Travel is
an emotional experience. The
best hotel websites are too.

StandardHotels.com

Just a few great examples
are Singita Resorts, Standard
Hotels, ALT Hotels and Four
Seasons Hotels. All of them
tell a visual story about their
properties and destinations
to provide a high-impact
experience that draws viewers
into the site, never lets them
go, and increases direct sales.”
leonardo.com


chapter

03

keeping
it fresh
how and where
to get the content
that keeps your site
up-to-date
TheFreehand.com

leonardo.com


From pro photo shoots
to social media, find the
images that showcase your
hotel experience.

Chapter 3 Keeping it fresh: How to source content that keeps your site up-to-date

directly. This way, you show your visitors
that your hotel experience isn’t just on the
grounds of your property—it extends to
the local area as well.

authenticity that appeals to travelers. With
new filters and better cameras available
today, amateur photos are better than
ever before. They show real people
enjoying your hotel in a real way. A good
mix of professional and amateur photos
and videos can really bring your property’s
story to life!

At this point it should be clear: To take
your hotel’s website to the next level, you
need to reinforce it with strong visuals.

Next, consider “non-professional” media.
This can include photos that you and your
staff can take yourself of the property
and area, as well as photos sourced from
guests, including any they’ve tagged of
your property on social media. (These
can be linked to freely, but always get

The next logical step is acquiring those
visuals! You probably already have a
collection of professional media: Photos
of the property, including rooms, business
center, pool and so on. You may also have
virtual tours and videos. That’s a great
start.

What to look for in a web
publishing solution: Find a solution
that easily allows you to store a variety
of media in a centralized location.

You can round out your existing media
by sourcing photos and videos from the
surrounding area. Your local tourism board
is a great place to start, but don’t hesitate
to reach out to restaurants and attractions

permission if you intend to use them in
other ways). While these sorts of photos
may not have the “shine and polish”
of a pro photographer, they offer an

leonardo.com


tips
for
sourcing
content

01
02

Look beyond your door: Connect with the local tourism board and nearby attractions, restaurants
and other vendors and suppliers for photos that showcase the experience of staying in your area.

03

Most hotels have a budding photographer on staff seeking exposure and feedback. Find out who
they are and work out a barter. Or hold an employee contest for new photos, with prizes for the
best entries.

04

Instagram, Facebook and Pinterest contests are very popular for a number of reasons. They help
promote the hotel and engage potential guests, both local and out of town. They can provide
exceptional imagery that hotels can use on their websites, and they encourage online sharing.

05
06

Create a photography lesson package with a local professional photographer throughout the year.
Then let guests know that the best photos of the hotel and destination will be used on the website.

Be authentic: Staged photos have their place, and using them isn’t a bad thing. Just make sure
it’s not all you use. Guests also want to see a story! One way of showing it is by including photos
of real people enjoying your property. All you have to do is ask online or in-house. Many hotel
websites have a dedicated email address where guests can submit their images.

Most importantly, when you do have a collection of new photos, showcase them prominently on the
website and promote them extensively on social media.

leonardo.com


chapter

04

putting the
package
together
turning good
visuals into
great stories
Broadmoor.com

leonardo.com


HoxtonHotels.com

Chapter 4 Putting the package together: Turning good visuals into great stories
PreferredHotelGroup.com

LittlePalmIsland.com

leonardo.com


Mixed media that doesn’t
tell a story is a pretty boring
thing.
Once you’ve arranged an effective method
of sourcing content and keeping it fresh,
how do you actually curate it in a way that
makes sense? Visually representing your
hotel’s story requires more than just adding
a massive gallery of property photos to your
site. The way you present your photos and
multimedia should accurately represent what
a guest will experience when they stay with
you.
Transforming your content into great stories
can be a challenge, but the best way to start
is to keep it simple. Consider the season,
local attractions, or special events. If it’s
summertime, you can show off your pool,
outdoor recreational activities, the local
amusement park, beach or zoo—basically any
local summertime hotspot.


If you do a lot of weddings, consider a natural
flow of photos and videos: happy newlywed
couples, your ballroom—empty, decorated,
and then filled with guests, a romantic nearby
garden at sunset, and so on.

“One of the easiest ways to get started is
by creating a dedicated page with special
upcoming events in your destination.
Update it once a week with interesting
content and photos sourced from the
event creators.”
Showcasing distinct stories can give your
website visitors the opportunity to see
themselves in your stories, giving them a true
feeling of what their vacation at your hotel will
be like.

leonardo.com



tips for curating content

01

Be relevant: Keep your photos videos grouped
and presented in logical manner. Always
remember it’s the guests’ experience that you
want to showcase.

02

DesignHotels.com

Maximize your search engine optimization:
Tagging your multiple, linked pieces of content
with common search terms and keywords can
help boost your organic search rankings, making
your hotel easier to find.
HotelMissoni.com

What to look for in a web publishing solution: Managing all
of your content can be tricky. Consider a solution that lets you
organize your media into groups, or tag and categorize it, so that it
can be easily sorted and published together.
leonardo.com


chapter

05

go forth
and publish
adhering to best
practices when
publishing
on the web
leonardo.com


Chapter 5 Go forth and publish: Adhering to best practices when publishing online

Images draw attention; visual
storytelling can trigger an
emotional reaction and results
in conversion.
Once your content is mapped out in a way
that tells your hotel’s story, the next step is
actually publishing it online.
Multimedia galleries are a common and logical
step. Dividing them into sub-sections that
each tells part of your story is an easy and
straightforward way to publish your content in
an engaging and interesting manner.
Think beyond your homepage and find
opportunities within other sections of your
website to publish these stories. If you have a
page about your restaurant, publish a gallery
there that features your top menu items,
guests enjoying their meals and a video of the
head chef or bartender crafting their signature
dish or cocktail.

Considering the platform is also part of the
publishing step. Beyond your own standard
website, you also need to consider your
tablet- and smartphone-optimized sites, and
the different needs of those platforms. At this
stage you can also consider publishing your
story on social media and online travel sites.

HolidayInn.com

FourSeasons.com

leonardo.com



Hyatt Andaz Liverpool on YouTube

Barnsley Gardens Resort on Facebook

“Restaurant, spa, golf, tour desk and other amenity
landing pages are good sections to place specific,
related photos and videos. Create a video with your
chef, spa director or golf pro. Anyone interested
in those amenities will stay much longer on those
pages if that type of visual storytelling exists.
And be creative! Hyatt Andaz Liverpool created a
video with its chef while he was walking through
a garden, fresh market and cattle farm, showing
where he sources his food.”

“Images can trigger emotions and memories, which makes them engaging.”h
leonardo.com



tips for publishing your content

01

Stay current: Refreshing your content is key,
especially if your property or the local attractions
go through changes. You want your guests to see
what your hotel is really like, not what it used to
look like.

02

Start telling your story “above the fold”—the
space of your web page that’s visible on initial
view without any scrolling. That is your website’s
most valuable real estate. Start telling your hotel’s
story right away, and give your visitors a reason to
keep scrolling!

Triptease.com

StandardHotels.com

What to look for in a web publishing solution:
This stage is where a web publishing solution can really
shine. If your system has helped curate your content, it
should also include the ability to publish it in categorized
groups and galleries directly to a variety of platforms.
leonardo.com


chapter

06

get the
word out
how, when and
where to tell
the world
your story
leonardo.com


Make use of multiple channels to tell
your story in a compelling, engaging
manner.
Good stories aren’t just told once—they’re
re-told, over and over, often in different
mediums. Your hotel’s story, and your digital
marketing plan, should follow the same idea.
After all, if you’re not telling your story, you’re
not going to benefit from all the resources you
put into sourcing, curating and publishing your
content!
Sharing, or amplifying your story, can
encompass several different means. You can
tweet about your latest gallery or multimedia
presentation, share links on Facebook, add
photos to Instagram or create a board on
Pinterest.
You can also share your stories on travel
websites, review sites and OTAs, include links
in your e-mail signatures and even add them
to sales proposals.

Chapter 6 Get the word out: How, when and where to tell the world your story

Ultimately, your goal should be to tell
your story to as many potential visitors as
possible, using all of the channels available
to you. Modern travellers do their research
on a variety of platforms (desktop, mobile)
and channels (website, social, travel sites).
By ensuring a consistent, visually rich and
engaging presence across these platforms
and channels, you can be confident you’re
always putting your hotel’s best face forward,
regardless of how a prospect finds you!

“St. Regis Punta Mita sends out its own
and crowd-sourced Instagram photos
multiple times weekly. Marriott Hotels
launched its new “Travel Brilliantly”
rebranding campaign on YouTube. Hotel
groups like Fairmont, Ritz-Carlton and
Kimpton were early adopters of Twitter,
with legions of loyal fans to show for it.
And everyone is on Facebook, but many
hotels and hotel groups don’t update
their pages on a regular basis.”

St. Regis Punta Mita on Instagram

Marriott Hotels “Travel Brilliantly”

leonardo.com


Chapter 6 Get the word out: How, when and where to tell the world your story

What to look for in a web publishing solution:
Look for a solution that lets you publish directly to all
channels including social media, either through galleries or
scheduled regular postings, to get the word out consistently.

ALT Hotels on Pinterest

tips for amplifying content

01

Be consistent: While the specific details of the stories you tell may differ
—and you’ll want to play to the strengths of each channel and platform—
it’s important to keep your tone and branding elements consistent so that
no matter where a visitor finds your story, they know it’s you telling it.

02

Keep it fresh: We’ve discussed keeping your content current in previous
sections, but it’s an important aspect of amplifying your website as well.
You don’t want to just tweet out the same photo gallery over and over.
People will be more apt to click and share your links if your content is
refreshed and current!

“There are over 220 billion photos on Facebook.”i
leonardo.com


chapter

07

today’s the
day to go
visual
the web is moving
in a visual direction
leonardo.com


The best brands
worldwide are leading
the way, and chances
are, your competitors
will follow suit—if they
haven’t already.
You can’t afford to be
left behind.
It’s time to get
serious about visual
storytelling on your
hotel website and
beyond.

Begin sourcing your content, considering the stories you want to tell with that content,
and start thinking about how to publish and amplify those stories:

SOURCE

CURATE

Use professional and
amateur sources

Focus on what visitors
to your property will
experience

Leverage all of your
media - photos, videos,
virtual tours

Find “real” photos photos that show actual
visitors enjoying your
property

Sort your media into
stories

PUBLISH

Publish your curated
content as individual
distinct stories
Refresh your content
often
Maximize the space on
your website

AMPLiFY

Find multiple ways to tell
your story online
Make the most of social
media and travel sites
Keep your branding and
tone consistent

Expanding your visual storytelling efforts with rich, engaging media will make your hotel stand out
from the competition and give web visitors a “you-are-there” feeling when they find your property
online.
leonardo.com


About Leonardo
Leonardo is a technology and online media company for the global hospitality industry. We
provide e-marketers at hotel brands, management companies and hotel properties with technology,
sales conversion tools and a global travel media network that enables them to better visually
merchandise their hotels to millions of in-market travel shoppers monthly.
Our core products, the VScape® Digital Asset Management System and VBrochure™ Online
Merchandising System, leverage the VNetwork™ - the largest media syndication network in the
industry. It includes all major search engines, Global Distribution Systems, online travel agencies,
travel research and supplier websites, search portals, review, travel editorial, local directories and
major social media and video sharing sites.
Taking advantage of VBrochure’s mobile and social media platforms, hotels can ensure that their
rich visual presentations reach consumers on their mobile devices and through their social graphs.
For more information about Leonardo, visit www.leonardo.com.

share this e-book
leonardo.com


SOURCES a Wall Street Journal: Publishers’ Next Ad Challenge: Photos (http://online.wsj.com/article/SB10000872396390443720204578004501832637108.html) b Customermagnetism.com: What is an
infographic? (http://www.customermagnetism.com/infographics/what-is-an-infographic/) c 3M: Polishing your Presentation (http://web.archive.org/web/20001102203936/http://3m.com/meetingnetwork/files/
meetingguide_pres.pdf) d Reaching the Visual Learner: Teaching Property Through Art (http://papers.ssrn.com/sol3/papers.cfm?abstract_id=587201) e International Journal of Education & the Arts: On
empathy: The mirror neuron system and art education. (http://www.ijea.org/v10n15/) f Kissmetrics: Can Product Videos Increase Conversion Rates (http://blog.kissmetrics.com/product-videos-conversion/)
eyeviewdigital: Making video accountable (http://www.eyeviewdigital.com/documents/EyeView-White-Paper-Making-Video-Accountable.pdf) h Usabilla: 10 Things to know about images in web design (http://
blog.usabilla.com/10-things-to-know-about-images-in-web-design/) ci Visual.ly: A Snapshot of Digital Photography in the U.S. (http://visual.ly/snapshot-digital-photography-us)
Leo_eBook_WebMarketing_13.0131

g

leonardo.com

The anatomy of a visual first website experience, best practices.

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (9)

Más de Autonomy Hub

Más de Autonomy Hub (9)

Último

Último (20)

The anatomy of a visual first website experience, best practices.