The importance of creating unique video content when selling hotels and holidays

In the competitive world of travel andhospitality, differentiation is everything. As customers scroll through countless hotel listings and holiday packages online, the difference between a “maybe” and a confident booking often comes down to how vividly a destination is brought to life.

“Engaging video content has become a necessity for selling hotels and holidays, not just a marketing trend. It enables you to build a connection with your prospective customers,” explains Dan Jenkins, Head of Client Services at Platform 195.

When done well, video content can double hotel booking conversions compared to static, generic images. Why?Because, as Dan puts it, bland imagery doesn’t cut it when it comes to selling dreams.

The problem with looking like the competition

The travel industry faces a clear challenge: many hotel listings look virtually identical. Standard room photos, generic pool shots, and empty lobbies fail to capture the essence of a property or the experience it offers.

For hotel brands, tour operators, and OTAs, this lack of differentiation leads to a dangerous trap, commoditisation.

“When properties all look the same, price becomes the only distinguishing factor, eroding margins and weakening brand loyalty,” says Dan.

According to Dan the key to combatting this is differentiation and standing out in a sea of same-y images.

“Without differentiation, there’s no emotional connection, and without connection, ultimately there’s no conversion,” adds Dan.

Why video content makes a difference

So why does video help when it comes establishing differentiation? One contributing factor is the constant increase in consumer appetite for video content. Over the past five years, the average time spent watching videos has increased by nearly 250%.

This trend spans all digital channels, not just social media, and signals a shift in how customers prefer to engage with content.

“Travel brands have a unique opportunity here. Customers want content that inspires them, they are actively seeking videos that paints a picture of a holiday and helps them imagine themselves at your property or destination,” says Dan.

But it’s not just the general rise of video consumption that is important here. Reasons for the travel industry to invest in creating engaging video content go deeper.

1. Video doubles website conversions

One of the most compelling reasons to invest in custom video content is its impact on conversion rates.  

“Hotels and holiday brands that have embraced bespoke video production are seeing conversions more than double among visitors who watch videos on their sites. Plus, according to our customer data, over 75% of viewers who start watching a hotel video watch it through to the end – and then go on to book,” notes Dan.

This underscores video’s role as not just a branding tool, but a direct driver of revenue.

2. Videos hold attention and drive action

Consumers spend 88% more time browsing websites that feature video content than those only featuring static imagery.

“Beyond engagement, this additional dwell time increases the likelihood that customers will remember your property—and choose it over your competitors,” says Dan.

Social video content also delivers exceptional reach, generating 1,200% more shares than text and images combined.

“For OTAs and tour operators, that translates into organic amplification and lower customer acquisition costs,” adds Dan.

4. Video inspires emotion and differentiation

Unlike static imagery, video conveys atmosphere and personality. The rustle of palm trees, the glimmer of sunlight on a rooftop pool, the artistry of a freshly crafted cocktail, these sensory details transport customers directly into the experience.

“Hotels and travel brands that shift from generic photography to vibrant, storytelling-driven video content immediately set themselves apart. It’s not just about showing rooms; it’s about selling the dream,” says Dan.

5. It’s Scalable and Affordable

A common misconception is that high-quality video production is prohibitively expensive. But modern production models have made it

surprisingly accessible, even forchains managing large portfolios of properties.

For example, scalable solutions like those offered by Platform 195 can deliver professionally edited videos and extensive custom image libraries for each hotel at a highly competitive price point.

“The investment quickly pays for itself through higher conversion rates, stronger brand equity, and versatile assets that can be deployed across web, social, and digital advertising channels,” says Dan.

Beyond the hotel room: Social-first video content

Modern travellers crave experiences, not just accommodation. That’s why it’s essential to complement hotel video with broader, social-first content. By building comprehensive video libraries across destinations and experiences, brands can drive significant growth in social engagement and brand following.

“We have seen some customers achieve over 86% yearly growth fuelled by custom stories, social clips, and inspirational footage tailored to their brand identities,” says Dan.

Create connection, increase conversion

In an industry built on dreams and experiences, selling holidays and hotels is ultimately about forging an emotional connection.

“Video content serves as the bridge between digital screens and real-world adventures. It elevates your brand, captivates customers, and drives conversions like no other medium – without differentiation, we can’t create connection,” concludes Dan.

If you’re in the business of selling travel, the question is no longer if you should embrace video content—it’s how quickly you can start.

Ready to transform your hotel or travel brand with powerful video content that drives measurable results? Let’s talk about a scalable solution tailored to your business goals. Contact hello@platform195.com.

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