1. discover the difference a rich
visual experience makes
VFM Leonardo, Inc.
YouTube is now the second-most popular search engine in the world1 for a
reason. Consumers are demanding richer visual experiences, online video in
particular. In fact, online video is believed to be one of the most effective online
conversion tactics for hotels2. But more importantly, hotels that are providing rich
visual experiences are getting results.
web: www.vfmleonardo.com | email: sales@vfmleonardo.com | phone: 1-877-593-6634

2. Which experience would you prefer as an online travel shopper?
1. A variety of media – still images, virtual tours, videos – presented in an easy-to-
navigate format with enhanced viewing options (zoom, full-screen) for video and virtual
tours combined with relevant supporting text available on all of the sites you visit when
researching hotels online.
“Tell your story
in detail; a
picture may be
worth a
thousand words
while a video is
worth a million
words.”
Alan Beaudin
Director of Sales & Marketing
Key West Marriott
Beachside Hotel
2. Still images embedded in a web page.
web: www.vfmleonardo.com | email: sales@vfmleonardo.com | phone: 1-877-593-6634

3. For many, the choice is clear. A variety of media is much more compelling. That’s why
hotels that deliver rich visual experiences get more bookings.
Online bookings up 30% and ADR up $20 for the Key West
Marriott Beachside Hotel
The Key West Marriott Hotel achieved a
double digit increase in online bookings
over last year by providing a visual travel
shopping experience that puts their story
front and center.
From photos, to virtual tours, to video,
the media allows shoppers to see and
interpret the hotel’s story. The visual
“You can have experience is brought full-circle by
the best high- dynamic viewing tools like full-screen
definition videos, and zoom* to capture the imagination –
but if they are and bookings – of travel shoppers.
hidden on only
one page of your Beaubien is a strong believer in video and its ability to help drive revenue through online
website, you are channels. “VFM Leonardo offered us the best way to display and syndicate our video to
missing a whole traditional and non-traditional travel channels,” says the property’s Director of Sales and
universe of Marketing, Alan Beaubien, CHA.
opportunity.”
Bookings on all online channels are up double digits over last year and overall hotel
Story Kirshman bookings are up 30% over 2009 and running 80%+ occupancy with a $20+ increase in
Marketing Manager
The BROADMOOR Hotel
ADR.
“Tell your story in detail, a picture may be worth a thousand words while a video is worth
a million words,” recommends Beaubien.
25% increase in online bookings for The BROADMOOR Hotel
The BROADMOOR targets leisure travelers
by organizing their photos and videos in a
way that makes it easy to find the content
and information they’re looking for and
really understand why The BROADMOOR is
the best option for their trip.
Since they started using VBrochure, they
have experienced great results. “We have
seen a 25% increase of online bookings
this summer compared to last summer
before we had VBrochure,” says Story
Kirshman, Marketing Manager at the hotel.
web: www.vfmleonardo.com | email: sales@vfmleonardo.com | phone: 1-877-593-6634

4. Kirshman also offers a piece of advice:
“It’s so important to provide rich online content, but it has to be easy to find and easy to
navigate through. You can have the best high-definition videos, but if they are hidden on
only one page of your website, you are missing a whole universe of opportunity.”
Discover the difference a rich experience can make to your
bookings.
Sources:
1. TripTelevision, Video in Travel – “The Shop, EXPERIENCE, Buy” Phenomenon, PhoCusWright Travel Innovation
Summit, 2009.
2. VFM Leonardo, Hotel E-Business Survey, 2010.
web: www.vfmleonardo.com | email: sales@vfmleonardo.com | phone: 1-877-593-6634