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Table of Contents
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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
Todays the day to go visual
The web is moving in a visual direction
about vfm leonardo
01 / Anatomy of a Visual-First Website Experience

vfmleonardo.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 travel editor
and publisher of 200rooms.
com, profiling innovative
small hotels and their role in
local tourism development.
Greg also works closely with
hotel professionals 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
VFM Leonardo, Inc.
share this e-book

Introduction The future of digital is visual storytelling
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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 2000s haveslowly but surelybeen 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

Introduction The future of digital is visual storytelling
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 cant
mention video without mentioning YouTube
and its one billion monthly visitors.
Visually-driven websites arent 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
companies and others are enhancing their

websites with exciting, engaging visuals
that tell the story of what its 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 dont 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.
vfmleonardo.com
vfmleonardo.com
chapter
01
why visual
storytelling
matters
the psychology of
visual storytelling

Chapter 1 Why visual storytelling matters: The psychology of visual storytelling
AirBnB.com
Humans process
visuals 60,000
times faster
than text.c
Its not just that our computer
and phone screens are
better and our download
speeds faster. Studies show
that people prefereven on
a subconscious levelto
interact with visuals over
plain text. And marketers are
learning to take advantage.
vfmleonardo.com

Chapter 1 Why visual storytelling matters: The psychology of visual storytelling
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
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 hotels atmosphere and your
guests experiences. By sharing a
story, youre showcasing what staying
at your hotel is like, and giving your
website visitors the opportunity to
imagine themselves staying with you!
vfmleonardo.com
vfmleonardo.com
chapter
02
putting on
a show
how the web has
responded to the
visual shift
Loreal.com

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
vfmleonardo.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
interactivewe 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 needsuch as booking and check-in
optionsbut surrounds it in an attractive,
encompassing background image.
Strong visuals are critical in the travel and
hospitality industry. As a hotel marketer, what
youre 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
LOreal uses a carousel structure common
to todays web design, but its large and the
fonts and photo choices call back to fashion
magazine advertising, creating a visual
connection to a more traditional experience.
Apples 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.
vfmleonardo.com
Loreal.com

Singita.com
ALThotels.ca
StandardHotels.com
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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.
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.
vfmleonardo.com
chapter
03
keeping
it fresh
how and where
to get the content
that keeps your site
up-to-date
TheFreehand.com

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

to social media, find the
images that showcase your
hotel experience.
directly. This way, you show your visitors

that your hotel experience isnt just on the
grounds of your propertyit extends to
the local area as well.
vfmleonardo.com
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 propertys
story to life!
At this point it should be clear: To take

your hotels 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 theyve 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. Thats 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 dont 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

Chapter 3 Keeping it fresh: How to source content that keeps your site up-to-date
tips
for
sourcing
content
vfmleonardo.com
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 isnt a bad thing. Just make sure
its 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.
vfmleonardo.com
chapter
04
putting the
package
together
turning good
visuals into
great stories
Broadmoor.com

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

Mixed media that doesnt

tell a story is a pretty boring
thing.
Once youve 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
hotels 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 its
summertime, you can show off your pool,
outdoor recreational activities, the local
amusement park, beach or zoobasically any
local summertime hotspot.
If you do a lot of weddings, consider a natural

flow of photos and videos: happy newlywed
couples, your ballroomempty, 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.
vfmleonardo.com

tips for curating content
01
Be relevant: Keep your photos videos grouped

and presented in logical manner. Always
remember its the guests experience that you
want to showcase.
02
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.
vfmleonardo.com
DesignHotels.com
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.
vfmleonardo.com
chapter
05
go forth
and publish
adhering to best
practices when
publishing
on the web

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 hotels 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.
FourSeasons.com
vfmleonardo.com
HolidayInn.com

Hyatt Andaz Liverpool on YouTube
vfmleonardo.com
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

vfmleonardo.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 foldthe

space of your web page thats visible on initial
view without any scrolling. That is your websites
most valuable real estate. Start telling your hotels
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.
vfmleonardo.com
chapter
06
get the
word out
how, when and
where to tell
the world
your story

Chapter 6 Get the word out: How, when and where to tell the world your story
Make use of multiple channels to tell

your story in a compelling, engaging
manner.
Good stories arent just told oncetheyre
re-told, over and over, often in different
mediums. Your hotels story, and your digital
marketing plan, should follow the same idea.
After all, if youre not telling your story, youre
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.
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 youre
always putting your hotels 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 dont update
their pages on a regular basis.
vfmleonardo.com
St. Regis Punta Mita on Instagram
Marriott Hotels Travel Brilliantly

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 youll want to play to the strengths of each channel and platform
its important to keep your tone and branding elements consistent so that
no matter where a visitor finds your story, they know its you telling it.
02
Keep it fresh: Weve discussed keeping your content current in previous

sections, but its an important aspect of amplifying your website as well.
You dont 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
vfmleonardo.com
vfmleonardo.com
chapter
07
todays the
day to go
visual
the web is moving
in a visual direction

Chapter 7 Todays the day to go visual
The best brands

worldwide are leading
the way, and chances
are, your competitors
will follow suitif they
havent already.
You cant afford to be
left behind.
Its time to get
serious about visual
storytelling on your
hotel website and
beyond.
vfmleonardo.com
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.

vfmleonardo.com
About VFM Leonardo

VFM Leonardo is a leading technology and online media company for the global hospitality
industry that blends online marketing strategies with cutting edge technology to empower hotel
brands, management companies and hotel properties to amplify their unique stories visually and
consistently online.
VFM Leonardos products, including VBrochure Online Merchandising System and the VScape
Digital Management System and, help hotel e-marketers bring simplicity to managing their visual
media and fully leverage the power of the VNetwork, the largest media syndication network in the
industry, to reach and engage travelers.
Beyond major travel websites, VFM Leonardos social media, web marketing and mobile solutions
ensure that hotels are further amplifying their stories across all channels and devices travelers use
to research, compare and book hotels today.
For more information about VFM Leonardo, and how we can help you
reach millions of travel shoppers with the ultimate visual storytelling
solution, visit www.vfmleonardo.com.
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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)
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vfmleonardo.

01 / Anatomy of a Visual-First Website Experience

Thanks for downloading!

About Greg Oates

We hope this eBook will help you better

share this e-book

02 / Anatomy of a Visual-First Website Experience

Pictures. Videos. Photo filters. Infographics. Instagram.

03 / Anatomy of a Visual-First Website Experience

The trend is certainly obvious on the most

companies and others are enhancing their

90 percent of all information that gets

05 / Anatomy of a Visual-First Website Experience

06 / Anatomy of a Visual-First Website Experience

According to William C. Bradford, author

Video now appears in 70% of

In other words, the act of simply seeing

08 / Anatomy of a Visual-First Website Experience

From consumer goods to the travel industry,

09 / Anatomy of a Visual-First Website Experience

Taking a closer look at the samples on

And Virgin Airlines is careful to include all the

Using video on landing pages can

10 / Anatomy of a Visual-First Website Experience

The end goal is direct

12 / Anatomy of a Visual-First Website Experience

From pro photo shoots

directly. This way, you show your visitors

authenticity that appeals to travelers. With

At this point it should be clear: To take

Next, consider non-professional media.

The next logical step is acquiring those

What to look for in a web

You can round out your existing media

permission if you intend to use them in

13 / Anatomy of a Visual-First Website Experience

15 / Anatomy of a Visual-First Website Experience

16 / Anatomy of a Visual-First Website Experience

Mixed media that doesnt

If you do a lot of weddings, consider a natural

One of the easiest ways to get started is

17 / Anatomy of a Visual-First Website Experience

tips for curating content

Be relevant: Keep your photos videos grouped

Maximize your search engine optimization:

What to look for in a web publishing solution: Managing all

19 / Anatomy of a Visual-First Website Experience

Images draw attention; visual

Considering the platform is also part of the

20 / Anatomy of a Visual-First Website Experience

Hyatt Andaz Liverpool on YouTube

Barnsley Gardens Resort on Facebook

Restaurant, spa, golf, tour desk and other amenity

21 / Anatomy of a Visual-First Website Experience

tips for publishing your content

Stay current: Refreshing your content is key,

Start telling your story above the foldthe

What to look for in a web publishing solution:

23 / Anatomy of a Visual-First Website Experience

Make use of multiple channels to tell

Ultimately, your goal should be to tell

St. Regis Punta Mita sends out its own

Marriott Hotels Travel Brilliantly