We at IcePortal are BIG fans of rich media. Why? Because we understand the importance of visuals, videos and 360 tours when it comes to booking a hotel. When a consumer finds your hotel, either through an OTA, search site or brand website, they want to know more information…and fast! Rich media is a powerful marketing tool because it provides consumers with a comprehensive view of your hotel better and faster than a detail description of your property.

Once consumers are on your page, keep their engagement! When a webpage provides 360s or videos, consumers are more engaged and are more likely to book as a result.  Consumers will be less confident in your hotel if you lack proper visual and rich media content and they will book elsewhere. Don’t lose that booking!

Below are 12 statistics on the benefits of rich media and why it provides the best ROI.


Pool (360)
360 still of Sandals Barbados Resort

1.Hotels with a virtual tour achieved 135% increase in online revenue amounting to $7,200 per hotel per month over those without a virtual tour (IPIX)

2. Significant bounce rate decrease 60-80% with rich media (IcePortal)

3. 80% of online visitors will watch a video, while only 20% will actually read content in its entirety (Digital Sherpa)

4. Websites with virtual tours are viewed 5-10 times longer than those without virtual tours (Visual Visit Bali)

5. Of travelers who watched online videos while planning travel, 72% of business travelers and 74% of affluent travelers said they were prompted to book as result. (Frederic Gonzalo)

6. 72% of business travelers and 74% of affluent travelers booked upon watching a video (Google ThinkInsights)

7. 62% of affluent travelers watch a video when deciding on accommodations (Google ThinkInsights)

8. Viewers are 85% more likely to purchase a product after watching a product video (Internet Retailer)

9. 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI.(Emarketer)

10. Visitors to a website that features a virtual tour stay generally 3x longer on that website (Panomatics)

11. Rich media (interactive visuals, such as videos and/or virtual tours) increase conversion rates by 64% (IcePortal)

12. 57% of consumers say that watching videos makes them more confident in online purchase decisions (MediaPost)


IcePortal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!
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