Times may be tough, but they've brought us all together in unexpected ways. As we forge ahead, let’s be mindful of the good deeds and helping hands that will get us through this downturn.

In this edition of our new weekly blog series, Good Works and Great Ideas, which we publish every Friday, we’ll address the importance of virtual tours in times of social distancing and take a look at why hotels must focus on leveraging video marketing now more than ever. We’ll also take a look at a collection of articles and inspiring examples from the hospitality industry that demonstrate how hotels are helping others and making the most of this uncertain time.

Great Ideas: Leverage video marketing and virtual tours during social distancing

Great ideas empower us to thrive and move toward a better day. We’ll cover a few pressing questions with ideas for how to address them and data points to help you prepare for the future.

With social distancing still in place and large gatherings on hold, now is the time to ramp up your video marketing to help planners as they source for future events. By providing virtual tours, virtual site walkthroughs, and as many photos of your event space as possible, you’ll be providing planners with the vital information they need as they look ahead to upcoming events. The video itself is a powerful tool for communicating with planners. It’s a quick and effective way of getting across your message and the essence of your brand in an easily consumable medium. Let’s take a look at the different ways you can leverage it.

Video marketing

It’s easier and more cost-effective than ever to create videos that connect with planners, promote trust in your brand, drive traffic and engagement, and convert leads into booked business. Videos, whether shared on social media, on your website, or in emails, give planners a quick and entertaining way to engage with your brand.

In fact, 54% of consumers prefer to see video content from brands and businesses they support, more than any other kind of content, according to HubSpot. In addition, using the word “video” in your email subject line increases open rates by 19% and click-through rates by 65%, according to a 2015 study done by Syndacast.