Why Hotels Should Introduce Short-Form Videos in Their Marketing Mix
“Short-form videos,” a catch-all term for vertical, bite-sized clips, are everywhere. Popularized by TikTok, Instagram Reels, and YouTube Shorts, this format is now a common vehicle for digital storytelling. For hotels, it’s a low-cost, high-impact way to reach travelers where they’re idly scrolling. Give them something intriguing, enticing, and attractive, and you might have a booking on your hands. Guests are using short-form videos to pick where they stay. After all, if scrolling is a chance to unwind, why not jump at the chance to take it even further?
Why Are Vertical Videos Suddenly Everywhere?
They’re visual and surprising. They capture a story or a feeling. And, they’re in the palm of your hand. Platforms like TikTok, Instagram Reels, and YouTube Shorts are mobile-phone native. Their short, punchy videos occupy a highly personal space, your feed, which aggregates themes that a user cares about. All are video-first, and yet, these videos are not highly polished. They’re simple productions that are often as personal as the device they play on.
These viewing habits are reshaping travel, according to trends published by CrowdRiff:
- 65% of travelers watch short-form videos before booking a stay .
- 54% look for hotel-specific content.
- 67% are more likely to book after seeing a video tour.
When it comes to booking decisions, travelers want a feel for the place. Video gives hotels an opportunity to show more, and inject a little personality, into their pre-booking interactions.
How Hotels Are Using the Format
Well-crafted videos can quickly show off what makes a property unique. They feel more real and trustworthy than glossy photos. Taking advantage of the perceived authenticity of the format, hotel marketers are getting creative with short-form content:
- Property tours: Show off rooms, lobby, pools, and amenities in under a minute.
- Quick itineraries: Think, How to Cover the Best Regional Cuisine in 3 Days
- Local highlights: Visit nearby attractions, restaurants, and experiences.
- Behind-the-scenes clips: Staff making a signature cocktail or prepping a wedding space.
- Guest content: Reshare guest videos to build social proof.
- Personalities: Meet local shopkeepers, guides, artists, and luminaries.
- Special offers: Promote limited-time deals with urgency.
Some brands even use micro-influencers or local creators to shoot authentic content. Their networks boost reach without a big production budget.
Tips for Reaching Guests Using Short-Form Videos
It doesn’t require much to produce videos that support your hotel’s marketing efforts. A quality mobile phone camera is the only equipment you need. Extra lights or an inexpensive microphone can help.
Before you start, plan.
Make a list of stories and guest experiences that speak to the special qualities of your hotel. List the people, places and messages that could form the basis of a video for each. Start with the qualities that truly set you apart: Is your spa world-class? Can guests wander into natural settings? Is your rooftop bar the best sunset spot?
Make a quick outline of each.
Make it appealing.
The first 3 seconds matter. Start with a hook — something that grabs attention, whether with movement, music, or a bold statement.
Aim for 15–30 seconds, giving the viewer a quick resolution that satisfies the promise or hook.
Stay authentic. Avoid the temptation to over-produce the video. The more real it feels, the more travelers will trust that it reflects the real experience, and book.
Match to marketing goals.
Use clear calls to action. Connect them to the story, whether it’s about planning a weekend getaway or a dream wedding.
As you plan and create videos, consider where they could play in paid and organic campaigns. This could support flagging revenue sources, for example, or boost known winners.
Short-Form is Here to Stay
Guests increasingly discover and research hotel and travel destinations on mobile devices. These punchy vertical videos fit their browsing habits and pack a lot of emotion into a few short seconds. If you’re not applying them in your marketing today, now is the time to start. Need tips? Planning and production help? A channel strategy? Reach our team to discuss strategies for your hotel.