Interview: Fairmont’s Regional Director of Internet Marketing, Pacific Northwest

As Director of Fairmont Hotel’s Pacific Northwest Internet Marketing, Sine Scott is a busy woman. In Vancouver’s city core alone, three Fairmont properties operate within walking distance of each other, two no more than 5 minutes apart on foot.

Fairmont Pacific Rim Hotel

Lucky for me, and you, I got a chance to pick her brain and share her story. Sine Scott divulged what she knows to hold true for marketing hotels online today:

”  The industry has been quite quick to respond to social media trends, in particular, I think because it seemed like a low cost opportunity for exposure. Over time hospitality brands have learned that they need to put investment into content development, photography and video to really benefit from social media. Consumers have access to more destination information than ever to make travel decisions… ” - Sine Scott, Fairmont Hotels

Fairmont Hotels, Sine Scott

Read my interview with Sine Scott


My List: Top Articles on Hotel Video Marketing

I recently compiled a list of the best articles I could find on the internet where authors wrote about Hotel Video Marketing.

Hotel Video Marketing Expert Series

Here are a the first five of the articles in the list:

Click here to see the rest of the full list with over 20 articles!

Also, do you have an article about hospitality video marketing? Share it in the comments below!


Chat: Hospitality Guru and Former OPUS Hotel GM, Daniel Edward Craig

I had the fortune to sit down with Daniel Edward Craig (not of James Bond fame, rather, ‘celebrity-blogger’ and former General Manager of OPUS Vancouver) and chat hospitality marketing while Mr. Craig was in Victoria BC.  During his tenure at OPUS, Mr. Craig seemingly kick-started an industry first – blogging about real hotel life; no holds barred.

Daniel Edward CraigThe hilarity, the issues and the misfires.

From my previous formal interview:

”  I first woke up to the power of social media at Opus, when I started the first-ever General Manager’s Blog. It attracted a worldwide following for its irreverent insider’s look at the running of a contemporary boutique hotel. I also learned how distracting social media can be when you have a business to run and people to take care of.. ” - Daniel Edward Craig

Post interview, I met up with Mr. Craig recently.

He had just wrapped one of his day-long informational sessions on social-media strategies for hospitality providers, and fit me in before he dashed off to some other area in the world.

In more recent informal conversation we talked hotel life, the future of marketing in this segment, and what our predictions were. We’re going to keep in touch, and I’ll keep you updated!

Crucial Ideas for Effective Hotel Marketing

Excerpt from the full interview:

Chris Ruffell: Prospective hotel guests are looking for more and more from their hospitality providers. What are the key aspects that consumers expect to see from a hotel or restaurant they’re researching?

Daniel Edward Craig : I think that more than anything travelers are looking for transparency. Transparency comes in many forms – in pricing, in service and quality, in location and amenities – and in various formats: marketing copy, photos and of course, video. The travel industry pretty much invented the old “bait and switch” routine – luring travelers with glossy photos and fairytale descriptions, only to reveal a much different story upon arrival. But we can’t get away with it anymore.

Presentation: Video Marketing Strategy 101

I’ll be presenting at QCollege on March 26th!

Synopsis: Creating and distributing videos that work doesn’t have to be difficult, and, the tools are now inexpensive and readily available:

Q College Victoria BC

I will be presenting the basics of a video marketing strategy and what is needed to make a video a success online.

The focus will be on Do-It-Yourself (DIY) options for attendees planning on doing their own in-house video production.

Video Production Behind the Scenes

Using templates I’ved used with my own clients and other real-world case studies, you will be seeing my tried and tested procedures when preparing to produce videos for clients. Then I will break down the elements of a video marketing strategy, as well as touch on pre-production, production and online distribution!

In addition, attendees will also receive a resource list of my personally recommended equipment, editing applications, tools, and, tips and tricks!

Be sure to bring your questions for the Q&A session at the end, or contact me here in advance!

Answered: How to Inspire People Using Video?

 I was recently honoured by blogger Maura D’Andrea with his request for sharing my thoughts on how to use video to inspire. My response was coupled with over one hundred other bloggers in his article 101 Experts Share Their Tips for Online Success! Some very impressive people on this list, it’s worth browsing! I’ve supplied my answer below for you to read too:

Q: What’s the best way to inspire people using video?
A: Most often people ask me technical video questions about how to make videos go viral, or how to make promotional videos, but in reality, they’re missing the core ingredient: honestly sharing the best of themselves.

What’s the best way to inspire people using video?

Answer: Be real; genuinely share your personal story with your viewer.

It really is that easy, and most people misinterpret this a two step process, yet, this is the only way to do inspire viewers to hear you and feel you which results in action! Let me explain…

First, be real. If you’re going to speak on camera, don’t waste time talking to your viewer’s minds – skip right to their hearts. Use the true power that video has over all other digital medium – jump through the screen into people’s souls. Look at the camera, show yourself for who you are, don’t hide all hints of the stage fright, and talk one on one.

Too much polish can hurt the ‘reality’. In many cases, too much rehearsing, make up, lighting can come off as staged.

And yes, I’m a video producer saying this. But it’s true – I often wouldn’t let the people I was interviewing for their own videos rehearse too much, and it worked!

Second, be candid and share your perspective, your story.

Chris Ruffell Victoria BC

Find your personal ‘Why’. Why you were inspired to help by offering the insights, product or service. Oddly enough, often the more personal the pain, the more universal it is. Touch on your hardships, what sufferings you had before you had your revelation. Remind the audience that inspiration is a flame that must be lit from within. Lead by example, showing the viewer that there is a better way.

Word of advice: video is influential and changes lives; be true to your fellow man and be authentic and genuine, and good will come of your efforts.

You can do it, there are plenty of examples out there.

Dig deep if you need, and find that seed of inspiration that called you to action, share the journey and hand out the fruits of your success.

To inspire a good video will fundamentally be you and the viewer becoming friends!

Interview: 8 Keystone Essentials for Hospitality Marketing Business, O’Rouke Hospitality

Brian Fitzgerald O'Rourke HospitalityOr… “What are the top areas of service one could base a company on to service hospitality marketing needs?

Just ask Brian Fitzgerald of O’Rourke Hospitality – he’ll tell you.

Or, he told me the 8 points at least, in a recent interview.

Brian, formerly a near-decade long IT manger through Marriott International, now represents Boston’s O’Rourke Hospitalty, a premiere marketing firm for hotels and hospitaltiy outfits.

O'Rourke Hospitality, Hotel Marketing

In our interview, Brian touched on strategic intevestment return on investment, and how to convert video viewers into buyers of hospitality products – not an easy feat, especially with so much competetion in today’s market place!

One thing I’ve seen over the past 10 years in the hospitality space is a continued cut back on on-property staff while at the same time adding more responsibilities in an increasingly complex distribution space. So the world we live in has GMs and DOSMs wearing a dozen different hats and so managing a website, email marketing, PPC, SEO and reporting is just not possible. If these digital marketing channels go unaddressed or get stagnant hotels risk losing market share to competitors that are paying more attention.
- Brian Fitzgerald, VP Digital Strategy, O’Rouke Hospitality

A must read chat- I intend to keep in touch with this fella, no matter where he ends up in the industry!

Chat with Martin Soler of World Independent Hotel Promotion

Martin Soler, World Independent Hotel PromotionSo many hotel marketing options, so little time!

VP of Marketing for World Independent Hotel Promotion (WIHP)  MArtin Soler took some time out of his busy schedule to impart some knowledge. Interested in learing about Hotel Video Marketing, or DirectPack, WIHP’s solution for marketing hotels?

What about mobile, and the future for hotels? (Hint: I think mobile going to be hospitality).

Martin told me a bit how WIHP came about too:

” We started doing online marketing for independent hotels way back in the end of the 1990s but since then the company has evolved quite a lot, due to our technology and design expertise more and more groups and branded hotels are coming to see us for their online marketing. “

Pretty neat beginings – and humble – and look how far they’ve come now!

WIHP Martin Soler

Great guy to know in the hospitality world, and very down to earth.