[MUSIC] So, now that the traveler knows about the hotel, and has searched for more information, landing them on the hotel's website, how do you convert these visitors into guests? And what can you do to make them share the stay on review sites, and to their friends and family? In this video, we'll go over the basics of increasing your chances of getting both. As we briefly touched upon in the previous video, a hotel's website has a unique ability to communicate the hotel's UHP. Which is an edge it has over third party sites. The first of these is emotional impact. It is emotion that tilts the scales one way or the other. Quite simply, emotion sells. There are two important factors that will enhance or choke your emotional impact. The first is visual, the second is time. For visuals there is some debate about whether you should or should not Photoshop images. Let me tell you, you should. As long as the pictures are still representative of reality, it is totally okay to edit the images and make them look as good as possible. Consider the image here of London. It is a standard image that one could take with a regular camera. And would be representative of London but it is quite boring. Now look that the next image it is much more interesting and evokes many more emotions. So the question isn't should one or shouldn't one Photoshop. The question is can one deliver on the emotions evoked? I was once the general manager of a hotel. Our images were very Photoshopped and as a GM, I was concerned that we were overselling to hotel guests. Of course I was because I was the one that ultimately had to deal with any complaints. But despite the Photoshopping, our main guest reviews said, just like in the pictures. So I put my concerns aside and kept working. One day, only two months later, the reviews began to change and people started complaining that we had overly Photoshopped our images. That it wasn't at all representative of the truth. Perplexed by the change of tide, we began to look into what had changed and it turned out we had changed the front desk personnel. Our marketing was all about being a charming and romantic hotel and our former front desk staff had understood that. And would suggest romantic walks in Paris, romantic restaurants. A trip to the Moulin Rouge. And all in all, made the stay authentic. The new staff hadn't been briefed properly. It would suggest cheaper restaurants. Great value sub rate trips. Other efficient, but much less romantic activities. Stuff locals find smart. In other words, we had not delivered on our marketing promise. The moral of the story was that you're less likely to oversell than under deliver. Guests didn't come with a print out of the pictures to compare the image of the rooms with real life. They came with a memory and emotion that the pictures had conveyed. And if that emotion was met, the guests remembered the hotels like in the pictures.