Potential customers are as likely to view video today on smartphones and tablets as on any other device, and this throws up a challenge to hospitality companies to ensure their direct channels are optimised for mobile and for hosting video content, are mobile-responsive and able to offer both branded marketing and local concierge services to guests.

Videos need to be short and not necessary high-budget, but do need to be appropriate to the brand and the message. Next – virtual reality (VR) is a trend to watch.

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