Carlson Hotels Worldwide is enhancing its websites to create visually rich new-media content and destination information for its five brands: Regent Hotels & Resorts; Radisson Hotels & Resorts, Country Inns & Suites By Carlson, Park Plaza Hotels & Resorts and Park Inn.

10Best Inc. and VFM Interactive Inc. are improving the web sites “through search-engine optimization, destination content and videos and photos that align with marketing initiatives,” says Jerry Johnson, senior director of channel marketing, strategy and optimization for Carlson Hotels Worldwide.

The project's first phase involves content development by professional travel writers and editors, who will identify nearby hotspots, restaurants and other attractions. The websites will be optimized for organic searches by popular keywords, according to Brice Bay, CEO of 10Best Inc.

VFM, which will produce and distribute photos and videos for Carlson Hotels around the world, assists brands and individual hotels by showcasing properties for online consumers. “In a recent study, we found consumers who viewed rich media (virtual tour and videos) were 67 percent more likely to book than those who did not,” says Paolo Boni, president and CEO of VFM.