Straight off the bat of ITB Berlin, we’re going to look at industry insights to determine how travellers relate to travel brands and which content holiday seekers prefer.
With Comscore reporting that a 1/3 of global consumers visit a least one travel site a month – 78% in the UK – there is no doubt travel brands have the potential to attract copious amounts of traffic.
The difficulty for travel brands is how to capture holiday seekers conducting searches across multiple devices. However, Alexander Trieb of Amadeus provided analytics of typical purchasing paths travel customers take.
In his presentation at ITB Berlin, Trieb explained activity is initially low but increases when the customer is ready to book. A paper produced by Sojern shows marketers how to turn insights into marketing actions.
What is important to note is the type of content you put out there, where you position it in your sales funnel and which platform you use. The pattern to come out of IBT Berlin identified two common denominators that were effective across multiple devices: video and live session on social media.
Video marketing trends
It’s not secret that video continues to be a growing trend year on year. What is pleasing for travel brands is the increase in user-generated content (UGC). Not only do travellers love recording their travel experiences on their smartphones, people conducting research for their holidays want to watch it.
Nielsen report that 92 per cent of consumers trust organic UGC more than brand advertising. Holiday seekers want authentic reviews of places and experiences from real people that have “been there, done that.”
Whilst brands need to incorporate compelling video content in your marketing campaign and master the art of story-telling, tapping into the experience of your existing customers is a powerful way of using video to leverage your tour packages and increase brand credibility.
Live streaming on social media is also becoming an increasingly popular medium that is attracting high-levels of engagement. Brands that organise events to showcase travel experiences and destinations can tap into audiences and arouse interest and excitement.
Live sessions are also a great way of getting authentic customer feedback. Filming a live event captures the reactions of travellers in real-time. There is no edited footage. Therefore, customer feedback is more valuable to viewers and builds an emotional connection between brands and customers.
Inspiration for travel videos
The decision to create video content is an easy one for travel brands to make. The challenge however, is how to make a compelling video, where to position each video in your sales funnel and how to convince customers to make a booking.
The key ingredients to making travel video content is:
- Use engaging images
- Tell a story
- Make it authentic
- Include real people
- Make it exciting
Now you know the parts a travel video needs, take a look at five of the best travel and tourism video ads for inspiration. And don’t just focus on location. Introduce your team so customers can see what a great bunch of people you are.
The key point to remember when making a travel video is to keep it authentic. You are not only trying to convince travellers to visit a destination, but to enjoy the experience you are there to provide them.