Online video has proven to be a powerful channel for marketing in recent years, particularly when it comes to the travel and hospitality industry, where growth has been particularly impressive, according to a recent Google study.
The study, which was conducted with Ipsos MediaCT, found two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip. Travel content has proliferated as people around the world share their experiences and seek inspiration for their next adventure via social media channels. The study also found that videos influence decisions people make about where to travel. In fact, it determined that more than 85 percent of searches on certain social media channels in relation to travel had to do with destinations, attractions and general ideas of where to go.
When it comes to watching travel videos, most people are consuming their travel related content on their mobile devices, which allow them to research a destination anywhere, anytime. While in 2013 mobile devices only accounted for around 30% of all travel video views, now mobile viewing of travel content on smartphones is up 97% and on tablets this number jumps to 205%, according to the Google study.
Furthermore the study found that while travel watchers are interested in community-generated content, the majority of travel-related views (67%) are for brand or professionally released videos. In fact, according to the study, views of branded videos are up 394% with companies with a strong brand presence, such as Turkish Airlines, Disney Parks & Resorts and Expedia, making the most of this marketing opportunity.
Finally, the study was that travelers want to do more than just watch videos, they also want to connect with the brands and creators. Real life stories are the most compelling type of travel content and the majority of watchers preferred to watch travel videos featuring personal experiences in the destination over a general description.