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Effective Use of Video in Travel Marketing

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Capturing your potential customers’ attention at the ‘dreaming’ stage of planning a trip is considered one of the most important things to accomplish. Video is a powerful way for travel and tourism brands to showcase the experiences they are offering and can help them tell stories to build trust, resonate with their audience and ultimately trigger bookings.

Travel purchases require an emotional decision to be made, so incorporating video into your digital marketing campaign can help boost the message you are putting across and as a result achieve bookings. Here’s why…


Does video content drive more engagement compared to other content types?

The answer is yes- there has been various studies that have investigated the power of video and the level of engagement it receives compared to other content types such as images or plain text. According to a Hubspot study, 83% of consumers would consider sharing a video with their friends if the content was relevant to their specific interests.

Video is on the up…

A study by Wyzowl found that in early 2017, 63% of businesses were using video within their marketing strategy and by the start of 2018, the figure had risen to 81%. The number has been rising since to 87% and is likely to continue to increase.

It has been found that 90% of marketers agreed that the level of competition and noise has increased in the past year, adding to the pressure to create engaging video content that is likely to be consumed and shared by followers.


the importance of video in travel marketing

With travel being such a unique, subjective experience, your audience is likely to respond differently to the video content you put out. Travel companies are finding ways to capture the attention of their audience and are quickly being exposed to the benefits that video marketing brings.


make your videos worth sharing

When it comes to sharing your own video content, there are some pointers to consider to ensure you are creating the best possible content that is likely to encourage engagement amongst your audience and social media following:


As the digital landscape continues to grow and evolve along with increased screen time and video consumption, travel video content is likely to continue to be a valuable asset to all travel and tourism brands. The role that video plays in the entire journey from raising awareness, assisting in the destination selection, right through to booking can ultimately be down to the way the video engages with the consumer, through sight, sound and motion. You can find out more about our digital marketing & travel services here.



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