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Online Video a Powerful Channel to Attract Travelers September 4, 2014

Turkish Airlines knows it.  So does WestJet, Disney and a host of trend-setting travel and hospitality companies.  Online video is seriously influencing people’s travel decisions – where to go, how to get there, where to stay, eat, shop and more.  Just ask Google and Ipsos MediaCT whose recent study found that two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip.  The two-year study crunched a bunch of data to determine the habits, propensities and preferences of today’s travelers.  Here’s a quick summary:

  •  YouTube is a primary source for travel inspiration (good news for Google since they own it!)
  • Viewing is happening across the board – desktop and mobile – but is really popular on mobile devices up 97% on smartphones and 205% on tablets from previous year to be exact.
  • The youngsters (18-24) like video blogs while the more mature set (24-64) prefer reviews, travel brands and networks.
  • Most of us want to see brand or professionally released videos. (Tell Aunt Ethel to leave the camcorder at home) Views of branded videos are up 394% from the previous year.
  • Companies who get it are getting creative and standing out from the crowd with  viral hits like Turkish Airlines’ “Kobe vs. Messi” and WestJet’s “Christmas Miracle: Real Time Giving”

The bottom line:

As digital video becomes an even bigger part of the traveler’s journey, it’s increasingly important for advertisers to seize the opportunity. A strong video strategy can help brands reach, inspire and engage today’s digitally savvy traveler in more ways than ever before.[rw-video type=’v’ thumb=’http://i.vimeocdn.com/video/437368864_1280.jpg’ video=’http://player.vimeo.com/video/66099203′ title=’Luxury Hotel Promo’]

Digital Cut and it’s partner 66Films has produced engaging and entertaining travel videos for national cruise lines, hotel brands and attractions.  We can help you too.  Have cameras, will travel.  954.797.6889

To read full study article:  http://www.thinkwithgoogle.com/articles/travel-content-takes-off-on-youtube.html

Lauri Oliva

Lauri oversees business development and project management for Digital Cut Productions.

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