Video Marketing in the Travel & Hospitality Industry

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The Advent of Online Videos

Travel Industry Videos – The Flavors

Online Video Channels – Splashing it on the Scene

Online Video Marketing – Making it Work

Short Notes


The Advent of Online Videos

Internet, as a medium of commerce opened the sluice gates for online entrepreneurs who were ready to take the technological plunge. While the transactional rules and payment security protocol gravitated towards a state of maturity, the absence of a visual experience and physical perception was felt by one and all.

This market need gave way to a series of innovations towards a more visual internet and one which is continuing till date.


The Advent of Online Video

The summer of 2005 saw Apple launch a video podcasting aggregator in iTunes and by the year-end Tivo started streaming online video content to its boxes.

2006 belonged to YouTube with multi-format streaming and broadcasting enabling the online video to get into the mainstream web. The deal which dwarfed everything else on the web was the acquisition of YouTube by Google in October for $1.65 billion.

By the end of 2009, YouTube was getting more than a billion streams per day and Hulu (being a late entrant) was almost garnering a billion streams per month.



According to TIA conducted research – Video attracts more than 30% more viewers. Visitors stay almost 40% longer on your website and the conversion potential is almost 30% greater as compared to a text-based website

Video drives a wide range of customer actions:

• Increases number of visits to advertiser web site by 55%

• Increases physical store visits by 30%• Increases incidence of purchase by 24%

Travel industry videos – early adopters



60% of customers prefer Web Sites that feature video and customers are up to 70% more likely to book activities, hotels, packages and attractions shown in a video experience.

Early adopters like Thomas Cook, Kuoni and Thomson have achieved positive results



A recent eMarketer survey of the US online video landscape predicts that the volume of US video audience will climb up to 190 million by 2012 – That is approximately 88% of the entire online audience

A much older poll by Prospectiv (2006) estimated that almost 85% of US travelers utilized internet for research

Online Video Ads are now consumed and trusted in almost equal measure as the TV Ads

A number of other reliable polls and surveys are in consensus that “Streaming video delivers nearly three times higher brand awareness and message association, and more than 100% higher purchase intent and online ad awareness than non-rich media ads.”

Market reception & reaction



Video Marketing

Video marketing helps you keep your strategy varied.

Visual content provides a fresh way to reach your audience

Videos help your readers get involved with your site

Video marketing can help attract large volumes of new visitors

Video marketing content development helps build quality backlinks



Reasons for success:

Travel Industry videos – The Flavors



Online videos have changed the rules of engagement in the travel industry and the new game is defined and calibrated by the consumers who have displayed an increasing appetite for the travel videos.

The thumb rule of ‘Quality is never cheap’ applies with a great effect on the online travel videos.

Virtual videos, 360* video tours, Video podcasts and Video blogs are some of the major formats and manifestations for travel video content. The ease of distribution and playback has also eliminated any technological barriers that existed in the early years of Video distribution.







YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99 percent of videos viewed on the property.

China-based Youku, Inc. was the second largest video property followed by VEVO which accounted for 1.8 percent share. Nearly 2.6 billion videos were watched on Facebook.com during the month followed by Japan-based Dwango Co., Ltd. with 2.5 billion videos.

* A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content.** Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs.


If you are one of those tech savvy tour operators who would like to delve into the video marketing process, the online platforms like Kaltura, Ooyala, Animoto, Brightcove and Metacafe can jumpstart the video marketing campaign for your exotic Bread-and-Breakfast.

Online travel video specialists like TripTelevision and PermissionTV can help you skip the technological hurdles during the video creation for your hospitality dream debut.



Online video marketing – Making it Work



A professionally crafted video segment reflects the character and foundation of a business.

With the evolution of online engagement technologies, the task of video creation and distribution has become much easier and is very much within the reach of a low capital hospitality industry operator.


The visitor-to-customer conversion is expedited with a strategic placement of your hospitality facility’s video on your site or Landing page.

The vogue among the Generation Y is not the tiny sized clips, but rather a full-length web-based movie or episode.

Videos boost sales conversion rates and reduce abandoned shopping cart and product return rates." This is pretty much a reflection of what is happening in the hospitality sector.

Once the video has been crafted and edited to perfection, extracting the maximum mileage and visibility from this exercise is a major focus for the business owners.

It’s true that action speaks louder than words – but only if you place your mouth and ears in the right place at the right time.



Short Notes


Innovation is the key to survival and customer engagement in the online world. With businesses willing to adopt every practical measure for a greater share of online market pie, video marketing has transformed the rules of conversation and conversion alike.

Videos are not only perceived as a symbol of trust and credibility, but they also exhort the customers to explore the offerings of the firm.

With almost indefinite market impact potential, a well made video is equivalent to hundreds of professionally written content.


Short Notes

Short Notes


Videos not only attract 30% greater visitor populations who have a 40% greater stickiness, the conversion potential jumps to more than 30% - as compared to a text-based website.

A visual experience is always a superior persuasion tool as compared to a text based pitch, and when it comes to the hospitality segment, nothing comes closer to the first-hand visual experience

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Date post:	19-May-2015
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Video Marketing in the Travel & Hospitality Industry

Business