There are ways to boost the popularity and awareness of a brand in nearly any industry, but different niches call for different marketing tactics. Companies specialising in travel services and tourism are uniquely positioned to use video content to attract new consumers. Orbitz provides plenty of good examples and practices for creating travel related clips. They focused on a specific region in the United States for a seven part series that explores the history and beauty of the destination.
Orbitz, one of the Internet’s largest retailers for discounted hotel reservations and airfare, teamed up with the I LOVE NEW YORK tourism board to create a small series highlighting the Catskills Mountains and the Adirondacks. The videos are full of great attractions and recommendations. Visitors don’t have to search for a reason to book their next holiday in New York. Teams recorded plenty of footage of the boutiques in the Catskills and the lush snowfall around Lake Placid. Travellers get to imagine themselves in the landscapes.
How Video is Influencing Tourism
Tourism videos aren’t new, but the Internet provides the first decent vehicle for releasing them in a promotional manner. Companies don’t have to try to wrangle mentions in a television production or send free DVDs through the mail. Add your clips to your Youtube channel and link them on your website and watch as new visitors flock to your content to learn about the holiday destinations that pique their interest.
Google’s research has shown that a whopping 90% of regular travellers watch online videos. This means that there is a large and dedicated audience waiting to see your travel video content. Other industries have much smaller audiences in the online video world, but viewers are always looking for new clips about their favourite hobby. If you want to tailor your content, you need to know that 60% of business travellers use online video. Only 41% of leisure travellers watch at least one video before planning a trip.
The Power of Branding
In some niches, viewers don’t want to be reminded too often of the company behind the content. However, travellers enjoy branded content because they feel that this ensures the information is accurate. Develop a strong brand presence for your videos to tie them together and keep viewers engaged through multiple clips. You could see a serious increase in your bookings as a result of proper video use.