Travel brands are non-conformists and juggernauts in reinventing themselves to attract new eyeballs. The importance for them to adapt lies in destinations not being as new or exotic as before. The lack of novelty goes in line with the industry’s increased online resources and more competitive prices.
Be it airlines, destination campaigns, comparison websites or travel apps, travel brands are constantly evolving with their audiences having to keep up with ever-changing consumer expectations of what a place has to offer.
According to Think with Google, some 67% of views of travel videos fall under professionally released or brand-related videos. A report from Skift points out destinations have the keenest interest to put in place a video content strategy as over 70% of YouTube searches are for destination names.
Interactive videos, in particular, are a surefire way of unfolding a constructive conversation. This two-way dialogue allows the user to respond to the video through feedback or participation and learn more about the product objectively. For the travel industry, Instagram feeds and Facebook live are defining travellers’ experiences through unique and shareable social content.
With the younger millennials, travel brands will need to drive content that has an emotional connection, aspirational theme and that is intellectually nourishing. This includes finding insightful ways to tell stories from a local perspective.
Video is the perfect platform for stories that feature a greater sense of adventure and authenticity, build the curiosity of understanding the world and a desire for immersing in a local culture. Jason Dorsey, a marketing author and the speaker says, “Today’s traveller is technologically dependent and that dependence is merely a conduit through which to dream, research, share and experience travel.”
We look at some travel brands that are creating a meaningful user experience and engaging them through authentic and unusual storytelling.