4 VIdeos That Increase Travel spending
Video is taking the travel industry by storm. Just as we talked about in our previous travel blog (How Video Content Changed The Travel Industry And Why You're Business Is Missing Out) video 45% of travelers booked after watching a video of their desired destination. It’s proven that video marketing is the most effective way to generate more traffic and more sales for your destination. According to YouTube, there has been a 600% increase in the time people spend watching travel videos on YouTube shows that explore other’s experiences. (Youtube). Additionally, digital ad spending on travel will grow 21.4% to $10.86 billion this year. Next year, ad spending will grow 19.3% to $13 billion (Insider Intelligence).
Why all the hype about travel videos? Google search algorithm is placing a strong emphasis on quality content across the internet - social channels, websites, youtube, etc. With SEO at the top of everyone’s mind, it’s a no-brainer to put video at the forefront of your marketing strategy. The higher you rank, the more you’re found, the more sales you make.
Not only is it pushing destinations higher in search, but it’s also allowing users to get the full experience before they book. You can see more about video engagement from our previous blog here (link).
But what types of content should you be producing? Today we break down our top 4 videos your destination should be creating.
#1 Travel Campaign Ad
We believe every destination should have a strong campaign ad as the foundation of its marketing strategy. Something that tells the prospective visitor the “why” behind the travel and shows all the possibilities of their experience. With more and more visitors coming for the experience (read more here) it’s important to grab their attention by bringing them into the story of your destination. What will they see? What will they feel? What transformation will take place?
Once this video is created it can be used for paid media as well as broken into smaller short-form content for organic social media, giving you many ways to promote your destination.
#2 Youtube Docuseries
Another way to promote your destination is through a youtube show or docuseries (link to examples). We’ve seen great success with shows such as “On The Hook” with Myrtle Beach Eats. Why? Viewers love to see and hear from locals regarding things to do and see at their destination. These shows could be centered around excursions, sports (golf content, fishing), food, nightlife, etc. The options are endless. Similar to influencer marketing, it allows the viewer to be “in the know” on all the top spots for their next trip. The goal here is to create an 8-15 minute show centered around local businesses, restaurants, and attractions.
#3 Travel Video Guides
Much like the youtube series, the travel guide videos show the prospective travelers all there is to experience at your destination but in a shorter micro form content. This could be 2-3 minute videos listing out top destinations, travel hacks, itinerary suggestions, etc for trip planning. Examples might be the top 7 nightlife attractions, the best dog-friendly restaurants, and a kid-friendly vacation itinerary for the desired destination.
You might even want to partner up with local influencers and have them take part in the videos that best pertain to their audience. For instance, getting a local food blogger to list out their top local seafood restaurants. There are endless options here, even within the food you can have breakout categories such as (kid-friendly restaurants, fine dining, local hidden gems, experiential dining, best wines, breweries & pubs, etc.) You can get creative with these travel guide videos for endless content.
Nightlife Travel
Kids / Family
Dog Friendly
Outdoors / Excursions
Foodie
High Budget / Low Budget
#4 Day IN THE LIFE VIDEO
Our last top travel video is the Day in the Life video. These can vary across the board but consist of unedited, real-life examples of what to expect at your destination. These work well, because of the rawness of the content. Travelers want to see firsthand how others are experiencing the destination. Examples of this may include hitting the street and interacting with tourists at various destinations or even following along with a family or influencer for a “day in the life” video.
Need help?
There are so many options when it comes to creating content for your destination, but the number one priority is getting started with video. We know you will see an increase in traffic and trips booked by implementing a video marketing strategy. Need help with ideas? Looking for a video production partner?
Schedule a coffee with us below. We can’t wait to learn about your destination!