How video influences travel decisions
Google shared some interesting figures on travel and YouTube in November showing how consumers engage with video when researching and planning trips.
The figures were from research Google carried out in late Summer with Ipsos MediaCT, and reveal that many of the reasons consumers are watching video online are often travel-related.
For example, 27% view clips to relax or escape, 45% to be entertained or inspired and 14% to pursue a hobby.
When it comes to trips and holidays, almost 50% of travellers use online video in some shape or form before they decide where to go on holiday.
1) 65% use video when thinking about taking a trip
2) 48% when thinking about the type of trip to take
3) 67% consult it when choosing a destination
4) 67% when choosing activities within a destination
5) 63% when deciding on accommodation within a destination
6) 26% when deciding which website to book on
The stats were released by Google UK sales director Dr Bernd Fauser who says that research shows travellers are undecided about which brands to choose and find it hard to distinguish between brands other than on price. He adds that naturally this makes online video an ideal platform to engage consumers.
Many travel players, of varying budgets, have seen success with video – think Turkish Airlines and the selfie battle with Lionel Messi and Kobe Bryant, more than 143 million views or, KLM with Lost and Found with more than 21 million. Fauser says:
“You don’t need huge budgets, it’s about the content people engage with. Anyone can be an artist, you just need a good idea. You can reach a lot of people in a very emotional way.”
And, is there a secret sauce to creating video content? According to Fauser, it’s all about testing which, he says, the YouTube platform allows at a low price point.
Finally, a few numbers on YouTube in the UK – the platform has a reach of about two-thirds of the population with 42 million watching every month. The number of minutes spent on the platform has increased 37% to more than two-and-a-half minutes. Half of UK watch time is via mobile.
All ages engage with video with the 55+ age group ranked second highest at 20% after 25 to 34 group at 21%.
Fauser was speaking at a Travel Perspective session during World Travel Market.
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