Harnessing Video for Destination Marketing
The Cost Effectiveness and Efficiency of Video Marketing for Destinations
By Frank Vertolli Co-Founder, Net Conversion | November 02, 2014
35 percent of leisure travelers engaged in travel-related video activities within the past six months (1). Online video has become one of the most important elements to marketing destinations, hotels, and travel. Travel is an immersive experience and video has always been a great medium to sell it. Thanks to advances in technology, today's video options are more affordable and marketable than traditional video.
In the past, travel professionals could secure coverage on The Travel Channel or other similar/popular outlets, but this normally required a large budget to obtain and produce. Creating this type of video was a large investment and it wasn't right for all destinations, properties and resorts.
Traditionally, producing long form video requires a large production plus securing interest from producers, channels or brands associated with a big internal production for the DVD (or VHS for those that have been in travel long enough to remember). Another route would be to secure video coverage through a news angle and use public relations to garner broadcast news coverage.
Now, according to Skift, "Online video is rapidly eclipsing television as the most effective channel for travel marketing, especially for brands targeting younger demographics (2)."
This notion has completely changed the marketing tactics for promoting travel using video. 97 percent of travelers who watch online video did so within the last month (1). The digital space has opened up opportunities for all destinations and resorts of all sizes. Video content is much easier to create within the digital realm and for those travel brands that already have the video content, they can easily start the distribution process and customer engagement.
How Are Travelers Using Video?