Video is undeniably the public’s favorite format, and according to a recent report by ConsumerLab TV and Ericsson Media, the viewing time of video-on-demand has increased 50%. As proven by a recent study by Google and Ipson MediaCT, the sector that has benefited most from this trend is the tourism sector, in which travel videos are the top-viewed online videos.
This report also reveals that the number of travel videos viewed on Youtube has increased by 118% in the last year. Furthermore, it’s worth mentioning the role that mobile devices play in watching travel videos, because smartphones and tablets make up 30% of all travel video views.
What are the most viewed tourism sector videos?
- 40% of the most-watched videos are about tourist destinations or attractions
- 20% airlines
- 14% resorts, hotels and lodging
- 5% online travel agents (OTA) and tourism packages
- 5% cruises and yacht/boat chartering
- 17% other
When is the best time to launch your tourism videos?
People watch these kinds of videos through the entire year, but there tends to be an increase in July, March, and October.
According to the study by Google, the time and place for watching these videos has no rhyme or reason and can happen “any day at any time.”
What are users’ main reasons for searching travel videos?
According to the same study, the main reason people search such videos is that they are planning a vacation.
How to get the best return on your tourism videos?
Marketing directors in the tourism sector know best that video content is vital for getting people to make reservations, predominantly because this format transmits emotions and feelings and also encourages them to buy or make reservations impulsively.
The problem with channels like Youtube is that they are over-saturated; your hotel video may be highly appealing but it often gets lost amongst competitors’ videos. Plus, when users perform searches of tourist destinations on Youtube, they are typically analyzing and comparing factors such different companies’ prices.
However, there is a way for the user to see a video that encourages impulse buying– the answer is video email.
With Viwom’s technology, the video plays automatically when opened, all inside the email, and unlike Youtube, no other competitors’ videos will be played. This promotes impulsive buying via the so-called “Wow effect” of Viwom. In other words, when the video plays automatically it not only surprises the user, but makes them pay attention. And if the video conveys emotion, it will cause the user to automatically make a reservation via the CTA (Call to action) button right within the email.
What are the benefits of video email within the tourism sector?
Up to 173% CTR (click through rate) per campaign
Up to 50% more conversion per campaign
25% decrease in cancellations by sending a video email when the user cancels their trip
Improved branding or brand image for consumers
More brand engagement
Increase in ‘viral videos’ by including buttons for sharing the video on recipients’ Facebook and Twitter profiles
In the last year, the number of companies in the tourism sector that have benefitted from the “Wow effect” of Viwom has increased 40%.
So what are you waiting for to improve your email marketing campaign results?
Visit us at Fitur – Stand 10B35 in the Know-How section – and discover all the latest developments of Viwom: responsive video email campaign creation, performance campaigns, CTA in the video, data base rental, and much more.