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Video Marketing in the Travel & Hospitality Industry
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Video Marketing in the Travel & Hospitality Industry

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Online marketing strategies revolve around the ‘attention span’ of audience. …

Online marketing strategies revolve around the ‘attention span’ of audience.

Trying to capture the imagination and interests of a potential customer has been the eternal challenge for marketers, and the equation gets even more complex when you have less than 5 seconds to that. ‘Magical sales pitch’ and ‘Message from the president’ are now less than passé, and are now being substituted with panoramic snaps and virtual tours of the destination.

It is now statistically proven that professional videos make more than a lasting impression, and customer persuasion is maximized when videos are utilized to market a product, resort, hotel or the Tour Packages. Travel industry market dynamics have been metamorphosed by the sophisticated use of Videos at every stage of the marketing cycle.

One of the major impacts of video marketing has been on the smaller players in hospitality segment – With zero distribution costs, these operators are now jostling for the market pie with established leaders, and also making their mark with intelligent video marketing.

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  • 1. The Advent of Online Videos Travel Industry Videos – The FlavorsOnline Video Channels – Splashing it on the Scene Online Video Marketing – Making it Work Short Notes Proprietary copy of CopperBridge Media
  • 2. The Advent of Online Videos Proprietary copy of CopperBridge Media
  • 3. The Advent of Online Video Internet, as a medium of commerce opened the sluice gates for online entrepreneurs who were ready to take the technological plunge. While the transactional rules and payment security protocol gravitated towards a state of maturity, the absence of a visual experience and physical perception was felt by one and all. This market need gave way to a series of innovations towards a more visual internet and one which is continuing till date. Proprietary copy of CopperBridge Media
  • 4. The Advent of Online Video The summer of 2005 saw Apple launch a video podcasting aggregator in iTunes and by the year- end Tivo started streaming online video content to its boxes. 2006 belonged to YouTube with multi-format streaming and broadcasting enabling the online video to get into the mainstream web. The deal which dwarfed everything else on the web was the acquisition of YouTube by Google in October for $1.65 billion. By the end of 2009, YouTube was getting more than a billion streams per day and Hulu (being a late entrant) was almost garnering a billion streams per month. Proprietary copy of CopperBridge Media
  • 5. The Advent of Online Video Travel industry videos – early adopters According to TIA conducted research – Video attracts more than 30% more viewers. Visitors stay almost 40% longer on your website and the conversion potential is almost 30% greater as compared to a text-based website Video drives a wide range of customer actions: • Increases number of visits to advertiser web site by 55% • Increases physical store visits by 30% • Increases incidence of purchase by 24% Proprietary copy of CopperBridge Media
  • 6. The Advent of Online Video 60% of customers prefer Web Sites that feature video and customers are up to 70% more likely to book activities, hotels, packages and attractions shown in a video experience. Early adopters like Thomas Cook, Kuoni and Thomson have achieved positive results Proprietary copy of CopperBridge Media
  • 7. The Advent of Online Video Market reception & reaction A recent eMarketer survey of the US online video landscape predicts that the volume of US video audience will climb up to 190 million by 2012 – That is approximately 88% of the entire online audience A much older poll by Prospectiv (2006) estimated that almost 85% of US travelers utilized internet for research Online Video Ads are now consumed and trusted in almost equal measure as the TV Ads A number of other reliable polls and surveys are in consensus that “Streaming video delivers nearly three times higher brand awareness and message association, and more than 100% higher purchase intent and online ad awareness than non-rich media ads.” Proprietary copy of CopperBridge Media
  • 8. The Advent of Online Video Video Marketing Reasons for success: Video marketing helps you keep your strategy varied. Visual content provides a fresh way to reach your audience Videos help your readers get involved with your site Video marketing can help attract large volumes of new visitors Video marketing content development helps build quality backlinks Proprietary copy of CopperBridge Media
  • 9. Travel Industry videos – The Flavors Proprietary copy of CopperBridge Media
  • 10. Travel Industry Videos – The Flavors Online videos have changed the rules of engagement in the travel industry and the new game is defined and calibrated by the consumers who have displayed an increasing appetite for the travel videos. The thumb rule of ‘Quality is never cheap’ applies with a great effect on the online travel videos. Virtual videos, 360* video tours, Video podcasts and Video blogs are some of the major formats and manifestations for travel video content. The ease of distribution and playback has also eliminated any technological barriers that existed in the early years of Video distribution. Proprietary copy of CopperBridge Media
  • 11. Travel Industry Videos – The Flavors Proprietary copy of CopperBridge Media
  • 12. Online Video Channels – Splashing it on the Scene Proprietary copy of CopperBridge Media
  • 13. Online Video Channels – Splashing it on the Scene YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99 percent of videos viewed on the property. China-based Youku, Inc. was the second largest video property followed by VEVO which accounted for 1.8 percent share. Nearly 2.6 billion videos were watched on Facebook.com during the month followed by Japan-based Dwango Co., Ltd. with 2.5 billion videos. * A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content. ** Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs. Proprietary copy of CopperBridge Media
  • 14. Online Video Channels – Splashing it on the Scene If you are one of those tech savvy tour operators who would like to delve into the video marketing process, the online platforms like Kaltura, Ooyala, Animoto, Brightcove and Metacafe can jumpstart the video marketing campaign for your exotic Bread-and-Breakfast. Online travel video specialists like TripTelevision and PermissionTV can help you skip the technological hurdles during the video creation for your hospitality dream debut. Proprietary copy of CopperBridge Media
  • 15. Online video marketing – Making it Work Proprietary copy of CopperBridge Media
  • 16. Online Video Marketing – Making it Work The visitor-to-customer conversion is expedited with a A professionally crafted video strategic placement of your hospitality facility’s video on segment reflects the character your site or Landing page. and foundation of a business. The vogue among the Generation Y is not the tiny sized With the evolution of online clips, but rather a full-length web-based movie or episode. engagement technologies, the task of video creation and Videos boost sales conversion rates and reduce abandoned distribution has become much shopping cart and product return rates." This is pretty much easier and is very much within a reflection of what is happening in the hospitality sector. the reach of a low capital hospitality industry operator. Proprietary copy of CopperBridge Media
  • 17. Online Video Marketing – Making it Work Once the video has been crafted and edited to perfection, extracting the maximum mileage and visibility from this exercise is a major focus for the business owners. It’s true that action speaks louder than words – but only if you place your mouth and ears in the right place at the right time. Proprietary copy of CopperBridge Media
  • 18. Short Notes Proprietary copy of CopperBridge Media
  • 19. Short Notes Innovation is the key to survival and customer engagement in the online world. With businesses willing to adopt every practical measure for a greater share of online market pie, video marketing has transformed the rules of conversation and conversion alike. Videos are not only perceived as a symbol of trust and credibility, but they also exhort the customers to explore the offerings of the firm. With almost indefinite market impact potential, a well made video is equivalent to hundreds of professionally written content. Proprietary copy of CopperBridge Media
  • 20. Short Notes Videos not only attract 30% greater visitor populations who have a 40% greater stickiness, the conversion potential jumps to more than 30% - as compared to a text-based website. A visual experience is always a superior persuasion tool as compared to a text based pitch, and when it comes to the hospitality segment, nothing comes closer to the first-hand visual experience Proprietary copy of CopperBridge Media
  • 21. Thank You Contact Us: Phone No. 91-712-327-0556 Email: info@copperbridgemedia.com Follow us: WEBSITE: facebook.com/copperbridgewww.copperbridgemedia.com twitter.com/copperbridge BLOG: www.shodh.biz visual.ly/users/copperbridgemedia copperbridgemedia Proprietary copy of CopperBridge Media