Skift Global Trends Report: Online Video Strategies In the Travel Industry

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Online video is rapidly eclipsing television as the most effective channel for travel marketing, especially for brands targeting younger demographics. What can marketers learn from the success of …

Online video is rapidly eclipsing television as the most effective channel for travel marketing, especially for brands targeting younger demographics. What can marketers learn from the success of travel industry leaders?

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  • 1. Online Video Strategies in the Travel Industry SKIFT REPORT #10 2014 Online video is rapidly eclipsing television as the most effective channel for travel marketing, especially for brands targeting younger demographics. What can marketers learn from the successes of travel industry leaders? By Vincent Trivett and Skift Staff This material is protected by copyright. Unauthorized redistribution, including email forwarding, is a violation of federal law. Single-use copy only. If you require multiple copies, contact us at WWW.SKIFT.COM trends@skift.com.
  • 2. Subscribe to the Skift Trends Report Get the twice-monthly Skift Trends Report for the latest intelligence on the travel industry. Each edition in our new series of reports will brief you on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future. After you subscribe, you will receive 24 reports direct to your inbox for an entire year. Reports are delivered as a downloadable PDF. Subscribers also receive access to our archive. For any comments or questions, email us: trends@skift.com. Subscribe and check previous reports at: Skift.com/travel-trends. Subscribers have access to the Trends Report archives for the issues covered in his or her subscription
  • 3. Online Video Strategies in the Travel Industry SKIFT REPORT #10 2014 Executive summary Online video is rapidly eclipsing television as the most effective channel for marketing, especially for marketers targeting younger demographics. For a largely commodified and opaque business, video marketing is more important for airlines than most travelrelated business. As a result, airlines are among the most successful producers of video marketing in the travel business. Even the once boring in-flight safety video is asserting itself as a chance to define and differentiate the airline brand. In this Skift Travel Trends report, we will explain the importance of online video, how it differs from other forms of marketing, the differences between various online video platforms and video’s place in the marketing toolbox. We will also explore why airlines excel in this arena. Through interviews with professional marketers and experts and specific case studies, we will define best practices for airlines and ideas for meeting viewers’ preferences. We will also look at how marketers are employing fresh short-form video platforms such as Vine and Instagram video to generate hype, experiment, and engage with fans. 3
  • 4. Online Video Strategies in the Travel Industry SKIFT REPORT #10 2014 Table of contents Executive Summary 3 About Skift Behind the Trend 5 Why Online Video is Growing in Importance 5 Why is Video More Important for Airlines? 6 Why Now? 7 Differences Between Online Video Platforms 8 Non-U.S. Video Sites 8 Skift is a travel intelligence company that offers news, data, and services to professionals in travel and professional travelers, to help them make smart decisions about travel. Skift is the business of travel. Visit skift.com for more. Snackable Short-form Videos 9 Video and Transparency: Q&A With Jon Bird, Creative Manager of Social Marketing at American Airlines 10 Case Studies: In-Flight Safety Videos 13 Reimagining the In-Flight Safety Video 13 Air New Zealand 13 Virgin America — #VXSafetyDance 14 Case Studies: Going Viral on YouTube 16 Turkish Airlines — Kobe vs. Messi 16 British Airways — Yourope 16 WestJet — Christmas Miracle 17 JetBlue — Fly it Forward 17 Best Practices on YouTube, Q&A with Stephanie Davis, Industry Director of Travel at Google. 18 Insights for Video Marketing 21 Further Reading 24 About Skift 25 4