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? Purchase the full report here: http://skift.com/travel-trends/online-video-strategies-in-the-travel-industry/

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