The objective of this project is to increase reservations of holiday packages by influencing the decision making of travel consumers through a strategy of quality content with which users can retain the message transmitted by the brand.
Logitravel
Logitravel.com is an online travel agency (OTA) specialized in the sale of cruises, vacation packages and coastal hotels. Belonging to an International Tourist Group that manages millions of passengers a year offering a transparent and quality service, Logitravel currently has a presence in Spain, Italy, Portugal, Germany, France, the United Kingdom, Finland and Brazil.
As a company, its mission is to offer a complete service covering all phases of the customer's travel cycle (traveller's journey) starting from the moment they begin to make searches for their vacations. This process implies offering inspiration in the dreaming phase with access to broad information about destinations, landing to the complementary offers that can be chosen at the booking stage, with the aim of satisfying the needs of its consumers and reaching their expectations.
Logitravel reached in 2014 a turnover of 514 million euros and registered a total of 62 million unique users. 2.5 million people booked their vacations on their website. Their vision is to be leaders in the distribution of quality tourism services and a reference to follow by their competitors.
The purchase cycle of online travel consumers has relatively complex conversion processes, while users need to access quality information from a trusted source to advance their status (dreaming, planning, booking, experiencing). In general, those travelers who are going to invest a considerable amount of their savings in a trip value the transparency of this information, which is especially relevant before the reservation.
Therefore, an appropriate content creation and distribution strategy are vital for an online business, such as Logitravel, which not only tries to attract consumers, but also aims to shorten the conversion time between the phases of its buying cycle for consumers (traveler's journey), making itself known in the appropriate channel.
However, not all content formats, nor all platforms achieve the same engagement and retention. So, how could be possible for Logitravel to convey a motivating message while increasing its online presence and getting more conversions directed towards its website? How to shorten the decision process to advance users to the booking phase?
It is a fact that users consume more and more content in video format. According to a Cisco analysis, more than 80% of all Internet traffic will be due to the consumption of it. According to HubSpot, currently 78% of online users consume content in video format every week and the 55% of them does it every day, especially on YouTube, the second site with the most traffic, after Google.
In fact, according to YouTube, almost a third of all Internet users consume content on their platform, which shows the importance of this format for current consumers. In addition, video manages to convey the message of a brand much more effectively. Viewers retain 95% of a message when they see it in a video, compared to 10% when they read it in text. (Wirebuzz)
For this reason, as a strategic solution for Logitravel, pieces of content were proposed in this format, with the aim of converting more users during the planning phase of their travel cycle (traveler's journey). In this case we created segments of two minutes of different selected destinations. These segments contained an inspirational part combined with a speech related to the most outstanding areas of the destination and a transactional part, animated with Motion Graphics that incorporated a CTA's (Call to Action) to facilitate the conversion to the booking phase.
These videos were disseminated in a campaign on YouTube to increase the visibility of Logitravel. In addition, 20-second spots were used for a national advertising campaign on television that summarized the experience offered in the previous videos with a single CTA.
In general terms, video has transformed the way used by businesses to sell their products and how consumers buy them, influenced by the content generated on different platforms where the weight of audiovisual pieces is fundamental, such as YouTube.
This social platform, in addition to be the second most important search engine, is a source of relevant information for users, especially those whose decision making is more complex. Hence the importance of having a presence and consolidating a strategy. Thanks to the implementation of a video marketing strategy, Logitravel managed to obtain:
Two-minute pieces were made from different selected destinations. In them, an inspirational part was combined with a speech related to the most outstanding areas of the destination, and another transactional part, animated with Motion Graphics that incorporated a CTA's (Call's to Action) to facilitate the conversion to the booking phase.
More than 2 million views on YouTube in less than three months.
A remarkable growth of bookings in holiday packages through the website logitravel.com.
A significant increase in requests for co-marketing actions with respect to the previous year.
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