Written by: Cristina García
Over recent years, we have seen how the tourism sector has been gradually integrating the use of video to help build up better relationships with the user, educate and convert consumers and improve customer satisfaction.
By producing creative videos, customer testimonials and demonstrations of customized products, video marketing in tourism will have a key role in all stages of traveler’s journey in 2016.
Most consumers say that watching videos of products gives them more confidence when making a decision, before booking. Because online shopping is quite a risk sometimes, especially in the tourism industry, since it is not the same purchasing an item that can easily be exchanged, than booking your holidays.
In addition, as a tourist business you should bear in mind that consumers are an excellent vehicle to convey your products. Users love to share experiences and, even more, consume them in video format. This helps your web, bookings and loyalty.
Google also says that within a year or two, half of online searches will be done on mobile devices. Hoteliers are already echoing the impact of mobile on the customer’s journey and the importance that video marketing will have a strategy.
Travelers’s journey cycle consists of 6 stages, and since a trip is essentially a social activity, we humans love to share them all. In this context, tourism businesses have to consider what consumers are sharing at each stage to be able to participate with them.
Share your hotel’s story so consumers are able to picture it and also feel identified with it, both key to getting their attention and inspire them first. But generating this content is only one part of the equation. You must understand what moves your consumer at each stage, what makes them doubt or to be concerned, what excites them or makes them uncomfortable, etc.
Achieving a communicative story which connects with consumers at each stage is really powerful. Videos with the power to influence will be from the most informative and short ones to the most testimonial and demonstrative ones. Remember also that this content doesn’t need to be self-produced.
Throughout the cycle, they should have in mind social networks and user generated content (especially video). Constant updates and feedback with consumers are key to strengthening the dissemination of the most convenient online video in each stage.
From all available content, audiovisuals is the most effective when providing a product that is aligned with consumer needs at each stage. Studies proved that users who consumed videos and 360 visits boosted booking conversions by more than 150%. Thus, video marketing for tourism is the most attractive option!