Written by: Cristina García
Consumer’s revolution is here. Now any product is analyzed thoroughly before the purchasing process and with much more intelligence. And if we consider the increasing number of prosumers, hoteliers are already late to be updated with marketing trends in tourism.
The increase in video marketing has been one of the most exciting trends in recent years. In fact, this year is positioning itself as the star in all stages of the conversion funnel.
Consumers will require and will be influenced even more by audiovisual content at the time of decision making and booking. Demand of experiences in video format is increasing, because the video is here to stay.
Cisco predicts that 80% of all Internet traffic will be video streaming in 2019. Real traveler experience is the only thing that beats the feelings and emotions that can transmit the online video. Therefore, it is the most powerful and accessible tool for users.
The trend over tourism will be the increase in micro-video libraries to boost the efficiency and effectiveness of tourism products. For instance, at destinations reps will be able to offer a playlist of video content customized to each potential client.
Tailor-made content is key in digital marketing. We are already witnessing that video personalization has increased, allowing tourism businesses adapt audiovisual content with unique and individualized information, so every experience is special to each consumer.
Recent technological improvements and new design tools also make it easier to create interactive elements within the video itself, being this one more able to generate leads, qualify customers and boost loyalty.
The multi-channel distribution of online video is the last key to be updated. YouTube is not the only channel to have in mind, since every social network is a great distribution channel that can enhance the longevity of the videos.
In addition, prosumers themselves will be those generating some of that relevant audiovisual content for decision making when booking. Their comments, likes and shares will be crucial for tourism businesses, which will have to adapt to include them in their marketing strategy.
The explosion of visual content can not be ignored. Only YouTube has more than one billion users worldwide. And that is now. Video has become the format of choice for users to consume most of the content. And to stay relevant and achieve business results, tourism businesses must recognize and adapt their content marketing strategy.