Using Video Intelligence to Track and Target Travel Audiences
Video has been a hot tropic in the Travel & Tourism industry in the past few years. According to Cisco VNI, video is predicted to account for 79% of global internet traffic by 2020. Youtube data also shows that people are watching travel videos more than ever before, up 118% year-on-year in 2015.
In this blog we look at the key trends in online video and search behaviour across the Travel & Tourism industry, and provide tactics for digital marketers to act on these findings.
Video Searches Reveal Rising Destinations
Searches within video platforms provide an indicator of emerging (and declining) destinations. For this peak season* (calculated as the 30 days from Boxing Day), destinations associated with adventure and unique experiences have had incredible growth on YouTube, such as Iceland and Vietnam.
YouTube Searches Skew Shorter Than Google
In terms of keyword optimisation, search behaviours on YouTube differ largely to that of Google. In searches related to Iceland, 78% of searches are 1-2 words (e.g. “Iceland”, “Iceland Air”, “Iceland Holidays”), compared to greater length variation on Search Engines (e.g. “Best Time to Visit Iceland”, “Whale Watching Iceland”).
Profile Subscribers to Drive more Traffic From YouTube
video can also be used to better understand and engage audiences. On YouTube, travel companies can profile their subscribers and analyse the types of content that drive subscriptions to their channel. This tactic seems to be successfully implemented by top aggregators, such as Booking.com and Skyscanner, which have seen the largest rise in traffic
To learn more about how to get the most out of your online data sets, read the full report here: Travel in 2017
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