Online marketing strategies revolve around the ‘attention span’ of audience. Trying to capture the imagination and interests of a potential customer has been the eternal challenge for marketers, and the equation gets even more complex when you have less than 5 seconds to that. ‘Magical sales pitch’ and ‘Message from the president’ are now less than passé, and are now being substituted with panoramic snaps and virtual tours of the destination. It is now statistically proven that professional videos make more than a lasting impression, and customer persuasion is maximized when videos are utilized to market a product, resort, hotel or the Tour Packages. Travel industry market dynamics have been metamorphosed by the sophisticated use of Videos at every stage of the marketing cycle. One of the major impacts of video marketing has been on the smaller players in hospitality segment – With zero distribution costs, these operators are now jostling for the market pie with established leaders, and also making their mark with intelligent video marketing.

2. The Advent of Online Videos
Travel Industry Videos – The Flavors
Online Video Channels – Splashing it on the Scene
Online Video Marketing – Making it Work
Short Notes
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3. The Advent of Online Videos
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4. The Advent of Online Video
Internet, as a medium of commerce opened the
sluice gates for online entrepreneurs who were ready
to take the technological plunge. While the
transactional rules and payment security protocol
gravitated towards a state of maturity, the absence
of a visual experience and physical perception was
felt by one and all.
This market need gave way to a series of innovations
towards a more visual internet and one which is
continuing till date.
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5. The Advent of Online Video
The summer of 2005 saw Apple launch a video
podcasting aggregator in iTunes and by the year-
end Tivo started streaming online video content to
its boxes.
2006 belonged to YouTube with multi-format
streaming and broadcasting enabling the online
video to get into the mainstream web. The deal
which dwarfed everything else on the web was the
acquisition of YouTube by Google in October for
$1.65 billion.
By the end of 2009, YouTube was getting more than
a billion streams per day and Hulu (being a late
entrant) was almost garnering a billion streams per
month.
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6. The Advent of Online Video
Travel industry videos – early adopters
According to TIA conducted research – Video
attracts more than 30% more viewers. Visitors stay
almost 40% longer on your website and the
conversion potential is almost 30% greater as
compared to a text-based website
Video drives a wide range of customer actions:
• Increases number of visits to advertiser
web site by 55%
• Increases physical store visits by 30%
• Increases incidence of purchase by 24%
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7. The Advent of Online Video
60% of customers prefer Web
Sites that feature video and
customers are up to 70%
more likely to book activities,
hotels, packages and
attractions shown in a video
experience.
Early adopters like Thomas
Cook, Kuoni and Thomson
have achieved positive results
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8. The Advent of Online Video
Market reception & reaction
A recent eMarketer survey of the US online video
landscape predicts that the volume of US video audience
will climb up to 190 million by 2012 – That is approximately
88% of the entire online audience
A much older poll by Prospectiv (2006) estimated that
almost 85% of US travelers utilized internet for research
Online Video Ads are now consumed and trusted in almost
equal measure as the TV Ads
A number of other reliable polls and surveys are in
consensus that “Streaming video delivers nearly three times
higher brand awareness and message association, and
more than 100% higher purchase intent and online ad
awareness than non-rich media ads.”
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9. The Advent of Online Video
Video Marketing
Reasons for success: Video marketing helps you keep
your strategy varied.
Visual content provides a fresh way
to reach your audience
Videos help your readers get
involved with your site
Video marketing can help attract
large volumes of new visitors
Video marketing content development
helps build quality backlinks
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10. Travel Industry videos – The Flavors
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11. Travel Industry Videos – The Flavors
Online videos have changed the rules of engagement in the travel industry and the new game is
defined and calibrated by the consumers who have displayed an increasing appetite for the travel
videos.
The thumb rule of ‘Quality is never cheap’ applies with a great effect on the online travel videos.
Virtual videos, 360* video tours, Video podcasts and Video blogs are some of the major formats
and manifestations for travel video content. The ease of distribution and playback has also
eliminated any technological barriers that existed in the early years of Video distribution.
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12. Travel Industry Videos – The Flavors
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13. Online Video Channels – Splashing it on the Scene
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14. Online Video Channels – Splashing it on the Scene
YouTube.com was the key driver of video viewing on
Google Sites, accounting for more than 99 percent of
videos viewed on the property.
China-based Youku, Inc. was the second largest video
property followed by VEVO which accounted for 1.8
percent share. Nearly 2.6 billion videos were watched
on Facebook.com during the month followed by
Japan-based Dwango Co., Ltd. with 2.5 billion videos.
* A video is defined as any streamed segment of audiovisual content, (both progressive
downloads and live streams). For long-form, segmented content.
** Excludes views from public computers such as Internet cafes or access from mobile
phones or PDAs.
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15. Online Video Channels – Splashing it on the Scene
If you are one of those tech savvy tour operators who would like to delve into the video marketing
process, the online platforms like Kaltura, Ooyala, Animoto, Brightcove and Metacafe can jumpstart the
video marketing campaign for your exotic Bread-and-Breakfast.
Online travel video
specialists like
TripTelevision and
PermissionTV can
help you skip the
technological hurdles
during the video
creation for your
hospitality dream
debut.
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16. Online video marketing – Making it Work
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17. Online Video Marketing – Making it Work
The visitor-to-customer conversion is expedited with a A professionally crafted video
strategic placement of your hospitality facility’s video on segment reflects the character
your site or Landing page. and foundation of a business.
The vogue among the Generation Y is not the tiny sized With the evolution of online
clips, but rather a full-length web-based movie or episode. engagement technologies, the
task of video creation and
Videos boost sales conversion rates and reduce abandoned distribution has become much
shopping cart and product return rates." This is pretty much easier and is very much within
a reflection of what is happening in the hospitality sector. the reach of a low capital
hospitality industry operator.
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18. Online Video Marketing – Making it Work
Once the video has been
crafted and edited to
perfection, extracting the
maximum mileage and
visibility from this exercise is
a major focus for the business
owners.
It’s true that action speaks
louder than words – but only
if you place your mouth and
ears in the right place at the
right time.
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19. Short Notes
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20. Short Notes
Innovation is the key to survival and
customer engagement in the online
world. With businesses willing to adopt
every practical measure for a greater
share of online market pie, video
marketing has transformed the rules of
conversation and conversion alike.
Videos are not only perceived as a
symbol of trust and credibility, but they
also exhort the customers to explore
the offerings of the firm.
With almost indefinite market impact
potential, a well made video is
equivalent to hundreds of
professionally written content.
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21. Short Notes
Videos not only attract 30% greater
visitor populations who have a 40%
greater stickiness, the conversion
potential jumps to more than 30% - as
compared to a text-based website.
A visual experience is always a
superior persuasion tool as compared
to a text based pitch, and when it
comes to the hospitality segment,
nothing comes closer to the first-hand
visual experience
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22. Thank You
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