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Online Video Strategies in the Travel Industry

by Vincent Trivett + Skift Team
Digital Marketing
Digital Media
Social Media

Skift Research Take

Online video is rapidly eclipsing television as the most effective channel for travel marketing, especially for brands targeting younger demographics. What can marketers learn from the successes of travel industry leaders?

Executive Summary

Online video is rapidly eclipsing television as the most effective channel for marketing, especially for marketers targeting younger demographics. For a largely commodified and opaque business, video marketing is more important for airlines than most travel related business. As a result, airlines are among the most successful producers of video marketing in the travel business. Even the once boring in-flight safety video is asserting itself as a chance to define and differentiate the airline brand.

In this Skift Travel Trends report, we will explain the importance of online video, how it differs from other forms of marketing, the differences between various online video platforms and video’s place in the marketing toolbox. We will also explore why airlines excel in this arena.

Through interviews with professional marketers and experts and specific case studies, we will define best practices for airlines and ideas for meeting viewers’ preferences. We will also look at how marketers are employing fresh short-form video platforms such as Vine and Instagram video to generate hype, experiment, and engage with fans.

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