The Importance of Video in Tourism Marketing

It’s clear that video marketing is valuable, no matter what industry you are in. More and more people are turning to videos to educate themselves about a product or service before they make a purchase. Video gives a fuller and richer view than still photography can provide.

This has never been more true than with the tourism industry. 63% of leisure and business travelers use travel videos of all forms when looking for activities to do in a particular destination. This makes sense because travelers aren’t able to scope out locations on their own prior to reaching their destination, so video marketing for tourism is critical. Videos are the eyes and ears of anyone doing research before booking excursions or places to stay, which is why they have such a powerful impact.

Know brand and products quickly and effectively

Photographs can leave many questions. If a traveler sees a photo of someone on a raft, it’s a single moment in time. They are left wondering: “What views will I see along the way?” “Is the water fast and choppy?” “Are there calm parts?” “Who is running the excursion?”

With a video of the experience, everything will be shown which will provide all the information the traveler needs while making a lasting impression. They can then ‘see’ themselves enjoying it too.

Show off your brand personality

Your video can establish your tone and character to help a customer connect with you and see you differentiated from your competition. Adding music will only then enhance your brand message even more, which packs more of a punch than copy or still photos.

Structure your video in a way that is relevant to your brand. If your brand is action-oriented, make sure your video has quick cuts and movement. If you are more of a low-key resort, use drifting drone shots to show the slow and expansive beauty of the location. Your video marketing agency will be able to provide you with the best shots to match your vibe.

Let customers feel emotion and action through others

Your tourism marketing campaign should target your potential customer’s desire for experiences. By featuring an in-experience video of your tour or activity, it’s easy to see themselves there. It’s like a customer testimonial in 3D! Your tour or activity instantly becomes more relatable, which is the best way to capture excitement.

Video performance vs. single image

Videos deliver more views and impressions than other mediums, plain and simple. Social media with a video receives 48% more views, which equates to being able to reach a broader audience. Your video production agency will be able to help strategize the best type of videos for your specific audience.

Videos are essential in hospitality marketing as they connect with audiences to a higher degree than single images. Leave a lasting impression with your target customer by showing them what to expect when traveling to your destination. We are a full-service video marketing agency and would love to help you craft your message to the tourism market.