Are you a hotel or hospitality executive? If you’re looking for new ways to enhance your business’ online visibility and attract travelers, the latest findings from search engine giant Google’s Traveler Study should give you more than a few good ideas.
One of the main takeaways from the Google study is that travelers / travel shoppers – your potential guests – love video. And this is changing the way businesses across the industry do travel and hotel marketing.
It’s reasonable to assume that increased Internet bandwidth and speed – plus the availability of videos on mobile devices like smartphones and tablets – have enabled better, higher-quality videos. Which is why consumers are watching online more than ever. In fact, 51 percent of leisure travelers and 69 percent of business travelers watch online travel videos as part of their travel-planning and decision-making process.
Check out other highlights from Google’s study:
- Consumers today are focused on finding the best value before finalizing their purchase decisions. In fact, over 60 percent of leisure travelers turn to the Internet for travel-planning inspiration – watching videos, reading hotel reviews, making price comparisons, and searching for important business information.
- Travelers watch different types of videos. Sure, 62 percent of videos watched by travelers are made by hotels, airlines, cruise lines, and other travel companies. But people are also researching travel information by watching online reviews made by experts (59 percent) and other travelers and guests (55 percent).
- Video is inspiring. 66 percent of business travelers say that they are inspired to think about or plan a vacation right after watching a travel video; the percentage for leisure travelers is not far behind at 60 percent. Moreover, 64 and 58 percent, respectively, say that the online travel video or video review they watched eventually influenced where they decided to travel or stay.
- 48 percent of business travelers – and 40 percent of leisure travelers – love producing their own travel videos, too. Thanks to the technology available today (smartphones, apps, tablets, cameras, and video software), they’re able to film their travels, create their own high-definition content, and share their videos across their social networks.
Meanwhile, if you’re a hotel or hospitality exec who’s looking to manage online reviews of your business across all major review sites, check out ReviewTrackers. Our online review monitoring and reputation management software lets you listen to, analyze, and respond to what guests and travelers are saying about you online. Sign up for a free trial today and discover why our travel industry clients love us!