The number of travellers that have booked their holidays online in the last year has risen by 17% according to a statistics published by Nielsen.
Industry patterns show generation Y are largely to thank for the increase of online bookings. Furthermore, millennials are interested in alternative travel experiences such as unique adventures, quirky hotels and immersing themselves in local culture.
This demographic are also travelling more than other age groups. According to a survey compiled by Contiki, 83% travel five times a year, 48% once or twice and 35% three to five time a year.
Millennials may be spending more on travel, but what can travel marketers do to capture the attention of this age group and convince them to book a travel experience with you?
Millennials are tech-savvy professionals and consume content differently than older generations. They are also more willing to experiment and try something new in search for that magical experience.
Hostelworld hit on the idea of developing a translation app that enables travellers to communicate with locals whilst they’re overseas. The app also keeps the brand at the forefront of the conversation.
But here’s the kicker. Since launching a video to promote the app, Hostelworld earned an additional 114k downloads which resulted in a 66% decrease in app acquisition costs.
Video is central to travel content because travellers want to see where they are going and what they can expect.
Travel Mindset, an influencer agency that specialises in tourism and lifestyle, predicts there will be an increase in video footage published in 2019.
Brands across the industry are posted more snackable content on social media networks, and more live videos featuring behind-the-scene footage with influencers.
The firm also predict that travel brands will look to build relationships with influencers in order to create more engaging content that millennials will trust.
Generation Y not only want to enjoy unique travel experiences, they also engage with alternative content online. Culture Trip tap into the millennial idea with their video series, Hungerlust.
Travel brands are also starting to produce content that appeals to modern audiences that research online. Scandinavian Airline, SAS, recently won an award for their ‘We Are Travelers’ campaign.
The video does not mention the airline, but reflects on the emotional experiences people go through in the arrivals lounge of an airport.
The Nevada State Tourism Board also said a 360-degree video received a 0.85% increase in click-throughs and viewers spend at least 60-seconds watching the video.
What’s captivating about the 360-video is that it captures an actual first-person experience and gives viewers a real insight of the adventures they can expect to have with their friends.
Dutch airline, KLM is also giving travellers access to unique content through their dynamic video remarketing campaign which features more than 800 video ads.
Storytelling and transparency are also important to young travellers, but it is showing the experience they can live in another country that millennials find most compelling.
Travel brands have to be taking advantage of online platforms in order to reach your audience. And marketing videos that reveal unique experiences are the most powerful.