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New Skift Trends Report: Online Video Strategies in the Travel Industry

@jasonclampet

Feb 11, 2014 10:30 am

Skift Take

Video is the closest thing to an immersive experience that marketers can deliver. Discover which travel brands have been most successful producing and distributing video and why their content resonates with viewers and customers.

— Jason Clampet

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Virgin America

Virgin America's "Safety Dance" in-flight video. Virgin America


For our first Global Trends Report for February, we closely examine how travel brands — particularly airlines — are using online video to build loyalty and engagement.

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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 businesses. 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.

The first four pages of the 25-page report, including Table of Contents, are embedded below:

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About These Reports

This is the tenth report in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year — direct to your inbox. Reports are delivered as a downloadable PDF.

Or you can also download each report a la carte, at a higher price.

You can read more about the trend reports here.

Any and all feedback is welcome. Contact ra AT skift.com.

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