The Rise of the Emerging Market Traveler Sponsored This content is created collaboratively with one of our sponsors.
Despite stalled growth in China, Brazil and Russia, a wave of newly middle-class travelers from the BRICs and beyond will start visiting international destinations in the coming decades — dwarfing the numbers we’ve seen thus far.
Summer is the time for group travel. Identify with your brand’s audience through their families and friends.
Spending time with family and friends was a big theme this month.
Promotions for summer travel resurged in July with discounts and special offers, and a few brands appealed to thrifters. Despite the increase in published videos, top YouTube views continued to decelerate from May.
According to the 2,500 brands that SkiftIQ tracks, 394 companies published videos this month, up from 368 in June. The total number of videos also increased by 775 from 2,465 to 3,240. Airlines and Destinations maintained their rankings as the first and second most prolific sectors, respectively.
Similar to last month, growth in the Airlines sector was primarily driven by TAP Portugal. The Portuguese carrier’s contest, “Speaker’s Corner” — micro-video entries to win a pair of roundtrip tickets — gained even more momentum in June, nearly doubling to 1,016 videos, and making up 80% of the sector’s video count.
Without that volume, Airlines would fall behind to second place with 266 videos and Destinations would be the highest YouTube publisher in July with 932 videos, coincidentally the same total in June.
Spend time with family, friends, old and new:
Turkish Airlines garnered the most views in July with its video of a Muslim family enjoying each other’s company in Istanbul during the holy month of Ramadan. On the other side of the world, parents took their kids to live their dreams at Walt Disney World as a pirate and a princess.
What would life be like without close friends? Apparently, four amigos couldn’t bear this thought and stood before an altar to make sure they were friends for life in a LAN Argentina commercial. As a couple imagined their trip with six friends close friends in Zakynthos, Greece, two Greek men concurrently prepared their stay to the tune of the their wishes and uncertainty — delivered with a little humor from Aegean Airlines.
Making new friends during a trip is one of the many benefits of travel. Trivago set the scene with a bearded man in his robe and a woman with her hair wrapped in a towel exchanging gazes of interest as they pass each other in a hotel corridor.
For Contiki, a diverse clientele is a priority. Their new “The RoadTrip” YouTube series put thirteen video personalities together to explore Barcelona by bus.
Reward the thrifty:
Cheapoair features its new app with a contest. Anyone who downloaded it would be eligible to win 50 free air tickets anywhere in the continental United States. The brand promoted the Grand Canyon, California, and Colorado with separate animated videos. For a wet and wild adventure, Atlantis Bahamas tries to lure visitors with reduced room rates.
Promote vacation days for all:
Hotels.com’s carries it lobbying on behalf of guaranteed vacation days over to YouTube this month. While it’s aiming for 100,000 signatures, it’s still far short.
Revisit peace, quiet, and nature:
Visit Wales uses a man and his dog to explore the idea of getting away. Together, they experienced flocks of birds, the sun through the leaves high in trees, and old castles hidden in the woods on their hike. In comparison to the top videos of July, the mood was contemplative and peaceful.
Travel Brands With the Most YouTube Views and Highest Approval Ratings:
|Brand||Sector||Title||Duration (seconds)||Publish Date||Views||Approval Ratings|
|Turkish Airlines||Airlines||Explore Istanbul in Ramadan||141||7/11/2014||1,401,564||0.84|
|LAN Argentina||Airlines||Amigos para siempre – #AmigosLAN||63||7/18/2014||833,189||0.93|
|trivago||Bookings and Tools||Encontre o seu hotel ideal pelo melhor pre√ßo||31||7/1/2014||788,590||0.64|
|Atlantis Bahamas||Properties||Atlantis – $200 Airfare Credit||31||7/1/2014||400,126||0.95|
|Hotels.com||Bookings and Tools||VACATION EQUALITY PROJECT||123||7/16/2014||331,988||0.91|
|Cheapoair||Bookings and Tools||California – Any Trip Is Better When You Fly Cheap||31||7/21/2014||310,437||0.76|
|Aegean Airlines||Airlines||Greek Taverna||57||7/16/2014||283,745||0.75|
|Walt Disney World Resorts||Destinations||#DisneyKids: First Princess and Pirate Makeovers||85||7/23/2014||251,907||0.97|
|Visit Wales||Destinations||Visit Wales – Walking||40||7/11/2014||178,896||1.00|
|Contiki||Travel and Tour Providers||Episode One Barcelona The RoadTrip: Europe 2014||501||7/26/2014||132,884||0.99|