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Video is playing an evermore important role in travelers’ planning process, representing a huge opportunity for brands that create high-quality engaging video content.
Travel brands investing significant amounts of money into video content will be happy to hear new statistics released by Google this week.
The majority, 67 percent, of travel-related views on YouTube are for branded or professionally released video, according to Google’s analysis of all travel content viewed on YouTube in the U.S. from early 2012 to early 2014.
There’s also been a 394 percent increase in views of branded content year-over-year, which is largely driven by larger investments in video content.
The report found that uploads of travel-related videos, both professionally released and community generated, grew by 190% between 2012 and 2013. Growth in travel video uploads outpaces those of other major categories on YouTube.
How Video Content Is Used
YouTube is used early in the travel planning process, most likely as an inspirational rather than logistical tool.
The majority, 71 percent, of travel searches on YouTube are for general destination names. However, when consumers move to actual Google searches, the majority, 58 percent, is for specific travel brands.
Video search activity also matches actual travel trends by peaking in July, which is the busiest month for U.S. travel.
Videos produced by destinations and attractions have captured the largest share of YouTube travel-related views, 40 percent, over the past two years.
However, views within each sector have also grown considerably in the time. For example, views of cruise and charter videos is up 262 percent over the past year due to an increase in video uploads from companies like Carnival Cruise Lines, Viking River Cruises, and Princess Cruises.