Skift Take

Videos are just like digital ads, they need to be tailored to specific audiences by interest and purchase behavior.

Summer solstice officially opened up the season and booking sites are tapping into travelers’ funny bones and trip styles.

For all of our SkiftAds of the week, view our travel ads archives here.

Travelzoo UK

Handsome poolside service at a hotel on a seaside cliff resort, how luxurious. Travelzoo UK invites viewers to live vicariously through Emma, a gorgeous brunette who has a few secrets. She scored this experience at discounted price and expressed her titillation in sea lion with her vacation buddy who was also proficient in the language.


Doing something out of the ordinary is what makes a vacation a vacation. This past week, Travelocity published three 15-minute videos that appeal to travelers on a mission. Brand spokesperson, the Roaming Gnome, outshines travelers by showing them how to do it all better and advises viewers to “stop and smell the roses.” He soars through the sky with a jetpack instead of a hot air balloon; goes on a sunset cruise with a romantic interest instead of by himself, and gets the best massage from a proper Swede.


Expedia has the same idea as sister company Travelocity in targeting travelers by trip style. Although its five “TrIP by Expedia” videos are not as comical as Travelocity’s, Expedia challenges each traveler who is vacationing to be entertained, educated, fed, pampered, and thrilled. The videos all have a different feel to them, complete with music and tempo.


Besides trip styles, Expedia is honing in on travelers’ booking habits. In addition to the five-video set that zeros in on travelers’ interests, these seven 15-minute playful Wes Anderson-inspired videos showcase each product that Expedia offers, i.e., Expedia’s Best Price Guarantee, Expedia Traveler Preference, Mix and Match, Expedia Packages, Expedia+, Last Minute Deals, and Expedia’s Daily Deals.

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Tags: advertising, expedia, travelocity, Travelzoo, video, youtube

Photo credit: A video still from an Expedia video in its seven-video series in the style of Wes Anderson. Expedia

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