How Web contents influence travel behavior

  • Published by Vedat
Picking up on the theme of opportunity was a session by Sarah McDonald, Google head of travel, demonstrating how video is no longer only for those with deep pockets as savvy travel marketers take advantage of YouTube to promote their brands.

“I can see video longer term becoming the brochure of the future. Video can answer the questions for me better than sites such as TripAdvisor. It’s a powerful way to reach the target audience and push out a story. People are definitely seeking content on YouTube.”

Content was also a consistent them throughout the day particularly for the blogging community with a series of sessions from Travel Bloggers Unite.

Bloggers must match the traveller mindset when it comes to content according to an expert speaking during one of the panel discussions.

Gary Bembridge of revealed research published earlier this year revealing a disconnect between the content wanted by travellers versus what bloggers think they want.

Travellers want advice and tips foremost while bloggers think it’s about anecdotes and stories.

When it came to specifics, advice on getting value for money was important to 54% of travellers versus the 13% of bloggers who thought it was important, reviews and recommendations was important to 52% versus 17% of bloggers and more general advice important to 48% compared with 36% of bloggers.

“The majority of travellers don’t travel. Most will travel less than six weeks a year and nearly half travel for two weeks a year. One of the most important things for travellers is not inspiration, It’s risk reduction.

“It’s about content that confirms they are making the right decision and helps them make the most out of their limited travellers.”

A report from distribution giant Amadeus also centred on helping consumers with travel whether it’s through technology, accessibility or finding the right travel product.

A key highlight of the panel discussing the Amadeus Travel Insights report was whether we’re in danger of losing a generation of travellers by not providing for those who want to be always connected and sharing content.


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