Google shared some interesting figures on
travel and YouTube in November showing how consumers engage with video when
researching and planning trips.
The figures were from research Google
carried out in late summer with Ipsos MediaCT, and reveal that many of the
reasons consumers are watching video online are often travel-related.
For example, 27% view clips to relax or
escape, 45% to be entertained or inspired and 14% to pursue a hobby.
When it comes to trips and holidays, almost
50% of travellers use online video in some shape or form before they decide
where to go on holiday.
65% use video when thinking about taking a
trip
48% when thinking about the type of trip to
take
67% consult it when choosing a destination
67% when choosing activities within a
destination
63% when deciding on accommodation within a
destination
26% when deciding which website to book on
The stats were released by Google UK sales
director Dr. Bernd Fauser who says that research shows travellers are undecided
about which brands to choose and find it hard to distinguish between brands
other than on price. He adds that naturally this makes online video an ideal
platform to engage consumers.
Many travel players, of varying budgets,
have seen success with video – think Turkish Airlines and the selfie battle
with Lionel Messi and Kobe Bryant, more than 143 million views or, KLM with
Lost and Found with more than 21 million.
All ages engage with video with the 55+ age
group ranked second highest at 20% after 25 to 34 group at 21%.