Digital marketing insights firm Hitwise has found destinations associated with adventure are seeing the greatest growth of views on YouTube.
Analysis produced for the latest Travel Weekly Business Breakfast looked at the growing influence of video and YouTube as a channel in travel.
Data from the 2017 peak season (30 days from Boxing Day) found Iceland, Vietnam and Sri Lanka as recording the biggest share of search on the Google-owned video sharing website.
Iceland saw the biggest leap year on year by 118%, followed by Vietnam on 75% and Sri Lanka on 72%.
The analysis also found that searches on YouTube involve much shorter keyword terms than on search engines.
Hitwise also looked at how leading travel aggregators are successfully driving traffic from YouTube. Skyscanner recorded the biggest increase this peak period with 59%.
TripAdvisor drives the most traffic from YouTube and saw an 11% increase this peak, followed by booking.com which increased traffic by 31%.
Hitwise says travel brands can better profile their subscribers and analyse the type of content they are interested in to better understand and engage audiences.
It also illustrates how aggregators and travel agents can spot opportunities in the market share based on flight routes and the customer journey from search to selection.
Guests at today’s Travel Weekly Business Breakfast, sponsored by Hitwise and Cognizant and held on the first day of Travel Technology Europe, were given a copy of the new report.
British Airways parent International Airline Group’s head of global innovation Stephen Scott was lined up to be interviewed about innovation and technology in travel by Travolution editor Lee Hayhurst.