Travel technology specialist Amadeus has unveiled a video player that allows travellers to make bookings while watching videos.
Amadeus Video Solutions gives brands the ability to embed clickable calls to action and live booking details about attractions, hotels, restaurants and other destination highlights in their videos.
This allows travellers to click on the videos as they are playing to find detailed and accurate information about the place, including how to get there.
Amadeus has partnered with travel influencers such as bloggers to create fresh content targeted at audiences who are planning their next holiday, with analytics to measure the impact of their marketing efforts.
An early adopter is Lindner Hotels & Resorts, which is displaying interactive videos created with Amadeus Video Solutions on ThatBackpacker.com and TravelDudes.com.
“We didn’t just want to reach a wide audience, we wanted to reach the right audience at the right time, and give them the ability to book their trip immediately, without having to search across many different websites to complete their booking,” said Oliver Stotz, corporate director, marketing and distribution at Lindner Hotels & Resorts.
Amadeus says two-thirds of travellers watch videos when they’re planning a holiday, and on average visit more than 38 websites on average while booking a trip.
Originally launched in 2017 under a different name, Amadeus Video Solutions is the result of two years testing and tinkering led by Amadeus’ Horizon 3 team, based in Nice, France, which is dedicated to trialling and testing completely new ideas and technology.
Head of Horizon 3, Steve Kopp, said: “Improving the customer journey and making life easier for travellers is a key area of focus for us. Until now, there were plenty of interactive video players, but none specifically created for hotels, restaurants and other travel players.
“Our internal culture of openness and experimentation means we can identify ideas for doing things differently from teams that work day-to-day with customers and test prototypes across our customer base. We’re not only looking for the next ‘big idea’, but also for approaches that we can actually implement to help our customers to do things more effectively, more creatively, and more easily to deliver value to their business.”
Amadeus also showcased a prototype of its virtual reality booking system at Travel Technology Europe last month.