Online video has become a powerful channel for sharing information, as well as entertainment.
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Traporta looks to kick-start travel’s approach to video marketing
Image via Shutterstock
Online video has become a powerful channel for sharing information, as well as entertainment.
YouTube’s own statistics show that 300 hours of video are uploaded every minute. Everyday, YouTube’s more than one billion users watch millions of hours of video.
A 2014 Cisco study predicted that 69% of all consumer internet traffic will be video by 2017.Success stories of videos that have gone viral are legend, a campaign from Volkswagen saw its videos viewed 155 million times.
What does this mean for the travel industry? A study by Google/Ipsos MediaCT, found that two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip.
YouTube data shows that travellers are spending more time watching online videos, with views of travel-related content up 118% year-on-year.
With search engines now offering video as part of integrated search results, what are UK travel agents offering in terms on travel videos?
Derek Blair, founder of travel video start-up, Traporta, said: “We are seeing very little activity from agents in this area, and in reality, the whole travel industry is under-served by video.
“While it is true most travel companies have video representation on sites like YouTube, there is currently no easy way for service providers or travel agents to re-purpose this content and monetise it into cash in their bank accounts.”
Derek saw the potential for promotional travel videos in 2011, when he helped businesses in Cyprus with their video marketing.
There are some American based promotional videos for travel agents to use, but they can’t easily be edited for personalised special offers.
Derek added: “We’re providing much more than just videos. We’re developing a travel industry specific marketing portal that allows agents to effortlessly re-brand the videos on our portal and push them out to new customers, followers and fans via social media.
“A core functionality of our service is to make the videos we host ‘interactive,’ which means viewers can click through the strong calls to action. Agents decide where the viewers are directed to.”
Traporta is currently looking for funding, and is using crowd funding to build a travel industry community. Travel agents making a contribution will become members for life, while service providers can benefit from ‘early bird’ discounts.
Derek announced: “We will soon have a webinar available and travel companies and agents can register to view it free of charge. If, after watching the webinar, they can see the potential in what we are doing, they can also register in advance of the campaign launch to become a founding member of traporta.com and join our steering group and forum.”
