Published on Friday, December 17, 2010
Travel websites with product videos are 64% more likely to turn a web visit into a booking, according to travel technology specialist Travel Systems Associates.
The company’s research shows that, since the advent of videos on social networking sites and the increased use of smart phones that take and play videos, live action on a travel company’s website is now essential.
“Online video is the new still picture,” said the company’s director Richard Bristow.
“Over 35 hours of video are now uploaded to Youtube every minute of the day and people of all ages now expect to be able to see something in action before they buy it.
“The good news for the travel industry is that it has the perfect product for video. What could be more tempting than waving palms and a sun drenched beach on a cold damp British day?”
Travel Systems Associates has now launched a video division to provide the required content for websites and claims it comes at a “realistic price”.
Bristow said video is gradually taking the place of the traditional brochure.
“It can be powerful, dynamic, touching and emotional in a way that brochure copy never can be. This translates to customers making more immediate decisions and significantly improving ‘look to book ratios for travel sites using video.”
By Bev Fearis
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The recent insolvency of Low Cost Travel Group, one of the large players in the travel industry had a big impact on the travelers, hotels and all related players from both wholesale & retail arms. There were about 27,000 people on a holiday who had booked through the company comprised of a €200 million wholesale arm and €500 million OTA / retail arm.