A picture tells 1000 words – but not for travel firms
Travel companies are failing to make the most of videos and images to maximise their visibility in online searches on Google, according to new research.
Monarch.co.uk makes the best use of video and TripAdvisor makes the best use of images, said search marketing agency Epiphany, but it claimed most other travel sites perform poorly.
Epiphany said its study, which was part of a comprehensive report that reviewed search marketing in the travel sector, highlighted that very few travel-related sites seem to have any notable presence in search engine results via video and images.
This is a huge missed opportunity for many travel sites, said director of operations Andy Heaps. "Google often brings video and image results on the first page of its search results and visual content such as this provides a natural way to attract the attention of people who are searching for holiday destinations, hotels, flights or other travel related information."
Heaps said it was surprising travel firms made such little use of photography and video as the industry was "extremely sophisticated" in its use of search.
"Because images and videos appear very prominently when they are displayed within Google’s search results pages, they often get high click-through rates, meaning they generate a significant amount of additional traffic," said Heaps.
"But obviously the research indicates that many travel brands are missing out on these benefits by not doing enough work with optimising image and video content on their sites to help them appear in search results."
By Linsey McNeill
Wednesday June 20th 2012
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season