video marketing  Travel  Business Travel

How Can Travel Companies Address Consumer Demands With Video Marketing?

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According to a recent survey published by Egencia, businesses travellers want perks that enable them to be productive on the road. With mobile technology taking centre stage in our every day lives, travel companies should be looking at ways of incorporating cross-device integration across products lines in order to meet consumer demands.

Together with incentives such as priority boarding and access to private airport lounges, 70% of business travellers mostly want non-stop fights and in-flight wi-fi. A further 63% said they would like to receive travel updates via SMS messaging and the priority for 94% of executives is making booking easier on mobile devices.

A report published by Amadeus and the London School of Economics reveals that business travellers using their mobile to book a trip is as low as 11%. Yet 85% of business users manage their daily itinerary through their smartphone.

The report goes on to state automated IT systems can make a dramatic impact;

“the cost of processing a transaction can be reduced by half; over 10 percent savings can be made through the use of an online booking tool; employee satisfaction can improve.”


Counting the cost of innovation

Technology is the catalyst for change, but companies within the travel and tourism sector also have to keep an eye on economic trends. Business travel is often among the first casualties in the event of a financial crisis.

A report published by Deloitte indicates hotels, airlines and other travel segments are vulnerable to the ebb and flow of the economy. And it’s only a matter of time before the debt ceiling collapses. In order to prepare for the inevitable, travel companies should be making plans to cut costs and make business travel less expensive.

The Egencia report, an arm of Expedia, revealed that 50% of business travellers do not feel the need for human interaction unless they have a problem. Furthermore, 56% of respondents confirmed they want access to business travel tools on mobile devices, not just smartphones.

Should staffing requirements become an issue for the travel sector, problems can be resolved through online video and automated mobile technologies can improve the business travel experience in many other ways. 

Airbnb launched a marketing campaign this summer which targeted business travellers using multimedia channels. The campaign involved a series of online video ads including a video carousel posted on Instagram.


360 degree video

The travel sector should be looking to take advantage of the progress being made with video technology. United Airlines provided a case-in-point of how 360 degree video can be used to great effect when they launched the redesign of their international business class, Polaris.

The airline company produced an immersive video to showcase the traveller journey from their arrival at the airport, through customs and the range of in-flight facilities. The video reveals what a typical departure lounge looks together with how passengers can use mobile devices to enhance the travel experience.

Start-up luggage manufacturer, G-RO also demonstrated how online video can significantly increase revenue. The company produced a high-quality demonstration video to highlight how its innovative carry-on prototype helps to improve the travel experience. G-RO then launched the video across different crowdfunding sites and raised $3.3m to develop the product.

The human brain responds to visuals more easily than text. By using online videos to appeal to your audience, companies within the travel industry can expect to improve customer engagement and resolve consumer demands of modern businesses travellers. Plan for the future by making the most of video technology now.


video marketing, Travel, Business Travel

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