How Travelers Use Online Video

June 11th, 2008

Sarah Rotman Epps

Elizabeth Stark

With contributors:

Kate van Geldern , Henry Harteveldt

Summary

Travel's location-based nature and activity-laden itineraries make it an ideal subject for online video. Forrester's consumer data shows that 9% of US online leisure travelers watch travel-related video online, doing so to learn about destinations and get trip ideas and to decide which hotels to book. In this report, we highlight how four travel companies (Tourisme Montréal, Carnival Cruise Lines, InterContinental Hotels Group, and Delta Air Lines) use video to educate travelers about products and services and differentiate their brands. We also outline five essential tactics to create your travel eBusiness online video strategy.

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