Using video to connect with consumers at all stages of the purchase cycle

Monya Mandich, VP, Marketing, Expedia Group Media Solutions
November 10, 2016
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You’ve probably heard that old adage about writing: Show, don’t tell. The same advice is just as relevant to travel brands. Why tell potential travelers about an experience when you can show them?

As consumers spend more and more time in the digital space, they’re also spending more and more time watching online videos (and we aren’t just talking about cat videos here).

Consumers are more than passive viewers when it comes to video too. They’re actively engaging with the content, meaning video provides a valuable opportunity for marketers to influence awareness and, ultimately, purchasing decisions.

Travel is often a deliberate and well-researched decision for consumers. And throughout that journey, video plays a part. When thinking about a potential trip, 65% of leisure travelers leverage video. Similarly, 61% rely on video to choose their destination.¹

Travel Video stats.jpg

Video can do more than inspire people to daydream about your destination or travel activity though. It can incentivize them to take the next step too. Forty-five percent of leisure travelers booked instantly after watching a video of travel activities.2 Similarly, 72% of business travelers and 74% of affluent travelers booked immediately upon watching a video.3

It’s clear that video can help travel marketers connect with consumers at all stages of the traveler’s journey to purchase. What’s more, consumers are genuinely interested in video—62% of leisure travelers and 74% of business travelers say that they want to see a video before making a final travel booking decision.4

And why not give travel consumers what they want?

From the time travelers are contemplating a trip to the point when they’re poised with credit card in hand, video can influence their purchase decisions. So when it comes to driving awareness and increasing bookings, try showing consumers about a unique experience or location rather than just telling them about it.

For ideas on how to create compelling travel video content, see our Monthly Top Five Tips. And for more insight into the role of travel video in the digital marketing landscape, download our e-book, The Impact of Travel Video Content.

1- 3 Google, “The 2014 Traveler's Road to Decision”, June 2014
4 FredereicGonzalo, “How Travelers Use Online Sources for Travel Decision-Making”, September 2012

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Monya Mandich
VP, Marketing, Expedia Group Media Solutions
Monya Mandich is the VP, Marketing of Expedia Group Media Solutions and oversees all integrated marketing and communications activities for the brand. In her role, she is responsible for raising awareness of digital media opportunities for partners across the Expedia Group suite of leading global travel brands. With nearly two decades of experience, she evangelizes a thought leadership approach both externally and internally centered on data-driven insights, which has resulted in travel and marketing industry recognition and accolades. Monya previously managed strategic partnership development, executing strategies for top-tier partnerships, maximizing traffic and revenue for Expedia.com. She started her career in the travel space at VacationSpot.com, where she ran the B2B marketing and customer acquisition efforts for the vacation rental booking site. Monya is on the board of directors for Destinations International and the U.S. Travel, and also participates on the advisory committee for U.S. Travel's Project: Time Off, which aims to shift thinking around the health, business and economic value of personal time off, Monya was also recognized as one of HSMAI’s Top 25 Most Extraordinary Minds in Sales and Marketing. She is a graduate of Western Washington University and lives in the Seattle area with her family.
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