4 Travel Brands That Are Nailing Video Right Now
We live in an increasingly interconnected world, and the travel industry in 2017 was reported to be worth over $8 trillion. With new innovations, such as online booking, Airbnb hosting, and cheaper flights, it is easier than ever to experience new cultures for a price that won’t break the bank. Millennials and Gen Z are especially capitalizing on this trend so much so that a lot of the content on Instagram, arguably the most popular social media platform in early 2020, comprises travel photography.
People love seeing interesting places and people photographed in thoughtful ways. That also leads to a deep inner desire to see and experience those places for themselves, and so the industry grows. As far as travel brands go, there are giants in the industry that are creating stellar video content for people who love visiting new places. In this article, we’ll break down which companies are paving the way and why their content is so enticing.
If you’re traveling for work and need meeting spaces, photo studios, or just a unique space to gather friends together for a night, look no further than Peerspace. Enjoy high-quality photos to truly visualize the space, read detailed descriptions of amenities, and enjoy reviews from real people who have used the space. This way, you can easily determine whether or not the venue will fit your needs. With that being said, let’s examine a few travel industry pioneers.
Airbnb has quickly revolutionized the market for vacationing like a local. The platform offers beautiful homes, apartments, getaways, tiny houses, and private rooms all over the globe. Wherever you’re looking to travel, you have the opportunity to experience your destination from a local’s perspective and explore what the city is really like. Airbnb places a lot of value and focus on the uniqueness of their listings and champions incredible hosts who make your stay extra-special.
One way Airbnb is documenting and sharing that message is through a weekly YouTube show that highlights scenic places across the world, showcasing amazing experiences that represent the pinnacle of what you can get out of your stay with an Airbnb host. The production quality is great, as it’s reminiscent of your favorite home-makeover reality TV shows.
The graphics treatment is minimal and well-designed, adding to each piece information that helps viewers understand more about the city being featured. In the featured video above, Airbnb invited the mayor of Milwaukee to participate in this particular episode, offering a perspective on the city and all it has to offer, straight from the source. The content is extremely interesting for anyone who loves to travel.
Booking.com is a website that aggregates flights, hotels, car rentals, taxis, and popular attractions to help customers bundle and save on their next trip. There are many sites like this, all of which have stellar TV ads and social content that help them gain traction with customers. The challenge then is how to stand out. The obvious answer is to connect with potential customers on a deeper, more emotional and impactful level.
The best way to impact people emotionally is to tell a compelling story. Booking.com’s IGTV channel does exactly that, with a very interesting catalog of content that highlights intriguing individuals. In this case, it’s one of the people featured in their latest ad. They’re accomplishing a couple of different things with this.
First, they’re giving a peek behind the scenes and letting the audience get to know one of the people featured in an ad you might see on TV. Secondly, this piece of content is perfect for social media, especially Instagram, because it is polished and highlights an interesting person in a very engaging way.
Hopper is a company that offers discounted rates on flights, heavily targeting young creatives looking to travel and photograph the world in their early adulthood. This is one of the top travel brands that is effectively using video to convey their message. According to the Hopper website, “Hopper analyzes billions of prices daily to predict how prices will change, and tells you whether to buy or wait.”
Using aesthetically pleasing animation, adorable rabbits as characters (to represent their brand), and a soothing voiceover narration, Hopper’s promo video illustrates what they do and how it makes your life easier. This is effective marketing, giving target customers a great deal on exactly what they want. It’s too good of an offer to pass up.
Delta Airlines is one of the premier airlines in the United States, and their marketing team goes a long way to create advertising content that is truly something to marvel at. They’ve captured their planes flying over Mt. Rainier and the iconic Seattle skyline, as well as in front of a blood moon.
Many of their shots at first glance look impossible, and that’s what makes them so special. This video in particular details some of the hardest shots they’ve done to date, as well as the team that made it happen. Delta hired a team of specialized helicopter pilots who used a specially mounted, remote-controlled camera on the front to capture shots of the airplane, from above or beside it in the sky.
In addition to that, getting shots over Mt. Rainier and in front of the blood moon were a concerted effort, requiring special flight plans that allowed the team to line everything up perfectly in the sky to make the magic you see on screen. In the video, one of the pilots said they spent over three hours doing test simulations to figure out exactly what was required of them to pull it off — and that practice paid off.