Travel Videos Go Far on YouTube
By Robert Workman
Traveling is certainly one of the better joys when it comes to certain people. What better way to kick back and take it easy than visit a popular tourist location or an island getaway, just to step away from the norm? Well, it turns out it’s quite popular online as well, according to a new study from Ipsos MediaCT, commissioned by Google.
According to the study, two out of three consumers in the United States watch online travel videos when they’re pondering whether or not to take a trip. It’s actually at an all-time high as of late, with travel-based content viewership rising 118% year over year.
Videos related to tourist destinations and attractions are obviously the most popular, commanding 40% of views. That said, once a destination seems attractive enough, viewers then turn their attention to making the trip a reality, by watching videos from/about airlines (20% of views) and hotels/resorts/accommodations (14%).
Mobile devices play a big part when it comes to watching these videos, according to numbers from last year. Roughly 30% of all travel video views came from said devices.
It appears that 88% of YouTube travel searches focus on certain destinations, attractions, and points of interest, along with general travel ideas. Destination names lead the charge on YouTube, while travel brands are more popular on Google, with general travel inquiries, local attractions, and travel products sitting firmly in the middle.
Travel-related branded videos also show a huge spike in popularity, with 67% of the general audience looking for professionally released videos. Meanwhile, branded videos in general are on the rise year-over-year, with a 394% increase. These include such sites as Turkish Airlines, Disney Parks & Resorts, and Expedia, among others.
Connection plays a big part with these videos, as subscriptions to travel channels on YouTube have shown a massive increase, approximately 106% year-over-year.
Out of travel channel subscriptions, travel vlogs score the highest with 48% of the total audience, followed by official travel brand channels, travel tours and footage, reviews and how-to content, and official travel networks and publications. Vlogs seem to be the main kind of site that people identify with, since they’re so personable.
So…who wants to go on a trip?
This article was originally published on alistdaily.com, the insiders’ source for editorial focused on entertainment marketing news, and content partner with VideoInk. It’s been lightly edited from its original version. Follow [a]listdaily on Twitter @alistdaily or subscribe for the latest news, data and more in your inbox.Tags: google, Ipsos MediaCT, Research, Think With Google, travel, youtube