Why Travel Brands Need to Consider Video Marketing

Video is one of the most powerful tools in modern marketing, especially in the travel industry. With billions of people watching digital content every month, video has the ability to instantly transport audiences to destinations, evoke emotions, and inspire bookings in a way that static images or text simply can’t. Whether it’s a short social media clip, a behind-the-scenes look at a hotel, or a cinematic travel documentary, video helps brands connect with their audience on a deeper level.

Here, Richard Hammond shines a light on how video is an increasingly affordable, versatile tool for unique travel content marketing, promotion, sales and branding, and looks at how video is particularly useful for telling the real-life stories of sustainability.

Richard Hammond is the Publishing Director of Green Traveller Media, which specialises in producing content with purpose for the visitor economy. An accomplished videographer, Richard has filmed and produced videos for hotels, tour operators, tourist boards, NGOs and international organisations, including WTTC and UNWTO. Richard has the CAA and EASA certificates to fly drones, and he has been trained by the TV & Film Consortium Albert on how to reduce the carbon footprint of film productions.

Key in ‘video marketing’ into a search engine and you’ll be presented with any number of articles that demonstrate the phenomenal increase in the use of video by businesses, how it increases customer engagement and conversion rates, and improves SEO and website rankings.

The impact of video is undeniable. Beyond engagement, video also plays a crucial role in brand trust and authenticity. Consumers today crave real, relatable content. A well-crafted video doesn’t just sell a product – it builds a connection, encouraging viewers to imagine themselves in the experience, immersed in the moment.

Creating content without considering your audience is like setting off on a journey without a map – you might get somewhere, but it won’t necessarily be where you need to be. The key to successful video marketing is understanding who you are speaking to and tailoring your content accordingly.

A flashy TikTok video following the latest trends won’t resonate with an audience that primarily engages with in-depth editorial features on Conde Nast Traveller. Likewise, a long-form documentary might not be the best choice for a younger audience that consumes fast-paced, bite-sized content on Instagram Reels or Snapchat. Identifying where your audience spends their time, what kind of content they engage with, and what messages will resonate with them ensures your video content is both seen and effective.

Each digital platform serves a different purpose, and the way audiences consume video varies across channels. Here’s what works best where:

• Instagram & TikTok – Short, dynamic, and visually engaging clips that grab attention quickly. A boutique hotel might create a quick ‘room reveal’ video with snappy transitions and upbeat music.
• YouTube & LinkedIn – Longer, more in-depth storytelling pieces that offer detailed insights or professional perspectives. A tour operator could release a mini-documentary on community-based tourism initiatives in the Amazon rainforest.
• Facebook – A mix of styles works well here, from short teaser clips to full-length promotional videos. A travel agency might run a Facebook Live Q&A session with a travel expert discussing top destinations for the year.
• Website & Blogs – Embedding videos enhances the user experience, increases time spent on the site, and boosts SEO rankings. A travel brand could feature a customer testimonial video on its homepage to build trust and credibility.

Adapting content to fit each platform ensures that videos reach the right audience in the right way.

Great video content isn’t just about having high production quality—it’s about telling a compelling story and making a lasting impression. Here are some key considerations:

• Storytelling First – Every video, no matter how short, should have a beginning, middle, and end. A luxury travel brand could showcase a couple’s journey from arrival at a five-star resort to experiencing a private sunset cruise
• Plan, but Stay Flexible – A storyboard and shot list are crucial, but leaving room for spontaneity ensures authentic moments are captured. For example, a safari lodge might plan to film wildlife but also capture the thrill of guest reactions to an elephant sighting.
  
• Consider Sound & Subtitles – Many people watch videos with the sound off, especially on social media. Subtitles or text overlays can enhance accessibility and engagement. A guided tour company could overlay captions describing historical landmarks as the camera moves through an ancient city.
• Quality vs. Budget – Thanks to advances in mirrorless cameras and smartphone technology and editing tools, creating high-quality video no longer requires an eye-watering budget. A hostel brand could create an engaging vlog-style video using just a smartphone and a gimbal, featuring real travelers exploring a city on a budget.

The good news is that the developments in filming and editing technologies has meant that it now costs a lot less to produce professional looking videos. It wasn’t that long ago that aerial footage was only available to those who could afford filming from a helicopter (drones have revolutionised the cost of capturing compelling aerial footage) and broadcast quality audio required highly trained sound engineers. Smartphone technology, the evolution of DSLRs, mirrorless, micro-four third cameras, action cameras like Go Pro and DJI Osmo, camera mounts, gimbals and other advanced stabilisation systems have also meant that capturing high-quality imaging in dynamic conditions doesn’t require big budgets nor a film degree.

The cost of post-production has also been reduced significantly thanks to the development in off-the-shelf creative assets (such as those provided by Envato and Motion Array) as well as editing-on-the-go software with simplified interfaces, such as Adobe Express, Apple iMovie, and Capcut, while more advanced desktop editing suites, such as Adobe Premier, Final Cut, CyberLink PowerDirector, and DaVinci Resolve, provide powerful tools for editors such that they no longer require the resources of a full-suite production house.

Advances in technologies have also meant that it’s now much easier to capture real-life situations that resonate emotionally with viewers. In this TV Advert, Richard Hammond filmed that was broadcast in January (Simpson Travel: because your time is precious), the real experience enjoyed by three generations of guests, the fun and the magic of a shared holiday in the sun. Similarly, this recent TV advert by First Bus beautifully conveys the sense of everyday travel: “Life isn’t perfect, but that’s what makes it real. It’s not about perfection. It’s about the real moments. The funny ones, the touching ones, and yes, even the challenging ones. We all have the bus in common, no matter who we are or where we’re going.

Another innovative way to capture real-life situations is to draw on footage supplied by customers themselves while on holiday, which online travel company Much Better Adventures does to great effect in this recent 30-second advert Do Wild Things.

Captions overlaying video footage can help convey a message succinctly, especially given many viewers may have the sound turned off. The World Economic Forum has produced a series of short but very effective, hard-hitting educational videos that provide bite-size information in a short space of time, such as this video on the innovative CopenPay Scheme and this video on How to be a responsible tourist.

Video isn’t just about engagement—it’s also a powerful tool for improving search engine rankings. Optimising video content can help boost visibility online. Here’s how:

• Use Keywords in Titles & Descriptions – Search engines rely on text to understand video content, so including relevant keywords is essential. A tour operator specialising in safaris could use a title like "Top 5 Safari Destinations in Africa – Wildlife Adventures."
• Transcripts & Captions – Adding captions not only makes videos more accessible but also helps search engines crawl content. A travel blog might transcribe an interview with a local guide for improved discoverability.
• Embed on Websites – Video increases dwell time on pages, which signals to search engines that the content is valuable. A hotel might add a video room tour to its booking page to keep visitors engaged longer.
• Thumbnails Matter – An eye-catching thumbnail can make the difference between someone clicking to watch or scrolling past. A travel agency could use a thumbnail featuring an exotic destination with a bold text overlay like "Dream Trips Await!"

Creating a great video is only half the battle. Measuring its success helps determine what’s working and what needs improvement. Key performance indicators (KPIs) to track include:

• Views & Watch Time – How many people are watching, and are they staying engaged until the end? A hotel chain could analyse watch time to see if guests are losing interest before the call-to-action.
• Click-Through Rates (CTR) – Are viewers taking action after watching the video? A tour company might track whether users click on "Book Now" links after watching a promotional video.
• Engagement Metrics – Shares, comments, and likes indicate how well the video resonates with audiences. A destination marketing organization could measure success by how many users tag friends in the comments.
• Website Analytics – Increased dwell time and lower bounce rates suggest that video content is enhancing user experience. A resort might track whether visitors spend more time on their site after adding video tours.

Sustainability can be a tough topic to communicate—it’s easy for messaging to feel preachy or overly technical. That’s where video comes in. Unlike traditional media, video has the power to show, not just tell, making it an incredibly effective tool for storytelling. Instead of listing statistics or issuing a set of dos and don’ts, video can immerse audiences in real-world examples of sustainable tourism in action, making the message more engaging and emotionally resonant.

Too often, sustainability campaigns focus on what not to do. But the most compelling stories highlight what can be done – how small changes can make a big impact. A well-crafted video can inspire travellers to adopt more responsible behaviors, not because they feel obligated to, but because they genuinely want to.

Take conservation efforts, for example. When Richard Hammond filmed an interview with Richard Vigne, former head of Ol Pejeta Conservancy in Kenya, for the World Travel and Tourism Council, the message was clear: conservation isn’t just about saving wildlife—it’s about creating opportunities for people, too. Ol Pejeta ensures it can fund conservation efforts regardless of fluctuations in tourism, making it a model for sustainable development. Watching Vigne explain this against the backdrop of the last remaining northern white rhino is far more powerful than simply reading about it. Video brings these stories to life, helping audiences connect with sustainability on a deeper level.