When the travel bug hits, consumers are eager to start their research and plan that dream getaway. All the savvy travelers are big on their research: spending weeks monitoring for the best deals on hotels, flights, and more. They’ll go to great lengths to clinch the right package, but what if you could meet them with all the info they need at the moment of wanderlust? Interactive, shoppable content provides a passport to adventure, allowing viewers to travel through your ad for all the information they need to turn that daydream into an actual booking. Any travel guru knows that the journey is just as important as the destination – that’s why interactive video is what you need to get your audience in that vacation mindset and on a path to purchase.
Wanderlust is real, and the numbers are only going up
After enduring prolonged periods of restricted travel due to the pandemic, individuals and families seize the opportunity to compensate for lost time. The Global Business Travel Association is projecting that the business travel industry in 2024 will surpass 2019 pre-pandemic levels, with an expected rise in bleisure trips (That’s business mixed with pleasure.) Additionally, post COVID-19, consumers are prioritizing experiences over tangible goods, and marketers are adapting accordingly. Despite increased travel expenses and economic uncertainties, US consumers are on track to set new spending records on travel this year. According to eMarketers recently released Digital Travel Forecast, consumer spending will increase to $300 Billion in 2023 – a 20% year-over-year increase!
But before one packs those bags, one must do the research. According to Expedia, most travelers will spend over 300 minutes with travel content 45 days before booking. Consumers will go to great lengths, like digging through travel blogs and countless review sites, to ensure they get the best deal before embarking on their adventure. This quest for information is exhaustive and could lead to vacation fatigue before it starts. Consumers crave a personalized way to get the answers they need on things like hotel rewards, travel perks, and price, quickly and easily.
The Best of Both Worlds: Exploring & Booking Travel via Interactive Video
The number of interactive campaigns that KERV powered in the travel vertical increased by 85% last year. From the consumer side, we saw the interaction rate nearly double while the click rate grew by over 600%. Advertisers have been getting creative with their immersive content strategies by letting their destinations and deals speak for themselves, with AI-powered creative allowing consumers to explore and learn the details they need to decide. Ready to book? KERV’s AI can also power seamless booking capabilities based on personalized triggers such as your location, day of the week, and more. Below, you’ll find three case studies from a leading hotel provider, national tourism brand, and cruise line showing this full-funnel strategy in action.
Interestingly, when it comes to specific travel sectors, consumer engagement on KERV content remained steady for Airlines and Cruises, showcasing consistent interest. And here’s a tip from the data: Consumer engagement tends to peak in December, with November following closely behind. So, now is the perfect time to seize the opportunity and inspire your audience to embark on their next adventure!
Real life examples: A leading cruise brand sets sail on a full-funnel voyage.
The cruise line company hoped to increase engagement amongst an older demographic (55yrs +) across the United States. By leveraging KERV Element to layer interactive, shoppable tiles onto their content, Viking Cruises created a multi-level creative experience that introduced the audience to the brand, provided an opportunity to research discounts and perks within the ad, and finally presented a seamless path to purchase highlighting the reasonable $25 deposit. Download the full case study.
A National Hotel Brand partnered with KERV to increase awareness and foot traffic through interactive videos
A prominent hotel brand entered into a strategic collaboration with KERV, aiming to enhance their visibility and drive more visitors to their establishments by leveraging interactive video content. This innovative approach utilized KERV’s technology to engage potential guests in immersive video experiences, ultimately resulting in heightened brand awareness and increased foot traffic to the hotels. This partnership demonstrated the hotel brand’s commitment to staying at the forefront of industry trends and engaging with their audience in a dynamic and captivating manner. Download the full case study.
A local tourism company used strategic re-targeting to deliver a highly personalized and custom video ad experience
A national tourism brand embarked on a quest for a more immersive approach to monitoring user engagement and guiding them through the conversion funnel. Their challenge was to effectively reach diverse segments, including travel enthusiasts, outdoor recreationalists, and gaming aficionados, spanning six distinct Designated Market Areas (DMAs), each with varying budget constraints and targeting requirements. The ultimate goal of this endeavor was to position their destination as an alluring entertainment hub for these key audiences, employing a multifaceted strategy that would resonate with each segment while optimizing the use of their resources. Download the full case study.
These dynamic ads not only ignite the wanderlust within users but also empower them to explore, plan, and book their dream getaways seamlessly. The ability to click, interact, and immerse themselves in travel experiences from the comfort of their screens has proven to be a game-changer. Moreover, the data reveals that consumers are more inclined to respond to these ads when ready to take action on their travel plans. As the numbers continue to impress, it’s clear that interactive ads have carved out a vital role in the travel industry, offering a compelling way to inspire, inform, and, ultimately, make travel dreams a reality.