How to Use Video Across the Traveler’s Path to Purchase

November 23, 2017

First, let’s look at “Felicia’s” Path to Purchase

“Felicia” is a frequent traveler, based in Singapore, who prefers the finer things in life. She looks to upper-upscale accommodation, whether travelling for business or leisure, and uses high-end credit cards. Let’s take a look at her path to purchase for the ultimate luxury vacation to Mauritius, which occurs over a four-month period:

Video is front and center for dreaming

Video of a specific brand’s offering gets Singapore resident “Felicia” dreaming of her ultimate APAC resort getaway. In fact, she continually returns to that brand’s homepage to re-watch it, as her travel cornerstone. This is not unusual. A full two-thirds of travelers say video inspired them to visit a new place.

Most travel marketers understand that video is helpful for the upper funnel, dream and discover phase of travel. But, let’s look at how it could influence “Felicia” further down the funnel.

Go cross-channel to help narrow preferences

While “Felicia” starts dreaming of her vacation with one particular property and destination, this luxury hotel brand could have gone a step further in winning over the “Felicias” of the world. They could repurpose this same video asset across multiple channels, like Facebook, Instagram, or YouTube, to retarget people like “Felicia” who have visited their site but still haven’t committed.

Given that 3 in 5 travelers use travel videos to narrow down their brand, destinations or activity choices, it’s important to ensure yours are shown to the right travelers at the right time, no matter where they are online.

Driving conversions with video

While we don’t see “Felicia” for the original Mauritius dream vacation, it certainly doesn’t mean you’ve lost her. Use video to stay top of mind. “Felicia” returns to planning her Mauritius holiday several month later. It can push her over the line to a booking.

Be sure to download our full path to purchase report. Check out all the paths and learn how to craft the most impactful marketing strategy. Looking for more help on implementing a full-funnel video strategy? Get in touch now.


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About Ashley Proceviat

Ashley is Sojern's Marketing Director, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over seven years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.

Ashley Proceviat About the author

Ashley is Sojern's Marketing Director, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over seven years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.