June 19, 2015 — Recently our company introduced full video production capabilities and the reason that is vital to timeshare developers is not because of what I’ve previously written regarding the importance of using videos for recruiting, marketing, sales or for renting inventory purposes etc. but instead what Google is telling all of us in the ‘travel’ business. And yes, despite the opinions of ‘some’ we are all in the hospitality business which is a critically important component of the annual multi-Trillion dollar global travel industry.
So Here’s The Scoop: With that in mind consider this:
“According to a recent study Google conducted with Ipsos MediaCT, two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip. What exactly are travelers looking for? What’s popular? What content are they watching? Here’s what we found.”
Now, stop for a moment and mull over those numbers: “…two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip”. That is a huge market that should not be ignored by savvy timeshare developers.
Additionally, Google says their research spanned about two years and “for the purposes of this research, we define ‘travelers’ as those individuals who engage with or search for travel content on Google.com and/or YouTube. Overall, our findings have big implications for marketers looking to connect with travelers, regardless of category.”
“Regardless of category”? Now, stop for a moment and ponder that one more time: “…big implications for marketers looking to connect with travelers, regardless of the category”. Now what do you suppose developers and their marketing folks could do with that info in order to (e.g.) motivate high income ‘renters’ to book accommodations at their resorts and then once they check in, well, we all know the follow up ‘drill’.
So what are these potential sales guests searching for you might ask? Well, Google says,
“Eighty-eight percent of YouTube travel searches focus on destinations, attractions/points of interest or general travel ideas.” 85%? Call me dim-witted but I’m thinking that is more good info for timeshare developers to consider as they seek cost effective ways to generate ‘renters’ within the higher income brackets.
Surely some timeshare industry naysayers might believe that all those ‘searchers’ (aka: audience) are not in our industry’s demographic. Fine. But also consider that the Google research revealed that while people of all ages subscribe to YouTube travel content, fifty percent of travel channel subscribers are aged 25 to 64.
50% of the millions that search out these videos every day is, again, a huge market and though I can’t remember why that age spread (distribution) sounds pretty darn familiar, that demographic may actually be of interest to some timeshare developers.
At the end of the day it is almost always the ‘market’ that picks the winners and the losers and from the perspective of the traveling public (aka: consumers and/or future renters/sales guests) it seems they have clearly made their choice.
Obviously if any travel-related entity such as a timeshare resort isn’t in the game, so to speak, those developers can rest assured that other hospitality companies are and vacationers are viewing their resort (and area, etc.) videos today and filling up those empty ‘suites’ – and, of course, generating additional revenue from those ‘empty spaces’ (and time).
By the way; the same is true of companies utilizing recruiting videos as well. As much fun as reading may be for some, many other reliable & independent research reports suggest that job seekers today often prefer and pay more attention to a recruiting video announcement that is ‘selling’ the opportunity than they do to printed, often boring, ‘help-wanted’ ads.
As such, any developers (companies) interested in having their resort (and area) showcased in a Video – or those interested in having a recruiting video produced – should shoot a quick e-mail to our ad department and ask Bill for additional details.
You can reach Bill Curtis: [email protected]
If you’d like to read the full Google article published in 2014 and written by Hailey Crowel, Haley Gribben and Jaclyn Loo then follow this link:
Good Luck Out There!
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Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry (but always spot on!), Scoop covers an array of industry related subjects each week including inside information, tips, scandals, interviews, forecasts as well as new (good or bad) products and services — and, of course, all the ‘Good’, the ‘Bad’ and the ‘Ugly’.