It has been revealed that changes might be made to the way holiday companies handle their content promotion.
Marketers for travel companies debated about a change of imagery in content marketing at the recent ABTA Travel Convention, according to thetravelconvention.com. It comes after recent comments from Getty Images director Rebecca Swift called for a re-evaluation of visual marketing in the industry.
Ms Swift found the customers were becoming less favourable of traditional professional photography; preferring types of images that travellers take themselves – influenced by social media sites such as Facebook, Instagram and Twitter. She also said it was important for companies to stand out, now that the image market is so overcrowded.
Alistair Daly, chief marketing officer for online travel agent On The Beach, said customers looked at sites such as TripAdvisor to see whether advertised images are ‘authentic’.
He told marketingweek.co.uk: “All our customers go to TripAdvisor to look at real photos of our hotels. They don’t believe the brands that say the room ‘looks like this’. They need to see it for real and we can see exiting traffic from our site going to review sites.”
TV campaigns from top travel brands Expedia and STA Travel were praised for being innovative; both were held up as an example for the rest of the industry.