Nikki Gilliland says, “A new report by Hitwise has highlighted how travellers are increasingly searching for videos related to adventure destinations on social media.

For travel brands, this means greater opportunity to engage and capture consumer interest.

Here are some key insights from the research, along with a few examples of brands driving sales through adventure-driven video content.

Emerging destinations on YouTube

According to Hitwise, search interest for destinations associated with adventure has grown rapidly across social and video platforms of late, with YouTube in particular seeing a spike.

Searches for Iceland have grown 118% on the platform since 2015, closely followed by the destinations of Vietnam and Sri Lanka, which both increased 75% and 72% respectively”.

How travel brands are capitalising on YouTube adventure search trend

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