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Every travel company to have online TV station, says expert
Every travel company will have its own television station on the internet in five years time.
This was the prediction of the Internet Video Company during a session on the increasing use of video on the web.
Creative director Jonathan Booth said in future all information would be ‘on demand’ and piped into homes using telephone lines.
He added that people would be spurred on by a video clip to visit the travel supplier’s website and book.
Booth also said that already customers expect to see video on websites but that many of the images are stills or 360-degree virtual tours.
“There are now 100 million websites in the world and half have been launched in the past 30 months but only a tiny proportion are using video seriously. We believe in five years time every company will have an element of video on their website and most will have their own TV stations.”
He added that the use of video was already driving increased business for early adopters such as Thomson which is believed to convert properties with video clips four times more than those without the medium.
Booth said: “Holidaymakers love it. It’s powerful, emotive and persuasive.”
Google’s travel market manager, EMEA, Andrew Pozniak said the search giant, which also owns youtube.com, was putting a lot of focus on video currently to keep ahead with the pace of change.
He said video content was a great way for companies to get their message across and that it would gain more exposure for their holiday products, drive traffic back to their websites and improve conversion.
Pozniak also warned companies to invest in good video content and programming because of rising customer expectations.
Marriott Hotels International e-commerce manager Euan Mitchell agreed: “Broadband penetration has made video streaming a reality and a consumer expectation. It helps reassure guests before making a booking.”
by Linda Fox
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