""The way consumers interact with brands has changed drastically," said Rob Torres, senior vice president of Expedia Group Advertising. "The findings provide concrete insights for marketers to act on: Video drives nearly three times the influence as static images, and travelers respond most to storytelling with a clear narrative arc. Travelers crave trust, relatability and authenticity in message, tone and imagery. While they're open to AI-enhanced content, human input remains essential to building trust and emotional resonance.""
"Video influences travel three times more than static images, with 71% of travelers responding to moving images rather than still ones. While there is a slight difference, the length of videos is not as important, with both short (49%) and long-form videos (45%) positively influencing booking decisions. However, long-form videos spark the most emotion. The study clearly shows how influential videos can be when approached in a method that engages viewers."
Wanderlust is the emotional spark that drives travel decisions. Specific ingredients within travel content—moving images, storytelling with a clear narrative arc, trust, relatability and authenticity—cause wanderlust and increase bookings. Video influences travel three times more than static images, with 71% of travelers responding to moving images; both short and long-form videos positively influence booking decisions, and long-form videos spark the most emotion. Consumers are open to AI-enhanced content, but human input remains essential to build trust and emotional resonance. Many marketing teams lack the capability to create video content as readily as still images.
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