Trends constantly change from as little as one year to another. In this multi-screen world users are altering the ways they search for hotels in order to book a room. With all of the various channels that we have, it’s hard for hoteliers to keep up with what their users are looking for when searching for possible accommodations. Below is a compilation of stats from the travel industry regarding what is trending for the various types of travelers (leisure, business and affluent), and how visual content influences their decision.

of business travelers watched a video when choosing a destination and 55% did so when deciding on accommodations.Google Travel Study, April-May 2012

user_smartphoneThe percentage of travelers who use a mobile device to access internet for travel information is 38% for leisure travelers and 57% for business travelers.
The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012


of online travel shoppers consult videos, 360s virtual tours or pictures before booking.
EyeForTravel:  “Soon video travel will become prerequisite to sell online”


laptop75% of consumers who booked direct visited an OTA and 83% performed a web search prior to booking.
An Expanded Analysis of the Billboard Effect, Cornell Hospitality, April 2011


user_monitor93% of business travelers watch online video.
The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012


movie 74%
of affluent travelers used or were prompted to book by online video during planning.
 Google Travel Study, April-May 2012

eyeTravelers’ look-to-book conversions when videos and 360s are present increase up to 18% through OTA’s     and 13% through your website.  
Hotel Seeker A/B test of 500 properties over 90 days, Q1 2013

movie_cameraThe likelihood of watching travel-related videos on mobile devices is 58% for business travelers and 46% for leisure travelers. 
Google Travel Study, April-May 2012


of travel companies surveyed agreed that direct bookings were generated from social media.
Social Media & Mobile in the Travel Industry: Digital Visitor & Eye for Travel, May 2012

arrow_circle2 The importance of virtual tours or pictures of the lodging establishment is of 42% for leisure travelers and  32% for business travelers. 
 Google Travel Study, May 2012, Ipsos MediaCT

eye_scanThe most popular type of travel videos watched by leisure, business and affluent travelers are from hotels, airlines, cruises, tours, etc. 
 Google Travel Study, April-May 2012, Ipsos MediaCT


window_touch62% of leisure travelers prioritize search engines, while 69% of business travelers prioritize hotel websites.
The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012

IcePortal helps clients manage and distribute rich media content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!

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