To help travel brands, destination marketing organizations
and online travel agencies facilitate travel searches and shopping, Amadeus has
created an interactive video product.
The videos, produced by Amadeus Video Solutions, are
designed to inspire travelers and encourage them to make purchases through an
interactive interface.
While viewing the videos, which can be embedded on websites
or shared via social media, users can click on the screen to see more
information about the destinations, attractions, hotels and restaurants shown.
Along with descriptions, photos and maps, the video player also shows pricing
and links that go directly to booking sites.
Steve Kopp, head of Amadeus' Horizon 3 team, which
spearheaded the project, says the product was inspired by data that found
two-thirds of travelers watch videos when planning a vacation and visit more
than 38 websites during the process.
For brands, creating an interactive video is an easy way to
capitalize on this user behavior. "If the brand already has video material
... they simply need to upload to the Amadeus Video Solutions system, do the
annotation and then embed the video player on their dot-com or wherever they
want to reach their audience," Steve Kopp says.
Brands without existing video content have the option to use
Amadeus' production services or work with influencers from company partner
Iambassador.
Working with influencers, who can advertise videos on their
platforms, Kopp says, is beneficial because they "have a very high trust
factor with their followers. This is very powerful when it comes to engagement.
These authentic videos -- they make travelers spend more time with the brand
than more conventional or corporate media productions."
One of Amadeus Video Solutions' first clients was Lindner
Hotels & Resorts in Germany, which wanted to market a new hotel in
Dusseldorf to millennials.
Amadeus helped the company connect with bloggers from
Thatbackpacker.com and TravelDudes.org, who produced clickable videos that were
shared on their respective sites.
"We didn't just want to reach a wide audience, we
wanted to reach the right audience at the right time and give them the ability
to book their trip immediately, without having to search across many different
websites to complete their booking," says Oliver Stotz, corporate director
of marketing and distribution for Lindner Hotels & Resorts.
Clients also have access to a dashboard where they can see
data such as engagement and click-through rates.
Amadeus Video Solutions -- the first product of the Horizon
3 team, which focuses on creating innovative solutions to address clients'
challenges and industry trends -- originally launched as a prototype in 2016 at
South by Southwest under the name TravelCast.
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Source: PhocusWire