Sebastian Beck during the ITB Berlin online conference (screenshot from the ITB Berlin convention)
Video is proving to be the new enticement to increase consumer engagement with travel providers. In a recent exchange of opinions at the ITB Berlin virtual trade fair between Sebastian Beck, director of international sales, ISO-Travel Solutions GmbH and Jens Boyd, sales director of tour operator Condor, the latter acknowledged the limitations of traditional e-mails in capturing the attention of travelers, especially the new generations.
According to Boyd, today’s consumers are less likely to open their e-mails, especially when they realize that they are being used to promote additional services. It’s all about image management, as Sebastian Beck at ISO-Travel Solutions points out. From a purely statistical point of view, we know today that 80% of web traffic is or contains video. If you have a video link in an e-mail, you have a 50% higher click-through rate.
Video is in fact the insurance to take care of the image of the company and promote related services. “It is an excellent means of attractive communication for airlines, hotels, car rental companies but also for leisure facilities such as amusement parks”, Sebastian Beck continues.
The use of video is therefore a growing phenomenon, which Condor’s sales manager confirms: “We already have about a third of customers who book appropriate ancillary services via e-mail or video in addition to their initial flight booking,” describes Jens Boyd.
It’s all about data processing
ISO Travel Solutions is actually a leader in this market with its new product called Travel:up Video. The system aggregates a provider’s entire range of services or products into a single video. These are usually provided by individual company-internal video clips.
“Each video represents potential additional services that add value. When the customer contacts the email sent by the provider, we receive data about their booking. This is then processed to offer a range of ancillary services in a short film. The resulting video is then available on both the engine and the booking system,” describes Sebastian Beck.
In concrete terms, a passenger flying from A to B on airline X will see in the video the appearance of additional services such as a lounge offer, additional luggage, a better seat or a meal in the cabin. The user then clicks on the service to check the price or book it. The video can be highly personalized thanks to the data provided to ISO Travel Solutions by the booking engine. “The more data available, the more personalized the services offered,” says Sebastian Beck.
integration in business travel
Is the business traveler a potential target? “Any traveler is a de facto target for the provider. On the other hand, it would be more difficult to produce a video for a TMC corporate travel agency. I see two problems: one is the transfer of the data with which we create the product. Would a TMC agree to transfer its data? I’m not so sure,” says Sebastian Beck. “Secondly, a travel policy could be contradictory to the additional services offered. Unless they are paid for by the traveler…”
Could Travel:up Video evolve further? “It’s likely, but it will also require better coordination between the providers in the travel chain and, once again, the possibility of exchanging data between them. For example, more ancillary services between airports and airlines could be considered. But in general, the relationship between airports and airlines is often difficult,” explains the international sales director of ISO Travel Solutions.
Sebastian Beck does not see the point of integrating the services of provider A without remuneration. “What would Lufthansa gain from booking a concert at the Philharmonic in Hamburg or a visit to the Pinakothek in Munich, for example?
The revolution of proactive video as a marketing aid is certainly underway. “We’re still in its infancy. But video really brings a new dimension to a product by bringing it to life. And marketing is about creating emotions. How do you create emotions if not with videos?” asks Sebastian Beck…
I’m Michelle, and I love to travel. As a former hotel expert for one of the world’s largest hotel chains, I’ve stayed in nearly every type of room imaginable (including many that were not so desirable!). Nowadays, I am fortunate enough to be able to explore the world on my own terms. From international flights to learning different languages, there is nothing too far out of reach!