The objective of this project was to increase the booking of vacation packages by influencing the decision making process of travel consumers through a strategy of quality content with which users can retain the message conveyed by the brand.
Logitravel
Logitravel.com is an online travel agency (OTA) specializing in the sale of cruises, vacation packages and coastal hotels. Belonging to an International Tourist Group that manages millions of passengers a year offering a transparent and quality service, Logitravel is currently present in Spain, Italy, Portugal, Germany, France, United Kingdom, Finland and Brazil.
As a company, its mission is to offer a comprehensive service covering all the phases of the purchase cycle of its customers (traveller’s journey) starting from the moment they begin to search about their vacation. From offering inspiration in the dreaming phase with access to extensive information on destinations, to the complementary offer they can choose in the booking stage, with the aim of satisfying the needs of its consumers and meeting their expectations.
Logitravel achieved, in 2014, a turnover of €514 million and recorded a total of 62 million unique users. 2.5 million people booked their vacations on its website. Its vision is to be a leader in the distribution of quality tourism services and a benchmark for its competitors to follow.
Download here the leaflet on the Logitravel videomarketing success story.
The challenge
The solution
.Results
.The challenge
The purchase cycle of online travel consumers has relatively complex conversion processes, while to move from one state to another (dreaming, planning, booking, experiencing) users need to consume quality information from a trusted source. And generally, for those travelers who are going to invest a considerable amount of their savings in taking a trip, the transparency of this information is especially relevant prior to booking.
Thus, a content creation and distribution strategy is vital for an online business, such as Logitravel, which not only tries to attract consumers, but aims to shorten the conversion time between the phases of their consumer purchase cycle (traveler’s journey), making itself known in the right channel.
However, not all content formats, nor all platforms achieve the same engagement and or retention. So how was it possible for Logitravel to deliver a motivational message while increasing its online presence and driving more targeted conversions to its website? How was it possible to shorten the decision process to advance users to the booking stage?
How could Logitravel’s online presence be increased and more conversions driven to its website?
The solution
.It is a fact that users are consuming more and more content in video format. According to an analysis by Cisco, more than 80% of all Internet traffic will be due to video consumption. Según HubSpot, currently 78% of online users consume video content every week and 55% every day, especially on YouTube, the second most trafficked site after Google.
In fact, according to YouTube, almost a third of all Internet users consume content on its platform which shows the importance of this format for today’s consumers. In addition, video gets a brand’s message across much more effectively. Viewers retain 95% of a message when watching it in video, compared to 10% when reading it in text (Wirebuzz).
For this reason, as a strategic solution for Logitravel, content pieces in this format were proposed, with the aim of converting more users in the planning phase of their purchase cycle (traveler’s journey). In this case, two-minute pieces were made of different selected destinations. In them, an inspirational part was combined with a voiceover related to the most outstanding areas of the destination, and another transactional part, animated with Motion Graphics that incorporated a CTA’s (Call’s to Action) to encourage conversion to the booking phase.
These videos were broadcast in a YouTube campaign to increase Logitravel’s visibility. But also, on the other hand, a national television advertising campaign was carried out, with 20-second spots that summarized the experience offered in the impact videos of the previous ones and with a unique CTA.
Results
.In general terms, video has transformed the way in which businesses sell their products and consumers purchase them, influenced by the content generated on different platforms where the weight of audiovisual pieces is fundamental, such as YouTube.
This social platform, besides being the second most important search engine, is a source of relevant information for users, especially those whose decision making is more complex. Hence the importance of having a presence and consolidating a strategy. Thanks to the implementation of a video marketing strategy, Logitravel achieved:
- More than 2 million views on YouTube in less than three months.
- A notable growth in bookings on vacation packages through the website logitravel.com.
- A relevant increase in requests for co-marketing actions with respect to the previous year.
Inspiration vs transaction
Two-minute pieces were created for different selected destinations. In them, an inspirational part was combined with a voiceover related to the most outstanding areas of the destination, and another transactional part, animated with Motion Graphics that incorporated a CTA’s (Call’s to Action) to encourage conversion to the booking phase.
Thanks to the implementation of a video marketing strategy, Logitravel achieved:
More than 2 million views on YouTube in less than three months.
A significant increase in bookings of vacation packages through the website logitravel.com.
A significant increase in requests for co-marketing actions compared to the previous year.
