According to the latest Longwoods International tracking study of American travelers, two thirds of them utilize travel videos to inspire, inform and plan their trips, up from less than half two years ago. The most popular source of travel video content is social media channels, such as Facebook, Instagram, Twitter, TikTok and Snapchat, with 36% accessing travel videos on those platforms, up from 17% of travelers in 2021.
“Video storytelling has always been an effective way to promote a destination,” said Amir Eylon, President and CEO of Longwoods International. “And the importance of social media as a source of travel video content continues to grow.”
Thirty-two percent of travelers report accessing travel video content through online video services like YouTube and Vimeo, while 24% find this content on streaming services such as Netflix, Hulu, Apple and Disney+. Only 20% get their travel video content from more traditional sources like travel TV shows on cable or satellite TV.
The survey, supported by Miles Partnership, was fielded March 29, 2023 using a national sample randomly drawn from a consumer panel of 1,000 adults, ages 18 and over. Quotas were used to match Census targets for age, gender, and region to make the survey representative of the U. S. population.