8 out of 10 Argentines prefer destinations that reflect their identity. Therefore, it is key to develop an impact tourism campaign. Learn more.
8 out of 10 Argentines prefer destinations that reflect their identityaccording to VisualGPS research, which reveals how images and the videos influence the traveler purchasing decisions of all the world. In this framework, learn what the keys are to developing a impact tourism campaign.
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iStock
iStock, a platform that offers high-quality images and videos at affordable prices, announced this Friday the results of its study that compiled the opinions of more than 7 thousand adults in more than 25 countries from all over the world, like Argentina, Germany, Brazil, Colombia, Spain, United States, France, Italy, Japan, Mexico, United Kingdom and Singapore.
X-ray of the Argentine traveler: what they prioritize when choosing a destination
The study revealed that a fundamental factor that influences travelers’ decision making is see people who look like themselves in it Turistic marketing: he 79% of Argentines prefer visual content that shows situations in which they can visualize themselveshis family and his friends enjoying the destination in which they are found.
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iStock
Results were also obtained in relation to the preferences of the different age groups. For the Argentine case, the casual and affordable experiences do not have priority (79%) over luxury vacation and the glamorous experiences (80%). Furthermore, this preference is even more relevant among members of the Generation Z/Millennials (85%) than among those of Generation X/Boomers (13%).
Furthermore, the older adults (8 out of 10 Boomers) show a clear preference for travel images starring locals rather than tourists or vacationers, compared to the Generation Z (5 out of 10), suggesting a changing preference for genuine experiences and the connection with local communities correlated with age.
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Finally, it emerges that the video is not the preferred content format for Argentine tourists. Although they maintain their importance (22%), the research shows that the content of the images and illustrations (48%) have greater influence at the local level.
“Through research, we reveal the fundamental visual elements that influence travelers’ decisions. This allows us to help small businesses navigate the saturated visual panorama and understand what your audience responds to”he claimed Jacqueline BourkeDirector of Creative Insights for EMEA at iStock. “Since the rise of immersive video to the growing preference for close and affordable experiencesthe study aims to help companies create engaging visual narratives that they address the travelers from all over the world“he added.
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Tourism: keys to promoting travel companies
Visual content experts share the following recommendations for creating impressive tourist campaigns that help the SMEs to boost your sales for future holiday seasons:
- Visualize experiences, not places: highlight the experiences that people can experience, rather than simply representing the destination. Display activities that show how people can immerse themselves in the local culture and the traditions and activities that only exist in that place. Prioritize what feels close and real rather than what is aspirational.
- Incorporate real visual content: Use images and videos that feel authentic and real to show truly original travel experiences. Visual content captured in “the destination” or city you want to promote can evoke genuine emotions and foster a greater connection with people who are planning their trips.
- Diversity and inclusion: Reflect the diversity of your customers in your marketing materials. Showcasing people from different backgrounds, cultures, ages, among others, will resonate strongly, instilling in the audience a sense of inclusion and representation.
- Close-up video: Make the most of the power of video, as it has a unique ability to immerse viewers in visually stimulating narratives. It serves as a highly compelling format to tell visually engaging stories that resonate with viewers and drive sales.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
