Global Travelers Speak: New iStock Research Unveils Crucial Factors Shaping Travelers’ Purchasing Decisions Worldwide
22 August 2023 - 2:57PM
iStock, a leading e-commerce platform providing premium content to
SMBs, SMEs, creatives, and students everywhere, today announced the
results of its latest global VisualGPS research, revealing how
images and videos are influencing travelers' purchasing decisions
across the world. This extensive study captured the sentiment, of
more than 7,000 adults in over 25 countries worldwide, such as
Australia, Brazil, France, Germany, Italy, Japan, Spain, Singapore,
the UK, and the US.
The study revealed that a pivotal factor influencing travelers’
decision making is seeing people that resemble themselves in travel
and tourism marketing, with 75% of respondents across all countries
and demographics preferring visual content that depict situations
where they can imagine themselves, family, and friends, enjoying
the destination.
There were also compelling findings as it relates to preferences
across age groups. Overall, casual and affordable experiences are
taking priority (75%) over luxury escapes and glamorous purchases
(15%), but preferences are stronger with Gen X/Boomers (80%) versus
Gen Z/Millennials (68%), showing a growing preference for relatable
and accessible visual storytelling as individuals mature.
Moreover, older adults (6 out of 10 Boomers) exhibit a distinct
preference for travel imagery featuring locals rather than tourists
or vacationers as compared to Gen Z (4 out of 10), suggesting an
evolving preference for genuine experiences and connection with
local communities correlated with age.
Lastly, video also emerged as a favored content format. While
still photos are considered significant (30%), the research shows
that video content (53%) holds greater influence due to its
exceptional ability to immerse viewers in the captivating beauty of
destinations, the excitement of thrilling activities, and the
enriching experiences that resonate deeply with people
worldwide.
“Through our ongoing VisualGPS research we have been able to
unlock visual cues that shape travelers' choices, allowing us to
help small businesses navigate the crowded visual landscape and
understand what drives their audiences,” said,
Jacqueline Bourke, Creative Insights Director for EMEA at
iStock. “From the rise of experiential video to the
growing preference for relatable and affordable experiences, our
study aims to help businesses craft compelling visual narratives
that speak to travelers everywhere.”
iStock's visual content experts share the following
recommendations to create impactful travel marketing campaigns to
help SMBs boost sales for future campaigns:
- Visualize Experiences, Not Places: Emphasize
the experiences people have in a place rather than merely
symbolizing the destination. Showcase local culture, traditions,
and immersive activities. Prioritize relatable over
aspirational.
- Incorporate Real Imagery: Using real imagery
to showcase authentic travel experiences. Photographs and videos
captured in "the real world" can evoke genuine emotions and foster
a stronger connection with potential travelers.
- Diversity and Inclusion: Reflect the diversity
of your customers in your marketing materials. Showcasing
individuals from various backgrounds and cultures will resonate
strongly, instilling a sense of inclusivity and
representation.
- Video at the Forefront: Harness the power of
video to its fullest extent. Why? Video possesses a unique ability
to immerse viewers in visually stimulating narratives. It serves as
a very compelling format for telling visually compelling stories
that resonate with viewers and ultimately drive sales.
To find relevant imagery and videos, go
to: https://www.istockphoto.com/
Media Contact:Ilse
Noguezlse.noguez@gettyimages.com
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