MarTech: How marketers can spark traveler wanderlust with emotion, authenticity and video

Expedia’s research reveals how emotion, authenticity and the right mix of video and human-guided content inspire traveler wanderlust and drive bookings.

This article was written by Greg Kihlström for MarTech. Read the full article here.

While the travel media ecosystem remains fragmented, there are some key elements that marketers can utilize to drive decisions by appealing to consumers’ emotions. The Expedia Group’s recently released “Science of Wanderlust” research provides insights and a roadmap.

Wanderlust is the emotional spark that drives travel decisions, and the focus of the study was on identifying specific ingredients within travel content that cause this feeling, thereby helping brands to inspire, connect and convert travelers to bookings.

There are several things brands can use to create this type of engagement. 

“The way consumers interact with brands has changed drastically,” said Rob Torres, senior vice president of Expedia Group Advertising. “The findings provide concrete insights for marketers to act on: Video drives nearly three times the influence as static images, and travelers respond most to storytelling with a clear narrative arc. Travelers crave trust, relatability and authenticity in message, tone and imagery. While they’re open to AI-enhanced content, human input remains essential to building trust and emotional resonance.”

Let’s examine these findings from the research in greater detail.

This article was written by Greg Kihlström for MarTech. Read the full article here.