How to Create Immersive Travel Content

Once upon a time, video killed the radio star. Today, video continues to be the preferred visual medium, albeit in the form of short social media clips. With mediums and tools available to creators, video storytelling paves the way to create compelling content through immersive experiences. This is an incredibly powerful concept to use when creating travel content. Here’s why...

Delve Beyond the Surface

Travel can be many things to all kinds of people. From spontaneous getaways to annual family traditions, or ways to celebrate major milestones. With so many possibilities, and quite literally a world full of options, marketers have to ensure that their content doesn’t fall flat. Successful travel marketing is far from two-dimensional. Creating a billboard with a drama visage may gain some traction, but today’s audiences crave realism. They want to dig deeper than the surface and go further than the moment.

Screentime to IRL

The goal of travel marketing content, and indeed immersive content, is ultimately to inspire the viewer, from the time they see it on screen all the way through to experiencing it in real life for themselves. The timespan between the two is far-ranging. The trick is to make content that is good enough to teleport the viewer with just enough to truly get them there – much like watching an artist online versus paying the price of a ticket to see the concert. 

Broad Scopes

As mentioned, the scopes within travel marketing are broad, from appealing to differing needs to reaching the ultimate campaign goals. This presents both threats and opportunities, and it means that there are more competitors on your radar. A well-defined strategy is key to combating this effectively. 

It is also imperative that marketers have a close view of the social media spheres, as these platforms are constantly active and have ripple effects that reach far and wide. Without this, you also run the risk of falling out of touch with your audience and the trending topics, so be sure to utilise these platforms as a source of boundless creativity and inspiration. 

Marketing Techniques 

This is where consumer psychology comes into play, especially when it comes to creating immersive content that invites inclusivity and evokes exclusivity. This is a fine line to balance and can be achieved by showing people snippets and eliciting aspirational desires. Personalised messaging is also key for guests, especially considering the fact that this content relates to a tangible experience which goes hand-in-hand with providing service excellence when they do reach the stage of making a booking.

How to Create Immersive Content

So, what kinds of content should the hospitality industry be sharing? An immersive trip should be holistic. It needs to show glimpses about the endless opportunities that await them, with smooth planning and activities. From transport to the check in process at the hotel to a room reveal, activities for your itinerary, fun moments that are captured, and post-travel highlights. This will help create an aspirational feel and helps marketers to create a wide range of content. It can help build excitement in the long term with consistent reminders. 

It will be more effective when employed strategically, instead of attempting this with every video. Now, let’s take a look at some tips for creating immersive travel content:

• Get up close and personal: Speak with your audience directly or when there is music, be sure that it lines up with the visuals well. You should also consider quality and what the viewer sees by allowing them to get as close as virtually possible. 
• Be blissful: Travel is all about joyous times, so be sure to touch on the emotional sides, whether you’re setting a calming scene for a relaxing holiday, or an adrenaline-rush for the adventurous travellers. The feelings and emotions should be palpable.
• Tap into the senses: While you’re limited to sight and sound, do what you can to play on those elements. The way to inspire audiences to take action is for them to get the full experience where they can taste, smell, and touch. 
• Bite sizes: Sharing short clips that offer just enough to be memorable, while leaving the viewer content yet longing for more. 
• Perspective: The camera angles can help to define the perspective with multiple angles, from aerial shots to close-ups. 
• Vlog it: There are multiple ways to stimulate audiences with realistic takes on stays. Vlogging continues to be popular and works well to showcase lifestyle content with people in it – e.g. having a hand in the shot creates a more immersive experience. It is a great opportunity to feature your staff or work with creators, too!
• Content types: Apply these techniques and this kind of storytelling to various types of content. Diversity across content mediums and concepts will create compelling stories.
• There you have it – a guide to creating immersive travel content. With quality production and strategic planning, this content can be highly successful as it educates, informs, and entertains audiences of the modern age by enhancing virtual marketing for brands.