Online Video in the Vacation Rental Industry

Online video has become increasingly more prominent over the last few years, as evidenced by sites like YouTube and Hulu. As online video becomes even more popular, its role will expand into niche marketing purposes, such as the vacation rental market. According to a survey of over 2,900 people conducted by TNS research, three quarters of respondents said they watched more online video today than they did a year ago. Of that same 75%, half also said they expected to watch more online video in the coming year. Why are users watching video online?

Some of the reasons mentioned were:

  • Convenience
  • Relevance
  • Control of Content

At FlipKey we are committed to "expanding the vacation rental market", and we are keeping an eye on the potentially significant role of online video to aide the market's expansion. One of the problems facing the industry today is attracting people who have never stayed in a vacation rental. A short concise online video outlining the services that a property manager provides could be a dynamic tool to help instill confidence in this group of people.

The TNS survey also highlighted that nearly two-thirds (63%) of people said they have taken some action after seeing an online video advertisement. Traditional TV advertising boasts nearly 80% of people taking some action after viewing an ad, but has been around much longer.

"Some Action" was defined as the following in online video's case:

  • Going to the companies website (44%)
  • Searching for more information about a product (33%)
  • Going to the brick and mortar store to look at a product (22%)
  • Talking to friends and family about the product (21%)

Online video can serve as a tool for property managers to help the public learn more about their hospitality services and properties. FlipKey is interested and excited to see the impact that online video can have on the industry.