“Through video we are able to better visualise destinations”
ITB Berlin News caught up with Roya Zeitoune, Head of YouTube Culture & Trends EMEA at Google, before her talk tomorrow covering video and marketing trends in travel.
How is YouTube shaping the way people discover and plan their travel experiences today?
YouTube is the second biggest search engine, after Google, so it’s no surprise that people use it to research for their travel plans. Through video we are able to better visualise destinations, even getting into the specifics of hotels, restaurants, airlines etc. There is also such a breadth of content that we can watch, content that comes from users, not just official accounts, which brings greater credibility to the research. Additionally, we are able to find out about everything, from the most mainstream to the most niche of places and activities.
What emerging video formats or content trends are gaining traction in the travel sector?
Video formats are growing generally on YouTube, across genres, but something that’s been clear particularly in the last couple of years is the popularity of podcasts, where users can really deep dive into a topic, such as the joy of solo travelling. Podcasts allow for profound discussions, where there is space to explore a topic fully. In tandem with that, somewhat counterintuitively but it makes sense when you think about user needs, we’ve seen people fully embrace short form. That format allows for a lower barrier to entry and greater participation from users, which often results in more casual, conversational content.
What do you hope audience members will take away from your keynote at ITB Berlin 2025?
I hope that they will get insight into how internet culture is culture now and therefore the behaviour we see online has huge implications with how companies can connect with their potential customers. Understanding this shift is crucial for future proofing your audience.
YouTube: Cultural trends impacting video formats and marketing in travel
Keynote
Wednesday 5 March
12:30p.m.
Hall 7.1a / Orange Stage
