Customers want to see genuine resort imagery and hear of real holiday experiences despite the best efforts put into creating attractive websites and brochures, argue travel industry marketers.

Speaking at a marketing and innovation forum at the Abta Travel Convention, marketers debated the change in imagery used by the industry to help entice customers and sell their products.

Recent trends outlined by Getty Images director of creative planning Rebecca Swift prompted a re-evaluation of the visual element of marketing.

She pointed towards the move away from traditional professional photography and the bright sunshine and blue skies of the old travel brochures and websites to imagery influenced by the way people take pictures of themselves for social media, such as Facebook.

She also highlighted the sheer number of images now created daily by people and how companies were in the middle of a “visual bunfight” to try to get attention.

Source: www.marketingweek.co.uk

Phong