In the heat of the mid-year holiday season, tourism marketing initiatives are being scrutinised. More than ever, consumers are clamouring for a higher degree of openness and genuineness in travel promotions.
New insights provided by the Getty Images & iStock VisualGPS Consumer survey underscore this trend, showing that nearly 70% of consumers are concerned with the origin of the images used in advertising – whether they are computer-generated or real-world photographs. Garnering feedback from a representative cohort of 500 individuals from Australia and New Zealand, the research paints a vivid picture of consumer sentiment towards travel, technology, and culture.
Interestingly, two-thirds of those surveyed could not distinguish between manipulated and authentic images or videos. This discovery amplifies the demand for transparency in content creation. An impressive 89% of consumers demand that brands disclose when a promotional image or video has been manipulated or altered.
For the travel sector, this expectation is especially poignant. Consumers are far more inclined to favour travel brands that utilise genuine images over those that rely on edited or manipulated visual content to showcase vacation destinations. Alarmingly for marketers, the travel industry ranks among the top three sectors most prone to negative backlash for using manipulated images, with 40% of respondents admitting that this would sour their opinion of the brand.
A recent controversy encapsulates this sentiment. A promotional campaign for the Philippines encountered widespread criticism for using stock images from other countries to portray the nation as an ideal holiday spot. This instance highlights the growing trend of national tourism agencies using visuals from foreign countries to attract visitors to their own locales.
Kate Rourke, Head of Creative Insights, Asia Pacific at Getty Images & iStock, believes the backlash exemplifies people’s yearning for realism. “Our data reveals a preference for images and videos that mirror genuine local culture, real people, and real experiences,” Rourke commented.
In destination and tourism promotions, another vital element that sways the purchasing decisions of Australian and New Zealand travellers is representation or “seeing people like me”. The survey found that 79% of participants wanted to see images and videos that portrayed travellers who resemble themselves, their family, and friends at the featured destination.
Rourke elucidates, “Australasian travellers treasure distinctive and personalised travel experiences which allow them to delve into their unique interests. As travellers show preference for local culture over well-known attractions, employing real and custom stock content that displays varied people and locations in campaigns can indeed aid travel brands in appealing to a broader audience.”
These revelations underline the importance for tourism marketers to balance their drive for striking visuals with consumers’ need for authenticity, representation, and transparency in their travel decision-making process.
Written by: Stephen Peters
