Marketing Pics Don’t Sync With Travelers’ Tastes, Says Getty Images
Photo Caption: Contemplating woman with coffee cup sitting on bed in camper van. Source: Getty Images.
Skift Take
Travel brands need to make sure the visuals in their marketing are aligned with what travelers — many on Instagram — want today. Sometimes there's a disconnect, according to new data from photo agency Getty Images.
In 2022, many travelers are re-prioritizing what they want from their vacations. Yet some brands and content marketers rely on out-of-date criteria when selecting images.
Getty Images, the stock footage agency, surveyed about 7,000 Americans to ask about their travel plans.
The company then looked at the visuals selected by many brands in the past year for TV commercials, online display advertising, and content marketing. Some of the choices were out of alignment with consumer preferences at the moment.
"In the next year, people are twice as likely to consider domestic travel than they are to consider a trip internationally," said Tristen Norman, director of creative insights,
