Content Rich Media

Getting the attention of a target audience means reaching them wherever they are, and in the format they find most engaging. Often that means adding multi-media elements to the messages. Online video is the easiest, most affordable way to better merchandise travel destinations and products.

Rich media is about to change the online travel marketplace. The first and second generation travel tools have focused on making online services usable. Rich media over high speed internet connections, will help online travel distribution enter a new era of usefulness, unfolding a whole new dimension in travel marketing.

Rich media offers so much more than text or photographs alone, it unlocks communications possibilities that are commanding the attention of marketers and hard-to-reach audiences alike.

To date, the travel industry has been slow to incorporate rich media into their online offerings unlike other industries, the automotive industry, the fashion industry and the communication sector, have been much more forward-thinking. These industries face similar challenges to travel products in the sense that they are complex products, where customer research and compares over a long pre-purchase research period.

The Travel & Tourism Foundation supports all efforts to bring, specifically to smaller destination management organizations and national tourist boards of developing nations, the benefits of incorporating rich media in their marketing efforts.

The Foundation's experts continually assess new developments and use their judgment and experience to highlight tools or technologies available in the rich media sphere.