If you’ve been on one of our internet marketing training sessions or had a site analysis carried out by us then you’ll have probably have had us tell you that the best way of evoking a destination is with graphics. We really don’t mean to go on but it’s something that we strongly believe in here at LeadGenerators and new research by Frommers Unlimited now supports this. Nearly 80% of people surveyed by Frommers Unlimited said that images are a deciding factor in their web purchases.

The research was unveiled last month at the Travolution Summit, but surprisingly statistics showed that only 26% said they were swayed by watching videos of destinations. The number however rose to 29% when the videos were of accommodation rather of the destination. Some leading experts argued that this could be due to the fact that many destination videos are poorly produced, but at LeadGenerators we think the success lies more in getting the balance right. 

The first step should be creating a graphic concept that communicates the USP of the product. Whether the product is cheap, luxury or tailor-made this should be clearly conveyed in the graphics. Secondly you need a strong sales message with excellent pictures and just a minimal amount of text scattered around these images. As Jim Cruickshank explained at the Travolution Summit “People don’t believe the written word, but they do believe images”.