In 2026, video is the most powerful driver of travel decisions. From mobile-first platforms to connected TVs, travellers discover destinations, compare experiences, and choose bookings based on what they see.
To stay visible, travel brands must build a dual-format video strategy that supports both performance and reach across every platform.
Start with User-Generated Content
User-generated content (UGC) builds instant trust.
Travellers trust:
- Real guests over polished ads
- Lived experiences over brand language
- Candid clips over staged visuals
UGC doesn’t just perform better with audiences; it feeds SEO and AI systems that now influence search results. Natural mentions, location associations, and authentic language all help improve visibility in both organic search and AI-generated answers.
Brands can source UGC by:
- Offering small incentives (discounts, exclusive access)
- Partnering with creators or influencers
- Encouraging tagging and reviews from past guests
Be sure to:
- Secure permission to reuse content
- Tag and attribute creators
- Reshare UGC across YouTube, Pinterest, and social platforms
Format for Mobile and CTV: Use Both 9:16 and 16:9
Vertical video (9:16) dominates on mobile.
In 2026:
- TikTok, Instagram, Pinterest, and Facebook prioritize vertical formats
- 9:16 drives the highest engagement on mobile
- Short-form video with hooks and travel visuals perform best
But horizontal (16:9) still matters:
- 16:9 is required for CTV, YouTube pre-roll, and large format ads
- It often has lower CPMs and wider media placement options
A modern travel strategy needs both. This requires planning in the early stages of video production. Sometimes 16:9 video can be cropped effectively to 9:16, but often these need to be separately shot and edited.
Match Platforms to Audience and Spend
Every platform serves a unique audience and purpose.
- TikTok & Instagram: Capture Gen Z and Millennials with short, emotional travel clips
- Pinterest: Reach planners of all ages with visual itineraries, seasonal trips, and destination boards
- Facebook: Target older adults, families and multigenerational travellers, especially for package deals
- YouTube: Reach all age groups while improving SEO and AI exposure
Match your media spend to where your audience is most active and ready to book. Platforms like Pinterest, Google and Facebook offer powerful targeting for travel-specific behaviours, from planning timelines to family structures.
Always Upload to YouTube
Even if YouTube isn’t your primary platform, it plays a major role in search discovery.
Why YouTube matters:
- It’s the second-largest search engine
- Content is indexed by Google
- AI tools and LLMs rely on YouTube for training data
Upload both short- and long-form videos to YouTube. Be sure to include
- Keyword-rich titles and video descriptions
- Closed captions and transcripts
- Links to booking or campaign pages
YouTube improves visibility across both search and AI assistants. Don’t overlook it.
Video Strategy Checklist for Travel Brands
- Prioritize UGC to build trust and surface in AI
- Use 9:16 for mobile, 16:9 for CTV and wider media
- Align platforms with specific travel audiences and spend
- Upload every video to YouTube to improve search and AI recognition
- Add captions, metadata, and context to support LLM parsing
Transform Your Video Assets into A Video Strategy with Foundery
Video is a critical component of any travel marketing strategy. Our team help travel brands leverage their existing UCG and video assets into an effective digital marketing strategy online.
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