While written content such as blogs, whitepapers, and case studies continue to play an essential role, video and webinars have emerged as the most powerful tools for engaging travel trade buyers, tour operators, and travel agents.
B2B buyers are changing. They no longer want to just read about solutions—they want to see them in action, hear from industry experts, and engage in real-time discussions before making purchasing decisions. Despite this, many travel brands still underutilise video and webinars, missing out on opportunities to drive deeper engagement, strengthen brand authority, and increase conversions.
If your B2B travel brand isn’t incorporating video and interactive content into its marketing strategy, you’re falling behind. This Think Tank article explores why video and webinars are now essential to B2B travel marketing, the formats that work best, and how to maximise their impact on LinkedIn and other social platforms.
Why Video and Webinars Are Essential for B2B Travel Sales
Today’s B2B buyers are digital-first, and their content consumption habits reflect that shift. Research shows that 73 per cent of B2B buyers say video has a greater impact on their purchasing decisions than other content types, while LinkedIn users are 20 times more likely to share video content than any other post type. Live webinars also attract strong engagement, with an average attendance rate of 55 per cent, and 40 per cent of attendees becoming qualified leads.
These figures make it clear that travel businesses using video and webinars as part of their strategy see stronger engagement and better conversion rates than those relying solely on static content.
The reason video is so effective in the B2B travel sector is simple. It allows brands to humanise their message, simplify complex solutions, and establish authority in a way that written content alone cannot achieve.
Video brings personality into marketing, which is particularly important in an industry built on relationships. People buy from people, and when a travel brand showcases its expertise through engaging video content, it builds trust and credibility with its audience. In contrast to a sales pitch in text form, a well-crafted video demonstration or a live webinar discussion provides a much stronger connection.
Video also plays a crucial role in breaking down complex solutions, particularly in travel technology. Booking platforms, integrations, and software solutions can often be difficult to explain in a traditional blog or product sheet. A long article outlining the benefits of an AI-powered booking assistant may lose a reader’s attention, whereas a 60-second video demonstrating the tool in action makes its advantages immediately clear.
Webinars take this engagement to an even higher level. A live or on-demand webinar allows a brand to educate its audience, showcase expertise, and answer questions in real time. By providing valuable industry insights rather than just product information, travel businesses can position themselves as go-to thought leaders.
How B2B Travel Brands Can Use Video and Webinars Effectively
There are several formats that work particularly well in B2B travel marketing, each serving a different purpose but all helping to build engagement and trust with potential buyers.
Explainer Videos: Showcasing Products and Services
Explainer videos are one of the most effective ways to demonstrate how a travel technology solution or booking platform works. Instead of listing features in text form, a short, clear video can illustrate how a tool simplifies processes or enhances efficiency for travel agents and tour operators.
For example, a video titled “How Our AI-Powered Booking Assistant Saves Travel Agents Hours of Work” would immediately highlight the benefits of the technology in a way that is easy to understand.
Webinars: Building Authority and Engagement
Webinars provide an opportunity to engage with travel trade buyers in a meaningful way. Unlike static content, they allow for real-time interaction, which helps establish credibility and build stronger relationships. By hosting webinars that focus on industry trends rather than direct sales, travel brands can position themselves as thought leaders and trusted advisors.
A webinar titled “The Future of Travel Technology: What Agents Need to Know” featuring industry experts discussing upcoming innovations would attract significant interest from the trade. Similarly, a session on “How to Increase Direct Bookings with Smart Content Marketing” could provide practical strategies that add real value to attendees.
Webinars can also be repurposed into other content formats. A 45-minute discussion can be broken down into shorter video clips for LinkedIn, summarised into a blog post, or used in follow-up email campaigns. This ensures the content continues to generate engagement long after the live event has ended.
Behind-the-Scenes Content: Strengthening Brand Connection
Behind-the-scenes content offers an opportunity to showcase the people and processes behind a travel brand. Whether it’s a look inside the company’s operations, an introduction to the team, or a glimpse into the making of a new product, this type of content helps build a more personal connection with potential buyers.
For a travel technology company, this might mean sharing a behind-the-scenes video of the development team refining a new platform feature. For a destination management company, it could be a tour of a newly launched experience. This type of content helps build familiarity and trust, making potential clients feel more connected to the brand.
Testimonial Videos: Leveraging Social Proof
Case studies and testimonials remain some of the most persuasive forms of marketing content, but video takes them to the next level. A written testimonial is effective, but a short video of a satisfied customer explaining how a travel brand has helped their business carries much more weight.
A testimonial video featuring a tour operator who increased revenue by 25 per cent after adopting a new technology solution is far more compelling than a case study alone. Seeing and hearing real customers share their experiences makes the endorsement feel more authentic and credible.
LinkedIn Video: Maximising Visibility and Engagement
LinkedIn is the most valuable platform for B2B travel marketing, and video content performs exceptionally well on the platform. Native video posts receive significantly higher engagement than text-based updates, with users far more likely to comment, share, and interact with video content.
Short-form videos work particularly well on LinkedIn. A 60-second industry insight from a CEO or senior executive can generate more engagement than a traditional article. Similarly, sharing key takeaways from a recent conference or event in video format helps position a brand as active and informed within the industry.
LinkedIn also prioritises native video in its algorithm, meaning that videos uploaded directly to the platform reach a wider audience than external links. This makes video a highly effective way to increase visibility and engagement.
Making the Most of Video and Webinars in B2B Travel Marketing
To maximise the impact of video and webinar content, travel brands need to ensure they are not only creating high-quality content but also distributing it effectively. Videos should be kept concise and engaging, with clear messaging that gets to the point quickly. Captions should always be included, as a large percentage of LinkedIn users watch videos with the sound off.
Webinars should be carefully planned to ensure they provide genuine value rather than feeling like a sales pitch. Promoting them in advance, encouraging audience participation, and repurposing key insights into other content formats will help extend their reach.
Video and webinars are no longer just optional extras in B2B travel marketing. They are essential tools for engaging travel trade buyers, building trust, and driving sales. As the industry becomes increasingly digital, the brands that embrace these formats will be the ones that stand out.
The Travel Vox specialises in helping travel businesses create impactful video and webinar strategies that enhance brand authority and increase engagement. If your company is ready to take its marketing to the next level, we’re here to help.
