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Brief Published: 15 May 2013

DoubleTree’s YouTube Community

Extra

Global hotel giant Hilton’s full-service hotel brand DoubleTree has launched a new interactive travel community on video-sharing website YouTube.

DTour, created in association with internet search giant Google, allows travellers to share details about their holidays on a large interactive map. Customers can share travel trips and add photos and videos directly from other social networks, as well as browse tips from other users for travel inspiration.

DoubleTree locations are also highlighted alongside a selection of promotional videos about the properties and their surrounding areas. Certain DoubleTree employees also serve as DTour Guides, offering tips, videos and suggestions for local hotspots. Users can also book rooms at DoubleTree properties through the platform.

"This [concept] is purely based on traveller content, as well as content that employees at our hotels post," DoubleTree’s global head John Greenleaf told US magazine Adweek. "Our research shows that 80% of travellers don't know where they are going when they start to plan a trip."

Video is becoming an integral research tool for consumers. According to a 2012 study by Google and research institute Ipsos, 70% of business travellers use video when choosing a travel destination. Read more about using video as a branding tool in The Golden Age of Branded Video and Smart Small Hotels

US travel review website Trip Advisor now attracts more than 41 millions users a month, showing that peer-to-peer recommendation travel sites have never been more influential (read more in Social Media Travel Revolution). By incorporating social aspects into an advertising campaign, hotel brands can engage consumers and tap into this valuable market.

Read more about the importance of consumer engagement and participation in media campaigns in our industry trend Consumer-Creators

DTour

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