Standing out in the crowd: How easyJet holidays used video to inspire confidence and drive conversions

CHALLENGE

Launched in 2019, easyJet holidays is the UK’s fastest-growing tour operator, combining easyJet’s trusted flight network with handpicked hotels. As their online presence expanded, the team faced increasing pressure to stand out in a competitive market where still images often look identical and fail to convey a true sense of a hotel.

Head of content and product, Francesca Taylor, began reviewing opportunities to differentiate.

“We knew videos increased engagement online more broadly. Travellers trust a video more than a photo, it gives them a genuine feel for a property,” says Francesca.

Recognising the limitations of static imagery and the potential to offer richer storytelling, the team approached Platform 195 to explore a scalable video solution.

SOLUTION

Platform 195 created a repeatable production model to deliver still and video content at scale, starting with 150 hotels. The creative focus centred on authenticity and human connection, often involving on-site hotel staff to help each property feel genuine and individual.

“Our focus was on how travel intenders were engaging with the content, so we trialled them on the website to determine optimal video length, themes that increased conversion, and how that compared to only using still imagery,” explains Francesca.

With initial testing complete, parameters were set for the wider rollout, and creative freedom remained essential.

“We don’t have a big production team in house, so we don’t have the capacity or need for creative control. We let Platform 195 run with it which meant they could really be creative. This definitely had a positive impact on how inspiring the videos are,” she says.

By capturing genuine moments and each property’s unique character, the videos transformed static listings into immersive experiences travellers could picture themselves in.

OUTCOMES

The project has since evolved into a continuous, data-driven content programme.

“We have just completed the 300th hotel and are already planning for next year’s videos, using the data and insights we have to evolve the visual storytelling,” says Francesca.

The impact on traveller behaviour is clear. Sessions where travellers watch a video convert at a rate that increases by 1.5%, and average booking value rises by 32.2% when a video is played—significant gains in a category where small shifts deliver major commercial impact.

“Platform 195 understand the travel consumer and what they are looking for. This rich experience and understanding, coupled with the quality of their content creation make them the ideal partner for this work,” says Francesca.

Looking ahead, easyJet holidays plans to expand the library to 500 properties and continue analysing viewer behaviour to refine its approach.

‍

“Platform 195’s model required no internal production or creative resourcing, enabling seamless content scaling. That flexibility means my team can stay focused on the guest experience, while Platform 195 continues delivering authentic, high-quality creative that reflects the brand’s spirit,” says Francesca.

Platform 195 is also supporting easyJet holidays’ newly launched luxury portfolio, helping the brand build recognition in this high-value segment.

‍