Scaling video in travel: Finding the balance between story and scale

Video has become one of the most commercially influential assets in travel commerce. Not because it’s new, but because the way travel is researched and bought has changed.

Shoppers now move fluidly between inspiration and evaluation, scrolling listings, comparing options, returning to favourites, and seeking reassurance before booking. In this environment, still imagery often isn’t enough. Hotel listings look the same on most travel agent sites because they are using the same generic imagery.

“Engaging video content has become a necessity for selling hotels and holidays, not just a marketing trend. It enables you to build a connection with your prospective customers,” says Dan Jenkins, Head of Client Services at Platform 195.

We’ve written before about why video creates differentiation when everything else starts to look the same — and why bland imagery doesn’t sell dreams. The bigger question we now see travel retailers grappling with is more operational. How do you create video that is authentic and high quality, and do it at scale?

The scalability challenge: Quality, authenticity & efficiency

As Dan explains, traditional production models weren’t built for modern travel portfolios. They’re often resource-heavy, expensive, and difficult to roll out consistently. Large crews and staged scenes can also dilute what travellers actually respond to, a believable sense of place.

“Properties can start to look like each other when production becomes too controlled. The more you smooth everything out, the more generic it can feel,” says Dan.

At the same time, most travel retailers aren’t trying to create one hero film. They’re trying to improve performance across dozens or hundreds of properties. That’s where the old model breaks down.

This is why scalable video has become a strategic differentiator. Not because every property needs the same treatment, but because every portfolio needs a repeatable way to keep content fresh, distinctive, and commercially effective.

What ‘scalable’ actually means in travel

Scalability isn’t just about producing more content. Rather, it’s about producing the right content repeatedly, without creating operational drag for internal teams. This means:

• repeatable across properties

• consistent quality without heavy internal oversight

• no requirement to build in-house production capability

• shaped by real booking environments

• cost effective

The easyJet holidays case study is a good example of what this looks like in practice. Their challenge was a familiar one, still images across listings often looked identical and didn’t convey a true sense of a hotel. They needed a way to stand out and build confidence at scale.

“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 Taylor, Head of Content and Product.

The solution wasn’t a one-off production project. It became a repeatable content program — starting with 150 hotels and evolving into an ongoing rollout informed by shopper behaviour and performance.

When on-site shoots make sense: Capturing what can’t be manufactured

According to Dan, on-site filming remains the strongest option when experience itself drives commercial choice.

This is the model built for properties where personality, atmosphere and culture are part of the product. Where the story isn’t just what the room looks like, but how it feels to be there.

“Every hotel has a DNA. It might be heritage, a culinary approach, a family story, or the character of the team. Our role is to spot what makes it unique and reflect it authentically,” explains Dan.

Being physically present allows you to capture what can’t be recreated through post-production alone: genuine interaction, natural energy and the small moments that help shoppers picture themselves in the space.

However, on-site only works at scale if the production model supports it. Traditional large-set shoots are difficult to repeat across hotel portfolios. They introduce cost, disruption and often over-control the environment. An agile model makes on-site filming commercially viable at scale, reducing disruption while preserving reality.

The easyJet holidays program illustrates this approach. The rollout centred on human connection, often involving hotel staff to ensure each property felt individual.

Where AI-powered video fits: Elevating reality at scale

AI is changing what’s possible in content creation, but travel is a category where trust is fragile. If visuals drift into invention, confidence disappears.

“In travel, authenticity is non-negotiable, you can’t make up what it looks like,” says Dan.

This is why the most useful role for AI in travel video is not complete creation but rather sensitive and strategic enhancement.

Effective AI-powered video elevates real property imagery into dynamic, credible video assets. By improving lighting, adding depth and cinematic motion, and creating a stronger viewing experience without altering what is really there, you can breathe life into what was just a static image.

AI-powered video solves a different problem to on-site shoots. It is not designed to replace human storytelling but to elevate property presentation efficiently, consistently, and credibly .  

“The real skill is in blending the AI technology with human intelligence - understanding what makes a good shot, how to create a blend of cinematic and dynamic shots, the story to tell that will best resonate with the travel shopper, and which still image best connects to the next to create a seamless engaging edit,” adds Dan.

This model is best suited to portfolios where scale and speed are the primary constraints.

Choosing the right approach starts with the shopper outcome

Deciding whether your portfolio needs on-site, or AI-enhanced video isn’t a question of good versus better, it comes down to two things, practical logistics and what you need the content to do in the shopper journey.

“If you need to communicate atmosphere, personality, and human experience, on-site is the strongest option. If you need to improve clarity and presentation across a wide set of listings over a short timeframe then AI-powered creation is the more suitable choice,” says Dan.

The key is being deliberate rather than uniform. Travel brands get the most commercial value when video is treated as a strategic lever and applied thoughtfully across a portfolio depending on the role each property plays in revenue and brand perception.

Why sector expertise matters

side from scalability, Dan says there is one non-negotiable prerequisite travel retailers should have when creating video content. Use a creator that truly understands the industry and the complete travel shopper journey.

“Our advantage is that we live and breathe travel. When we arrive at a property, we’re not just looking for attractive shots. We look for what makes a property commercially distinctive, the details that influence booking decisions, not just aesthetics,”

This depth of understanding matters because it’s often the smaller details, a conversation in the kitchen, the way light moves across a terrace at sunset, the rhythm of a space during service, that create connection. Capturing those moments requires more than equipment. It requires context.

The easyJet holidays case study illustrates what happens when scalable video is aligned to shopper behaviour. Sessions where travellers watch a video convert at a higher rate, and average booking value increases when video is played, meaningful gains in a category where margins are tightly managed.

If you’re exploring scalable video for a property or portfolio, the starting point isn’t a shoot schedule. It’s understanding what role that content needs to play in the booking journey and building the right model around it.

To discuss how this could apply to your portfolio, speak to the Platform 195 team, or explore our easyJet holidays case study for a practical example in action.

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