In theory travel marketing should be easy because of its inspirational nature. Stick up a clip of a tropical beach and swaying palm trees and job done. In practice, it’s a lot harder.

There are the different channels to consider to distribute the message and these days they need to be integrated.

There’s emerging platforms and technology to get to grips with such as chat apps, voice, augmented and virtual reality and where travel marketing could and should fit.

And then, there’s changing consumer consumption habits as well as rising expectations and the need to grab people’s attention in just a few seconds.

With these elements in mind, tnooz decided to look at one channel and asked YouTube for a list of the most popular travel ads in the UK in the past year. It’s important to note that the list is not only based on views but takes into account organic and paid views, watch time and audience retention.

Listed in reverse order to build suspense. 

#10 – Rentalcars.com

Published in late 2015 and with current views of almost than 871,700

#9 – Norwich Cathedral

The first surprise in the rankings and with only 294,000 views but it’s a great clip.

#8 – Thomas Cook

Published October 2017 and with almost 321,000 views.

#7 – TUI

Also published in October 2017 and with almost 799,000 views.

#6 – Transport for London

Another wildcard in the pack, published in November 2014 and with almost four million views.

#5 – On the Beach

Published late 2016 and currently with just over 871,000 views.

#4 – Center Parcs

Published in late 2016 and clocking up more than 1,472,500 views.

#3 – Qatar Airways

Published in March 2017 and well on its way to seven million views.

#2 – Booking.com

Published January 2017 and with more than 5,640,000 views.

And the top slot…

#1 – Etihad Airways

Published late April 2017 and again, heading towards seven million views.

Related reading:

Musings from digital travel experts on key content shifts

How video (think YouTube) influences travel decisions