September 2019
Traveling off
the beaten path
…because no one wants to feel like a tourist.
Gone are the days of cookie-cutter vacations powered by guidebooks, crowded resorts and disappointingly inauthentic dining tips.
Audiences want new and unusual experiences in faraway places. From hole-in-the-wall restaurants to cliff-jumping adventures, they’re becoming tour guides in their own right, using social media to tout their adventures and discover their next great getaway.
Making a splash, everywhere.
G9 videos featuring isolated destinations and unique getaways saw a 72% increase in views from Q1 ’18 to Q1 ’19.
Travel content exploded on Instagram, with 56% growth in monthly video views, hitting 374M in January 2019.
Source: GIA, Q1 2018–2019. Group Nine channels include O&O, YouTube, Facebook and Instagram; Tubular Labs.