Dubai-based luxury hotel chain Jumeirah’s YouTube channel held the top spot among brands in L2’s Digital IQ Index: Prestige Hotels. Brand videos gathered more than 10 million views, and took four spots among the ten most-viewed Prestige Hotel videos on YouTube. Even more impressive is Jumeirah’s YouTube growth from just over two million total channel views last year.
Jumeirah harnessed celebrity power with its top hit “Red Bull Racing F1 Stunt on Burj Al Arab Helipad”, which features Infinity Red Bull racing team driver and Formula One star David Coulthard doing donuts on the Burj Al Arab helipad. The video gathered more than 1.2 million views, 2.7x the average total channel views for brands in the Index. The brand’s second most popular video promoted weddings at Burj Al Arab capturing 600,000 views in less than three weeks, and surpassed a million views by end of May.
Additionally, Jumeirah created videos in languages of its key markets, English, Arabic, Russian, German, and Chinese. It linked popular videos to its brand site and advertised aggressively with pre-roll and display ads. Video is a powerful tool for convincing potential travelers to book: 90% of travelers take action after viewing a travel video. Hotel brands have been slow in capitalizing on the medium, and Jumeirah’s success provides an example for those looking to improve.