YouTube旅游分类策略

Category Snapshot (Scale, growth, top travel trends)05Top Channels/Creators & Content10High-Growth Channels & Content13 Travel Brands - YouTube Advertising Best Practices15 Case Studies20 Organic Best Practices25 Top Brand Channels & Content27High-Growth Brand Channels & Content30 Summary of Key Takeaways for Advertisers32 Introduction The Travel category has become one of the fastest-growingcontent categories on YouTube. In this comprehensive study,we'll deliver insights into what's driving this category’s growth,including which creators are making the biggest impact, andhow travel brands are navigating the platform. Pixability's insights team produced this report based onproprietary insights we have on this category. We thentranslated these findings into actionable takeaways foradvertisers, highlighting the types of content to prioritize,emerging trends to capitalize on, and high growth areason YouTube to watch. This provides advertisers with theopportunity to make a real impact on the right audiences. As the only company Google-certified through the YouTubeMeasurement Program (YTMP) in both Contextual Targeting/Brand Suitability and YouTube Content Insights, Pixabilitystands uniquely positioned as the trusted partner for keepingour advertisers in the know with the insights that matter tothem most. Travel Category Trendson YouTube Travel on YouTube:Growth & Scale QoQ growth in travel spacefrom Q1-Q2 2025+64% views on travelcontent as of Q2 2025593B In the list of top IABcategories, “travel”represented the21stlargestcontent category on YouTube travel channels onYouTube3.7M Cross-category notes: •As we’ll see later in this report, it’s important to note that cross-categoryadvertising is a best practice for all advertisers. Travel brands should not onlyadvertise within the travel category, but should also reach their audiencesacross other content categories as well•Plenty of travel content can also exist across non-travel channels (i.e. withinhobbies and interests, genres, etc). Growth highlight:“Travel” grew +64%from Q1 2025-Q22025. Why? Shorts:Travel viewing on YouTube recently saw a dramatic shift towardshort-form: Shorts accounted for 65% of travel video views in Q1, jumping to79% in Q2. This surge reflects YouTube Shorts’ booming popularity, offeringrapid growth in daily views, global reach, and audience engagement, thusmaking travel more discoverable, visually engaging, and bingeable in aformat perfectly suited to modern attention spans. Global expansion:While much of this study is focused on English languagecontent, it’s important to highlight some interesting patterns globally. WhileUS channel views grew a healthy 61% (+9B) in Q2 2025, India channel viewsgrew 117% (+18B), and Indonesia channel views grew 94% (+5B) in Q2. Thislevel of global growth is due in part to expanded connectivity & creatorecosystems. Widespread internet access is ever-improving, and globalcreator communities are growing as a result, fueling more production andconsumption of travel content & delivering outsized growth in views in moreuntapped areas. While we usually see travel content viewership increasefrom Q1 to Q2, averaging a jump of about 15%, we saw a64% increase in travel contentfrom Q1 to Q2. Seasonality:Q2 aligns with the key planning window for summer holidaysin the Northern Hemisphere, when audiences actively seek inspirationand guidance for upcoming trips. This seasonal surge mirrors patternsseen in prior years, with consistent upticks as viewers turn to YouTubefor destination ideas, travel hacks, and booking decisions ahead of peakvacation months. Trending Destinations:Consumption of travel content related to Japansaw a surge in anticipation of Expo 2025 Osaka. Other examples includespikes around Paris (2024 Olympics legacy content still driving interest),Saudi Arabia (Neom & Red Sea mega-projects), and Greece (summer islandtourism boom). These global moments highlight how major events, policyshifts, and seasonal hotspots can trigger sharp increases in travel contentengagement on YouTube. In the old days, publications like Travel + Leisure and NationalGeographic Traveler were the go-to for travel content and topvacation recommendations. Now, creators rule the category. Ofthe top 4,000 Travel channels based on views in Q2 2025, 95%were creator channels, with just the remaining 5% consisting ofa mix of brands and publishers. Later in this report we reveal thetop 10 creators within that 95%. Percentage of Travel Content on YouTube that isCreator-driven vs. Brand/Publisher-driven Creators Rule the Travel Space Travel Category Strategies for YouTube YouTube creatorsare shaping howviewers travel Travel creators play a critical role in shaping howaudiences plan and book their next trip. YouTubeinfluencers offer long-form storytelling and practicaladvice, becoming digital tour guides for destinationsaround the world. Their content inspires action anddrives deep engagement from travel-interested