Getty Images Insights
2025-06-24 06:52:11

Getty Images Unveils Visual Content Insights for the Travel Industry

Getty Images Unveils Insights into Travel Industry Visuals



Getty Images, a global leader in visual content creation and marketplace, has recently published findings from its comprehensive survey, conducted in collaboration with MarketCast. This survey, known as VisualGPS, focused on effective advertising visuals that resonate with consumers in the travel sector and highlighted emerging trends and needs. Through this initiative, Getty Images provides guidance to approximately 600,000 contracted creators around the world, offering tailored content to meet the evolving demands of the market.

Understanding Consumer Concerns



In light of rising costs, the depreciation of the yen, and overtourism, there's been a noticeable shift in consumer behavior regarding travel both domestically and internationally. According to the VisualGPS findings, about 70% of Japanese respondents expressed feeling uncertain about the future. Therefore, it is crucial for the travel industry to effectively convey trust and reassure consumers through compelling visual content.

Importance of Trust in Visual Content



The VisualGPS survey revealed that a significant majority—around 70% of Japanese consumers—trust the visual content provided by travel companies. Specifically, when analyzing the visual trends emerged on Getty Images, it was noted that 70% of the imagery portrays either Gen Z or Millennial travelers enjoying their experiences. This indicates a clear preference for visuals that evoke joy and connection during travels.

In order to further enhance trust and relevance, the study highlights three key aspects that travel companies should focus on:
1. Responsiveness to Customer Needs (44%)
2. Clear and Transparent Pricing Policies (41%)
3. High-Quality Customer Service (41%)

Nostalgic Visuals Resonate Strongly



Delving deeper into the preferences of Japanese consumers, the study found that 71% identified with visuals that evoke memories of family trips from their childhood. This figure surpasses the global average of 61%, suggesting a unique cultural attachment to nostalgia among Japanese travelers. Furthermore, around 65% expressed a preference for visuals showcasing interactions with locals, and 67% favor imagery portraying joyful tourists engaging in sightseeing activities. Interestingly, the survey also noted that nearly half of respondents preferred short videos over still images.

Leveraging Nostalgia in Uncertain Times



In an era marked by uncertainty, visuals that remind consumers of joyful childhood travel experiences can serve as an emotional anchor. Such nostalgic representations evoke positive memories, fostering feelings of security and belonging. Additionally, visuals that allow potential travelers to imagine themselves amidst settings—showing amenities, seating, and breathtaking views—can ignite a desire to travel once more.

By employing soft pastels and slightly textured visuals that capture a sense of nostalgia and calm, travel brands can effectively connect with consumers emotionally.

As about 70% of Japanese individuals express unease about their future, the concept of ‘travel nostalgia’ might provide a comforting escape, reminding them of timeless happiness amidst a tumultuous world.

VisualGPS Survey Overview



  • - Conducted by: Getty Images
  • - Method: Online Survey
  • - Survey Period: November 30, 2024 - January 7, 2025
  • - Participants: 500 Japanese individuals aged 18 and above

Insights from Getty Images Experts



Arisa Nagai - Senior Content Specialist

Arisa has had a profound interest in conceptual art and photography since her teenage years. After collaborating with photographers and stepping into the realm of modeling during her university years, she joined Getty Images in 2021. Since then, she has focused on developing authentic, narrative-rich content by collaborating with talented creators across APAC.

Kate Rourke - Director of APAC Creative Insights

With over ten years of experience in the photography sector, Kate leverages her expertise in creative and brand strategy to understand motivational factors in visual choices. She plays a pivotal role in guiding brands towards effective visual communication strategies, ensuring that the evolving nature of global visual language is captured in Getty Images’ offerings.

About Getty Images



Getty Images stands as a leading creator and marketplace for visual content, catering to a myriad of global needs. With brands like Getty Images, iStock, and Unsplash, it connects clients with top photographers and videographers, providing access to a vast array of compelling visual content. Working alongside around 600,000 creators and over 350 content partners, Getty Images delivers powerful and inclusive content while covering over 160,000 news, sports, and entertainment events each year. Their extensive collection also includes millions of historical images, making them a go-to source for both creative and commercial visual needs.


画像1

画像2

画像3

画像4

画像5

画像6

画像7

画像8

画像9

画像10

画像11

Topics Consumer Products & Retail)

【About Using Articles】

You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.

【About Links】

Links are free to use.