VIDEO FOR TRAVEL An effective solution for applying video in the tourism domain

Nuno Miranda; Ricardo Raminhos; lvaro Ribeiro; Pedro Seabra, Eduardo Coutinho
VIATECLA SA Estrada da Algazarra, 72, Almada Portugal, 2810-013 (+351) 212 723 500

{nmiranda, rraminhos, aribeiro, pseabra, ecoutinho}@viatecla.com

Hlia Gonalves Pereira; Virgnia Trigo

ISCTE-IUL Avenida das Foras Armadas, 1649-026 Lisbon, Portugal (+351) 217903000 {helia.pereira, virginia.trigo }@iscte.pt

ABSTRACT Video for Travel is a web platform that exploits the video format richness in the promotion and communication of tourism offers while integrated in OTA (Online Travel Agency) business web portals. The usage of video as a fundamental part of any tourism business management solution is applied three ways: (i) offer promotion close to potential customers using a rich, interactive and involving format, (ii) non-supervision / automatic video creation based on business data and promotion definitions, minimizing costs and improving efficiency as well as (iii) purchase support through video chat that creates a new channel for customer interaction with cross-selling and up-selling opportunities. Further, a video-learning open platform was also created specialized in tourism content (i.e. academic, business and technical) made available to students and tourism professionals, representing a single and specialized knowledge repository for the tourism domain. The platform is mainly focused on professionals and businesses in the tourism sector, both OTA companies that sell tourism products online as well as companies / individuals that are responsible for the actual tourism product implementation / execution that require new and more engaging ways of reaching their potential customers, providing a product preexperience even before its purchase. Video for Travel is a R&D project supported by the QREN programme, developed by Viatecla (technological background) and ISCTE (communication and marketing background). Upon its conclusion in 2012 the project is currently in a pilot phase for one major Portuguese OTA company. This paper presents the project in its more technological approach, describing the concept, design, architecture and implementation effort.

Keywords: Tourism, Video, Promotion, Information Technologies, Business Platform JEL classification: L83, L86

1. Introduction
Tourism constitutes an economic sector highly relevant in many countries (for some even vital), characterized by a strong dynamic according to multiple external stimuli, e.g. economic, political, social or cultural. According to World Travel and Tourism Council (2012 a) , (2012 b),the Travel & Tourism Contribution to World GDP (Gross Domestic Product) is estimated in 6346 billion US$ (i.e. 6 346 000 000 000) representing 9,1% of the World total GDP. In Europe (EUR27) the GDP contribution is 1393 billion US$, representing a 7,9% total share. Also in Europe (EUR27) this sector employees around 18.769.000 people, corresponding to 8,5% of the total European employment. Some countries, such as Portugal, invest higher in this sector, representing 15,2% of its GDP and near 36 billion US$. In this sector, tourism offers promotion and presentation can follow a perspective for capturing tourists for the destination Portugal (incoming), considering that the potential buyer is global, or follow a perspective to promote foreign tourism offers (outgoing). Although the investigation and development effort followed by the Video for Travel project can support both market / business strategies, a special focus, mainly during the projects test phase, has been placed in incoming, for capturing potential tourists to Portugal. This approach does not reduce the exportability for the Video for Travel concept or platform. Instead it shall be used to accelerate the integration of this type of solution / platform for promoting countries where tourism local offers are the main business focus. According to these approaches, local tourism offers (e.g. hotels, destinations, special services) and global tourism offers (e.g. aviation, holiday packages, rent-a-car) follow a stock market logic where pricing for each product suffer changes according to the supply and demand chain, in a given moment and in real time, replacing the previous traditional seasonal logic. Viatecla (Viatecla 2007) has a long expertise in this area, both in business and technical layers. Since its first tourism client in 2000, the KeyForTravel platform (KeyForTravel 2011) a web based platform for managing the tourism business full cycle, is the main platform in Portugal supporting daily the operational environments, from major

national tourism operators services to smaller travel agencies. The platform enables a transversal modelling and supports the entire tourism business. The operationalization and availability of new communication infrastructures based of fibre optics represent a new set of business possibilities close to end users and companies. Focusing on the increase on data bandwidth and transmission speed, this enables the visualization of video contents with improved quality, as well as an end user experience richer, fluid, and providing a better overall service and experience. However the opportunities brought by these infrastructures and not limited only to a better video experience, making way for the appearing of new contents and formats (until now with minimum expressiveness) for communication purposes, such as animations, 3D or augmented reality, possibility resourcing and combining multiple services in real time. Nonetheless, and although existing capable platforms for handling video and e-commerce portals (specifically in the tourism area) these are completely separated one another. These represent separate platforms using different technologies and protocols making hard the way to manage both promotion and transactional layer, resourcing to video contents. For this purpose the Video for Travel platform has been developed.

2. Video for Travel

Video for Travel (Video for Travel. 2010) is a web platform that combines video format capabilities to communicate and promote tourism offers in web environments usually associated to OTA (Online Travel Agency) web portals. The usage of video applied to tourism management platforms follows three approaches (i) promote and communicate specific tourism offers close to potential buyers, (ii) support the purchase process through teleconference and (iii) aggregate video contents for video learning / formation for both students and professionals in the tourism sector. (i) Business environment for promotion through video: Delivers new web channels for presenting tourism video contents to potential customers, made available by tourism product providers or generated automatically for promoting specific offers. The platform comprises video content publication and full-cycle approval, since its submission, validation, product / business association and distribution to the end user. Association mechanisms that link video contents to geo-referenced structures or classified by descriptive attributes are also available, helping management (e.g. search tasks) and association process of videos to business offers.

(ii)

Purchase process support: Integration of support mechanisms focused on the potential buyer / client during the reservation to purchase process through the inclusion of video-conference mechanisms, humanizing the communication process. Interactive support while discovering the most adequate tourism offer (especially holiday and weekend packages) by digitally sending promotional contents in document, image, video or animation format. This is also a new communication channel with cross-selling and up-selling capabilities direct to the end user;

(iii)

Video-Learning: An open web portal for presenting and publishing video contents academic, professional and business, accessible publically by students and professionals in the tourism sector, managed in a non-central way, in order to potentiate its growth and content enrichment, from different sources.

The Video for Travel platform is mainly aimed at professionals in the tourism area (particularly to online travel agencies) in a management perspective and to end users / buyers of tourism products (mainly online) in a consume perspective. In a secondary level appear the academic users and professionals in the tourism area that aim to attain knowledge through the video-learning interface. There are four main benefits derived from the platform usage, namely (i) integrate the video content as a way to communicate and promote tourism products, (ii) a new channel where responsibles for tourism offers can improve their product presentation, through video, and provide a pre-experience to the actual offer, (iii) video usage as a way to support and humanize call-centre communication and (iv) make available specialized portals for exchanging knowledge and experience in the area of tourism. Although some Video for Travel software components could be used in an independent way (mainly its video-learning component), in order to take full advantage of this platform it is required an integration with a tourism business management solution (such as the KeyForTravel platform). VIATECLAs Video for Travel project was co-financed by QREN (National Strategic Reference Framework) - Lisbon region, resulting from a partnership with ISCTEIUL Business School. QREN projects aim to qualify Portuguese companies with emphasis on knowledge, science, technology and innovation, as well as the promotion of high and sustained levels of economic and socio-cultural development and territorial qualification.

3. Architectural Specification
Figure 1 depicts a global overview for the Video for Travel architecture as well as the two main external platforms which it directly interacts, namely (i) platform for managing the tourism business full cycle and (ii) CMS (Content Management System) for web promotion (generally through a web site). Regarding the external platforms, these have been abstracted and generalized in terms of their specific architecture and functionalities, highlighting their main functional areas that should be transversal to any of these platform types. Regarding the Video for Travel platform architecture this is divided in two main areas, namely (i) client-side component for interacting with the end user / consumer (located on the top of Figure 1) and (ii) server-side component for upload, creation, administration / management and video content availability (located on the bottom of Figure 1).

Figure 1: General architecture for the Video for Travel platform

3.1. Platforms for Managing Tourism Business (external to the Video for Travel prototype) Mainly, platforms that manage the tourism business full-cycle make available two environments for interfacing with the business manager: (i) Backoffice for the definition of tourism products and business rules applied to them (e.g. prices, profit margins, availability rules, promotion periods and offer description using standard formats such as images and text) and (ii) Frontoffice operational environment used in support call centres or in physical travel agencies for search, book, payment and related document emission (e.g. electronic tickets, vouchers or billing information). In most cases these two interfaces are secure, implement access control policies and are supported through web technology. A third, non-visual interface, is usually also provided for programmatic interaction with the platform through well-defined APIs supported by standard technology. Functionalities and actions made available are specific to each platform. As extreme opposite to the interaction layer one can find the data layer which guaranties all data persistence defined in the Backoffice and Frontoffice environments. Persistence is guaranty (usually) through a data base cluster as well as support data such as images and PDFs that can be stored directly in the file system. With Video for Travel platform integration it is possible to define and attribute video contents to tourism offers through the Backoffice environment and at a second stage to perform is consumption and presentation through the Frontoffice environment. The persistence data layer shall be responsible for storing a set of data (mainly in the form of identifiers and URLs) that shall make possible to reference the video contents made available by the Video for Travel platform.

3.2. CMS Platforms for web promotion (external to the Video for Travel prototype) A similar approach has been followed for integrating Video for Travel with CMS platforms used in web promotion, usually responsible for managing business web sites for OTAs, where tourism offers are promoted and made available. At this level data structures are modelled for representing the notions of Page, Group and Block (or any other type of equivalent notation) which represent the functional decomposition of a web page. Access is generally made available through a web Backoffice, secure and with access control enforcement for both technical, graphical / layout components (associated to the

data presentation usually through HTML technology) and content layer (associated with the actual promotion, business or institutional data). A third, non-visual interface, is usually also provided for programmatic interaction with the platform through well-defined APIs supported by standard technology. Finally, a data layer guaranties data persistence through a database or in file system. When presenting a tourism offer in a web site, the information on the associated video contents is provided by the platform that manages the tourism business where this association has been previously established through its Backoffice environment. However, when creating ad-hoc promotions in which there is not a specific or single associated tourism offer (e.g. a SPA campaign), this specification must be performed through the CMS Backoffice, where the selected video contents (provided by the Video for Travel platform) can be selected and defined in which web pages it shall be embedded.

3.3. Video for Travel platform As any web solution the Video for Travel platform follows a client / server architecture. In order to simplify the components that comprise the solution, and according to this logical architectural separation, Client-side Components shall only comprise the interaction interfaces with the end user / consumer while the Backoffice environment and content administration procedures shall be explained as integrated in the Server-side Components.

3.4. Client-Side Components The client-side layer comprises all visual and interaction interfaces which the end user / consumer interacts directly, supported transparently by Video for Travels serverside layer. Consider the three main user profiles that interact with the platform, namely (i) Potential Client that perform searches on tourism offers made available online at promotion business web sites, (ii) video-learning user that consults video portals and generally the Internet for acquiring specific knowledge on the tourism business and (iii) Call Centre operator that supports and clarifies operational doubts regarding online purchases to potential clients. In the case of Potential Clients these visualize in an embedded way video contents made available by the Video for Travel platform while visiting OTA web sites, that

promote generic or specific campaigns or associated to specific tourism offers such as hotels, holiday or weekend packages. Integrated in these web sites one can communicate through video-chat with a Call Centre operator. Through this channel the Call Centre operator can dynamically and in real-time search offers through the RIA Offer Controller component, based on the dialog established with the Business User, enabling the operator to provide the potential client multimedia elements such as video, images, animations or documentation through a component shared between them - RIA Offer Viewer. This flexibility in using different types of elements depending on the potential client needs and requirements enables the Call Centre operator to adjust the approach for presenting the best promotion contents for each offer. Besides the transactional business web sites the Potential Client can consult tourism promotions in video format in web portals specialized in this type of format. These portals can be multiple, oriented and with different content according to the need to promote and project these products over different brands, consumers or class targets. The Video-Learning user can consult and consume (i.e. visualize) academic, business or technical videos through the video-learning web portal. Although not implemented - since it was outside the projects scope- the Video for Travel platform has been design in order to provide video contents over widgets running on Smart TVs1. Through this interface is shall be possible to integrate in the actual LCD device, contents that currently are being presented only on the web (and accessible via web browser) in the Standalone Business Portals and Video Learning Portal.

3.5. Server-Side Components Two types of users interact with the server-side layer, namely (i) the Platform Administrator using the Backoffice web application manages the full approval cycle for video contents as well as the platform configuration, security and access policy and (ii) a Business Affiliate with the possibility to upload video contents related with their tourism offer, representing the starting point in the approval chain for video contents. The Business Affiliate user has minimum permissions to interact with the Video for Travel system, being only capable to upload video contents associated to its business promotion. Such is executed through a Desktop application named Upload Box (used mainly for uploading

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video files with a bigger size and thus with requirements regarding loss of connectivity issues) or the application Upload Site, where the video file is upload through a web page (use mainly for upload video files with a reduced size). Both applications are linked to a common interface that manages all Upload Services. Video files submitted by Business Affiliates or Administrator users (directly via the Backoffice) once uploaded may be transcoded to new / different e.g. video formats, bitrates or resolutions. For this purpose it was created a transcoding engine called Encoding Services that having a set of predefined video encoding templates (stored as XML files) are selected by the user during the video upload process, and perform the automatically transcode and content creation at the Video for Travel Backofice. The Backoffice web application can only be used by the platform Administrator, which according to the presented credentials at login may visualize a subset of all available data structures and perform a set of actions which can be more or less restrictive. Using the Backoffice, it is possible to visualize all metadata related with video contents, perform a video visualization, manage the approval cycle and video content availability to the clientside components (i.e. visual interfaces) or external systems that also consume these videos. The approval cycle is represented as a business workflow where data can be characterized in different states during the cycle. All metadata and video contents are provided to client applications (please refer to the previous section) through a set of APIs using standard WCF and REST protocols for data encoding and delivery. The server-side layer also comprises all services that support video-chat functionalities as well the multimedia content exchanged between potential clients and Call Centre operator through the software components Streaming Control and Queue Control. Also this layer comprises the engine for Automatic Video Generation that enables the automatic creation of video contents according to previously defined animations and data / multimedia resources provided by external sources. Finally, the server layer comprises a set of three components that are used and integrated in the platforms that manage the tourism business and CMS, namely (i) components for the classification of video contents based on geographical models and attribute models based on graphs, (ii) video selection components (i.e. for picking a specific video from a broad classified / categorized offer) and (iii) components for video pre-visualization to be included in the Backoffice and Frontoffice environments for the

platforms that manage the tourism business as well as in the CMS platforms that support the promotion web sites.

4. Implementation
This section explains in higher detail the implementation of four Video for Travel cornerstones, namely (i) Video Learning Interface, (ii) Video Geo-Location and Attribute Metadata, (iii) Automatic Video Generation Engine and (iv) Video Support Tools.

4.1. Video Learning Interface The Video Learning interface (Video for Travel 2011) is comprised by a server-side area that contains the Backoffice for uploading and managing video contents (e.g. metadata, organization) and a Frontend where users can visualize available contents as depicted in Figure 2. The Frontend interface has been built in HTML5 technology and is accessed through any Internet browser client. The interface has been thought to be used through standard devices such as mouse and keyboard as well using touch interfaces (for both tablets and bigger touch screen interfaces such as touch LCD screens with 42 or wider).

Figure 2: Video Learning Frontend interface

The frontend upon start presents in full screen the first video that has been defined in an editorial playlist. When the user clicks or touches on the interface a set of controls are presented progressively, first only the playlist area and upon request the categories of videos that are responsible for grouping them according to e.g. a common event or theme. The playlist can be defined dynamically by the user when navigating through the different categories. All video files can be searched according to the defined metadata that has been associated to them, and shared in the most visible social networks, direct link (usually sent by email) or even embed the video content in other web site.

4.2. Video Geo-Location and Attribute Metadata A tourism offer / product can be analysed according multiple different dimensions. However there are two of them that are fundamental for any availability search: time and space. Regarding the space dimension it was developed in the context of the Video for Travel platform a geographical model for categorizing both tourism offers and multimedia contents (sharing a common geographical model makes the association mechanism between them much faster and less prone to error). A set of requirements have been followed for this purpose: (i) (ii) Clear and normalized classification of each location; Catalogue locations according to different representations (e.g. geographical, political, IATA codes) in order to promote interoperability and integration with multiple systems; (iii) (iv) (v) Organize locations in groups / areas in order to promote hierarchical structures; Enable to geo-reference a location through direct identification on a map; Intelligent search mechanisms e.g. suggest the most common locations in given contexts (e.g. through the definition of weights with different values for different geographical items); (vi) (vii) (viii) Multi-language support; Classification on the type of location (e.g. airport, city, region); Association of multimedia elements and metadata to any geographical location.

Taking this model as basis, it is possible to perform free / open text searches, contextual searches (i.e. taking one location as starting point it is possible to navigate to the

remaining that are connected to them), pure geographical searches (i.e. based on direct coordinates latitude, longitude) or based on coordinate surroundings.

Another way of categorizing multimedia contents as well as tourism product offers is through open scheme metadata. For this purpose and also in the scope of the Video for Travel project an open metadata / attribute classifier has been designed and implemented in the form of a graph data structure (Figure 3).

Figure 3: Basic Data Structure for Attribute Metadata Definition

This metadata classification is performed indicating the belonging (or not) to a group of qualities (characteristics related hierarchically among themselves), rates (evaluation attributes) and a set of tags that characterize the selected resource (tourism offer or multimedia item). As an example consider an aquatic theme park at Algarve. Figure 4 depicts a possible classification for this type of offer, using the classifier scheme.

Figure 4: Example for the representation of Qualities

This model also enables to apply filters to any of the classification elements, as well as execute intelligent searches according to proximity parameters / criteria.

4.3. Automatic Video Generation Engine This engine has a set of pre-defined animations (defined in Silverlight) that will represent the animations to be made available in video format (Figure 5). First the engine performs a set of requests to external data servers (e.g. CMS, tourism business platforms, general news feeds) for data retrieval using standard RSS formats. Then it downloads all the referenced resources (i.e. images, videos, audio) locally and applies the pre-defined animation to them. When applying the animation all individual photograms are stored and then placed in sequence composing a video file. If defined in Backoffice an audio source can also be included in the video file. Once codified / created this video file enters in the video content approval cycle as any other (e.g. submitted by a business affiliate).

Figure 5: Automatic Video Generation Engine representation

The video generation process can be automatized, which is especially useful for the creation of specific promotion / campaign videos, taking full advantage of all business data that is available at the transactional business platforms. This way it is possible to create a video that reflects these promotions without extra effort or even human intervention (if a bypass to the approval cycle is defined), if a set of resources (e.g. images, descriptions, prices) are always available at the business platform (which is usually the case). Some examples of tourism promotion videos are presented in Figure 6 and Figure 7.

Figure 6: Examples of videos automatically generated for aviation (left) and georeferenced holiday packages (right)

Figure 7: Examples of videos automatically generated for a specific campaign (left) and general highlight promotions (right)

4.4. Video Support Tools The Video Support component, integrated in Video for Travels BackOffice is a solution that allows direct contact between an operator at the Contact Centre and a potential customer during a purchase or payment process. The application provides customer assistance during search, selection, booking and payment steps for holiday packages and helping clarify possible doubts. The tool also allows the definition of a direct communication channel with the client where cross-selling and up-selling strategies can be applied. Due to the solutions technological complexity (in the server, BackOffice and client layers), several technologies are involved: e.g. HTML, CSS, Flash, JavaScript, Streaming, SilverLight, Web Services REST, ActionScript, Java and MXML The solution is integrated in the BackOffice used by the Contact Centre as well as in the Front End (usually part of an OTA business portal) accessed by the customer. Both BackOffice and FrontEnd follow a Client-Server architecture. The solution follows one of two approaches depending on its context. First, if the Video Contact Centre is open to all eventual customers, multiple operators answer customers that initiate the conversation through a web page integrated in an onlinebusiness web site, according to a queue scheme. Second, if the communication with the Video Contact Center has restricted access to customers and is specifically initiated by the operator that has previously established telephone contact with the customer. The customer view for the Video Support module, depicted in Figure 8, is smaller and simpler than the operator one. It has a clean and minimalistic design, easy to understand and interact, having just two buttons to configure the webcam and microphone, and another to answer or dismiss the video call. The applications main area is intended to

show the contents selected and submitted by the operator, which are perceived in real time by the customer. Different types of content can be displayed in this area, namely, images slide shows, PDF documents, videos and multimedia contents / animations regarding holidays packages. Figure 8: Customers Video Support environment integrated in the Frontend

The application used by the operator, has a set of special tools that help standard interaction on tourism call centres, as well as other tools that provide better ways to search and navigate on the informations that the operator wants to display to customers, complementary to the actual video-chat between them. These contents can be materialized in the format of slide show of images, videos, PDF documents or multimedia contents and animations related to holiday or weekend packages. Figure 9: Operators Video Support environment integrated in the BackOffice

The operator can visualize through video, himself and the customer (smaller and bigger images in area 1 on Figure 9, respectively) and visualize two content display areas (area 2 and 3 on Figure 9). The preview screen (area 2 on Figure 9) is only visible to the operator, where he / she prepares and then confirm the next contents to be sent to the customer. The larger screen (area 3 on Figure 9) displays the contents that are currently being presented to the customer. On the bottom of the screen (area 4 on Figure 9) is located an interactive component named Elastic Lists. This component is the responsible for improving the search of holiday and weekend packages according to the definition of multi-criteria data filters that when applied provide immediate visual results. The Elastic List mechanism improves greatly the operational definition of which holiday and weekend packages are the most appropriated to the customer, since it allows the operator to refine tourism offers in real time while talking to the customer, and apply up-selling and cross-selling techniques (e.g. suggesting travel insurance associated with the package). Follows a small real example for the Elastic List usage. Figure 10 (at top left) displays the application without any defined filter and presenting all available packages (i.e. 281). Next, in Figure 10 (at top right) is defined a geographical filter for North and South America. Immediately the available packages are reduced to 32. Then in Figure 10 (bottom left) the geographical filter is further refined, first at Country level (by selecting Brazil) and then at City Level (by selecting Fortaleza and Natal). As result the holiday packages are refined to 10. Finally, in Figure 10 (at bottom right) a filter for the most inexpensive packages is performed obtaining 4 results. This example show how with a minimum of interactions a complex search with multiple criteria is made simple and always with visual support, allowing from a 281 packages offer reach 4 results in a matter of seconds.

Figure 10: Step-by-step example of refining holiday and weekend packages using the Elastic Lists component

5. Evaluation and Future Work

The Video for Travel project was formally terminated June 2012. During its execution an extensive research has been conducted for defining the state of the art for the travel / tourism domain. These finds, more applied to the communication, marketing and promotion of tourism products are presented in another paper with the name Video for Travel Determinants of Video Content Usage Relations(H. Gonalves et. al. 2012). Regarding the software prototype platform that has been implemented results are quite satisfying pointing at this phase for an actual integration with the production environment for some Viateclas clients in the tourism area. These pilot clients have been selected from those that have accompanied the project from its start providing feedback during the entire project. The requirements for being available globally in a production environment shall result in some platform changes but minimum impact is expected since during the implementation and validation phases of the project, this has been integrated with real data and with a real tourism business management solution, namely.

According to preliminary client feedback this production integration shall occur progressively. First, focus shall be placed in the full cycle that enable affiliates to submit videos for promoting their own products, content verification and approval, linkage to business products and availability definition for each channel where the content shall be displayed. Next, shall be integrated the auto-content engines for generating automatically video content based on the offer promotion, made available at the tourism business management solution. In a third phase shall be released a set of video portals (only focused on the video experience). Different portals are required in order to group products according to different consumer, offer or promotion types. To this point all the referred components are related to online web channels (usually called frontends). The following integration step consists in applying Video for Travel at the FrontOffice environment, used by call centre operators and mainly agents at physical travel agencies. This way video content can also be used during the personal interaction between agent and potential client at a physical travel agency. Finally, the last integration step shall consist in the video-chat service. Although this would consist on a new channel for product upselling and cross selling, due to the investment requirement in more operators for operating at the call centre as well as invest in their specific formation for this new type of interaction, future Video for Travel clients prefer to postpone this investment area and advance first as a limited pilot, possibly applied only to their premium customers. In parallel with the Video for Travel operationalization effort applied to the business layer, Viatecla is also contacting some Portuguese universities for participating in the video-learning component. First this participation shall be limited to the Portuguese MsC and PhD degrees, creating critical mass knowledge that shall be used to present and promote the platform internationally, at a second phase. The above aforementioned items besides representing Video for Travel roadmap in order to become a real product consist in the future work for the platform. Further, corrections mainly at the usability and ergonomics level shall be implemented based on the feedback of an increased set of users while progressively entering production stage. Further the video-chat component shall be partially re-implemented, abandoning the Silverlight technology and focused in HTML5. Although this does not represent a major setback in the client communication at this phase, with the tablet massification this is an important aspect to be corrected. Finally, it is also foreseen the creation of a widget interface for presenting tourism video contents in connected TVs (already with enough processing power for decoding

video and running internally a limited browser that enables content navigation). This shall consist on a new promotion channel, parallel to the web channels, taking full advantage of the video format directly at the potential client TV screen, making possible tourism offer browsing while in a familiar environment.

6. References
World Travel and Tourism Council, (2012 a) Research of the Authority on World Travel & Tourism. Retrieved June 2012 from http://www.wttc.org/research/ World Travel and Tourism Council, (2012 b) Economic Data Search Tool of The Authority on World Travel & Tourism. Retrieved June 2012 from http://www.wttc.org/research/economic-data-search-tool/ Viatecla, Institutional Web Site. (2007), http://www.viatecla.com KeyForTravel Microsite. (2011), http://www.keyfortravel.com Video for Travel Microsite. (2010), http://www.viatecla.com/innovation/video_for_travel?language=en_us Video for Travel, v-learning site . (2011), http://videofortravel.viatecla.com H. Gonalves, et. al, VIDEO FOR TRAVEL - Determinants of Video Content Usage Relations. STED 2012 Proceedings, Banja Luka, Bosnia and Herzegovina (2012)