Taking the professional route to produce online video can be daunting -- not least because it is naturally going to more expensive compared to some of the examples from Day One.

Crews are needed, locations sourced, permission required (often from government agencies), meaning the whole process feels less webby than that used to produce the supposedly edgy clips found on YouTube.

But before descending into despair, travel companies need to remember that not every customer wants the trendy music, sharp editing and a quirky angle.

In fact, the majority of travel buyers are still those who want to see pictures of facilities, location, rooms, pools -- brochure-style.

UK firm Trailstream is one of many outfits doing exactly this and has produced web videos for tour operator and online travel agency websites since 2003.

Cue easy listening music, soft lighting, happy families and lazy days. Nevertheless, ask any web owner that uses video and they’ll concur that conversions improve when clips are on the page.

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