According to Hitwise, search interest for destinations associated with adventure has grown rapidly across social and video platforms of late, with YouTube in particular seeing a spike. Searches for Iceland have grown 118% on the platform since 2015, closely followed by the destinations of Vietnam and Sri Lanka, which both increased 75% and 72% respectively. So, what does this tell us about consumers? First and foremost, that people are looking for unique experiences rather than standard getaways. Instead of typically popular European locations, travelers appear to be showing a greater desire to explore unusual or unfamiliar locations. Secondly, it also shows that video is an increasingly powerful tool for engagement. Now, consumers are turning to sites like YouTube for the sole purpose of discovery, rather than starting their journey on Google or travel websites. Get the full story at Econsultancy