A total of 210 hospitality and travel professionals representing hotels, destinations, suppliers, agencies, and travel organizations were surveyed for this special report. Visual storytelling is becoming increasingly important and pervasive in the hospitality and travel industry, with a striking 89% of respondents reporting using either staff or freelance professional content creators (or both). The majority of brands have increasingly massive visual media collections, but many are held back by the inflexible systems they use to organize and access assets. Other important trends include: - Demand for visual assets continues to grow, with 86% reporting that the volume of new images and video combined has increased in the last year. - Almost one-third of respondents (32%) invest more than $50,000 annually in visual assets. - The majority of hospitality and travel brands are using images and video for a wide range of purposes, led by website use (96%). Get the full story at HSMAI