What is the role of video for today's traveler? Google and Ipsos studied business, leisure and affluent travelers and discovered that almost 90% of them watch online videos. 60% of business travelers and 41% of leisure travelers have watched, uploaded or commented on travel videos online. Affluent travelers gravitate towards videos that give them ideas of activities to do at a particular destination. Travelers are most likely to watch online video content featuring expert travel reviews and brand-sponsored content.