Assigment 5: Content Marketing in Travel business

Case study on a client with a travel-related website, who wants to improve their business using content marketing. This presentation will enlighten the client with the best practices in content marketing in the travel market.

1. Assignment 5 ___

2. Introduction Content marketing success is tied to a consistent human-centred strategy. Understand your audience, speak their language while staying consistent with your business proposition. —

3. — Best Practices in the travel market When exploring content marketing best practices in the travel market, it is not about selling trips. It is about selling the dream of new experiences, while conveying safety through expertise in the field. First inspire, then inform, and convert comes last.

4. — The Ultimate Travel Company Composed of stunning pictures as well as clear and concise information, the content as a whole effectively communicates luxury travel services. The valid proposition is clear and consistently communicated around the website.

5. — Travel Nation The website holds tons of information for travel enthusiasts. Travel Nation elevates its value proposition through a wide range of services and expert guidance, ensuring every traveler can plan a safe, seamless, and personalized journey, independently of their goal.

6. — The Roadbook The travel blog valid proposition of “for global travellers, from global travellers,” combined with minimalist design highlights the visually striking content and in-depth local insights. Additionally, the authentic storytelling highlights inspiring people, places, and experiences. Each post integrates clear CTAs to hotels, restaurants, and services, while the platform also features a dedicated store and newsletter.

7. — Transparency = Trust It is extremely important to the audience understand what they could be signing for. Detailed itineraries and transparency are the key in this informative section. In this specific example by the Ultimate Travel Company, the first picture is about a group tour, so all detail should be available for consultation prior. In case of a tailor-made travel, there should be more flexibility, however, it is still important that the potential customer have an idea of the travel plan.

8. — Trust by certification badges Badges of membership, partnership and certification informs the audience that the company successfully passed through certain level of requirements, which translates as trust and assurance of a serious business. The featuring mention of the company in trust and well-known information channels is yet another way of communicate exceptional service to the business, however, it would work better if the user could click on the channel Forbes, for example, and be taken to the article that mentions the company.

9. — Blogging Travel Nation takes travel blogging to the next level. Each post are made by the company’s travel experts. The picture in the blog posts aren’t professional pictures, and are taken by the post author - which makes them even more authentic and trustworthy.

10. — Brochures The Ultimate Travel Company isn’t very strong on travel blogging. In this sense, their Brochures work well as an alternative. Each brochure content implies that it was written and developed by a specialist, which ends up working in similar way as a blog post.

11. — The Differential as a Service The Ultimate Travel Company delivers one-of-a-kind experiences with its luxury holidays in Antarctica, offering carefully curated itinerary inspirations to guide travelers in crafting their perfect journey.

12. — The Differential as a Tool After closing a travel plan with Travel Nation, the customer gets access to the Travel Nation’s application. Solving a recurrent travel issue - internet access - the app works without internet, and the customer will have all the travel information they need in the app. This is a brilliant and modern solution to have everything customers need for their trip - maps, itinerary, voucher, hotel and restaurant information, insurance and flight details, etc.

13. — Social and Ecological Responsibilities A known and ongoing customer trend is social and ecological responsibilities. It is extremely relevant to communicate what are the measures used to reduce the carbon emission in travel business, specially due to international sustainability travel standards. Another approach could be highlighting charitable initiatives as seen with The Ultimate Travel Company, or the Roadbook online store to help independent business to get visibility.

14. — Experts The detailed section of the travel expert is a must, as customers need to understand who they are speaking with omn the matter of their ideal trip. Travel Nation describes their experts in a excellent way, mixing knowledge and mastery with a very friendly tone, which gave me the impression of getting a friend advice. Each expert profile has all their blog post about past trips, the countries they visit, funny and friendly description of their personality and last and future trips.