Content Marketing Strategies for Travel Websites.pdf

Content Marketing Strategies for Travel Websites

1. CONTENT
MARKETING
STRATEGIES
FOR TRAVEL
WEBSITES
Presentation
Alan Hamilton

2. THE PRESENTATION WILL EXPLORE VARIOUS
CONTENT MARKETING STRATEGIES THAT
CAN BE USED TO ENHANCE A TRAVEL-
RELATED WEBSITE, AND WILL COVER THE
FOLLOWING
INTRODUCTION TO CONTENT MARKETING IN TRAVEL

EXAMPLES OF HIGH-QUALITY CONTENT
BLOGS: SHOWCASING WELL-WRITTEN, INFORMATIVE TRAVEL BLOGS FROM
POPULAR WEBSITES LIKE LONELY PLANET AND THE POINTS GUY.
PHOTOGRAPHY: HIGHLIGHTING VISUALLY STUNNING TRAVEL PHOTOGRAPHY
FROM SOURCES LIKE NATIONAL GEOGRAPHIC TRAVEL AND VISIT ICELAND.
VIDEOS: FEATURING IMMERSIVE AND PROMOTIONAL TRAVEL VIDEOS FROM
COMPANIES SUCH AS EXPEDIA AND AIRBNB.
PODCASTS: PRESENTING TRAVEL-RELATED PODCASTS FROM PLATFORMS LIKE
TRAVEL + LEISURE.
INTERACTIVE CONTENT: DEMONSTRATING INTERACTIVE TRAVEL TOOLS LIKE MAPS
FROM TRIPADVISOR.
DIVERSE CONTENT TYPES: EXPLORING HOW DIFFERENT TYPES OF CONTENT
(BLOGS, VIDEOS, PHOTOS, ETC.) WORK TOGETHER TO CREATE A COMPREHENSIVE
CONTENT STRATEGY
BEST PRACTICES: DISCUSSING KEY TAKEAWAYS AND BEST PRACTICES FOR
IMPLEMENTING THESE CONTENT MARKETING STRATEGIES TO DRIVE ENGAGEMENT
AND CONVERSIONS ON A TRAVEL WEBSITE.

3. INTRODUCTION TO CONTENT
MARKETING IN TRAVEL
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly defined audience — and, ultimately, to
drive profitable customer action. It's about providing relevant and
useful content to your prospects and customers to help them solve
issues in their work or personal lives
What is Content Marketing?
Source: What is Content Marketing? (contentmarketinginstitute.com)

4. IMPORTANCE OF CONTENT MARKETING
FOR TRAVEL WEBSITES
Content marketing is indispensable for travel websites. It's the digital
passport to attracting and engaging potential travellers. By crafting
compelling narratives, offering practical advice, and showcasing
stunning visuals, travel websites can position themselves as trusted
authorities in the industry.
Effective content not only drives organic traffic but also fosters
deeper connections with audiences, inspiring wanderlust and
ultimately converting visitors into customers. It's a strategic
investment that yields long-term benefits in terms of brand
reputation, customer loyalty, and revenue generation.

5. TRAVEL BLOG FROM
LONELY PLANET
Lonely Planet's "A First-Time Guide to Laos" is a comprehensive resource for
those embarking on their inaugural journey to this enchanting Southeast Asian
country. The blog post excels in providing a balanced overview of Laos,
blending practical travel advice with evocative storytelling.
It deftly navigates the spectrum of must-see attractions, from the serene
beauty of Luang Prabang's temples to the adrenaline-pumping adventure of
tubing in Vang Vieng. The post also acknowledges the country's complex
history, inviting readers to explore its cultural depth beyond the surface-level
tourist experience.
Moreover, the blog post shines in its attention to detail, offering practical tips
on transportation, accommodation, and local cuisine. It's evident that the
author possesses firsthand knowledge of Laos, allowing them to provide
authentic insights and recommendations.
By striking a harmonious balance between information and inspiration, Lonely
Planet's guide empowers first-time visitors to craft unforgettable experiences in
Laos.
Source - Guide to Laos - Lonely Planet
(www.lonelyplanet.com/articles/guide/tp/laos

6. VISUAL STORYTELLING BY
NATIONAL GEOGRAPHIC TRAVEL
National Geographic is renowned for its breathtaking photography that
transports viewers to the far corners of the world.
Let's explore a few examples:
1. The Serengeti Plains, Tanzania
This iconic image captures the raw power and
beauty of the African savannah. The golden hues
of the grassland, juxtaposed with the stark
silhouettes of lions, evoke a sense of awe and
wonder. It encapsulates the thrill of wildlife
encounters and the vastness of the natural world
2. The Northern Lights, Iceland
A mesmerizing display of nature's light show, this
image evokes a sense of tranquility and wonder.
The ethereal green and purple hues, dancing
across the inky black sky, create a dreamlike
atmosphere. It invites viewers to escape the
ordinary and experience the magic of the Arctic.
3. The Great Barrier Reef, Australia
This underwater spectacle showcases
the incredible biodiversity of our planet.
The kaleidoscope of colors and the
intricate patterns of the coral formations
evoke a sense of awe and curiosity. It
highlights the fragility of our oceans and
the importance of conservation.
4. Machu Picchu, Peru
The majestic ruins of Machu Picchu, perched
high in the Andes Mountains, are a testament
to human ingenuity and the power of nature.
The image's sense of mystery and isolation
evokes a longing for adventure and
exploration. It invites viewers to step back in
time and connect with ancient civilizations.
National Geographic's photography is a masterclass in visual storytelling. By capturing the essence of these diverse destinations, the images evoke a range of emotions and
inspire wanderlust. They remind us of the beauty and fragility of our planet, encouraging us to explore and protect it.

7. TRAVEL VIDEOS
BY EXPEDIA
Dascha Polanco's travel tips video offers a refreshing and relatable perspective on family travel. By
sharing her personal experiences as a Latina, she connects with a specific audience and provides practical
advice tailored to their needs.
Key Takeaways from the Video:
Importance of Family Traditions: Dascha emphasises the significance of preserving family rituals and
customs while traveling. This creates a sense of continuity and connection for family members.
Balancing Individual and Family Needs: The video acknowledges the importance of personal time for
parents while on vacation. She suggests finding opportunities for solo exploration to recharge.
Practical Tips: Dascha provides concrete advice, such as booking flights early and packing extra luggage
for souvenirs. These tips are valuable for any family planning a trip.
Cultural Exchange: The video highlights the opportunity for cultural exchange through food and
traditions. Sharing meals and customs can create lasting memories.
Overall, the video is effective in providing a mix of personal anecdotes and practical advice. It resonates
with viewers by showcasing the joys and challenges of family travel while offering solutions to common
problems.

8. Overheard at National Geographic is a fascinating podcast that offers listeners a behind-the-scenes look at
the world-renowned organisation. By eavesdropping on conversations between explorers, photographers,
and scientists, the podcast brings the magic of discovery to life.
Key Strengths of the Podcast:
Authenticity: The conversational format creates a genuine and relatable atmosphere.
Expertise: The podcast features experts in their fields, providing valuable insights and knowledge.
Inspiration: The stories of exploration and discovery inspire listeners to dream big.
Global Perspective: The podcast covers a wide range of topics and locations, broadening listeners' horizons.
How the Podcast Aligns with Travel Marketing:
Destination Inspiration: By showcasing the work of explorers and photographers, the podcast inspires
listeners to visit new places.
Brand Building: The podcast strengthens National Geographic's reputation as a leader in exploration and
storytelling.
Audience Engagement: The conversational format fosters a sense of community among listeners, increasing
brand loyalty.
PODCASTS
Podcasts have emerged as a powerful tool for travel marketers to connect with their audience on a deeper
level. This audio format offers unique advantages that complement visual content
Overheard at National Geographic

9. BLOG AND PHOTOGRAPHY
The Points Guy's "8 Best Australia and New Zealand
Cruises" is an exemplary showcase of how to blend
practical information with visual inspiration to
create a compelling travel resource.
A Perfect Blend of Information and Inspiration, The
blog post effectively combines:
Comprehensive Cruise Overviews: Detailed
itineraries, ship amenities, and pricing information
empower readers to make informed decisions.
Stunning Visuals: High-quality images of the
destinations, cruise ships, and onboard experiences
create a sense of wanderlust.
Expert Insights: The Points Guy's reputation for
providing expert travel advice adds credibility to the
recommendations.
Reader-Centric Approach: The article focuses on the
reader's needs, offering a variety of cruise options to
suit different preferences.
By presenting information in a visually appealing
format and incorporating expert insights, The Points
Guy successfully engages readers and inspires them
to plan their own Australian or New Zealand cruise
adventure.
8 best Australia and New Zealand cruises - The Points Guy

10. INTERACTIVE MAPS
TripAdvisor has mastered the art of leveraging interactive maps to enhance
the user experience and aid in travel planning. These maps serve as virtual
compasses, guiding users through destinations with unparalleled detail and
interactivity. By incorporating interactive maps, TripAdvisor transforms the
travel planning process from a tedious task into an exciting adventure. Users
are encouraged to explore destinations visually, discovering hidden gems
and creating personalized itineraries.
Tokyo offers a perfect example of how TripAdvisor's interactive maps
enhance the travel experience. The city's complex layout and myriad of
attractions make it an ideal candidate for such a tool. Key Features of Tokyo's
Interactive Map include neighborhood overlays, public transportation
integration, attraction categorisation, street view integration and user-
generated content such as reviews, photos, and recommendations
Tokyo: All You Need to Know Before You Go (2024) - Tripadvisor

11. IMMERSIVE VIDEOS
The "Solta o Frango Beachfront" video by Airbnb is an
engaging visual that highlights the essence of staying at
a unique beachfront property in a stunning tropical
location. This video is designed to attract potential
travellers by showcasing not just the property itself but
also the broader experience of immersing oneself in
the local culture, nature, and lifestyle.
The video effectively connects potential travellers with
authentic experiences by showcasing the beauty of the
location, the richness of the local culture, and the blend of
comfort and adventure that the property offers. Through
engaging visuals, storytelling, and a focus on authenticity, the
video invites viewers to imagine themselves escaping to a
place where they can not only relax but also engage deeply
with the environment and the culture around them. This
approach resonates with modern travellers who seek
meaningful and memorable experiences that go beyond the
typical tourist path.

12. SOCIAL MEDIA CONTENT
Visit Iceland is a prime example of a tourism board effectively utilizing user-
generated content (UGC) to promote the country as a travel destination. By curating
and sharing Instagram photos tagged with #MyIceland, they create a dynamic and
authentic portrayal of Iceland.
The Power of #MyIceland
Social Proof: Sharing photos from real travelers builds credibility and trust. When
potential visitors see countless stunning images captured by others, it reinforces
Iceland's allure.
Community Building: By featuring user-generated content, Visit Iceland fosters a
sense of community among travelers. It encourages sharing, engagement, and a
feeling of belonging.
Authenticity: UGC provides a genuine perspective on the destination, showcasing
a wider range of experiences beyond traditional tourism marketing.
Inspiration: Curated Instagram feeds inspire potential travelers by showcasing the
diversity of Iceland's landscapes and activities.
Visit Iceland goes beyond simply sharing user-generated content. They actively
engage with the community by
responding to comments, reposting and crediting, running contests and
collaborating with influencers.
By actively participating in the conversation, Visit Iceland strengthens its connection
with the audience and reinforces Iceland's position as a must-visit destination.

13. Rough Guides has established itself as a leading authority in travel guide publishing through its commitment to in-
depth, informative content. Their "Ultimate Guide to Backpacking Southeast Asia" is a prime example of how long-
form content and downloadable resources can build authority and engage audiences.
This comprehensive blog post covers a vast array of topics, from visa requirements and transportation to
accommodation, food, and cultural experiences. It provides a detailed itinerary, budget breakdowns, and safety tips,
catering to the needs of backpackers seeking a well-rounded adventure.
Long-form content, such as detailed blog posts, offers several advantages:
In-depth Information: Provides comprehensive coverage of a topic, establishing the author as an expert.
SEO Benefits: Long-form content often contains more keywords, increasing search engine visibility.
Engagement: Detailed information keeps readers engaged for longer periods, increasing the chances of conversions.
Authority Building: Demonstrates a deep understanding of the subject matter, solidifying the brand's reputation.
The Power of Downloadable Resources
Complementing the blog post with a downloadable e-book enhances the value proposition and builds a stronger
connection with the audience.
Lead Generation: E-books can be used to capture email addresses and build an audience for future marketing
efforts. Content Expansion: E-books can offer additional depth and detail beyond the blog post.
Shareability: Downloadable resources are easily shared on social media, expanding reach.
By providing both a detailed blog post and a downloadable e-book, Rough Guides establishes itself as a go-to
resource for backpackers planning an adventure. This comprehensive approach builds trust, authority, and a loyal
audience.
TRAVEL GUIDES

14. Contiki has effectively leveraged a blend of video blogs and written content to immerse
potential travellers in the excitement of group travel. By showcasing real-life experiences,
they've created a powerful connection with their target audience.
The Power of Experiential Content
Authenticity: Video blogs offer an unfiltered glimpse into the Contiki experience, building
trust with potential customers.
Immersive Experience: By showcasing vibrant visuals and engaging storytelling, Contiki
transports viewers to the heart of the action.
Social Proof: Real-life testimonials and customer experiences reinforce the brand's
credibility.
Inspiration: Through visually appealing content, Contiki sparks wanderlust and encourages
viewers to explore the world.
Detailed Information: Written content complements video blogs by providing in-depth
details about destinations, itineraries, and practical tips.
Contiki's focus on experiential content has contributed to building a strong brand identity
centered around adventure, youth, and social connection. By showcasing the energy and
excitement of group travel, they have resonated with a specific target audience.
By combining video blogs and written content, Contiki has successfully created a compelling
narrative that showcases the benefits of group travel. This approach has undoubtedly
contributed to the company's success in attracting young and adventurous travellers.
VIDEO & BLOG

15. Conclusions
Content marketing in the travel industry is diverse, leveraging various formats to engage
and inspire potential travellers. Each type of content serves a unique purpose and targets
different audience segments, making it essential to use a mix of content types for
maximum reach and engagement.
Blogs and Articles: These are foundational in travel content marketing, offering detailed
guides, tips, destination reviews, and personal travel stories. Blogs help in improving
SEO, driving organic traffic, and establishing authority. They cater to audiences who
prefer in-depth information and storytelling.
Videos: Video content, including vlogs, destination highlights, and promotional videos, is
highly effective for showcasing the beauty of locations and experiences in a dynamic way.
Videos appeal to visual learners and are often more engaging, with higher chances of
being shared on social media.
Social Media Posts: Platforms like Instagram, Facebook, and TikTok are vital for travel
brands, offering quick, visual content like photos, reels, and stories that can instantly
capture attention. These posts often drive engagement through likes, shares, and
comments, making them powerful tools for building a community and staying top-of-
mind.

16. Podcasts: Travel podcasts cater to on-the-go audiences, providing inspiration,
interviews with travel experts, and immersive storytelling. They are excellent for
engaging auditory learners and those seeking in-depth discussions about
destinations, cultures, and travel tips.
User-Generated Content (UGC): Encouraging travellers to share their experiences
on social media or review platforms adds authenticity and trust to a brand’s
marketing. UGC can be repurposed across different channels, enhancing credibility
and community involvement.
Email Newsletters: These allow travel brands to maintain direct communication with
their audience, offering personalised content, special offers, and travel inspiration.
Newsletters are effective in nurturing leads and converting them into loyal
customers.

17. Importance of Quality, Authenticity, and Engagement
Quality: High-quality content is crucial in the travel industry, as it reflects the brand's
professionalism and commitment to delivering valuable information. Well-produced
content is more likely to be trusted and shared, extending its reach.
Authenticity: Authentic content resonates more with audiences because it feels genuine
and relatable. Whether it’s through personal stories, honest reviews, or real-life
experiences, authenticity builds trust and fosters a deeper connection with the audience.
Engagement: Successful travel content doesn’t just inform; it engages. This means
creating content that encourages interaction, whether through comments, shares, or
participation in a community. Engaging content keeps the audience interested and more
likely to return or recommend the brand to others.
In summary, a diverse content marketing strategy in the travel industry, combining blogs,
videos, social media, podcasts, UGC, and newsletters, ensures a broader reach and deeper
engagement. Prioritising quality, authenticity, and interaction in this content makes it more
effective in converting audiences into loyal travellers.