Navigating Success: Unleashing the Power of Strategic Content Marketing in the Travel Industry

You can watch my latest video about content marketing here - https://vimeo.com/921494373?share=copy

You can read my latest presentation about content marketing here - https://www.slideshare.net/secret/ILNUXPLa6npzl5

My script notes for the video are below. 

VIDEO SCRIPT

Hello! My name is Emma Hughes and today I am going to talk to you about content marketing in the travel industry.

There are many ways the travel industry can utilize content marketing; some ways are better than others! I have researched different styles of content marketing in the travel industry, and I am going to highlight areas best practice to you so you can elevate your content marketing!

Vlogging, a fantastic example of travel vlogging is YouTuber Morgan Venn. Morgan’s content is relaxing and easy to watch, but most importantly it is informative. It gives the viewer detailed information about travel in an engaging way. Not only this, but she makes travelling look stress free and easy which is extremely important when trying to sell travel, as customers want to travel to relax and breakaway from their day to day. In comparison to other Vloggers such as the Vagabrothers, Morgan actually visits the countries in her videos and shares first-hand footage of her adventures and the prices of the flights, trains, activities and hotels she visits. Many of the Vagabrothers videos contain stock photography and a lot of scripted audio. Morgan’s content works better as it is authentic and inspiring. Customers are more likely to start to research purchasing a holiday when they have viewed authentic content as it gives them a better idea of what the holiday can offer.

Digital travel brochures, an exceptional example of digital travel brochures is from the travel company Kuoni. Their brochures are inspiring and contain beautiful high-quality imagery and text that really sell the idea of a holiday without being sales orientated! They have a variety of brochures that you can browse online by destination. They also use their brochure download form as a type of data collection, which is data they can then use in future marketing campaigns if the customer allows them to. In comparison TUI do have an attractive online brochure but they have no call to actions or data collection. I would say there are also too many steps to access a brochure via TUI and it’s not as easy for the customer to find the destination they desire to look at. This may bore and disengage the customer and they may move onto another travel website. Brochures must be quick and easy to find and download.

Blogging, a brilliant example of travel blogging comes from Conde Nast Traveler. They are true experts in travel content marketing. All the content they produce is glossy and inspiring. It encourages customers to learn more about the destinations they want to visit. Their blog covers every possible holiday destination and all the information you need to know about it! In comparison a website such as TUI mainly have content relating to hotels and pools, where as a customer may want more information about the culture of the country they are visiting. The key to blogging is variety. It must tick every box of the customers list otherwise they will click off the website and search elsewhere for content.

There are many avenues of content marketing in the travel industry, but to get the best return on investment the content must be engaging, high quality, visual and inspiring to your customers! But customer must be able to easily find all the information they need to become inspired and in turn visit your travel agency to book their holiday.

-ENDS-