Content marketing in the travel and tourism industry


Content marketing can present a wealth of opportunities for you to engage people before their trip and maintain them as brand advocates for years to come.

Many industries can feel shackled when it comes to creative content marketing activities but the Travel and Tourism industry can present a wealth of opportunities. It’s the perfect sector for using different types of content, all the way from inspiring images to educational guides.

When creating a strategy for your tourism content marketing activities it’s worth considering that there are likely to be two main phases when it comes to targeting audiences with content.

1.    Pre-Trip

The pre-trip phase can be a great way to both grab the attention of your targeted customers and also help/educate them. In turn they will form a relationship with your brand and place it front of mind when it comes to a buying decision.

Visit California really hit the nail on the head when it comes to educating their market before a holiday. Their website is host to a hub of content around any potential question or query that a would-be visitor may have:

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Not only do they have lots of great informative content, they also package it up nicely across social media with bite-size, clicky posts that will grab the attention of any relevant Facebook browser:

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STA also clearly understand the process and their target market. Here’s an example of one of their budgeting tip style articles:

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By positioning yourself as a knowledge resource you then have the ability to solve problems and educate your market on highly relevant issues. If you can be aesthetically pleasing whilst doing this then that will be a bonus and lead to increased social media engagement and brand exposure.

By using this kind of strategy you will also find that you naturally attract links from relevant sites in the industry. Quality links will lead to improved Google rankings in the long term. This means that organic search traffic will increase, and meanwhile your travel content marketing campaigns will also increase referral and direct traffic as your brand exposure improves. This means that content marketing can not only increase your traffic but it can diversify where that traffic is coming from, making you less reliant on any single marketing channel.

2.    Post-Trip

You've given your audience all the information they could possibly need when it came to planning their trip, so how do you go about engaging with them after their trip has been completed?

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Luckily people love talking about themselves and comparing stories, especially when it comes going on holiday or visiting places. This is where user generated content comes into play. You have gained their awareness through inspiring or educational content before their trip so they are aware of you as a brand, now all you need is to provide them with an incentive to engage after the event.

Tourism Australia run a hugely successful weekly fan photo competition that gives people the chance to boast and compare images across a large social platform which contains a much bigger reach than their own. STA Travel run similar competition posts that encourage users to submit photos in exchange for an incentive. This type of activity helps bring your strategy full circle as user generated content will also have a knock on effect across social media and in turn help gain awareness from more users who may well be at the pre-trip phase.

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Virgin Holidays are also very clever with their social posts. Although the below post appears to be aimed at people looking to travel to China (Awareness phase) the post actually receives much more engagement from people who have already travelled to China. People like to compare stories and if you create content that encourages that then you will reap the rewards in social engagement in the post-trip phase. They also fit in a reference to their wider content marketing hashtag #Mojo which they are using across all forms of media.

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Content marketing for travel: key takeaways

  • Create content with either pre-trip or post-trip in mind
  • Entertain, Inspire, Educate
  • Position yourself as a ‘go-to resource’
  • Engage audiences in discussions across social networks
  • Be visual
  • Don’t be too salesy, people engage with content more than an advert

Find out more about planning your content marketing for maximum efficiency.

10 Sep

2014
Edward Russell-Johnson
Listed in:  Digital Marketing
Estimated read time:
 words,  minutes

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