Content Marketing in the Travel Industry
Hello and welcome to my video of how you can use great content marketing to improve your business.
After performing some research, here I will highlight some great examples of content marketing within the Travel Industry. These are examples from companies that have an effective content marketing strategy and that I really think can benefit your business too.
The first piece of content that I would like to showcase is Trivago’s use of blog content. The blog is packed full of interesting and inspiring content with trends and unique experiences to name a few. The thing I really like about this blog is they really tie it in nicely with their business. The accommodation mentioned is accommodation they can sell and they make sure that they include links including reviews and ratings wherever they can to up sell to the customer. This is a really good way of providing genuine interesting blog content to the customer but at the same time linking it back to the business.
The other thing Trivago do really well is the use of international content. There is an option to change the language and although the main content stays the same, the topics change based on the country you’ve selected. This is a great example of how you can tailor content to a global audience and create separate content that will appeal to a customer in a specific country. In my opinion Trivago do this really well compared to other competitors such as Kuoni who I also picked out as having good blog content. It’s important to take this on board as a travel business.
The second piece of content I want to share with you is AirBnb’s use of Instagram content. With 4.7 million followers, AirBnb regularly post content to their profile and it looks visually appealing. They are able to share inspiring content and also showcase the fantastic experiences and accommodation they have on offer. I also picked out their Airbnb magazine as great content but I personally prefer their instagram content as it really connects directly to their audience and visually it’s more appealing to customer. With such a huge follower count, it’s evident that their content strategy on Instagram is successful.
The third piece of content I would like to showcase is The Armchair Explorer podcast. Now, although not a travel industry business, it’s a great example of how you can take travel content and make it engaging and an immersive experience for customers. In this podcast, world renowned adventurers share their story and really take the listener on a journey. According to Statista — In the UK — podcasting reached an estimated 15.6 million listeners in 2020 (Statista 2020). I prefer podcasting as others types of content I’ve showcased as I really think that podcasting is a fantastic and accessible way to connect with your customers and it’s a really valuable way of promoting your business and it can be achieved relatively cheaply. I think this is something that a lot of businesses aren’t doing right now and it would be an effective content marketing strategy if executed correctly.
The last piece of content I would like to share with you is Lonely Planets use of video content and YouTube. As reported by eMarketer — In 2020 47.0 million people in the UK watched digital video content at least once per month (eMarketer 2020). It’s clear that digital video content is popular among consumers and it’s a really effective way to promote your brand and access the wider market.
Lonely Planet offer an array of video content to their audience from wildlife videos to food videos to trekking videos. The Lonely Planet YouTube channel has over 218,000 subscribers and over 37 million likes proving that it’s very popular among their audience.
Video is a great way of showcasing your experiences to customers and it’s really accessible with 75% of all video plays on mobile devices.
I also picked out Lonely planet’s blog which is also really good but I prefer their YouTube and video content as I feel it’s a great way for them to showcase experiences and it’s genuinely interesting to watch and can educate and inspire their audience in a really effective way.
Thank you for listening to my short review of content marketing within the travel industry. I hope you found this useful and adopt it to your marketing plan soon.
References
Statista Research Department (2020) ‘Podcasts in the UK — statistics & facts’ Statista [online]. Available at https://www.statista.com/topics/6908/podcasts-in-the-uk/#:~:text=Podcast%20listenership%20in%20the%20United,15.6%20million%20listeners%20in%202020 [accessed 18th January 2021)
Fisher, B. (2020) ‘UK Digital Video 2020’ eMarketer [online]. Available at www.emarketer.com/content/uk-digital-video-2020 [accessed 18th January 2021)
