Travel Content Marketing

Travel Content Marketing – The Complete Guide To Get It Right

By: Frank DePino | May 22, 2024

The travel and tourism sector is currently undergoing significant expansion, with companies fiercely vying for customer attention. In fact, in 2022, this industry made an astounding 7.6% contribution to the global GDP, demonstrating an impressive 22% surge compared to the previous year.

To thrive in this highly competitive environment, it is vital to set your brand apart through the implementation of impactful travel content marketing.

So, what is content marketing for travel and how can it benefit your business?

Travel content marketing refers to the strategic creation and dissemination of informative and engaging content within the travel and tourism industry. It aims to attract and captivate the target audience, providing them with valuable information about destinations, experiences, and services, while simultaneously promoting a brand or business. In fact, utilizing a range of platforms including websites, blogs, social media, and videos, content marketing strategically employs diverse channels to amplify brand visibility, attract potential customers, and ultimately increase revenue by generating valuable leads.

Within the confines of this article, we delve deep into the realm of travel content marketing, meticulously examining its advantages, the most efficacious strategies and tools, and how to optimize customer engagement.

Content Marketing Strategies for Travel Companies and Agencies

Travel content marketing can help you successfully generate brand marketing that translates to sales.

Take a look at some effective tools of content marketing for travel companies to leverage for your marketing campaigns.

1. Develop A Content Strategy For Your Travel Brand

In order to successfully market your travel brands, you need to formulate a clear strategy.

Here are some tips to help you out:

  • Define your objectives – Determine your goals for content marketing, be it increasing bookings, building brand awareness, or driving website traffic. Having a clear target will help you create a focused and effective content strategy.
  • Set realistic goals – Your business cannot be an overnight success. Keep a clear target or vision, one that is achievable in the short term and will boost long-term growth.
  • Do your research – Look up the latest traveling trends, popular destinations, and hidden, and undiscovered locations, along with the most profitable seasons and activities available all year round to tweak your marketing accordingly.
  • Know your audience – Is your target audience backpackers on a budget or rich businessmen looking for a luxurious vacation? Curate content that will appeal to your targeted customer’s interests and spending habits.
  • Analyse and adjust your strategy in real time – Keeping track of your progress on a weekly and monthly basis will provide a clearer idea of what is working and what needs to change. This will help you to plan your next move.
GSC shows the increase in traffic of a travel website after applying SEO content marketing techniques

2. SEO In Travel Content Marketing

Search engine optimization (SEO) is a crucial aspect of content marketing that can attract more website traffic, increase brand awareness, and drive bookings.

Here are some key considerations to successfully use SEO in travel content marketing:

  • Conduct Keyword Research – Conduct research to find relevant keywords for your travel business and use them in your content. The right keywords will ensure that you reach your target audience more effectively.
  • Optimize Content – Modify your content to reach a broader audience by using keywords and visual aids so that it’s more appealing and ranks better on search engines.
  • Focus on Quality Content – Emphasizing superior content quality is paramount to enhancing your search engine ranking and drawing organic, enduring traffic. Crafting top-notch content that delivers substantial value to your intended audiences is pivotal in augmenting your position on search engines and attracting visitors in an authentic and lasting way.
  • Build High-Quality Backlinks – Enhance the understandability and captivation of your website by engaging in the practice of link building. Establishing connections between your content and reputable, trustworthy sources impart a perception of dependability to your brand.
  • Monitor Analytics – Enhance audience interaction by monitoring your website’s traffic, engagement metrics, and conversion rates. This analysis provides valuable insights into optimizing your SEO strategies and refining your outreach efforts for improved effectiveness.

Incorporating these SEO strategies into your travel content marketing will help you improve your search engine ranking, attract more organic traffic, and ultimately drive bookings and revenue for your travel brand.

Looking for expert guidance to boost your travel brand SEO and content marketing? Get in touch with Mediaboom now and let our digital marketing specialists transform your business!

3. Create Travel Content That Converts

The right digital strategies can be a powerful marketing tool in the content marketing travel agency field that can help you stand out from the rest and convert leads into bookings and revenue.

Here are a few tips to get you started:

  • Focus on User Experience – Revamp your website to ensure that it is easy to navigate, loads quickly, and provides a seamless user experience.
  • Incorporate Calls-to-Action (CTAs) – Encouraging website visitors to take action, such as booking a hotel room, by incorporating clear and compelling CTAs throughout your website and the content will lead to an increase in your revenue. It’s all about making offers that your clients can’t resist!
  • Provide Valuable Content – Build trust and credibility amongst your target audience by creating high-quality, informative, and engaging content that meets their needs, thus resulting in more bookings.
  • Optimize for Conversions – Measures such as reducing checkout steps and simplifying payment options are great for optimizing your website for conversions.

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4. Email Marketing

According to a study by Campaign Monitor, email marketing generates $40 for every $1 spent, making it one of the most cost-effective marketing channels available while generating a high return on investment (ROI).

Email marketing allows travel brands to directly communicate with their customers, providing a platform to share useful information, offer special promotions, and provide updates on travel policies and procedures.

In the content marketing travel industry, this marketing tool can help travel brands build strong relationships with their customers and ultimately drive more bookings and revenue.

Don’t miss out on the opportunity to drive more bookings and revenue. Contact Mediaboom now and discover how our travel-focused digital marketing solutions can accelerate your growth.

5. Measure The Success Of Your Campaign

It is important to study and analyze your campaign to ensure its success. Keep track of all the data available to you across different metrics, such as customer acquisition, click-through rates, conversion rates, etc. Analyze this data to understand where your campaign is successful and address any weaknesses you notice.

It will help you accurately measure how successful your campaign is and enable you to make changes and improvements accordingly.

The video maker is shooting a commercial for the hotel's new travel content marketing campaign

6. Video Marketing

Video marketing is an effective way to engage and inspire travelers, providing an immersive experience that showcases destinations, hotels, activities, and more.

Here are some key strategies for using video marketing in travel content marketing:

  • Create High-Quality Videos: Invest in high-quality equipment to produce professional and engaging videos that capture your target audience’s attention.
  • Showcase Your Destination or Product: Use video to showcase your destination or product in a visually compelling way, highlighting its unique features and benefits.
  • Tell a Story: The video format is great for telling a compelling story that connects with your audience on an emotional level, evoking feelings of excitement, adventure, and relaxation.
  • Optimize for Mobile: Ensure that your videos are mobile-friendly and optimized for viewing on various devices so travelers can watch videos on smartphones or iPads on the go.
  • Use Video in Your Marketing Mix: Incorporate video into your overall marketing strategy by sharing videos on your website, social media, and email marketing campaigns to reach and engage with a wider audience.

7. Leverage Social Media

Social media marketing is the most effective way to reach your target audience since most platforms use algorithms to provide content based on the user’s interests. You can leverage this to reach your target audience across different social media platforms.

Here are some ideas you can include for your social media content:

  • Lists of “must-visit” destinations – Suggest popular local destinations and what makes them stand out. Include pictures to sell your customers a truly unmissable experience.
  • Travel tips for different destinations – Don’t leave your customers to figure things out themselves! Create a complete package of information about the local transportation available, costs, and travel durations.
  • Adventure sports and other activities – For adventure junkies, provide information on the various adventure sports and activities available at popular destinations.
  • Must-try local cuisines – Food is undeniably the best way to truly experience a new land! Curate a list of suggestions for the most authentic and popular eateries.
  • Shopping – Giving your customers a list of local shopping destinations will not only give them something fun to do but also boost local businesses!

People want to create unique experiences when they travel, and a personal touch goes a long way in guaranteeing customer satisfaction. Sharing pictures and reviews of happy customers is a great way to create a positive online presence.

You can also utilize online ads and promotions, such as discount codes and offers linked to your website, to drive leads. A partnership with a well-known travel blogger or influencer is another great way to acquire revenue and bookings.

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8. Create Content That Inspires And Educates

Content that not only inspires your audience to travel and explore but also educates them about different cultures will help them form a deeper connection with the places they visit.

It’s a small way to help people look at traveling as a life-changing experience rather than just a vacation.

To create content that effectively educates and inspires, focus your content around storytelling. You can seek insight from the locals or highlight hidden gems and local experiences that your audience might have otherwise overlooked.

Providing your audience with information that covers local history, culture, and tradition will give them a sense of belonging when they visit and help them to make informed decisions about their travel plans — resulting in a higher level of customer satisfaction and loyalty.

An entrepreneur has just booked a hotel, discovered thanks to a successful travel content marketing

4 Successful Travel Content Marketing Websites

Here are some examples of successful travel content marketing campaigns that have helped businesses boom. You can refer to them when planning your own strategy:

1. Airbnb

Airbnb’s “Made Possible by Hosts” marketing strategy focuses on educating people about hosted travel and what sets them apart. The company emphasizes connecting travelers with local hosts and experiences as a way for people to find more meaning and connection in their travels. Most of Airbnb’s traffic comes from organic search, and the campaign aims to reinforce its unique selling proposition.

2. EasyJet

EasyJet unveiled an integrated brand campaign aimed at holidaymakers ahead of the 2022 spring and summer season. The “nextGen easyJet” campaign uses various media platforms including TV adverts, social media, and print to showcase the airline’s eco-friendly stance to appeal to the masses and make their campaign message exceptionally clear.

3. VisitScotland

VisitScotland launched #RespectProtectEnjoy in March 2021 to address the environmental issues associated with a surge in domestic travel to places like the Scottish Highlands. The campaign acknowledges the increased popularity of these destinations while creating awareness of how to treat any place they visit. It is a call to all travelers to be mindful of the impact they have on natural environments.

4. Delta

Delta Airlines utilizes user-generated content by showcasing positive customer reviews, which accelerates their outreach and builds trust and loyalty by guaranteeing that they deliver on their promises. This approach leverages the power of social proof to enhance their brand image and attract more customers.

To Sum Up

These examples demonstrate different approaches to travel content marketing, focusing on aspects such as unique selling propositions, eco-friendly initiatives, responsible travel, and user-generated content. By studying these successful campaigns, travel brands can gather inspiration and insights to inform their own content marketing strategies.

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Hiring A Travel Content Marketing Agency

In conclusion, a well-executed travel content marketing strategy can yield significant results for your business, attracting new customers and driving revenue. Throughout this guide, we have covered essential aspects of travel content marketing, equipping you with valuable tips and strategies to get started. However, crafting high-quality content consistently can be challenging while running your business.

That’s where a specialized content marketing agency like Mediaboom can be instrumental: by entrusting your content marketing to professionals, you can focus on your core operations, knowing that your marketing efforts will be optimized and effective, leading to consistent growth and success.

Contact us today and watch your business flourish!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.


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