Content Marketing Trends in the Travel Industry

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This report will define the trends in content marketing in the travel industry, and the context that led to the trends. It will also discuss what types of content and platforms marketers have at their …

This report will define the trends in content marketing in the travel industry, and the context that led to the trends. It will also discuss what types of content and platforms marketers have at their disposal. Lastly, it will showcase examples of content marketing for travel brands and destinations and use those to establish actionable insights for producing and deploying original content. More: http://skift.com/travel-trends/

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  • 1. Content Marketing Trends in the Travel Industry By Vincent Trivett and Skift Staff Today’s travelers are not as swayed by traditional advertising as they once were. Travel marketers need to inspire and en- gage customers through content market- ing long before they even begin to plan their trips. SKIFT REPORT #3 2013 SKIFT.COM Sponsored by
  • 2. Get the twice-monthly Skift Trends Report for the latest intelligence on the travel industry. Each edition in our new series of reports will brief you on a specific trend, providing insight into the current state of the market, the con- text around the trend, and where the industry is heading in the near future. After you subscribe, you will receive 2 reports direct to your inbox every month. Reports are delivered as a downloadable PDF. Subscrib- ers also receive access to our archive. For any comments or questions, email us: trends@skift.com. Subscribe and check previous reports at skift.com/travel-trends. Subscribe to the Skift Trends Report About the sponsor DreamPlanGo puts the power of travel content to work on clients’ marketing goals, driving returns for a variety of travel destinations and services. DreamPlanGo multi-channel content campaigns target the active traveler you want to reach, generates measurable awareness and engagement, and drives positive ROI. Call 866-833-8791 to talk to a DreamPlanGo Travel Marketing Specialist or click here to learn how DreamPlanGo tells your story to a guaranteed target audience, drives key actions on your website, and inspires travelers to visit.
  • 3. For the first century of mass media, marketers had to essentially rent space on publishers pages and interrupt their content with advertis- ing. Travel companies today are increasingly owning the media that distributes their messages and creating the content that people want to read. While it isn’t new that travel companies and destinations are making original content to promote themselves, it is now the topic du jour among the marketing set. It makes a lot of sense for the travel industry: Consumers want to be informed, entertained and inspired, and modern content marketing builds the brand in consum- ers’ minds without an overt sales pitch. This report will define the trend toward content marketing in the travel industry and show what led to its growth. It will also discuss what types of content and platforms marketers have at their disposal. Lastly, it will showcase examples of content marketing for travel brands and destinations and use those to establish actionable insights for producing and deploying original content. Executive summary Consumers want to be informed, entertained, and inspired, not sold. Content Marketing Trends in the Travel Industry SKIFT REPORT #3 2013 3
  • 4. Innovative travel marketers are increasingly learning the value of storytelling and leaving the sales pitch behind. Traditional advertising, which either interrupts or exists alongside the content that people want to read and watch, is ignored more than ever — especially on the Internet. Marketers in all industries are now creat- ing interesting, useful and entertaining stories to engage and interest consumers to start long-term relationships. The use of content marketing is nothing new, but it is increasingly important now that consumers have access to multiple channels for evaluating travel decisions. As long as marketers produce quality, authentic content, consumers will reward them by evangelizing for their brands. Introduction Increasingly, innovative travel marketers are learning marketing is more about being the media, not just renting it. Content Marketing Trends in the Travel Industry SKIFT REPORT #3 2013 4
  • 5. Table of contents About Skift Skift is a travel intel- ligence company that offers news, data, and services to professionals in travel and professional travelers, to help them make smart decisions about travel. Skift is the business of travel. Visit skift.com for more. Executive summary 3 Introduction 4 Content Marketing in the Travel Industry 6 The what and why of content marketing 6 Creating content 7 Content creation tips from Ross Borden, CEO of the Matador Network 11 Channels for delivering content 13 Examples of travel content marketing 16 Owning the means of distribution 17 Real-time help from real people 27 Fan sourcing and social media 32 Media partnerships 37 Seven Twitter critters that define destinations through the right content marketing 39 Seven key strategies for your content marketing strategy 41 Endnotes 44 About Skift 46 Content Marketing Trends in the Travel Industry SKIFT REPORT #3 2013 5