content marketing in the travel industry

1. Content Marketing in the
travel industry
By Abiola Oladunni
Candidate number :76195542

2. What is Content Marketing?
Why is it so important?
CONTENT MARKETING CAN BE
DESCRIBED AS ‘ THE CREATION AND
SHARING OF ONLINE MATERIAL SUCH
AS VIDEOS, BLOGS, PODCASTS ,
SOCIAL MEDIA ENGAGEMENT AND SO
ON. THE CONTENT DOES NOT
DIRECTLY PROMOTE THE BRAND BUT
INSTEAD GRABS THE ATTENTION OF
THOSE WHO ARE INTERESTED IN ITS
PRODUCTS AND SERVICES.
BING.COM (2019).

3. A bit about the
Travel Industry
…
The travel industry is
concerned with providing
services related to travel
from one location to
another. This also includes
services related to catering
for travelers needs and
wants after they have
reached their destination.
There are many different
sectors that operate in the
travel industry, this table
highlights two sectors
Transportation Accommodation
Airline industry Hotels
Car rentals Shared
accommodation
Water transport Hostels
Coach services Camping
Railways Bed and breakfast
Spacecraft Cruises

4. Different ways to present
content on a website…
There are many ways that a business can present
content on their website they can do it through:
• Reviews
• Podcasts
• Add good quality images
• Add a video
• Social media posts
• Online magazines and newsletters
• Gamification

5. Advantages of Reviews
• Elevates Customer’s Confidence
• Attracts more people to your business.
• Can lead to more potential customers as research shows
that 82% of consumers read reviews and make
decisions based on the comments.
• Adds value to customers as they can engage with real
life experiences.

6. Examples of Reviews:
On the Beach have over
11,000 reviews on their
website to show visitors
what other people's
experience with their
business has been like and
encourage them to engage
with the business.
As 82% of consumers read
and value reviews before
making decisions online.
(On the Beach, 2020)

7. Advantage of using blogs and
images on a website...
Producing a good quality blog is very
beneficial to a website, here are some of
the advantages below:
• Increase search engine traffic
• Humanizes your brand as people
can understand the people behind the
brand.
• Can contribute towards improving
conversion rates
• Can be used as inbound links
• Can help you to become an influential
person in your industry.
Good quality images are fundamental on
a website, here are some reasons why:
• Good quality images can improve the
level of engagement on a website
• When done correctly it can also drive
traffic- Jeff Bullas.com (2019)argue that
'articles with images receive 94% more
views that articles without an image'.
• People are more likely (60%) to contact a
business when an image of a business
shows up on organic search (Jeff
Bullas.com, 2019).

8. Examples of good
blog and image
content
Intrepid travel
images
Intrepid travel uses very
captivating images of
holiday sites and natural
landscapes.
(Intrepid , 2019)
Teletext holidays have blogs with beautiful
images aimed at supporting people
travelling with tips on food, holiday deals
and 'hot spots' at their holiday
destinations..
(Teletext holidays, 2019).

9. Advantages of videos and
podcasts
Videos and podcasts
can be a great addition
to a website, the
advantages of having
them on your website:
Videos:
1. People find it more
engaging
2. Encourages viewers
to remain on your page
for longer, it is easier to
put important
information in a video
rather than a long text.
3. It can be another way
to highlight a call to
action
4. It’s a great way to
measure analytics and
edit marketing
campaigns based on
level of engagement.
5. Can also improve
conversion rates.
The advantages of a
podcasts are:
1. Adds a personal
touch website
2. The information
passed is portable
3. Podcasts are less
expensive than
traditional advertising,
whilst providing

10. Examples of good video and podcast
content
•Intrepid travel produced a video on traveling
and all the highlights within such adventures.
Including food, meeting new people, travelling
as a group or alone.
•Link to video
here: https://www.youtube.com/watch?time
_continue=21&v=TwV3YbEht2E
•(Intrepid travel , 2019).
Indie travel podcast specializes in creating
podcasts to inform people on travel
experiences to various destinations e.g. How
to plan a trip to Europe etc.
(Indie travel, 2019)

11. Advantages
of Online
Magazines
and
Newsletters
Advantages of online magazines are:
• It can be used as free content for email
subscriptions after a user has completed a call to
action.
• Cost effective
• Able to use analytics to track user behavior
• Online magazines can reach a larger audience
Advantages of newsletters are:
• It can be used to frequently update the customer
on any updates concerning the business.
• It can be informative and help the user with any
issues or queries they may have.
• Cost effective
• Easy to reach your target market as those who
will receive the newsletter would have been
people who had shown an interest.

12. Examples of good online magazine and
newsletter content
Secret escapes have an online magazine that
covers different travel inspirations from
different cities and countries such as London,
New York , France and Greece.
(Secret Escapes, 2019)
Trivago have a business blog that helps
those who are interested in improving their
services and develop a competitive edge. It
covers topics like hotel industry trends, hotel
marketing and distribution and hospitality
and guest experience. The reader also has an
opportunity to sign up to newsletter to
receive more content.
(Trivago, 2019).

13. Advantages
of using
social
media
Social can be used to build brand awareness when
businesses create good quality content it can
attract the potential customer and make the
business more visible.
It is more cost effective than traditional advertising
and you can spend a little or as much as you want
on paid advertising and still produce great results
from it.
Having social media can boost website traffic and
scoial viral traffic.
Social media is easier to track , you can see how
well your advertising is doing by tracing the
amount of views, clicks , like or purchases your
content is able to generate.
Engagement is much easier between the customer
and the business as faster responses are available
and businesses can see how to improve their
business faster.

14. Example of good social media content
On the Beach , have a very interpersonal page where they
share the tweets of their customers on their Instagram
page. They also present good quality images on their page
of their customers and holiday destinations.
Instagram, 2019 Instagram,, 2020

15. Advantages of Gamification
• Engagement with customers
• Educate and support the users by getting them
involved in an online game or competition.
• Can support with analytics

16. Example of Gamification
content:
Expedia.com created a competition where their users would receive airline
points, hotel points, package points, exclusive hotel amenities and upgrades at
over 1,300 hotels worldwide. Using virtual currency they created a gaming
experience where the users participate in gaming activity and each time they
interact they receive travel rewards.

17. Which content do I think is the most
effective and why?
Although all the examples are an effective use of content
marketing and they each contribute towards adding value to
their visitors. I would argue the following;
- As social media is becoming a popular way to increase
engagement with people it can be argued that it is the best way
to add value to customers.
- On social media, images, short videos and texts can all be used,
making it more effective than other types of content when used
alone. E.g. quality images on the website.
- It is also effective with displaying short and concise information
to its users/ visitors.

18. References
• https://www.revfine.com/travel-industry/#what-is-the-travel-industry
• https://creativemms.com/blog/call-action-cta-benefits/
• https://www.irpcommerce.com/en/gb/IRPStrategyCenter/The-Pros-and-Cons-of-Online-Customer-Reviews/sc-55.aspx
• https://bookit.com/ - reviews
• https://www.teletextholidays.co.uk/ - - - call to action
• https://www.forbes.com/sites/jaysondemers/2015/05/28/the-top-10-benefits-of-blogging-on-your-website/ - blog
• https://www.jeffbullas.com/6-powerful-reasons-why-you-should-include-images-in-your-marketing-infographic/
• https://www.youtube.com/watch?time_continue=41&v=XHO1WTtidUI - videos
• https://www.intrepidtravel.com/uk - images
• https://www.teletextholidays.co.uk/blog - blog
• https://www.omnivisiondesign.com/pros-and-cons-of-video-on-your-website/
• https://www.youtube.com/watch?time_continue=41&v=XHO1WTtidUI- videos
• https://indietravelpodcast.com/ - podcasts
• http://onlinevspapermagazine.blogspot.com/2008/12/advantages-that-online-magazines-have.html - online magazines
• https://www.ehow.co.uk/info_8304884_advantages-disadvantages-online-magazines.html - online magazines
• https://smallbusiness.chron.com/advantages-newsletter-67268.html - newsletter
• https://www.secretescapes.com/magazine-uk - online magazine
• https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-using-social-media
• https://businessblog.trivago.com/category/hospitality-guest-experience/ newsletter
• https://www.instagram.com/trivago/
• https://www.instagram.com/onthebeachholidays/
• https://blog.smartsurvey.co.uk/10-advantages-to-create-an-online-form
• https://www.inc.com/craig-bloem/84-percent-of-people-trust-online-reviews-as-much-.html - date viewed 13.01.2020
• https://uk.trustpilot.com/review/www.onthebeach.co.uk - date viewed
13.01.2020
• https://medium.com/@jcron_89878/what-is-gamification-how-it-works-how-it-can-help-your-business-19f98f1a9d4e - date
viewed 14/01/2020
• https://newsroom.expedia.com/2013-06-17-Expedia-com-Giving-Away-Millions-of-Expedia-Rewards-Points-Via-Around-the-
World-in-100-Days-Online-Gaming-Contest - date viewed 16/01/2020