This is a part of an assignment.

1. Adrian Cotruta
76944899
Travelling
through the
Content Marketing

2. Relevant and consistent content
is what appeals in our times. It
attracts and retains a clearly
defined audience and, ultimately,
drives valuable customer actions.
Content Marketing

3. TABLE OF BRANDS AND
EXAMPLES
Four Seasons Trip Advisor Expedia
Appealing visual content and blogging
01
Users generated reviews
02
Content-first approach eBooks and
video travel guides
03
Travel podcasts and tips
Travelling Fool
04
Experiences, social campaigns
and neighbourhood guides
Airbnb
05

4. Four Seasons Hotels
and Resorts
Four Seasons is a brand that knows it’s customers well
and we can easily see that while flowing through the
pages of their own magazines that encapsulate
different types of reading, starting from local secrets
and ending with food markets reviews, as well as arts &
culture with dashes of design and style. It reflects the
sophisticated needs of their customers and gives a full
range of publications to compliment the experiences
generated by the company.

5. Four Seasons Blog
Four Seasons are brilliant at
producing captivating
content for their customers,
and to meet everyone’s
needs, they have branched
it into: Discover, Taste,
Rejuvenate.
“Discover” will take you to
places you haven’t seen
before, “Taste” will bring to
your table flavours that you
haven’t tried before and
“Rejuvenate” will link you to
the most suitable activities.

6. Trip Advisor
Trip Advisor is an established name
in the travel industry. While others
generate tailored content for their users,
Trip Advisor is relying on the content
generated by their visitors. The
encouragement towards the user
generated content led to a for-people
by-people strategy.

7. User Generated Content
Since 70% of users are looking for product
reviews before they make a purchase, Trip
Advisor is their virtual destination before to
they head to a physical one. Reviews show
that the offers listed are reliable and that
builds dependability as well as increasing
the traffic on your website. Trip Advisor is
also encouraging its users to write the
reviews through their reward system in form
of community medals and ranks. User
generated reviews is a useful tool in the
hands of businesses as they can detect
areas that need improvement.

8. Trip Advisor Application
People surf through numerous websites
before they actually make the decision of
booking a restaurant/hotel/activity, therefore
Trip Advisor took on the initiative of creating
a traveller feed where people can see what is
happening around them and to take out the
extra steps of a buyer’s path by combining
everything into social media type feed. By
allowing into user’s feeds relevant
information generated by others, Trip Advisor
has created a more engaging and social
experience.
Social Travel Enhancer
As soon as you look up something on
Trip Advisor, you get in front of a feed
that shows you the most relevant
activities and places to go and all of
them come with appropriate critic’s
articles and influencer’s tips on what is
not to be missed in the area. It is indeed
an outstanding practice of content
sharing and targeting. All the content
on Trip Advisor is also very enabling,
encouraging users to book restaurants
and trips without leaving the app.

9. Expedia travel video guides
Expedia’s visual storytelling is one to take example from. It comes with warm pictures of the areas
they cover and informative narration regarding the local phenomenons. It is indeed one of the best
practices since statistically everyone prefers a video over any other informative source. Well
compiled and delivered, Expedia is succeeding in persuasion through their visual content which is
as well very share-able.

10. CUSTOMER
REVIEWS
“Mercury is the closest
planet to the Sun and also
the smallest one in our
Solar System”
ROBERT ROE
“Neptune is the farthest
planet from the Sun and the
fourth-largest in our Solar
System!”
HELEN PARK
Another interesting and
geo-location targeted
practice is Expedia’s sub-
website for Puglia area in Italy.
It encapsulates a full guide to the area
with the best pairings of food and drinks
since Puglia is famous for its cuisine.
The sub-website was created
for the UK and USA audience
mainly and offers an
experience of mixed
wonders of Puglia.

11. Expedia Ebooks
Besides all the travel planning features, Expedia offers a range of
educational Ebooks related to the the travelling industry
marketing. By diversifying their content, they can attract different
types of users with completely different interests. The company’s
Ebooks platform brings them to other fields that are not explored
by the rest of the companies, therefore generating more visitors
with different interests.

12. There is no
doubt that
podcasts are now
something trendy.
Podcasts became a
rediscovered
medium.
Travelling
Fool
Podcasts
Companies write blogs
and generate visual content
but sometimes there is a need
for a bit more intimacy that can only
be achieved through podcasts. The
amounts of informations related
in a podcasts is way larger and
it comes with more
authenticity.
Through podcasts
we can deliver
content in a more
personal manner and
connect with the listeners
on different levels, relating
personal experiences
and accompanying
other types of
content.

13. Airbnb has amplified its attention on experiences,
generating
more opportunities and adding to the their authenticity.
Below we can see some from the “Passion Categories” -
and now some of them don’t even require you physical
presence, feature that retains users on the company’s
website and making it more accessible & doable
while user’s location is not relevant anymore.

14. Airbnb Neighbourhoods is
sub-category that involves everyone.
Users can get familiar with the areas of
the most popular cities on Airbnb and integrate
with the local hosts as well. It comes heavy in
imagery which is exactly what someone needs to
project
themselves into and by doing so - amplifying
the desire of actually visiting the selected
place. The information presented is very
easy to digest and adds genuine value.
Detailed mapping and specific
information is what defines
Airbnb Neighbourhoods.
Neighbourhood
Guides