SlideShare a Scribd company logo

Sun, sea and content marketing

RESEARCH - Sun, sea and content marketing: Producing the right content for travellers When it comes to content marketing, businesses can no longer ignore the importance that having a strategy holds in getting a return on their investment, and even more so within the competitive travel industry. The travel sector needs to embrace content and use it to attract, engage and convert customers. The Axonn Research report entitled ‘Sun, sea, and content marketing: Producing the right content for travellers’ collected opinions from 474 professionals working throughout the travel sector to identify what audience companies were targeting with their content and how they were promoting it. The results demonstrate 69.5 per cent of companies prioritise families as their main target audience, and content marketing efforts are twice as likely to target luxury travellers as budget travellers. Other findings include: Facebook is the preferred social platform to share travel content 52.9 per cent of firms who believe in the value of video as a tool to engage audiences do not currently produce or commission such content 40.9 per cent of companies see user-generated content and curated content as very valuable Marc Turley, head of Axonn Research, said of the results: “Gaining a better understanding of content marketing strategy is vital within the travel industry, especially when there is such a need to increase conversions from website visits. “I think those surveyed have shown interest in developing the way they create and promote content. If they are willing to spend more time and resources implementing a strategy and being more adventurous when creating content to engage their target audience they will see the results they want.” Download the full report now for £150 at http://www.axonn.co.uk/axonn-research/sun-sea-and-content-marketing

1 of 12
Download to read offline
Sun, sea and content marketing
• This report looks at how travel companies are targeting key audiences;
identifying those promising the best returns on their investment in content,
even if this is notoriously difficult to measure; and using a socially-aware,
multi-channel approach to ensure visibility among a multitude of competitors.
•

Opinions were collated from 474 travel industry professionals to gauge who
their intended audiences are; what sort of content they produce; where they
see the value in their campaigns; and how they spread their message.

• The data we have collected indicates that companies are beginning to gradually
accept the need for a fuller-bodied strategy.

Arash Hekmat

Head of Travel Content and
author of ‘Sun, Sea and
Content Marketing’
Sun, sea and content marketing
Sun, sea and content marketing
Sun, sea and content marketing
Sun, sea and content marketing
Sun, sea and content marketing
Sun, sea and content marketing
Sun, sea and content marketing
“Gaining a better understanding of content marketing strategy is

vital within the travel industry, especially when there is such a need
to increase conversions from website visits.
“I think those surveyed have shown interest in developing the way

they create and promote content. If they are willing to spend more
time and resources implementing a strategy and being more
adventurous when creating content to engage their target audience

they will see the results they want.”

Marc Turley
Head of Axonn Research
Sun, sea and content marketing
http://www.axonn.co.uk/axonn-research

Recommended

Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryNewsCred
 
The Best Beauty Content Marketing
The Best Beauty Content MarketingThe Best Beauty Content Marketing
The Best Beauty Content MarketingCaitlin Weiss
 
Mobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardMobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardAleyda Solís
 
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred
 
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose CorreaDigitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose CorreaJuan José Correa Venegas
 
20 Useful SEO Tips from Content Marketing Experts
20 Useful SEO Tips from Content Marketing Experts20 Useful SEO Tips from Content Marketing Experts
20 Useful SEO Tips from Content Marketing ExpertsDavid Nevogt
 
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...HubSpot
 
Seo strategy for a tour & travel portal
Seo strategy for a tour & travel portalSeo strategy for a tour & travel portal
Seo strategy for a tour & travel portalPankaj Malik
 

More Related Content

Viewers also liked

Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryCaitlin Weiss
 
Claves del Marketing Online y el PMO - Praxis 2015
Claves del Marketing Online y el PMO - Praxis 2015Claves del Marketing Online y el PMO - Praxis 2015
Claves del Marketing Online y el PMO - Praxis 2015Juan José Correa Venegas
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyNewsCred
 
Growth Hacking Roadmap
Growth Hacking RoadmapGrowth Hacking Roadmap
Growth Hacking RoadmapMark Andersen
 
Growth Hacking With APIs
Growth Hacking With APIsGrowth Hacking With APIs
Growth Hacking With APIsSteve Floyd
 
Cómo construir, desarrollar y posicionar tu Marca Personal
Cómo construir, desarrollar y posicionar tu Marca PersonalCómo construir, desarrollar y posicionar tu Marca Personal
Cómo construir, desarrollar y posicionar tu Marca PersonalIgnacio Santiago Pérez
 
Growth Hacking Guide - Mindset, Framework and Tools
Growth Hacking Guide - Mindset, Framework and ToolsGrowth Hacking Guide - Mindset, Framework and Tools
Growth Hacking Guide - Mindset, Framework and ToolsDavid Arnoux . Growth
 

Viewers also liked (8)

Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel Industry
 
Claves del Marketing Online y el PMO - Praxis 2015
Claves del Marketing Online y el PMO - Praxis 2015Claves del Marketing Online y el PMO - Praxis 2015
Claves del Marketing Online y el PMO - Praxis 2015
 
Inbound Marketing en Turismo
Inbound Marketing en Turismo Inbound Marketing en Turismo
Inbound Marketing en Turismo
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing Strategy
 
Growth Hacking Roadmap
Growth Hacking RoadmapGrowth Hacking Roadmap
Growth Hacking Roadmap
 
Growth Hacking With APIs
Growth Hacking With APIsGrowth Hacking With APIs
Growth Hacking With APIs
 
Cómo construir, desarrollar y posicionar tu Marca Personal
Cómo construir, desarrollar y posicionar tu Marca PersonalCómo construir, desarrollar y posicionar tu Marca Personal
Cómo construir, desarrollar y posicionar tu Marca Personal
 
Growth Hacking Guide - Mindset, Framework and Tools
Growth Hacking Guide - Mindset, Framework and ToolsGrowth Hacking Guide - Mindset, Framework and Tools
Growth Hacking Guide - Mindset, Framework and Tools
 

More from Axonn Media

140 people every content marketer should follow on Twitter, by Axonn Media
140 people every content marketer should follow on Twitter, by Axonn Media140 people every content marketer should follow on Twitter, by Axonn Media
140 people every content marketer should follow on Twitter, by Axonn MediaAxonn Media
 
8 Signs you need a new website
8 Signs you need a new website8 Signs you need a new website
8 Signs you need a new websiteAxonn Media
 
How to take a data-driven approach to content marketing
How to take a data-driven approach to content marketingHow to take a data-driven approach to content marketing
How to take a data-driven approach to content marketingAxonn Media
 
How does gender affect you as a marketer?
How does gender affect you as a marketer?How does gender affect you as a marketer?
How does gender affect you as a marketer?Axonn Media
 
A guide for putting data into context
A guide for putting data into contextA guide for putting data into context
A guide for putting data into contextAxonn Media
 
Your content is boring here's what to do about it
Your content is boring here's what to do about itYour content is boring here's what to do about it
Your content is boring here's what to do about itAxonn Media
 
How to make video content that gets watched and shared
How to make video content that gets watched and sharedHow to make video content that gets watched and shared
How to make video content that gets watched and sharedAxonn Media
 
How to make your thought leadership stand out from the crowd
How to make your thought leadership stand out from the crowdHow to make your thought leadership stand out from the crowd
How to make your thought leadership stand out from the crowdAxonn Media
 
A simple way to create content that gets results
A simple way to create content that gets resultsA simple way to create content that gets results
A simple way to create content that gets resultsAxonn Media
 
Content strategy simplified
Content strategy simplifiedContent strategy simplified
Content strategy simplifiedAxonn Media
 
Supercharge your strategy! 20 stats for the organised marketer
Supercharge your strategy! 20 stats for the organised marketerSupercharge your strategy! 20 stats for the organised marketer
Supercharge your strategy! 20 stats for the organised marketerAxonn Media
 
Axonn Graphics Team Offering
Axonn Graphics Team OfferingAxonn Graphics Team Offering
Axonn Graphics Team OfferingAxonn Media
 
Infographics 101: Get it right every time
Infographics 101: Get it right every timeInfographics 101: Get it right every time
Infographics 101: Get it right every timeAxonn Media
 
50 new stats for 2015 that every marketer should know
50 new stats for 2015 that every marketer should know50 new stats for 2015 that every marketer should know
50 new stats for 2015 that every marketer should knowAxonn Media
 
How to harness the power of visual content marketing
How to harness the power of visual content marketingHow to harness the power of visual content marketing
How to harness the power of visual content marketingAxonn Media
 
The Big UK Content Marketing Benchmarks Study 2015
The Big UK Content Marketing Benchmarks Study 2015The Big UK Content Marketing Benchmarks Study 2015
The Big UK Content Marketing Benchmarks Study 2015Axonn Media
 
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...Axonn Media
 
How to become a highly effective content marketer
How to become a highly effective content marketerHow to become a highly effective content marketer
How to become a highly effective content marketerAxonn Media
 
How to implement a multilingual content strategy
How to implement a multilingual content strategyHow to implement a multilingual content strategy
How to implement a multilingual content strategyAxonn Media
 
Navigating the content marketing technology landscape
Navigating the content marketing technology landscapeNavigating the content marketing technology landscape
Navigating the content marketing technology landscapeAxonn Media
 

More from Axonn Media (20)

140 people every content marketer should follow on Twitter, by Axonn Media
140 people every content marketer should follow on Twitter, by Axonn Media140 people every content marketer should follow on Twitter, by Axonn Media
140 people every content marketer should follow on Twitter, by Axonn Media
 
8 Signs you need a new website
8 Signs you need a new website8 Signs you need a new website
8 Signs you need a new website
 
How to take a data-driven approach to content marketing
How to take a data-driven approach to content marketingHow to take a data-driven approach to content marketing
How to take a data-driven approach to content marketing
 
How does gender affect you as a marketer?
How does gender affect you as a marketer?How does gender affect you as a marketer?
How does gender affect you as a marketer?
 
A guide for putting data into context
A guide for putting data into contextA guide for putting data into context
A guide for putting data into context
 
Your content is boring here's what to do about it
Your content is boring here's what to do about itYour content is boring here's what to do about it
Your content is boring here's what to do about it
 
How to make video content that gets watched and shared
How to make video content that gets watched and sharedHow to make video content that gets watched and shared
How to make video content that gets watched and shared
 
How to make your thought leadership stand out from the crowd
How to make your thought leadership stand out from the crowdHow to make your thought leadership stand out from the crowd
How to make your thought leadership stand out from the crowd
 
A simple way to create content that gets results
A simple way to create content that gets resultsA simple way to create content that gets results
A simple way to create content that gets results
 
Content strategy simplified
Content strategy simplifiedContent strategy simplified
Content strategy simplified
 
Supercharge your strategy! 20 stats for the organised marketer
Supercharge your strategy! 20 stats for the organised marketerSupercharge your strategy! 20 stats for the organised marketer
Supercharge your strategy! 20 stats for the organised marketer
 
Axonn Graphics Team Offering
Axonn Graphics Team OfferingAxonn Graphics Team Offering
Axonn Graphics Team Offering
 
Infographics 101: Get it right every time
Infographics 101: Get it right every timeInfographics 101: Get it right every time
Infographics 101: Get it right every time
 
50 new stats for 2015 that every marketer should know
50 new stats for 2015 that every marketer should know50 new stats for 2015 that every marketer should know
50 new stats for 2015 that every marketer should know
 
How to harness the power of visual content marketing
How to harness the power of visual content marketingHow to harness the power of visual content marketing
How to harness the power of visual content marketing
 
The Big UK Content Marketing Benchmarks Study 2015
The Big UK Content Marketing Benchmarks Study 2015The Big UK Content Marketing Benchmarks Study 2015
The Big UK Content Marketing Benchmarks Study 2015
 
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...
 
How to become a highly effective content marketer
How to become a highly effective content marketerHow to become a highly effective content marketer
How to become a highly effective content marketer
 
How to implement a multilingual content strategy
How to implement a multilingual content strategyHow to implement a multilingual content strategy
How to implement a multilingual content strategy
 
Navigating the content marketing technology landscape
Navigating the content marketing technology landscapeNavigating the content marketing technology landscape
Navigating the content marketing technology landscape
 

Sun, sea and content marketing

  • 2. • This report looks at how travel companies are targeting key audiences; identifying those promising the best returns on their investment in content, even if this is notoriously difficult to measure; and using a socially-aware, multi-channel approach to ensure visibility among a multitude of competitors. • Opinions were collated from 474 travel industry professionals to gauge who their intended audiences are; what sort of content they produce; where they see the value in their campaigns; and how they spread their message. • The data we have collected indicates that companies are beginning to gradually accept the need for a fuller-bodied strategy. Arash Hekmat Head of Travel Content and author of ‘Sun, Sea and Content Marketing’
  • 10. “Gaining a better understanding of content marketing strategy is vital within the travel industry, especially when there is such a need to increase conversions from website visits. “I think those surveyed have shown interest in developing the way they create and promote content. If they are willing to spend more time and resources implementing a strategy and being more adventurous when creating content to engage their target audience they will see the results they want.” Marc Turley Head of Axonn Research