This document discusses content marketing strategies used by several major travel companies. It describes how Airbnb highlighted its progressive values in response to a travel ban, launched user-generated guidebooks, and promoted domestic travel during COVID-19. It also discusses how JetBlue addressed common flight problems humorously in videos and rewarded child-free flights. Marriott produces podcasts and blogs focused on travel and design. TripAdvisor leverages user reviews, while National Geographic uses professional photography and storytelling on social media.

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By Barry McNamee
Inbound & Social Media Marketing
“CONTENT MARKETING FOR TRAVEL
COMPANIES”

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3. 1. AIRBNB
Airbnb’s Political Statement:
‘Let’s keep travelling forward’ – after Donald Trump imposed a travel ban against five majority-Muslim nations
— Iran, Libya, Somalia, Syria and Yemen In 2018, Airbnb took a stand.
Airbnb highlighted its own beliefs and values, releasing a short video in response to the US Supreme
court upholding the ban in June 2018.
Airbnb has always marketed its service as a way of experiencing other cultures and connecting people,
so this message reinforced its own progressive brand image, whilst doing the right thing.
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Let's Keep Traveling Forward video:
https:/
/youtu.be/wuF2nI1Ugcc

4. Airbnb Guidebooks:
Airbnb launched guidebooks on its website and app in 2016, as part of its
‘Live there’ campaign.
This was the start of Airbnb growing the value and authenticity of its
network by adding an element of user-generated content.
What’s great about them is that every host can create one, meaning there
are thousands of personal tour guides across Airbnb’s network, and anyone
who has signed up can access each of these guides.
So, guests can easily view a host’s local highlights, with a very handy map
and some summary cards.
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Image Airbnb App 2016

5. Airbnb “Go Near” Campaign:
A global Effort to promote Domestic Travel and Vacation Rentals
Image Airbnb.com 2020
This was a brilliant initiative to support domestic travel and local economic growth in response to the
Covid-19 pandemic. Airbnb tapped into the demand for staycations and updated the content on their App and
homepage to suit, promoting nearby getaways and Airbnb experiences.

6. 2. JETBLUE
Jetblue’s content marketing strategies focus on the human experience, treating their target audience like
actual people.
Flight Etiquette Posts: JetBlue started a series of video ads that talked about the most common flight
problems and how to handle them.
While a lot of their competitors choose to only focus on the benefits of flying, talking about the
not-so-great parts and making them just a little bit better with some humorous videos worked well.
Potential customers liked them because it made JetBlue seem more honest and trustworthy than the
airlines that focused only on the good.
Focusing on the negatives of flying was a content marketing strategy that worked simply because of the way
that it was played.
It also made customers aware that unlike other airlines, JetBlue actually listens to the complaints instead of
just the praise.
Flight Etiquette - Episode 2 Video: www.https:/
/youtu.be/6GibyEaAARs
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JetBlue’s Great Video Content:
JetBlue soars above the competition by using great video content, Their clever “FlyBabies Campaign”
was immensely successful as they started rewarding passengers with flight credit whenever a child cried
on a plane and it made people want to fly with them.
More than anything, it made it evident to flyers that JetBlue cared about everyone.
The marketing video that advertised it was met with appreciation and people even started to look
forward to babies crying, making the best of a bad situation.
JetBlue FlyBabies video - https:/
/www.youtube.com/watch?v=y6ZPUiWi8ig

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Image JetBlue Facebook 2021
JetBlue Social Media Standout:
JetBlue provides a great example of how a company can successfully use social media to better connect with customers
whilst building brand loyalty through creative content marketing.
JetBlue are cognizant of who their buyer personas are and they successfully use social media to engage with their customers,
support their customers and build brand trust. Facebook is mainly used for sharing content and Twitter is used for customer
support.

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3. MARRIOTT HOTELS
Marriott Bonvoy Podcasts:
Marriott Bonvoy Traveler is a great example of using podcasts as part of your
content marketing toolkit. The podcasts focus on niche but relevant topics to
engage regular visitors to it’s hotels and to build relationships with it’s loyalty
club members.
For example ‘Marriott Bonvoy Traveler: Behind The Design’, reveals the
creative decisions involved in building and designing some of Marriott’s top
hotels. Featuring some of the hotel industry’s most well-known designers, it
offers listeners an in-depth look at both the hotel industry and interior
design in general.
The podcasts also complement the brand’s digital magazine, Marriott Bonvoy
Traveller, which focuses on wider topics relating to travel and style.

10. Marriott Bonvoy Traveller Blogs:
Since the Marriott Hotel hotel group launched the Bonvoy Brand and accompanying Traveler Blog they have gone full-
tilt into producing inspirational travel content. There’s lots of interesting content on the Traveler site, but the Romantic
Getaways section is outstanding.
Whether you’re looking to pop the question in Mexico or find ways to “turn up the heat in the Caribbean,” Marriott has
content for you. They’ve even got quizzes on your vacation style and guides to budget travel for two.
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Image www.traveler.marriott.com 2021

11. 4. TRIPADVISOR
Tripadvisor Leveraging User-Generated Content: Tripadvisor is a giant in the travel industry with more than
300 million unique visitors every month. The website encouraged user generated content and has been
known for helpful posts by real travellers ever since. In fact user-generated content is the main contributor
in the site’s rise to number one travel accommodation site. Tripadvisor has proved that user-generated
content can be a solid content strategy. It is not only a credible form of content but also self-sustaining.
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Image www.tripadvisor.com 2021

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National Geographic Travel Storytelling:
National Geo Travel is one of the most popular
travel brands on social media and has built an
outstanding outdoor exploration brand through
professional photography and storytelling.
Instead of just identifying a photo’s location,
National Geo Travel features the photographer’s
first-hand experience in the captions.
It’s a strategy that makes the massive account of
over 44 million followers on Instagram feel more
personable. The captions show that there are real
people behind the incredible photos, making it
easier for people to connect with them.
5. NATIONAL GEOGRAPHIC TRAVEL
Image Natgeotravel Intagram 2021 Photo by Hao Jiang
@haojiang00629

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Reference List
Econsultancy Online (2019) 10 Examples of great travel marketing campaigns. Available at: https://econsultancy.com/examples-travel-marketing-campaigns/ (Accessed 10
July 2021)
Airbnb Online (2020) Airbnb launches Go Near a new campaign to support domestic travel. Available at:
https://news.airbnb.com/en-au/airbnb-launches-go-near-a-new-campaign-to-support-domestic-travel/ (Accessed 14 July 2021)
Alabrava Online (2019) How JetBlue soared above the rest by using great content. Available at: https://alabrava.net/jetblues-marketing-strategies/ (Accessed 16 July 2021)
Keleher, J (2019) 7 Compelling content marketing case studies. Available at:
(https://www.brafton.com/blog/content-marketing/7-compelling-content-marketing-case-studies-from-jetblue-ibm-adobe-and-more/ (Accessed 17 July 2021)
Marriott Bonvoy Traveller Online (2021) Behind the Design. Available at: https://traveler.marriott.com/behind-the-design/ (Accessed 18 July 2021)
Gilliland, N (2019) Seven Examples of hotel content marketing campaigns. Available at: https://econsultancy.com/seven-examples-of-hotel-content-marketing-campaigns/
(Accessed 22 July 2021)
Gaudette, E (2019) 5 Incredible content marketing examples from travel brands. Available at:
https://contently.com/2019/08/28/5-incredible-content-marketing-examples-from-travel-brands/ (Accessed 23 July 2021)
Jointviews Online (2018) 11 Examples of successful content marketing by travel companies. Available at:
https://www.jointviews.com/blog/content-marketing-travel-companies/ (Accessed 9 August 2021))
Beaulac, H (2019) 7 Best Travel Brands on Social Media. Available at: https://www.falcon.io/insights-hub/uncategorised/best-travel-companies-on-social-media/ (Accessed
10 August 2021)

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THANK YOU