When content marketing is done right, it is valuable to its audience, meets a specific purpose to both the customer and the brand and it meets the customer at the right time and place.

1. TRAVEL
MARKETING
Christie Kandiwa ― Assignment 5

2. TABLEOFCONTENTS
01
CONSUMERS
INTRODUCTION
1. Content as an inbound
strategy.
2. The evolution
CONTENT
MARKETANALYSIS
1. Content in the travel
industry
2. Guiding principles
02
1. Sales Funnel
2. Buyer Journey
03
1. Blogging
2. Newsletters
3. Virtual Tours
04
CASESTUDIES
1. Visit Ireland
2. Expedia
05
BUDGET
An indepth look on resource
allocation.
06

3. Travel
Content Marketing has become an integral factor in the
Travel & Tourism Industry thanks to the internet. With
various touchpoints for prospective travellers to interact
with, content offers marketers an opportunity to address
and fluidity to address all these pain points effectively.
Making content-based connections the starting point for
an organisations chance to build trust and to add value to
the life of explorers.
UsingContentMarketingAsAnInbound
Strategy

4. 2010-2014
The Zero Moment of Truth &
Keyword Stuffing begins (The Zero
Moment of Truth Macro Study,
2011)
THE
EVOLUTION
2014-2018
As social media consumptions rises
― content marketing leans in and
incorporates videos (An, n.d.)
2016-2020
The introduction of interactive
content and A1 transforms how
content is experienced .((Patel,
n.d.)).
2010 2012 2014 2016 2018 2020

5. WHATSETSTHETRAVELINDUSTRYAPART?
Sixty-nine percent of travelers
said they have used voice
search while planning a trip.
(Travelport, 2018)
VOICESEARCH
Consumers aren’t just interested
in hearing what institutions and
professionals have to say ―
they are turning to their peers.
97% of Millennials share photos
on social media while traveling,
compared to 60% of all
travelers. (Karr, 2014)
USERGENERATED CONTENT
The Travel & Tourism Industry
focuses on the quality of the
experience and thanks to
content marketing that means
“everything that happens
between my initial decision to
leave my house and my lying on
a beach chair “(Harris, 2017)
IMAGE DRIVEN

6. GUIDINGPRINCIPLES
ACTIONABLE
It should make it easy to
buy, recommend or
suggest. ― CTAs.
PURPOSE
Despite educating
audiences it should play a
part in the larger
marketing & advertising
plan.
VISIBLE
Great content is only
great when it meets the
right audience at the
exact the moment when
they need it the most.
VALUABLE
Content Marketers
should know what the
audience needs and the
content must deliver
that.
ENGAGING
The audience craves
content that is engaging
and that can be quiz,
Virtual tours or debatable
topics.
TARGET
Great content is created
and designed with buyer
persona in mind.

7. SALESFUNNEL
INTEREST
55% are comparing using
reviews and
recommendations. (Kruh,
2017)DECISION
2% are ready to take
action.(Patel, n.d.)
PURCHASE
87% of happy customers are more
likely to purchase upgrades and new
services (Customer Experience: New
capabilities, new audiences, new
opportunities., 2017).
AWARENESS
75% are looking for
information (Patel, n.d.)

8. BUYER
JOURNEY
AWARENESS
FREE: Blogs, Youtube Content, Podcasts, Interviews.
REGISTER: EBooks, Templates, Reports & Guides
DECISION
Contact Us, Enquire &
Book Now
CONSIDERATION
FREE: Social Media, About Us, Testimonials & FAQs
REGISTER: Demos, Trials, Webinars & Newsletters

9. BLOGGING
CONS
PROS
80% of business decision-makers prefer to get
company information from a series of articles
versus an advertisement. (What is Content
Marketing, 2020)
● Targeted
Audience
● Build Trust
● Increase website
traffic & ROI
● Slow ROI
● Requires Upkeep
● Increase website
traffic & ROI
MARRIOTT
BONVOY
Supporting their
#Loyalty&Love Campaign, they
launched a “Romantic Getaways”
section in the Traveller blog.
(Romantic Getaways, n.d.)
TOURISME
MONTRÉAL
After shifting its budgets to
online market, started
focusing on creating content
for different sub-niches, in
this case business clientele
(Evokad, 2020)

10. Social
Media
SHORT
TERM
LONG
TERM
GOAL1
Building brand awareness
& increasing engagement
GOAL2
Generate new leads
and boost customer
service.
GOAL1
Increase revenue and
sales.
GOAL2
Convert prospects
and retain current
consumers.
Video 3: KLM Surprise Campaigns receives 1mil
impressions on twitter and drives $25 million worth
of sales.
An effective and controlled
cost effective way of
interacting with consumers
from anywhere in the
world.
However, without careful
planning, it could create
“noise”.

11. Newsletters
CelebrityCruises
Image 1: During isolation times ― the brand
brought in featured content from cruise staff
with chefs offering tutorials and the Sea Crew
Camp brought activities for children.
(SmarterHQ, 2020)
HYATT HOTELS
Image 2: In partnership with Headspace,
the brand brought meditation practices to
their subscribers. (SmarterHQ, 2020)
Bringing your
organisation that step
closer to converting
prospects and
increasing your ROI
― email content
remains
advantageous for
businesses.

12. Virtual
Tours
TRYBEFORE YOU FLY
Video 1: Thomas Cook Retail Limited
installed VR headsets that let interested
travellers to see popular local sites. (Ciklum,
2017)
WONDERDOWNUNDER
Video 2: Qantas Airlines introduces VR
to introduce experiences of Australia’s
most popular activities (Qantas, 2015).
Virtual Reality offers travel
brands a chance to offer
travellers an “out-of-body”
yet real life experience of
their service in controlled
environments.
Due to COVID-19 we can
accept that there may be a
rise in this approach in the
future.

13. VISITIRELAND’SCONTENTSTRATEGY
TRAVELMAGAZINE
Attraction― an interactive
“Things To Do” feature on
their site, Visit Dublin hits all
the spots of quality and low
risk content.
VIDEO
Experience ― brand
launches content
monthly on Youtube
on travelling and
exploring popular sites..
SOCIALMEDIA
For relationship building ―
it features UGC, local
events and quizzes, the
brand encourages
engagement on this
platform.
CONTACT
The last CTA is the
“Email Us” link on the
page.
SCRAPBOOK
Preparation― the brand
allows you to create a
scrapbook of ideas and
places to visit.
BROCHURE
Consideration ― The brand
offers a “Request a Brochure”
CTA at the bottom of the site
as a way to nurture
interested travellers.
Image 3: Interactive website by
Visit Ireland. (Ireland: Holidays in
Ireland, 2020)

14. The brand utilises statistical
machine translation paired with
quality testing, to ensure local
phrases are correctly translated
to a different audience,
(TranslateMedia,2019)
Expedia’sApproachToLocalisation

15. BUDGETPRIORITIES
CREATION
10%
OTHER MEASUREMENT
DISTRIBUTION&PROMOTION STRATEGY
13%
27%32% 18%
Target Marketing,
2018

16. THANKS
Check out my website for more
content.

17. REFERENCES
An, M., n.d. Content Trends: Global Preferences. [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/marketing/content-
trends-global-preferences?_ga=2.123960842.1679546338.1588606863-
1259994055.1575572955&_gac=1.209455526.1585329546.EAIaIQobChMIluLH3pS76AIVAeiGCh1X1A91EAAYASAAEgL3APD_BwE>
[Accessed 12 June 2020].
Content Marketing Institute. 2020. What Is Content Marketing?. [online] Available at: <https://contentmarketinginstitute.com/what-is-
content-marketing/> [Accessed 12 June 2020].
Evokad, 2020. Content Marketing Your Destination: User Generated Tricks. [online] Evok Advertising. Available at:
<https://www.evokad.com/travel-industry-trends-content-marketing-destination/> [Accessed 12 June 2020].
Harris, J., 2017. Content Marketing Is No Leisurely Feat In The Travel Industry. [online] Content Marketing Institute. Available at:
<https://contentmarketinginstitute.com/2017/06/content-marketing-travel-industry/> [Accessed 12 June 2020].
https://www.mckinsey.com/~/media/mckinsey/featured%20insights/Customer%20Experience/CX%20Compendium%202017/Customer-
experience-compendium-July-2017.ashx. 2017. Customer Experience: New Capabilities, New Audiences, New Opportunities.. [online]
Available at:
<https://www.mckinsey.com/~/media/mckinsey/featured%20insights/Customer%20Experience/CX%20Compendium%202017/Cust
omer-experience-compendium-July-2017.ashx> [Accessed 12 June 2020].
Karr, D., 2014. Statistics On How Travelers Utilize Social Media Before, During, And After A Vacation » Martech Zone. [online] Martech Zone.
Available at: <https://martech.zone/social-media-statistics-travel-vacation/> [Accessed 12 June 2020].

18. REFERENCES
Kruh, W., 2017. The Truth About Online Consumers. [online] Assets.kpmg. Available at:
<https://assets.kpmg/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf> [Accessed 12 June 2020].
Marriott Bonvoy. n.d. Romantic Getaways. [online] Available at: <https://traveler.marriott.com/romantic-getaways/> [Accessed 12 June
2020].
Patel, N., n.d. Content Marketing Made Simple: A Step-By-Step Guide. [online] Neil Patel. Available at: <https://neilpatel.com/what-is-
content-marketing/#contentmapping> [Accessed 12 June 2020].
Patel, N., n.d. Interactive Content Is Where The Action Is Now. [online] Neil Patel. Available at: <https://neilpatel.com/blog/interactive-
content-is-where-the-action-is/> [Accessed 12 June 2020].
Think with Google. 2011. The Zero Moment Of Truth Macro Study. [online] Available at: <https://www.thinkwithgoogle.com/consumer-
insights/the-zero-moment-of-truth-macro-study/> [Accessed 12 June 2020].
Travelport, 2018. Global Digital Traveler Research. [online] Marketing.cloud.travelport.com. Available at:
<https://marketing.cloud.travelport.com/Global-Digital-Traveler-Research-2018> [Accessed 12 June 2020].

19. REFERENCES
Ciklum, 2017. 5 Travel Brands Using Virtual Reality Right. [online] Ciklum. Available at: <https://www.ciklum.com/blog/5-travel-
brands-using-virtual-reality-right/> [Accessed 12 June 2020].
Ireland.com. 2020. Ireland: Holidays In Ireland. [online] Available at: <https://www.ireland.com/en-gb/> [Accessed 12 June 2020].
McGee, T., 2019. How Content Marketing Budgets Will Spend In 2019. [online] Target Marketing. Available at:
<https://www.targetmarketingmag.com/article/content-marketing-budgets/> [Accessed 12 June 2020].
Qantas, 2015. Qantas X Samsung Gear VR. [online] Available at: <https://youtu.be/eD2QZ9Tr3Rs> [Accessed 12 June 2020].
SmarterHQ. n.d. COVID-19: How Top Travel Brands Are Staying Top Of Mind. [online] Available at:
<https://smarterhq.com/blog/travel-covid-strategies> [Accessed 12 June 2020].
TranslateMedia. 2018. How Global Travel Brands Manage Their Localisation Challenges. [online] Available at:
<https://www.translatemedia.com/translation-blog/global-travel-brands-manage-localisation-challenges/> [Accessed 12 June 2020].

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