This video showcases 3 of the best examples I came across when reviewing different Content Marketing Strategies in the Travel Industry.

1. U N I T 2 A S S I G N M E N T 5
CONTENT MARKETING IN
THE TRAVEL INDUSTRY
P R E S E N T E D B Y L A U R A A L E M A N Y

2. Content Marketing
Higher visibility
More relevant content on the
site will lead to better SEO
rankings as well as more
opportunities for the target to
become familiar with the brand.
Higher conversion rates will be
achieved as a result (DeMers, J.,
2015).
is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract
and retain a clearly defined audience.
Improved reputation
If the content is helpful and
informative, customers will
think more highly of the brand.
Content published on external
websites will also depict the
brand as a more trustworthy,
established industry leader
(DeMers, J., 2015).
Increased retention
Great content helps create a
positive experience for potential
customers and makes them
come back for more. It captures
the audience’s attention and
continually reinforces a positive
brand impression (DeMers, J.,
2015).
- CONTENT MARKETING INSTITUTE, n.d. -

3. Opodo's "Get Your Guide"
Opodo, one of the largest online travel companies, has create a useful "Get Your Guide"
feature which displays many popular travel destinations and lists the main tours and
attractions available.
Screenshot of Opodo's Get Your Guide tool
Good example of content marketing: provides useful and relevant information and has an
added value for the customer as it makes travel planning less stressful.

4. Opodo's Instagram
The brand's appealing Instagram feed is a
beautiful display of stunning cities, wildlife,
and landscapes around the world.
It uses hashtags encouraging user-generated
content, where people can share their
experiences and everyone has a chance to
get featured/reposted.
As a result, customers feel more connected
to the brand and get enticed into planning
their next trip through the platform.
55% of passengers
book based on images
they’ve seen on Instagram*.
Screenshot of Opodo's Instagram Feed
*(Wright, M., 2019).

5. Opodo Competitions
Opodo uses social media contests as a way to
engage with its followers, while getting an
extra social media boost and visibility.
Contests have an added value for the
audience (useful information and the
possibility of winning a prize), and are a rich
source of data for the brand.
Giveaways also generate excitement and
empower consumers to share and promote
the company's content with their close ones,
generating more leads as a result (Pickering,
B., 2011). Screenshot of Opodo's Competition in Partnership with Air
Europa

6. British Airways - "Look Up Campaign" (click here)
Use of billboards in central key locations such as Picadilly Circus, with realtime flight data
displayed (flight number, destination, frequency) as planes flew overhead.
Successful campaign (60+ awards) with truly engaging and creative content to remind viewers of
the magic of flying while creating an emotional connection with them (Macleod, D., 2014)
Macleod, D., 2014. British Airways Campaign "The Magic Of Flying".

7. British Airways - "Best Summer Ever"
Campaign" (click here)
British Airways - "Unforgettable
Moments" Campaign (click here)
The airline teamed up with four of the most
popular bloggers in the UK to showcase a
selection of summer experiences (CMA, 2014).
Influencer marketing: builds credibility and trust,
provides value to the target audience and helps
drive quicker customer acquisition (Huff, T.,
2017)
Showcases moments shared between a father &
son on their trip to NY, through a custom painting
created just for them.
Selected from 1,000's of people who wrote about
special moments they had on their holiday: real
testimonials come across as unbiased and
establish trust (Darbyshire, R., 2017).
CMA, 2014. British Airways Best Summer Ever Campaign Darbyshire, R., 2017. British Airways Social Media Campaign

8. British Airways
Business Travel Campaign
New concept to target British Airways's
business audience and optimise media
sales opportunities.
Relevant, bespoke content created
through multiple channels, including video,
social media, inflight entertainment, the
airline’s Business Hub, email, as well as
through Business Life magazine.
Industry expert views across tech, trends,
thoughts and travel-related content with
an always-on strategy across digital, social
and print channels to generate debate and
discussion (Cedarcom, n.d.).
+1.5 MILLION
VIDEO VIEWS
+250K READERS
in just 2 years
- Cedarcom, n.d. -
over 12 month period

9. Marriott Podcasts
Marriott uses podcasts as a way to present
relevant topics and engage regular visitors to
its hotels with an in-depth look at both the
hotel industry and interior design in general
(Gilliland, N., 2019).
Great way to achieve high engagement
through a low competition channel, which
makes it easier to stand out and gain listeners.
Builds relationships with its customers:
listeners are loyal to their favorite programs
and are likely to check back for more.
Very engaging content: audience polls,
questions, etc makes it feel like an interactive
experience.Screenshot of Marriott's Podcast

10. The hotel chain has also launched a digital
magazine, Marriott Bonvoy Traveller, which
focuses on wider topics relating to travel,
culture, wellness and lifestyle.
Shift in the brand strategy to re-brand itself as a
media entity, and target next-gen "innovative,
creative, out-of-the-box thinkers" (Dua, T.,
2015).
Features relevant, non-intrusive content written
by local experts as well as pieces from partners
like TED and influencer interviews, which makes
it relevant to millennials (Lutner, K., 2017).
Marriott Digital Magazine

11. Airbnb has created a number of novelty
well-known listings in order to generate
interest on the back of unique and amusing
content (Gilliland, N., 2019).
In October 2019, a listing was posted by
"Barbie" herself for the Barbie Malibu
Dreamhouse.
This turned out to be a celebratory
campaign for the 60th anniversary of
Barbie, with prices per night listed at $60,
in partnership with Mattel.
Other example: greenery-themed home
listed in partnership with Pantone to match
its 2017 colour of the year (Aouf, R., 2017).
Air Bnb Novelty Listings

12. Airbnb Neighbourhoods
Airbnb has created digital neighborhood guides, which include local maps, testimonials and
reviews from travelers and advice from hosts. This is a good way to build a sense of
community, where all can share their local knowledge and experiences (Divakaran, S., n.d.).
The platform also relies on local photographers to capture the neighbourhood’s atmosphere,
which makes the page all the more appealing and gives it a sense of authenticity and
relatability. It also includes details of each photographer and their websites (Hawthorne, n.d.).

13. Airbnb Blog
The Airbnb blog provides tips and stories
for hosts, as well as Airbnb’s partnerships
and initiatives.
The blog uses clear language and delivers
effective messages through a variety of
supports (videos, text, photos etc). They
also offer geo-specific content in 10
different languages.
The company also tackles important
socioeconomic topics such as
the Hospitality Index or the Economic
Impact study, which show the impact
Airbnb has had on cities (Divakaran, S.,
n.d.).

14. References
Aouf, R., 2017. Pantone Creates Greenery-Themed Home That Can Be Booked On Airbnb. [online] Dezeen. Available at:
<https://www.dezeen.com/2017/01/27/pantone-design-greenery-themed-home-can-booked-airbnb-london-clerkenwell-
uk/> [Accessed 9 March 2020].
Cedarcom, n.d. British Airways Business Travel. [online] Cedarcom. Available at: <https://www.cedarcom.co.uk/our-
work/british-airways-business-travel> [Accessed 12 March 2020].
CMA, 2014. British Airways Best Summer Ever - Content Marketing Association - CMA. [online] Content Marketing
Association. Available at: <http://the-cma.com/case-studies/british-airways-bestsummerever/> [Accessed 10
March 2020].
Content Marketing Institute. n.d. What Is Content Marketing? [online] Available at:
<https://contentmarketinginstitute.com/what-is-content-marketing/> [Accessed 7 March 2020].
Darbyshire, R., 2017. British Airways Launch Social Media Campaign To Share #Unforgettable Holiday Moments.
[online] The Drum. Available at: <https://www.thedrum.com/news/2017/02/23/british-airways-launch-social-media-
campaign-share-unforgettable-holiday-moments> [Accessed 11 March 2020].
DeMers, J., 2015. The Top 10 Benefits Of Content Marketing. [online] Inc.com. Available at:
<https://www.inc.com/jayson-demers/the-top-10-benefits-of-content-marketing.html> [Accessed 9 March 2020].
Divakaran, S., n.d. Inside Airbnb’s Hyperlocal Content Strategy. [online] Digitaluncovered.com. Available at:
<https://digitaluncovered.com/inside-airbnbs-hyper-local-content-strategy/> [Accessed 12 March 2020].

15. Dua, T., 2015. Now Marriott Is A Magazine Publisher Too. [online] Digiday. Available at:
<https://digiday.com/marketing/now-marriott-magazine-publisher/> [Accessed 8 March 2020].
Gilliland, N., 2019. Seven Examples Of Hotel Content Marketing Campaigns – Econsultancy. [online] Econsultancy.
Available at: <https://econsultancy.com/seven-examples-of-hotel-content-marketing-campaigns/> [Accessed 9 March
2020].
Hawthorne, n.d. Dissecting Airbnb’s Destination Content Marketing Strategy. [online] Hawthorn Creative. Available at:
<https://hawthorncreative.com/dissecting-airbnbs-destination-content-marketing-strategy/> [Accessed 12 March
2020].
Huff, T., 2017. 6 Big Benefits Of Using Influencer Marketing In Your Social Strategy. [online] Social Media Today.
Available at: <https://www.socialmediatoday.com/social-networks/6-big-benefits-using-influencer-marketing-your-
social-strategy> [Accessed 19 March 2020].
Luttner, K., 2016. Marriott Launches Digital Magazine Targeting Millennials. [online] Campaignlive.co.uk. Available at:
<https://www.campaignlive.co.uk/article/marriott-launches-digital-magazine-targeting-millennials/1414642> [Accessed
11 March 2020].
Macleod, D., 2014. British Airways On Magic Of Flying. [online] The Inspiration Room. Available at:
<http://theinspirationroom.com/daily/2014/british-airways-on-magic-of-flying/> [Accessed 9 March 2020].
Pickering, B., 2011. 4 Reasons Why Contests Should Be Part Of Your Marketing Strategy. [online] American Express.
Available at: <https://www.americanexpress.com/en-us/business/trends-and-insights/articles/4-reasons-why-contests-
should-be-part-of-your-marketing-strategy/> [Accessed 9 March 2020].
Wright, M., 2019. Instagram Replacing Travel Brochures As Survey Finds Social Media Influencing Half Of
Holidaymakers' Choices. [online] Available at: <https://www.telegraph.co.uk/news/2019/04/25/instagram-replacing-
travel-brochures-survey-finds-social-media/> [Accessed 13 March 2020].