please see my presentation around content marketing strategies in the travel industry.

1. Content
Marketing
B Y M O R G A N E VA N S

2. What is Content Marketing?
Content Marketing is a type of
marketing that involves the creation and
sharing of online material such as
videos, blogs, and social media posts
that does not explicitly promote a brand
but is intended to stimulate interest in a
company's product or services. The
strategy is designed to attract your
audience, retain and drive customer
action. (Lauren Haas. 2020)

3. (Fig 1. Semrush Blog. Kelly Lyons.2023)

4. Howcanyou use Content Marketingwithinyourtravel related
website/industry?
H E R E A R E S O M E G R E AT K E Y C O N T E N T M A R K E T I N G S T R AT E G I E S T H AT Y O U R S E LV E S
S H O U L D C O N S I D E R W I T H I N T H E T R AV E L I N D U S T R Y …
Content marketing is an essential element for the success of
travel related websites. It helps engage and captivate visitors,
drives traffic, enhance brand awareness and ultimately
increase conversions and bookings. By leveraging various
forms of content, travel websites can effectively promote
destinations, attractions, accommodations and activities

5. 1. Compelling
Visuals
The travel industry is a visually driven industry, so high quality images and videos are
paramount. Utilize captivating photos or immersive videos, and interactive tours to
showcase destinations, accommodations and experiences. By using visually
compelling images or videos it allows the customers/audience to be captivated into
what you are showing them and what you may have to offer, drawing more traction to
your page. (Kristen Baker.2023)
(Fig 2. Anna Papadopoulos.2021. Worlds most beautiful resort) (Fig 3.Dara Continenza. USA Today Travel)

6. 2. Destination Guides
Creating comprehensive destination guides that provide
valuable information, tips and recommendations for
popular travel spots. Cover aspects like attractions, local
culture, cuisine, transportation and safety. These guides
can help travellers plan their trips and they also position
the website as an authoritative source of information. By
hosting this guide via websites, it may also receive
‘backlinks’ this is an incoming hyperlink to your website
from another website, this is a massive benefit of content
marketing as it is bringing traffic from other websites to
your own. (LinkGraphTeam.2022)
(Fig 4. Savored journeys.com.pinterest)

7. 3. Travel Blogs
Incorporating a blog section on your website to share
travel stories, tips and itineraries is a good way to start off
content marketing. Consistently publishing engaging and
informative content that resonates with that target
audience is the best way to help your site gain traction and
build customers. Collaborating with travel influencers or
inviting guest bloggers can provide fresh perspectives and
attract new readers as well as helping you gain customers
through the guest blogger/influencers audience.
(Fig 5. Travel Blog Landing Page. 2020)

8. Tui’s Content Marketing Strategy's
(Fig 6. Seeklogo)
One of Tui’s strategies is User Generated Content – Tui leverages User Generated content to engage with its audience and
showcase authentic travel experiences. Through social media campaigns and contests, Tui encourages its customers to
share their travel photo's, stories and reviews using specific hashtags or tagging in Tui’s social media accounts. The UGC is
then featured on Tui's website and social media platforms, creating a sense of community and trust among potential
travellers. By integrating the experiences of real customers into their content marketing strategy, Tui can provide social proof
and build credibility. (Lucy Tesseras.2015. MarketingWeek)
Another strategy they use is that Tui understands that travellers are looking for valuable information and insights when
planning their trips. To address this need, the company publishes destination guides, travel tips, and practical advice on topics
such as packing, transportation and local customs. By providing this useful content, Tui positions itself as a reliable resource
for traveller's and builds trust in its expertise.
A photo from there website showing their
recommended activities (Fig 7. Tui. 2023)

9. Using SEO keyword search engines within their
content marketing it allows Tui to understand what
personalised or unique experience their customers are
looking for. For example, they may release content
focused on adventure travel, family vacations or luxury
getaways as this is what is seeming popular with their
audience. This approach helps Tui connect with niche
audiences and position itself as an expert in those
particular segments.
(Fig 6. Seeklogo)
Using SEO in Content Marketing…

10. TripAdvisor Content Strategy
(Fig 8. Logo Wine)
What do we think of Sponsored Content?...
TripAdvisor leverages content marketing to promote its own products and
services. For example, the platform features sponsored content from
hotels, airlines and other travel providers giving them an opportunity to
showcase their offerings to TripAdvisor's vast audience. By incorporating
sponsored content in a seamless and non-intrusive way, TripAdvisor
ensures that the content remains valuable and relevant to its users.
They also provide interactive features such as forums and travel
communities where travellers can ask questions, seek advice, and engage
in discussions with travellers, locals and industry experts. These interactive
platforms not only form a sense of community among travellers but also
provide a path for TripAdvisor to showcase its expertise and establish itself
as the go to resource for travel information.
(Fig 9. TripAdvisor Forums)

11. Booking.com Content Strategy
Booking.com is also proof that their User Generated content works as
a main part of their content marketing due to their website
encouraging users to leave reviews and share travel experiences on
the platform.
But they also use blogs, their blogs feature articles that highlight
unique and lesser-known accommodations. From luxury villas to
ecofriendly retreats and quirky rentals, this allows them to showcase
a diverse range of options to cater to different travel styles and
budgets. This not only helps users discover new and exciting places
to go but also encourages them to book through booking.com instead.
(Fig 10. Logos World. 2023)
(Fig 11. Travel Articles. Booking.com. 2023)

12. Booking.com also rely massively on Search engine
optimization to increase their exposure in organic searches. By
improving the website’s content, meta tags, and URLs with
targeted keywords, Booking.com strategically improves its
search engine ranking. This makes it possible for the platform
to draw in organic visitors and broaden brand awareness. The
company’s SEO strategy consists of content, links, and
technical SEO components, each of which improves the online
presence of the company in a different way.
(Mina Onar. 2023. Digital Agency Network)
(Fig 10. Logos World. 2023)

13. Virgins Content Strategy
Social media is an integral part of Virgins content marketing. They mainly
use platforms like Facebook, Twitter and Instagram to share their blog
posts, videos and other travel related content. These social media channels
allow them to reach a broader audience and interact with their customers in
real-time. They also provide a platform for customers to share their own
travel experiences and engage with the brand, creating a sense of
community and connection. (History & Marketing strategies of Virgin. 2023)
However, Virgin don’t just stop at digital platforms. They produce and print
materials, such as travel magazines and brochures, which are distributed to
their customers and in their physical stores. These materials feature
images and engaging stories that promote Virgins travel offerings and
inspire readers to plan their own adventures with them.
(Fig 12. Virgin logo. Wikipedia)
(Fig 13. Zac Thorne. Virgin Holidays)

14. In addition, Virgin also produces a variety of videos
that showcase their destinations, travel experiences
and customer testimonials. These videos are used
not only on their website but also on their social
media platforms such as Youtube and Instagram.
By creating visually appealing and informative
videos, Virgin is able to capture the attention of their
target audience and effectively convey the unique
and exciting experiences they offer.
(Fig 14. Youtube. Virgin Atlantic. 2016)

15. Sowhatdo I recommend foryou to look into first...
3) Get on top of your SEO keyword searching to help boost your website and your blogs etc for your targeted
audience.
2) Create Blogs/Destination Guides for your website
1) Building up your social media with captivating images and videos on platforms that apply such as Facebook,
Instagram, Website and Youtube.
4)Now start thinking about User generated content if you can, get customers to leave feedback and reviews on
your service/product.

16. Any
questions?

17. References:
• (Lauren Haas. 2020) - https://www.constantcontact.com/blog/content-marketing-for-travel-companies/
• (Kristen Baker.2023) - https://blog.hubspot.com/marketing/content-marketing
• (LinkGraphTeam.2022) - https://www.linkgraph.com/blog/seo-content-marketing/
• (Lucy Tesseras.2015. MarketingWeek) - https://www.marketingweek.com/marketers-should-embrace-user-generated-content/
• (Mina Onar. 2023. Digital Agency Network) - https://digitalagencynetwork.com/digital-marketing-strategy-of-booking-
com/#:~:text=Content%20Strategy%20of%20Booking.com,and%20credibility%20among%20potential%20travelers.
• (History & Marketing strategies of Virgin. 2023) - https://brandyuva.in/2019/08/marketing-strategies-of-virgin.html

18. References for Photos:
(Fig 1. Semrush Blog. Kelly Lyons.2023) - https://www.semrush.com/blog/content-marketing-strategy-guide/
(Fig 2. Anna Papadopoulos.2021. Worlds most beautiful resort) - https://ceoworld.biz/2021/05/29/worlds-most-beautiful-beach-resorts/
(Fig 3.Dara Continenza. USA Today Travel) - https://eu.usatoday.com/story/travel/hotels/2014/08/14/hotel-booking-tips/14006883/
(Fig 4. Savored journeys.com.pinterest) - https://www.pinterest.co.uk/pin/390898442666675312/
(Fig 5. Travel Blog Landing Page. 2020) - https://nicepage.com/lp/21070/travel-blog-landing-page
(Fig 6. Seeklogo) - https://seeklogo.com/vector-logo/348298/tui-nederland
(Fig 7. Tui. 2023) - https://www.tui.co.uk/things-to-do/?utm_source=tui.co.uk&utm_medium=var2&utm_campaign=gotui-uk&utm_content=excursions
(Fig 8. Logo Wine) - https://www.logo.wine/logo/TripAdvisor
(Fig 9. TripAdvisor Forums) - https://www.tripadvisor.co.uk/ForumHome
(Fig 10. Logos World. 2023) - https://logos-world.net/booking-logo/
(Fig 11.Travel Articles. Booking.com. 2023) - https://www.booking.com/articles.html
(Fig 12. Virgin logo. Wikipedia) - https://en.m.wikipedia.org/wiki/File:Virgin-logo.svg
(Fig 13. Zac Thorne. Virgin Holidays) - https://www.zacthorne.co.uk/portfolio/virgin/
(Fig 14. Youtube. Virgin Atlantic. 2016) - https://www.youtube.com/watch?v=qqaRmciDR-k