Content Marketing examples for travel related companies.

1. CONTENT
MARKETING
EXAMPLES
Assignment 5

2. CONTENT MARKETING
This presentation will focus on showcasing of different examples of content marketing that could be used for
a travel related website, by looking at and comparing 4 relevant companies content being used.
Before we start we should first understand what content marketing is?
o HubSpot (2020) defines content marketing as ”the process of planning, creating, distributing, sharing, and
publishing content to reach your target audience. It can boost factors like brand awareness, sales, reach,
interactions, and loyalty.”
o McCoy, J (2020) states that “content marketing is relevant and useful storytelling that captures the interest of
your specific audience and helps them solve their problems.”
o Content is fuel for digital marketing, without good content it will be hard to drive inbound marketing.
Types of content marketing are:
Social media content Infographic content blogs
Podcasts Video’s / Vlogs
Paid ad eBooks
Cheat sheets (2-3 pages) Workbooks & templates
White papers / reports Slide decks
Case studies Demo

3. EXAMPLES OF TRAVEL
COMPANIES CONTENT
1. Virgin holidays
2. Jet2Vacation.com
3. Hays travel
4. British airways holidays

4. 1. JET2HOLIDAYS.COM

5. WEBSITE
Image 1 – Jet2holiday (2020) Screenshot of Jet2holidays webpage
showing the different content available including TripAdvisor's
ratings. [Screenshot]
Well laid out website follows the same style and layout of most travel
related companies.
Makes use of infographic style imagery as well as beautiful photographs
throughout website
Links to all their social media networks & blogs page
Blogs are divided into various topics such as destinations, tips & tricks
etc.
 Page looks professional
They display customer reviews on their website from Trust Pilot & also
display TripAdvisor ratings. (Creating additional back links to the
webpage)
Have a dedicated page to invite influencers to contact them: the page is
called Become a Jet Influencer
Brochures available on website to download
Image 2 – Jet2holiday (2020) Screenshot of Jet2holidays webpage
showing the Trust Pilot reviews being shown on webpage.
[Screenshot]

6. BLOGS & INFLUENCER PAGE
Image 3 – Jet2holiday (2020) Screenshot of Jet2holidays blog page header
image of a blog talking about safe traveling measures. [photograph]
Image 4– Jet2holiday (2020) Screenshot of Jet2holidays become a
JetInfluencer page where they invite people to become influencers for them.
[photograph]

7. SOCIAL MEDIA
Jet2Vacation make use of Facebook, Twitter, Instagram, Pinterest & YouTube. All
accounts linked to their webpage
They do repurpose all their content via all their social media platforms
Their Pinterest home page has links to multiple page links pages including their
blog page
Imagery used is very professional as well as personalised imaging with branding
They make use of images, video’s and infographics on Facebook, Twitter and
Instagram
Make good use of #’s
Make use of beautiful pictures used on twitter where they also encourage
engagement
All social media platforms have been personalised and branded to suit the brand

8. SOCIAL MEDIA CONTENT
Image 5 -Jet2holiday (2020) Screenshot of
Jet2holidays Facebook page post that has
also been reproposed for other sites.
[photograph]
Image 6 -Jet2holiday (2020) Screenshot of
Jet2holidays Twitter post this post also
encourages followers to participate. [Photograph]
Image 7 -Jet2holiday (2020) Screenshot of
Jet2holidays Twitter post this content has also be
repurposed on different platforms. [photograph]
Image 8 -Jet2holiday (2020) Screenshot of
Jet2holidays Twitter post this post also
encourages followers to participate. [photograph]

9. YOUTUBE
• Have YouTube channel with
various videos about:
• holiday destinations,
• advertisements
• travel resuming
• How to video’s
• Focus very strongly on video
content.
Image 9 -Jet2holiday (2020) Screenshot of Jet2holidays YouTube page that has variety content available.
[Screenshot]

10. 2.VIRGIN HOLIDAYS

11. WEBPAGE
Virgin is an Iconic brand and have a distinct brand identity. Even
with all their different divisions the brand always link back to the
parent brand.
Webpage has professional layout all imagery very professional
and have a Virgin look and feel to it
Predominantly makes use of imagery, but small selection of
infographic imagery used
Virgin links to all their social media platforms Facebook,
Instagram, Pintrest, Twitter and YouTube & Blog page.
 All social media accounts are under Virgin Atlantic and not Virgin
Holidays. This also means that they have greater amount of
content on the various platforms
They have a blog page called Virgin Holidays covering various
topics.
They also have a dedicated page called The Trending Travel Guide
based solely on social media trends and posts.
Instagram account have links to various pages such as their
blogs, holiday destination, travel safe etc.
All imagery is very professional used content used on all social
media platfoms, so they repurpose all content.Image 10 –Virgin Holidays (2020) Screenshot of Virgin Holidays webpage to show content being used.
[Screen shot]

12. BLOGS
Image 11 –Virgin Holidays blog (2020) Screenshot of Virgin
Holidays blog page. [Screen shot]
Image 12 –Virgin Holidays blog (2020) Screenshot of Virgin Holidays good quality
blog [Screen shot]

13. VIRGIN: THE TREND TRAVEL GUIDE
 Webpage content
based on trending
social media posts
Image 13 –Virgin Holidays (2020) Screenshot of Virgin
Holidays webpage focused on content based on popular social
media posts.[Screen shot]
Image 14 –Virgin Holidays (2020) Screenshot of Virgin
Holidays webpage focused on content based on popular social
media post explaining page content. [Screenshot]

14. SOCIAL MEDIA
 All social media platforms cover images
look the same and have been updated to
display safe traveling
 Virgin imagery and photos always have
the iconic red items in imagery that ties
it back to their brand
 All content always shouts Virgin
 Virgin also repurpose all created content
on all platforms
Image 14 –Virgin Atlantic Facebook (2020) Screenshot of
Virgin Atlantic Facebook page header image That is being
used on all social media platforms. [Photograph]
Image 15 –Virgin Atlantic Facebook (2020) Screenshot of
Virgin Atlantic Facebook post. [Photograph]
Image 17 –Virgin Atlantic Facebook (2020) Photograph from
Virgin Atlantic Facebook page. [Photograph]
Image 16 –Virgin Atlantic Facebook (2020) Photograph
from Virgin Atlantic Facebook page with Iconic red item
present. [Photograph]

15. SOCIAL MEDIA
Image 18 –Virgin Atlantic Instagram (2020) Photograph from
Virgin Atlantic Instagram page. [Photograph]
Image 19 –Virgin Atlantic Instagram (2020) Photograph from
Virgin Atlantic Instagram being repurposed. [Photograph]

16. SOCIAL MEDIA
 YouTube show case all of
virgin business video's but
they also have virgin holiday
videos with captions this is
my playground with locals
showing you around or
sustainable holidays etc.
tone of video’s so different
to the other travel agencies
and human everyday
element to them and also
luxury ones as well.
 Now strong focus on safe
travel messaging.
Image 20 –YouTube (2020) Screenshot of Virgin Atlantic YouTube page that is being
used. [Screen shot]

17. 3.HAYS TRAVEL

18. WEBSITE
 Website well laid out.
 Makes use of infographic
style imagery on heading as
well as beautiful pictures
for imagery
 Have rotating header image
promoting various topics
and deals
 Links to all their social
media networks [Facebook,
Twitter & Instagram] & Blog
page.
 Layout of website follows
the same style as other
travel websites
https://www.ha
Image 21 –Hays (2020) Screenshot of one of the rotating imagery being used on website header
images. [Screen shot]
Image 22 –Hays (2020) Screenshot of infographic style image also being used as one of the rotating
imagery being used on website header images. [Screen shot]

19. BLOGS
 They have
beautiful Blog
page with wide
variety of blogs
 Making use of
beautiful imagery
 Have blog
categories but
you can only see
them if one blog
is selected
Image 23 –Hays travel blog (2020) Screenshot of Hays travel blog
page. [Screen shot]
Image 24 –Hays travel blog (2020) Screenshot of one of
Hays good quality blogs. [Screen shot]

20. SOCIAL MEDIA
Hays only make use of Instagram Facebook and Twitter
They do not have YouTube channel / Pinterest accounts (which is a
shame as their business would benefit from these 2 channels)
They have plenty of video’s available on Facebook and some of their
interviews and video’s can be found on YouTube but not on dedicated
YouTube page.
Hays is repurposing their content between Facebook, Twitter and
Instagram and making use of great photography
Their Pinterest home page has links to 4 different pages including
their blog page
 They are paying for social media adverts but can better utilise
owned media they have at their disposal and also make use of

21. SOCIAL MEDIA
Image 25 –Hays Facebook (2020) Screenshot Hays
Facebook page. [Screen shot]
Image 26 –Hays Facebook (2020) Screenshot Hays
Facebook page post. [Photograph]
Image 27 –Twitter(2020) Screenshot Hays Twitter post and
example of repurposing content. [Photograph]

22. HAYS PINTEREST
Image 28 –Instagram (2020) Screenshot Hays animated
Instagram post. [Infographic]
Image 29 –Instagram (2020) Screenshot Hays Instagram
homepage showing images and links to other pages.
[Screen shot]

23. 4 .BRITISH AIRWAYS
HOLIDAYS

24. WEBSITE
Out of all the travel companies discussed so
far British Airways has the least impressive
website.
They have links to their Facebook, Instagram,
Twitter, LinkedIn accounts [No YouTube &
Pinterest links]
Only company that linked their LinkedIn
account on webpage.
They do have YouTube account with great
content but it is not linked to British Holidays
webpage
I could not find the link to the blog page for
British Holidays.
Website has a customer stories section that is
great customer testimonials section managed
by Reevoo
They have videos on face book and other
social media they where reusing some post on
various platforms
British Airways have got brilliant content
available on website, blogs and YouTube
video’s and Imagery but not utilising it as great
Image 30 –British Airways Holidays (2020) Screenshot of
webpage. [Screen shot]
Image 31 –British Airways Holidays (2020) Screenshot
showcasing customer stories being shared as content.
[Screen shot]

25. SOCIAL MEDIA
Image 32 –Instagram (2020) Screenshot of British Airways
Instagram page with kinks to various pages.[Screen shot]
Image 33 –Facebook (2020) Branded Picture from British
Airways Facebook page. [Screen shot]

26. SUGGESTIONS FROM
OBSERVATIONS MADE
 None of the sites have video’s on the website just moving illustrative. They all had
video’s on social media platforms but not on webpages.
Some companies were making use of influencers, would suggest investigating more
influencers as there are so many travel bloggers and vloggers out their.
Build on customer testimonials and reviews
 Always ensure that you use your content on relevant platforms and link them all to
your webpage, or you lose out on traffic.
Look for ways to create back links.
Ensure that you have accounts and are active in all relevant social media platforms.
For travel related business it is crucial to be on Facebook, Twitter, Instagram and
Pinterest as most competitor companies are.

27. REFERENCES
Baker, K. (2020) “The Ultimate Guide to Content Marketing in 2020” HubSpot [Online]. Available at:
https://blog.hubspot.com/marketing/content-marketing?tstamp=8b7ea7f3acae76ce048d750cd8d4e2d042ae9f68 [accessed 15 December
2020]
McCoy, J. (2020) “What Is Content Marketing & Why It Matters” SEJ Search engine Journal [Online]. Available at:
https://www.searchenginejournal.com/content-marketing/what-is-content-marketing/ [accessed 21 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays webpage’ [photograph] in Jet2holidays. Available at: https://www.jet2holidays.com/ [accessed
21 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays blog page header image of a blog talking about safe traveling measures’[photograph] in
Blog.jet.com. Available at: https://blog.jet2.com/take-five-with-jamie-behind-the-scenes-onboard [accessed 21 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays become a JetInfluencer page where they invite people to become influencers for them.’’
[photograph] in Jet2holidays.com. Available at: https://www.jet2holidays.com/influencer [accessed 21 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays Facebook page post that has also been reproposed for other sites.’ [photograph] in
Facebook.com Available at: https://www.facebook.com/jet2 [accessed 21 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays Twitter post this post also encourages followers to participate.’ [Photograph] in Twitter.com.
Available at: https://twitter.com/jet2tweets [accessed 21 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays Twitter post this content has also be repurposed on different platforms.’ [photograph] in
Twitter.com. Available at: https://twitter.com/jet2tweets [accessed 19 December 2020]
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Available at: https://twitter.com/jet2tweets [Accessed 19 December 2020]
Jet2holiday (2020) ‘Screenshot of Jet2holidays YouTube page that has variety content available’ [Screen shot] in YouTube.com. Available at:
https://www.youtube.com/c/jet2com/featured. [Accessed 19 December 2020]
Virgin Holidays (2020) ‘Screenshot of Virgin Holidays webpage to show content being used.’ [Screen shot] in Virginholidays.co.uk. Available

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https://www.virginholidays.co.uk/blog [accessed 21 December 2020]
Virgin Holidays blog (2020) ‘Screenshot of Virgin Holidays good quality blog’ [Screen shot] in VirginHolidays.co.uk. Available at
https://www.virginholidays.co.uk/blog/the-love-island-effect [accessed 21 December 2020]
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Virgin Holidays (2020) ‘Screenshot of Virgin Holidays webpage focused on content based on popular social media post explaining page
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