Content Marketing on digital platforms ca help any travel business to reach skies. Content marketing can be used on all social media platforms and reach greater audience.

1. LET’S TAKE YOUR
TRAVEL CONTENT
ON A BETTER TRIP

2. Content Marketing in Travel Industry
 The proficient use of
content marketing in
the travel industry can
benefit your reservations
grow immensely.
 By appropriately making the
best use of content like
blogs, social media posts,
articles, and site text.
 You can help your travel
brand set itself apart from
the multitude of contenders
out there, like booking sites,
travel agencies, and
alternative accommodation
choices.

3. Identify Your Audience
 Identify what your brand
represents and who you are
aiming before spending time in
a content marketing strategy.
 Latest research revealed that
57 %of travelers would like
brands to customise
information offered to them
based on aspects such as
personal inclinations and
former activities.
 Create a sense of attachment
so travelers feel like they are
joining an exclusive group
when they book a holiday with
you.
 Uniqueness is a driving force
for customers to book a tour
and be a part of something
exceptional.

4.  AirBnB’s travel guidebooks are stellar content campaign in today’s digital
age.
 Focused mainly on their design aesthetics pursuing diverse, active and
culturally in-tune audience.
 AirBnB rely primarily on local guides to provide the utmost value to their
users.
 Their app & website provide travelers an inside revelation on local
experience and events. They share the travel guidebooks on social media
& website for the travelers looking for in-depth information.
 The users can also participate by posting their own guide on AirBnb’s
website, which means on AirBnB’s app and website there is tons of
information available.
 The company uses all digital media platform like Instagram, Facebook,
Twitter, Youtube, apps and website very efficiently. All these platforms
provide an extraordinary seasonal travel listing which showcases not only
accommodations but also local culture and unique places to visit.
AirBnB Guidebook

5. AirBnB’s Website & Social Media
 AirbnB embraces visual marketing to attract more customers.
 Their YouTube channel is home to global content like a new TV spot, showing
behind the scenes videos like “The Making of AirBnb iPhone App live on You
tube.
 To promote their extraordinary listings- the company uses its Twitter and
Facebook page which has over million of followers.
 Seasonal and timely content collections keep the feeds fresh.
 AirBnb’s image posts majorly features their listing, making use of user-
generated content(UGC) that provides the brand a very relatable and
authentic feel.
 Apart from their image & video posts the company often shares posts that
link back to their website and blog. Their articles on social media platform
are highly SEO friendly.
 A major contributing factor in the success of AirBnB is attributed to their
website.
 Their website is very pleasing and has evolved with time. Their booking form
is simple and captures bare minimum, where the search can be refined
further. It’s a simple CTA- Call to action header which clearly outlines what
the website intends to do.

6.  For Airbnb, rebranding intended to express an indistinct brand message that would be easy to understand, embrace and appeal to its
customers.
 They launched a software that allowed their online customers / audiences to modify the Airbnb logo to make their own version &
they can even have their style of the logo printed onto t-shirts, stickers, cups and any other merchandise.
 The Bélo(Airbnb’ logo) turned out to be something Airbnb’s community of hosts could take ownership of and share wit their friends.
 Withing 2 years of rebranding the revenue of Airbnb increased by 80%
Airbnb Rebrand

7. TripAdvisor UGC
 Trip advisor is one of the leading travel website providing information,
booking options on hotels, tourist places with reviews.
 Trip Advisor being a giant in travel industry has more than 300 million
unique visitors every month using social media and best SEO
practices.
 They initially appointed content curators for content development for
their website but soon they observed that customer generated
reviews were drawing more traffic.
 Trip Advisor website now boosts user content that has been
renowned for helpful posts for travelers ever since. In fact user
generated content(UGC) is an exceptional thing about TripAdvisor
which helped them to rise to a position of best travel accommodation
website.

8.  TripAdvisor has gone deeper into social media
marketing with the relaunch of its website as a
travel hub.
 The newly revamped website is a personalized hub
that allows user to follow friends, influencers save
recommendations and create their own content.
This new website features travel feed where users
see categorically organized content from the
people they follow and the content that is relevant
to their search.
 Through these updates , Trip advisor is turning into
personalized information feed based on previous
interests and searches.
 To maximize their reach the company focusses
majorly on content marketing as it allows them to
tell a larger story how their guests have relaxing,
fun, adventurous travel journey. Customer’s
photos, videos, reviews and reinforce their brand
on the company’s blog and website.
TripAdvisor’s Personalized Website

9. Trivago uses CPC
 Trivago is one of the leading travel booking portals
in the world.
 The company has invested in log term content
marketing in the travel industry.
 Trivago uses all social media platforms to promote
their brand. Facebook & Instagram is mainly used
for their promotional strategies.
 Trivago promotes digital hotel booking over
traditional bookings.
 The company spends millions of dollars on digital
marketing- their website is ranked on first page of
google on many keywords.
 Trivago uses Cost per click(CPC) as their main
Marketing strategy and the company earls
whenever a customer clicks on their website even if
they don’t book a hotel.

10.  Trivago has a digital magazine known as CheckIn.
 The interesting fact about this CheckIn magazine is that
the company is exceptionally vigilant about endorsing itself
in unrelated articles.
 The magazine is mix of videos, photos and articles that are
inspirational and informative for travelers.
 Trivago is used in more than 60 countries around the
world. It connects its customers to hotels and enable them
to do online bookings around the world. Trivago’s efficient
website and apps helps to do bookings and find a great
deal on hotels from any part of the world.
 The company is also getting ranked on the first page of
google on many their keywords. Trivago also has a
metasearch site where many hotels can register
themselves and acquire their ideal customers from there.
Trivago – Digital Check-in Magazine

11.  Booking.com has embraced the video marketing on social
media Facebook, Instagram & Twitter.
 The use of variety of videos on company’ social media profiles
makes it unique from any other travel company.
 According to a survey 46% of the online customers watches
more video on social media than on television. Thus, no
wonder that the videos posted by Booking.com on social
media is so popular among their followers and customers
online.
 Booking.com uses IGTV to feature videos displaying guest
experiences, their properties and videos showcasing behind
the scenes stories.
 Booking.com invites their customers to share their travel
stories and create a featured video for Facebook and also
publish many ad campaigns through the videos on Facebook.
Instagram and twitter.
 This company has been successfully able to grab the attention
of their customers and keep them hooked by creating various
kind of videos. Videos are the best content type that helps to
involve and educate potential customers.
Booking.com Video Marketing on Social Media

12. Booking.com’s Travel App
• Booking.com has recently revamped their app which
focuses mainly on mobile bookings.
• All thanks to the modern generation who spend most of
their time on their smart phones browsing through
internet social media.
• They are soon rolling out first of its kind travel
application which will have the capability of booking
using smart watches as well.
• The company’s more than half of the website traffic
comes through mobile device and their fully optimized
website gives their use one best experiences for
booking their travel destinations.
• This app will eventually harness Artificial Intelligence
technology to predict individual traveler’s intent and
create a custom-made in-destination experience on
demand.

13. Conclusion
 There are a lot of content marketing
opportunities in travel world to play around
with. The increasing popularity of visual /
graphical content is worthy for travel industry
that uses videos and images comprehensively.
 Today’s liberated tourist is craving for
information and sound advice on novel
destinations. The examples mentioned above
in the presentation proves that knowing your
target customers and providing them with
essential content can take your brand to a
whole new level.
 By appropriately making the most of content
like blogs, social media posts, articles, and site
text, you can help your travel brand set itself
apart from the multitude of contenders out
there.

14. References:
Bloom, L(2019), Best Travel Deals. Available at:
https://www.forbes.com/sites/laurabegleybloom/2019/11/13/the-best-black-friday-and-cyber-monday-travel-deals/?sh=24fba7f436bf
Galileo, (2019), Winning Content Marketing in the Travel Industry. Available at:
https://galileotechmedia.com/content-marketing-for-travel/
Gaudette, E (2019), 5 Incredible Content Marketing Examples. Available at:
https://contently.com/2019/08/28/5-incredible-content-marketing-examples-from-travel-brands/
Key Management System (2019), Best Airbnb Guidebook Creation. Available at:
https://blog.keycafe.com/best-airbnb-guest-guidebook-creation-services/
Al-Saad, T (2019), Airbnb’s Growth Strategy: How they attract and retain 150 million users. Available at:
https://www.growthmanifesto.com/airbnb-growth-strategy
Vidal, B (2020), Apps for Tourism and the Exemplary Case of TripAdvisor. Available at:
https://www.wearemarketing.com/blog/tripadvisors-new-app-and-its-implications-for-the-tourism-industry.html
Phocuswright, (2019), Executive Interview: TripAdvisor - The Phocuswright Conference. Available at:
Executive Interview: TripAdvisor - The Phocuswright Conference - YouTube
Smarketingninjas, (2020), Trivago Marketing Mix & Trivago Marketing Strategy. Available at: https://smarketingninjas.com/trivago-marketing-
mix/#:~:text=Trivago%27s%20marketing%20strategy%20is%20to,didn%27t%20book%20the%20hotel.https://magazine.trivago.com/

15. Visser, K(2019), Behind the scenes of Booking.com marketing. Available at:
https://partner.booking.com/en-gb/click-magazine/behind-scenes-bookingcom-marketing
Beaulac, H (2019), Best Travel Brands on Social Media, Available at:
https://www.falcon.io/insights-hub/uncategorised/best-travel-companies-on-social-media/