Unit 5 Task 1 PPT content marketing for travel industry by Sonam Brady

1. Content Marketing
Travel Industry
SONAM BRADY
STUDENT NUMBER : 76275749
DECEMBER 2023

2. Slide Share Link
https://www.slideshare.net/upload#:~:text=https%3A//www.slidesh
are.net/secret/Dgaek9ycNWOSI6
Sonam Brady
Student Number : 76275749
December 2023

3. What is Content Marketing?
 noun: content marketing
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 its products or services. "social media is an integral part of content
marketing" (Oxford Languages 2023)
 The term content marketing refers to a method of marketing that includes creating and
sharing online content that doesn't just promote a brand, but rather is designed to encourage
its audience to visit a brand's website. ( Importance of Content Marketing -University of
Salford 2023).
 The style and quality of Content is critical in creating your brand (W. Joan 2020)
 The Different types of content marketing used widely today include : Blogs, videos,
podcasts, social media, user generated content. Making use of the content which best suits
your brand and message that you want to share is very important in reaching your target
audience and prospective customer (Paruch, Zach 2023 )

4. Today the good use of Content is considered the most
important marketing tool. Different ways of attracting
consumer interest by using digital tools has become a
primary way of marketing.
The 2023 Traveler Value Index Outlook published by
Expedia Group highlights what travellers consider when
making travel decisions.
https://partner.expediagroup.com/en-
us/resources/research-insights/traveler-value-index
Image : https://partner.expediagroup.com/en-us

5. Airbnb
 Airbnb has used content marketing in different ways to attract customers. Using innovative
techniques and conventional methods of digital content and social media.
 The Airbnb newsroom releases latest posts and blogs to attract customers and divides the
information into Summer and Winter season releases. Including the use of videos for content.
https://news.airbnb.com/wp-content/uploads/sites/4/2023/11/Santas-Post-Office-Airbnb-Newsroom-Credit-
Hogwash-Studios.mp4
(Accessed November 2023 - https://digitalagencynetwork.com/best-marketing-strategies-and-advertising-
campaigns-of-airbnb/ )

6. The Airbnb Mobile App constantly innovates and offers better
experience.
Image: https://news.airbnb.com/

7. User Generated Content –UGC
 A creative and effective way to involve a
wider audience, Airbnb turned to user-
generated content for an innovative
marketing campaign. They reached out to
selective people who were good at
photography to book an Airbnb and submit
photos with their friends or family to Airbnb
and created ‘my first gig’ (Digital Agency
Network, Airbnb)
 https://youtu.be/WGuwoIVesQ8?feature
=shared
 Videos to introduce the new ‘Know your host
passport : Introducing Airbnb Rooms’ This
campaign invited travellers to get to know their
hosts befor booking an Airbnb and another way of
interacting with the audience through innovative
use of content marketing
(http://www.airbnb.com/release)
 https://youtu.be/ayjv0bnVCRA

8. Social Media - Instagram
 Airbnb has leveraged instagram in
different ways and engagement with the
audience by creating captions and
#hashtags and images which are stylish
and epitomise the voice of the brand.
Subscribers and users are tagged, and
the locations used are actual properties
available to rent out via Airbnb. (Tsarkov
E, 2016)
 Image : https://onlypult.com/blog/a-
story-of-one-instagram-airbnb

9. Marriott Bonvoy
The current tend in travel is more spontaneous and people like to check the various options available. 49%
book trips at the last minute and only 58% book traditional lodging. Over 80% use social media to make
decisions, and user-generated content has the most influence (Social tables 2 https://www.cvent.com/
accessed 2023)
Marriott went along with the latest trends in social media and using Snapchat for business they created
‘Snapisodes’ These were shot with prominent influencers to create short, effective videos and these were
showcased as a series on Marriott Rewards Snapchat channel. (https://econsultancy.com/marriott-uses-
snapchat-influencer-campaign-to-target-millennials/)
The first of four “Six Days, Seven Nights” snapisodes were aired on the Marriott Rewards Snapchat, Facebook
and YouTube channels.
 https://youtu.be/ZdVgc2v11o0
https://news.marriott.com/news/2017/03/30/marriott-rewards-premieres-seasonone-of-six-days-seven-nights-
the-first-original-snapchat-video-series-from-the-travel-industry
A “best-of” travel listicle for each destination was also available on @MarriottRewards Instagram Stories.
(Marriott International News Centre; https://news.marriott.com/ accessed November 2023)

13. The Marriott Mobile App
As part of the Marriott rewards, the mobile app was
upgraded in 2017 and created a platform to connect with
a wider audience such as guests who were not using the
app or a part of the loyalty program.
https://www.mmaglobal.com/case-study-
hub/case_studies/view/46450
Marriott’s mobile app is designed to cater to the guests’
needs before, during, and after their stay. Customers
travelling with mobile devices can communicate with the
brand in easy and innovative ways. They also expect a
high level of service, whether in-person or digitally. The
app was designed to facilitate a number of tasks and
scale across over 4,400 hotels globally (MMA
Global,accessed November 2023).

15. The Bonvoy Traveller - an online
magazine created by Marriott Group
https://traveler.marriott.com/
During the pandemic Marriott quickly published stories that
would fuel its audience’s day dreams about travel. It showed
them how to go on a virtual world tour, what trips to add to
their travel vision board, and how to make their home feel like
a luxury hotel.(Lazer, Joe 2020)
The online travel magazine continues to be very popular and
an important part of the Marriott Group content marketing
strategy.

16. Marriott Podcasts
As part of the Marriott Bonvoy traveler a series of podcasts were created on various topics such as ‘About the Journey’,
‘About the Journey’, ‘Travel by design’ and ‘lets talk points’ covering different audience interests across the travel and hospitality sector
and focusing on travel experiences across Marriott properties globally. (https://traveler.marriott.com/ accessed Nov 2023)
https://traveler.marriott.com/podcasts/
https://traveler.marriott.com/hotel-design/future-hotel-rooms-podcast/

18. Lonely Planet
Founded in Australia in 1973, the company has printed over 150 million books.
https://en.wikipedia.org/wiki/Lonely_Planet
The Lonely Planet publishes travel guides. Their annual Best Travel List covering a range of
topics to interest people in travel and has a wide range of topics which reaches out to
different types travel interest of people. The website, mobile app, newsletters and Ebooks
are the best use of digital media. The guides have been categorised under Country, City,
experiences, food &drink and gives comprehensive details for each.
Lonely planet engages with people through social media and various campaigns involving
the use of their guide books across the world.

21. The Lonely Planet also uses a feature which allows interested treavellers to consult a ‘Local Expert’ These are
a paid for video consultations across various destinations and exotic locations around the globe, relying on
well researched information by experts from that particular region.
https://www.lonelyplanet.com/

22. The Tourism Board of Portugal
A huge campaign was started using digital media and The Portugal Tourism Board released videos
on social media through the Instagram channel and their website in a 4 part series. This was a
huge success and after the pandemic a new video was released #CantSkipTomorrow. This was
followed up with ‘Hello, World it’s me Tomorrow’ to encourage people to start looking at travel
again in a positive manner and choose Portugal as the preferred destination. (Abel, Ann 2021
Forbes)
The video series ended with #Can’t skip Portugal
https://www.visitportugal.com/en/content/cant-skip-tomorrow
Use of visual content is very effective and channelled through social media together with an
interactive and well updated website Govt of Portugal connected with an immense captive
audience looking at holiday options and places to travel. Popular holiday seasons such as Easter,
Summer and Christmas are promoted with special offers, events and suggestions.
(Portugal tourism Board accessed December 2023 https://www.visitportugal.com/en )

23. https://www.youtube.com/watch?v=JgRwvUxmhOM
https://www.youtube.com/watch?v=GU5W1LecyXw

24. References
https://contently.com/2021/07/22/marriott-content-marketing-program-pandemic/
https://www.mmaglobal.com/case-study-hub/case_studies/view/46450
12 types of content marketing , Semrush Blog 2023
https://news.marriott.com/news/2017/03/30/marriott-rewards-premieres-season-one-of-six-days-seven-nights-the-first-original-snapchat-video-
series-from-the-travel-industry
https://www.socialtables.com/blog/hotel-sales/marriotts-marketing/
Digital Marketing Strategy - Send Pulse (2021)
What Are The Types Of Content Marketing. Southern New Hemisphere (2020). Retrieved from Southern Hampshire New University
Content Strategy VS Content Marketing. Forbes (2018). Retrieved from Forbes
Importance of Content Marketing. ContentWritters.com (2018).
Importance of Content Marketing. University of Salford, Manchester -accessed 2023
https://www.forbes.com/sites/annabel/2021/03/29/portugals-new-tourism-campaign-promises-a-better-tomorrow-heres-what-that-really-
means/?sh=6bbd33c97415
https://www.vertical-leap.uk/blog/5-great-examples-of-travel-content-marketing/
https://econsultancy.com/marriott-uses-snapchat-influencer-campaign-to-target-millennials/
https://traveler.marriott.com/tips-and-trends/travel-vision-board/
https://www.forbes.com/sites/annabel/2021/03/29/portugals-new-tourism-campaign-promises-a-better-tomorrow-heres-what-that-really-
means/?sh=6bbd33c97415
https://digitalagencynetwork.com/best-marketing-strategies-and-advertising-campaigns-of-airbnb/
https://www.lonelyplanet.com/