Content Marketing in the travel industry is a vital marketing approach. These are some of the best examples of content marketing by the biggest names in the business.

1. Content Marketing for
the Travel Industry
Tahera Raza

2. Agenda
 Introduction
 What is Content marketing
 Great Examples of Travel Companies Using
Content Marketing
 Which Content is Best and Why
 Travel Marketing Statistics
 Summary

3. Introduction
Content marketing in the travel industry plays a key role in helping to promote
brand loyalty and draw in customers, encouraging them to make a booking. There
are several formats of content that can be used, but some are especially effective
for the travel sector. Due to the industry being highly competitive, the leading
companies in the travel sector realise the importance of good content, and what
the best practices are.

4. What is Content Marketing
D E F I N I T I O N
Content marketing is the process of planning,
creating, distributing, sharing, and publishing
content via channels such as social media,
blogs, websites, podcasts, apps, press releases,
print publications, and more. The goal is to reach
your target audience and increase brand
awareness, sales, engagement, and loyalty
(Baker, 2022).
B E N E F I T S
 Organic Search Authority And Visibility
 More Social Engagement
 Higher Conversion Rates
 Multi-Format Content
 Long Term Cost Savings
 Evergreen Content
 And much more (Riddall, 2021)

5. Great Examples of Travel
Companies Using Content
Marketing

6.  Images
 Destination Guide
 Reviews and Testimonials

7. Images
San Antonio
Texas
Zermatt
Switzerland
Saint John
U.S Virgin Islands
Chichen-Itza
Mexico
TripAdvisor (2023) Tripadvisor Instagram photos

8. Destination Guide
Tripadvisor (n.d) Grand Canyon Nation Park Tourism
Visitors to the Tripadvisor
website can view a variety of
guides for various locations.
They have info on:
 Hotels
 Holiday rentals
 Things to do
 Restaurants
 Travel Forums
 And More

9. Reviews and Testimonials
A survey found that 88% of consumers now trust
internet reviews as much as personal
recommendations and that 95% of buyers base their
decisions on online reviews (Jones, n.d).
Tripadvisor (n.d) Secret Harbour What people are saying

10.  Video
 User-generated content

11. Emirates (2021) We're on top of the world | Emirates Airline [Video]
Emirates airlines commercial at the top of
the Burj Khalifa. The viral ad campaign has
been tailored to various markets with
messages relevant to different audiences
(Travel tomorrow, 2021). It has been run in
12 different languages , across TV, cinema,
digital and social media platforms (Emirates,
n.d).
Video

12. User-generated Content
Hilton, P. (2015) Taking off to Dubai [Photo]
User-generated content is a
fantastic content marketing method
because it gets customers involved
(Carmichael, 2022). Paris Hilton
shares her satisfaction flying with
Emirates on her Instagram.

13.  Articles
 Podcasts
 Q&A Webinar

14. Articles
Wanderlusts monthly magazine publishes articles
relating to all things travel, such as road-tripping the
Pacific Northwest (Wanderlust, n.d).
Wanderlust (n.d) Wanderlust Travel Magazine

15. Podcasts
Wanderlust (n.d) Off the Page
Wanderlust Off The Page podcast transports you inside the pages of their magazine. Their writers
and explorers bring their stories to life.

16. Q&A Webinar
Our experts answer your questions
Wanderlust (2020) Rediscover the Maldives the sunny side of life

17.  Influencers
 Blogs

18. Influencers
Marriot International is dedicated to influencer
marketing. In 2015 they partnered with travel
influencer Jack Harries, for a Vlog in Istanbul,
which has reached over 1M views.
Earthrise (2015) 24 Hours in Istanbul [Video]

19. Blogs
Marriot (n.d) Everyone has a story Tell us yours
Marriot International heart of the house blog. Home for stories about exceptional guest service and
community service by people working at Marriott’s managed and franchised hotels.

20. Which Content is Best and Why
E M I R AT E S V I D E O A D
 Original (USP)
 Visually Engaging
 High level of excitement
 Come alive messaging
 Versatile
 Entertaining
T R I PA D V I S O R
D E S T I N AT I O N G U I D E
 Educational
 Actionable
 Boosts travel experience
 Covers different phases of the
customer journey
 Saves customer research time, and
keeps them on the website
E M I R AT E S U S E R
G E N E R AT E D C O N T E N T
 Authentic content that inspires trust
 Increases conversion rate on your
website and social media
 Increases reach and engagement
on social media
 Source of customer feedback
 Improves SEO

21. Travel Marketing Statistics
62%
Of leisure travellers
want to see a video
before making a
final travel booking
decision (Bolton,
2021)
VIDEO
56%
Of survey
respondants say it’s
important to use local
guides (Haugen,
2019)
DESTINATION
GUIDES
89%
Of people make travel
destination decisions
based on UGC (Amra
& Elma, 2023)
UGC

22. Summary
For travel companies to reach their target audiences and develop a
devoted and engaged consumer base, content marketing is crucial.
Using visual, audio, and written formats of content with the aim to
provide useful, relevant, and valuable information, will aid with the goal
of increasing brand awareness, sales, engagement, and loyalty.
Destination guides, user-generated content, and video ad campaigns
are the best types of content for the travel industry as they are
educational, authentic, and visually engaging.
Nevertheless, online reviews is an invaluable tool to increase sales, as
88% of consumers now trust internet reviews as much as personal
recommendations, and 95% of buyers base their decisions on online
reviews. Marriot International is another excellent example of the use
of content marketing, having created a variety of influencer campaigns,
such as the Istanbul Vlog, which has reached over 1 million views.

23. Thank you
Tahera Raza