Content marketing is focused on creating and sharing engaging, relevant content to attract and retain an audience. Successful content marketing in the travel industry includes posting photos on Instagram of destinations to engage holiday seekers, like TUI's 252k following. National Geographic attracts 283 million followers by sharing stunning travel photos. Popular travel blogs provide first-hand travel guides, tips, and recommendations to resonate with readers. YouTube channels engage audiences with videos of aspirational destinations, like Vagabrothers' cultural guides with drone footage. Knowing the target audience and creating relevant content across different formats can make a travel website a trusted expert source.

1. Content Marketing -
Travel
Dean Clark

2. What is Content Marketing?
Content marketing is focused on creating & sharing engaging, relevant, and consistent content. The
aim is to first attract your target audience, but to also retain them in the long term. The aim isn't
only to sell a product or service directly either. Instead, it's about providing valuable information,
entertainment, or solutions that resonate with the interests and needs of your target audience.
“Content is King” – Bill Gates

3. Why is Content Marketing Important?
The core aim of content marketing is to deliver something of interest to your target audience before
asking for anything from them. This approach helps to establish trust and credibility. This can help
to build a stronger connection between your brand and your audience. By consistently delivering
high-quality and relatable content, businesses can improve in areas such as:
• Brand Awareness: Through content that educates, entertains, or informs, companies can introduce
themselves to potential customers and establish a recognizable brand identity.
• Engage Audiences: Content marketing allows businesses to provide valuable information, answer
questions, and address pain points, positioning themselves as experts in their industry.
• Conversions and Sales: While not the initial goal, relevant & engaging content can guide
consumers through the buyer's journey, leading to increased conversions and sales.

4. Successful Content Marketing in the Travel Industry
TUI: Instagram
TUI have created an Instagram following of 252k. By posting a mix of images and reels (short videos)
showcasing the destinations that they service. TUI know that their target audience are holiday seekers,
who will engage with content that shows them a mix of well known and loved destinations, as well as
some hidden gems.
By tailoring their content to suit this demographic, they have become a trusted source for holiday
seekers.

5. Successful Content Marketing in the Travel Industry
National Geographic: Instagram
National Geographic’s Instagram profile shares eye
catching photos from travel destinations all around
the world. While not a travel service provider,
NatGeo know that their audience are looking for
stunning landscapes, cultural snapshots, and
wildlife photography (As proven by their 283m
followers)
This is a great example of building a huge following
on the back of relevant, engaging and consistent
content, all aimed at a specific audience.
As a travel website, your target audience will expect
a level of expertise in this area, so by sharing
relevant content, you can showcase your knowledge
and become a trusted source of content, much like
NatGeo.

6. Successful Content Marketing in the Travel Industry
Blogs
Nomadic Matt - by Matt Kepnes
Nomadic Matt's blog provides detailed travel guides, tips on travelling within a budget, alongside
personal stories and accounts. The blog covers a wide range of destinations and offers practical advice
for travellers. This blogger also gives personal recommendations, which is likely to resonate with
audiences as it is far more meaningful to hear a personal account of a destination, rather than a
generic review.
Link: Nomadic Matt
A Luxury Travel Blog - by Dr. Paul Johnson
This blog focuses on high end travel experiences, featuring premium destinations, hotels, and
experiences. It showcases luxurious travel ideas and stunning destinations worldwide. This is a great
example of targeting a very focused demographic. While it wont be of interest to everyone, those that
have the budget for this type of luxury travel will be far more likely to follow a dedicated blog which
suits their tastes, than a generic, all encompassing travel blog.
Link: A Luxury Travel Blog

7. Successful Content Marketing in the Travel Industry
YouTube
Vagabrothers -
Link: https://www.youtube.com/@vagabrothers
“Vagabrothers, are two travel bloggers who have created a unique way for viewers to explore their
dream destinations. With eye catching drone shots and destination guides that focus on local culture,
to videos shot in fun and light hearted styles, their YouTube channel is an aesthetically pleasing
journey. Through their work, viewers can experience different cultures and gain insights into far-flung
places without leaving home.” – Tubeauthority.com

8. Successful Content Marketing in the Travel Industry
YouTube can be a powerful platform to reach your target audience. Video lends itself to the travel industry
particularly well, by showing engaging videos of aspirational destinations and travel experiences, the
viewer will get a first hand look at the destinations they are interested in.
As a leading UK package holiday provider, Jet2 use their YouTube channel to give their audience exactly
what they might expect. They share videos relating to all of their services, from fun family holiday
packages, to luxury couples only destinations. With consistent themes and posting schedules, Jet2 have
built a loyal following on the platform, and secured their place as a trusted holiday provider.

9. Successful Content Marketing in the Travel Industry
Knowing your niche
Fearless & Far is a travel vlog on YouTube which focuses on the more extreme side of travelling the globe.
While it wont appeal to family holiday seekers who are looking for an all inclusive beach resort, this
channel knows that their target audience are thrill seeking travellers. The channel caters to this
demographic by creating content showing some of the most adventurous experiences from destinations
around the world.
They do not stray from this type of content, meaning that their audience know exactly what to expect, and
exactly where to look for this type of content.

10. Key Points to implement
So what lessons can we take from the examples featured here?
Know your audience:
Its important to know your ideal customer. Who are you specifically trying to reach with your content? Are
they solo travellers on a tight budget?, families with young children?, couples looking for a luxury getaway?
Or all of the above? Understanding your target audience and their interests, and travel preferences will
help to know what type of content will work to engage them.
Create relevant content:
Focus on specific content for your audience. Share quality content focusing on dream
destinations, activities and experiences. By consistently doing this, your audience will see you as a trusted
source for this content, and will keep coming back.
Utilise all formats
Website blog posts, articles, destination guides, infographics, videos, reels, Twitter (X) polls, and social
media content can all engage your audience.

11. Summary
As a travel website, its vital that your target audience know you as a trusted expert in your field. Don’t be
too vague with your content. Keep it relevant to travel topics and always have your intended audience in
mind when creating and sharing content.
Learn from the best. As shown in this presentation there are lots of successful blueprints to follow to
enable your website to become a success.

12. Thank You!
Dean Clark