Content marketing is creating and distributing valuable content to engage customers and drive sales. For the travel industry, effective content includes blog posts, videos, pictures on destinations and travel tips. Companies use engaging content on their websites, social media pages, emails and downloadable guides. Popular content types featured are blog articles, videos and pictures on destinations and experiences, podcasts providing travel advice, infographics and interactive tools to help customers plan trips. By consistently publishing high-quality, useful content across multiple channels, travel brands aim to attract and retain customers.

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Best Content Ideas
for the Travel
Industry
Andreia Silva - 76479644

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What is Content
Marketing?
Content Marketing is everything about
creating, publishing, and distributing
valuable content online for an audience
(Baker, 2022). The main goals of content
marketing are engaging customers,
increasing traffic and driving sales.
Content can include blog posts, videos,
images, e-books, podcasts, blogs,
infographics, interactive tools, webinars
and must more.

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1. Blog Content
Audley Travel has a blog called Audley Traveller
Blog – which publishes travel-related articles on a
company website or blog written to attract an
audience. Audley Travel uses content to keep
readers engaged and interested. Brands in the
travel industry used engaging and compelling
pictures and videos to keep prospects more time
interacting with their website or to seek deeper into
the site.
Fig. 1 - Screenshots are taken from Destination posts written to help prospects
make the relevant decisions. Audley Traveller Blog divides their post by
destination, category and article type. Audley Travel is a luxury travelling
company that organises personalized high-end trips.
Fig. 2 – The imagery and written word used by
Audley Traveller’s blog are appealing and
suggestive.

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Fig. 3 – TUI Blog page, using a consistent colour palette and brand logo
throughout all their website content. This Travel agency focuses its content
on creating brand awareness.
Fig. 4 – British Airways
Blog post example. This
transportation company
decided to use very
attractive imagery
divided into categories
in order to attract clicks.
Fig. 5 Expedia
Blog,
highlights
articles written
in Spanish and
English.

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2. Social Media
Content
Visual content is more engaging on social media
and it’s very important to have a content strategy
built around beautiful imagery, infographics and
product shots that tell the brand story and provide
an emotional connection. Video is an
exceptionally engaging tool to engage.
Fig. 6, 7 and 8 - Opodo is a Budget-friendly Holidays company, with customers from all over the world
booking their services. The company use video as a channel to promote international content, and
Opodo gets its content translated to attract different speakers. Opodo’s Instagram, YouTube and
Pinterest main pages.

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Fig. 9 -13 – Examples of how different sectors in the travel industry
promote their services or products on social media. Companies use
charming and tempting images and videos to create brand
awareness and consideration. Having high-quality content
showcases a company’s knowledge and authority in the industry.

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3.
Pictures
Using images is a great way of
getting the audience’s attention.
Pictures generate interest in the
written content; the right images
can help support the point written
beyond words. Pictures are a
visual aid that help creates
emotional connections helping
make the content memorable.

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4. Podcast Content
Expedia has a great podcast called OUT TRAVEL THE SYSTEM.
A podcast is a series of pieces of audio content, released as
regular episodes. Great way to answer questions, give suggestions
and provide inspiration and tips on how and where to travel.
Podcasts deeply transformed the way of travelling. Auditory content
is an awesome way of creating an emotional connection with
prospects.
Fig. 20 & 21 - Out Travel
the System is a Podcast
by Expedia that promises
to help answer travellers'
questions. Expedia
content provides utility
(giving inspiration for
destinations, sharing
travel tips or some
guidance) while keeping
the prospects informed
and entertained.
Fig. 17 – Off the Page is a Podcast from Wanderlust a British high-end travel magazine.

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5. Video Content
Audley Travel or TUI are a great way of catching the
audience’s attention. Videos are captivating and easy to share.
Video produces more conversions than any other content.
Video content is a very memorable and engaging tool and
drives more traffic
Fig 24 & 25 –
Videos used by
Audley
Traveller blog
Fig. 22 & 23 – Example of TUI videos. TUI and Audley Travel both use video to promote content on
Destinations. An engaging video can educate, inform and entertain an audience. Video content is a
great engaging tool in the travel industry.

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6. Email Content Marketing
Newsletters allow companies to promote exclusive
content, first-hand content delivered to your audience
inbox. Newsletters increase companies' credibility and
authority in the industry. Email Marketing builds a long-
term relationship with prospects. Newsletters can
educate and inform. The email content is a fantastic
way to offer prospects access to exclusive content.
Fig 26 & 27 – Examples of email marketing used by Wanderlust to engage
consumers.

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7. Downloadable Content
Downloadable Content like
Travel Guides and Holiday
Brochures. This type of content
inspires travellers with eye-
catching images and well-written
texts. Travellers can select
which brochures suit them best,
from adult-only, weddings, best
for families to any tailor-maid
ones and so much more.
Travellers can view them online
or request a copy.
Fig 28 & 29 – Holidays
Brochures from TUI Travel
agency.
Fig.30 Audley Luxury
travel requesting traveller
data in exchange for a free
brochure.
Fig 31. British Airways
offers Travel Guides for
different destinations.

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8. Infographic Content
Visual content is a very popular and effective way
of content, infographic is an explanatory tool that
uses a mix of images, statistics, and charts to
inform or educate travellers.
Where we have a great example from Expedia, this
infographic helps travellers plan the short holidays,
recommending travellers when to take annual leave
throughout the year 2022 in order to enjoy longer
weekends.
Fig. 32 – Example
of Infographic by
Expedia showing
that simple data
doesn’t mean less
effective.

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9. Interactive Content
Thematic interactive content. Anything original content
that allows the company to help travellers. TUI has an
online travelling calculator that helps travellers know the
best budget for each situation. Apps (most travel
industry-related businesses have an app). Online
competitions or Virtual Reality experiences.
Fig. 33, 34 & 35 –
Example of some
interactive
content created
by companies to
increase retention
and collect data.
Interactive
Experiences are
great to
entertain,
educate and
inform travellers.

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Referencing:
• Kristen Baker. 2022. “The Ultimate Guide to Content Marketing in 2022”. [ONLINE] Available at: https://blog.hubspot.com/marketing/content-marketing. [Accessed 13
October 2022].
• Content Marketing Institute. 2022. CMI: Content Marketing Strategy, Research. [ONLINE] Available at: https://contentmarketinginstitute.com/. [Accessed 13 October
2022].
• Wyzowl. Video Marketing Statistics | New Data For 2022 | Wyzowl [ONLINE] Available at: https://www.wyzowl.com/video-marketing-statistics/. [Accessed 13 October
2022].
• ArrivalGuides Content Licensing. (n.d.). World-class travel content. [online] Available at: https://biz.arrivalguides.com/ [Accessed 20 Oct. 2022].
• www.wix.com. (n.d.). What Is Content Marketing? The Complete Guide. [online] Available at: https://www.wix.com/blog/amp/2020/04/what-is-content-marketing.com/
[Accessed 20 Sep. 2022].
• Expedia [Online] Available at: https://www.expedia.co.uk/ [Accessed 15 October 2022].
• TUI [Online] Available at: https://www.tui.co.uk/ [Accessed 15 October 2022].
• British Airways [Online] Available at: https://www.britishairways.com/travel/home/public/en_gb/ [Accessed 15 October 2022].
• Audley Travel [Online] Available at: https://www.audleytravel.com/ [Accessed 15 October 2022].
• Opodo [Online] Available at: https://www.opodo.co.uk/ [Accessed 15 October 2022].
• Travel Quest Network. (n.d.). Content Marketing Ideas For Independent Travel Agents. [online] Available at: https://www.travelquestnetwork.com/blog/content-
marketing-independent-travel-agents. [Accessed 03 October 2022].

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