The document discusses various content marketing strategies used in the travel industry. It describes how a travel blog and keyword research increased website traffic by 54% for one company. It also discusses how TripAdvisor encourages user-generated content which is deemed more credible, and how they use gamification to increase customer reviews. Disney is highlighted for their extensive video content across multiple platforms to promote their parks. Intrepid creates engaging videos and encourages user submissions to build large social media followers. World Nomads uses various content like guides and podcasts to promote their travel insurance.

2. Content Marketing - Travel Industry
Blog and social media
• New audiences reached and a
54% increase in website traffic
thanks to a travel blog
• Keyword research used for blog
articles critical in increasing web
traffic (the blog is not accessible in
the main menu)
• All content repurposed through
various channels including email
where conversion rates were high

3. Content Marketing - Travel Industry
Comprehensive set of travel
e-guides
• Destination guides, trip
type guides, travel tips, city
guides, trip interest guides -
all available for download via
an email gate.
• Began charging small fee for
guides, which was initially
successful but have since
changed to giveaways

4. Content Marketing - Travel Industry
Advantages of user created content
• Trip Advisor - possibly the world’s most
influential travel website - changed
from mainly paying professional
content writers to encouraging user
content - with outstanding results
• User generated content is deemed
as more credible, and Trip Advisor’s
model requires minimal effort on the
part of the traveller

5. Content Marketing - Travel Industry
Gamification
• Trip Advisor do not allow financial
incentives for reviews to ensure
integrity of opinion
• Instead, Trip Advisor use
“gamification” to encourage
customer to write reviews. Using
email, they show customer
rankings and offer the incentive
of reaching higher rankings
• This “gamification” campaign
resulted in a 354% increase in
review writing.

6. Content Marketing - Travel Industry
Personalisation
• Personalisation of content - available
through the website and mobile app
- is a key ingredient of TripAdvisor’s
strategy
• A customer’s personal “travel feed”
is automatically populated with all
types of information about a specific
location - from restaurants, must-do
experiences, hotels and of course
reviews
• Much of this content is user generated
- a self-perpetuating content strategy

7. Content Marketing - Travel Industry
Video content kings
• As the world’s largest media
organisation, it is expected that
film-maker Disney would use video
well to promote their parks
• With thousands of videos and
a dozen channels, three or four
videos are produced each week
to market the parks
• Cross promotion abounds -
movies cross with movies, which
cross with TV, which cross with
cruises ... the list goes on.

8. Content Marketing - Travel Industry
Focus on customer needs
• Despite almost unlimited
resources to produce action
packed, attraction-focused
videos, Disney Parks also focus
on the needs of their customers
• Disney produced a series of
videos aimed at assisting parents
preparing for the daunting task
of taking small children through
the parks, featuring the Editor of
Parents Magazine and mother of
two children, Jessica Hartshorn.

9. Content Marketing - Travel Industry
Pinterest and Instagram
• Disney Parks provide abundant
and best practice Pinterest pins
- how-to-guides, behind-the
scenes, blasts-from the pasts,
and much more - across a
variety of boards, including the
hugely popular Princess board
• Content exclusive to Instagram
is presented by Disney Parks,
including moments captured
within the park and nostagia

10. Content Marketing - Travel Industry
The attraction of adventure
• Specialising in adventure holidays, Intrepid
can create engaging content that is highly
sought by their target market.
• Their content website “The Journal” is a
key ingredient of their marketing mix, as is
a growing collection of YouTube videos.
• Judicious use of this content, plus
encouraging submission of user content,
has led this Australian company to collect
social media followers in the hundreds of
thousands.

11. Content Marketing - Travel Industry
Engaging, versatile video
• Intrepid have invested in scores of high
quality videos available on their website
and YouTube, most under three
minutes long
• All easily shared on all social media
• An inspirational video on the theme of
being “intrepid” sets the tone
• Many videos are testimonial, following
real travellers on an Intrepid tour, as
they share their adventures directly to
camera

12. Content Marketing - Travel Industry
Travel insurane was never so fun
• They sell insurance, but one would
think they are a travel agent - World
Nomads have created a highly practical
and engaging travel portal
• They include a host of podcasts and
travel guides, and even tuition and
scholarships for those with a desire to
become a travel photographer, writer or
videographer
• Content generated is then featured in
their “stories”

13. Content Marketing - Travel Industry
Content that connects
• World Nomads links back to its blog, free guides and
educational offerings through multiple social channels
• They also publish a bi-monthly e-newsletter which links back,
driving new and existing customers back to their content
• Oh ... and they also inform customers about their travel
insurance and safety

14. Thank you for your attention.