This document discusses different types of content marketing used by major travel companies like Booking.com, Expedia, and Airbnb. It includes examples of blog posts, videos, infographics, ebooks, case studies, reviews, social media, images, email newsletters, and advertisements created by these companies. The goal of this variety of content is to provide useful information to customers and promote their brands online.

1. Type of Content Marketing
Blog Post
Infographics
Video
eBook
Case study
Reviews
social media
Images
Email Newsletter
Advertisement
Content
Marketing
“Content marketing is developing and
distributing relevant and useful content to
your audience, usually through the web.”
(Rockcontent, 5 August 2021 )

2. Video
“Idris' appreciation for the values of the company, the
light-hearted nature of the message and love of travel
drew him in and now we get to be entertained by the
master. He takes us on a tour across destinations and we
see into the places that we'd all love to stay; from hotels,
vacation homes and everything in between. And with 28
million properties to choose from, there's something for
everyone.” (booking.com, 2022)
“Booking.com is one of the
largest online travel agencies. It
is headquartered in Amsterdam
and is a subsidiary of Booking
Holdings.” (Wikipedia)

3. Infographics.
“We’re already noticing an uptick in small and large group
bookings, and our predictions research suggests this is
likely to continue. As remote working increases,
companies need to find new ways to entertain the
company’s culture. The office, in some cases, is no longer
the place where company culture is developed, and
company trips or retreats are one of the alternatives
implemented by corporations.” (Romano, 2022)

4. Image
“BIG BOOKINGS Top Spring Bank Holiday deals on
Booking.com – including up to 15% off ,If you're hoping to
book a weekend away, then you won't want to miss these
deals on Booking.com to help save some much-needed
pounds.” (Flook, H., 2021)

5. Case Study
“Agoda triumphs Booking over the hotel
search experience. I’ve explained how
Booking’s design might impose obstacles to
a user to achieve goals, the neuroscientific
explanation to that, and how Agoda nailed
the challenges nicely.”(shirley, W. X., 2021)

6. Blog post
“On ‘Out There Starts Here,’ Expedia provides helpful tips for
traveling all around the globe. Whether readers look forward to
spending a weekend in the big city or a month abroad, Expedia
knows how to appeal to each type of traveler with its approach to
content.”(Ashley. 2017)
“Expedia Group, Inc. is an American travel technology
company that owns and operates travel fare aggregators
and travel metasearch.” (Wikipedia, 2023)

7. Advertisement
“Expedia is also launching a global creative campaign that
marks its largest marketing spend in more than five years.
American actor, writer, director and producer Rashida
Jones (a pal of Microsoft co-founder Bill Gates) stars in
spots as a physical embodiment of Expedia, representing
the brand’s new attributes — intuitive, travel-savvy and
positive.”(Kurt,2021)

8. Reviews
“These reviews are from real customers who have booked
flights, cars, hotels, cruises, or activities using
Expedia.co.uk.” ( Expedia,2023)

9. “Expedia’s Rory Paterson shares why
destination marketing drives people to book
travel after watching a show or movie, staying
authentic with local marketing campaigns, and
how Expedia’s marketing has shifted after the
pandemic.” (Paterson, 2023)

10. Ebook
“Airbnb is an important element of what has become
known as the sharing economy – using the Internet as the
primary means of connecting sellers and consumers to sell
or rent services or underutilized assets.” (steward, J., 2021)
“is an American San Francisco-based company
operating an online marketplace for short- and
long-term homestays and experiences. The
company acts as a broker and charges a
commission from each booking.”(Wikipedia,2023)

11. Newsletter
“This email provides personalized recommendations based
on information from a user’s profile (in this case, their
home location in Boston). This is exactly the kind of data
that is helpful and relevant to a subscriber. It uses social
proof, or the concept that we’re more likely to take a leap
if we know others are taking it with us, to show the most
popular destinations from the Boston area—another great
use of data that Airbnb regularly collects.” (Voigt, K., 2023)

12. Airbnb reach on instagram
Airbnb reach on twitter
“social channels for customer communication. YouTube, Instagram, and
Twitter are the main media where Airbnb realizes these activities and,
therefore, the analysis in this section will focus on them.”(Panda, 2023)

13. Wikipedia. [Online]
Available at: https://en.wikipedia.org/wiki/Booking.com
Available at: https://www.thesun.co.uk/fabulous/15069806/top-spring-bank-holiday-deals-booking-
com
Rockcontent, 5 August 2021. Content Marketing. [Online]
Available at: https://rockcontent.com/blog/types-of-content-marketing
Rowland, S., 2023. New research reveals the trend driving sustainable travel in 2023. [Onat
https://partner.booking.com/en-gb/click-magazine/trends-insights/new-research-reveals-trends-
driving-sustainable-travel-2023
shirley, W. X., 2021. Case study: Redesigning Booking.com for greater search experience.
[Online]
Available at: https://bootcamp.uxdesign.cc/redesigning-for-a-greater-search-experience-on-
booking-a-case-study-c32094d1d8cd
Anon., 2023. wikipedia. [Online]
Available at: https://en.wikipedia.org/wiki/Expedia_Group
Horsfall, A., 2017. Mediashower. [Online]
Available at: https://mediashower.com/blog/how-expedia-sells-the-travel-experience-with-its-blog
er, K., 2021. Geek Wike. [Online]
Available at: https://www.geekwire.com/2021/expedia-launches-brand-refresh-new-features-ad-
campaign-anticipation-travel-surge
Expedia, 2023. [Online]
Available at: https://www.expedia.co.uk/reviews
Wikipedia, 2023. [Online]
Available at: https://en.wikipedia.org/wiki/Airbnb
Reference
Booking.com, 2022. [Online] Available at:
https://www.youtube.com/watch?v=YchR7cbFuAU

14. steward, J., 2021. AIRBNB PLAYBOOK. [Online]
Available at: https://theairbnbplaybook.com/wp-content/uploads/2021/07/eBook.pdf
Flook, H., 2021. The sun. [Online]
Available at: https://www.thesun.co.uk/fabulous/15069806/top-spring-bank-holiday-deals-booking-com
Voigt, K., 2023. How Airbnb Uses Email to Build Brand Trust. [Online]
Available at: https://www.litmus.com/blog/airbnb-inspiration-email-to-build-brand-trust
Panda, I., 2023. Airbnb: Social Media Strategy Essay. [Online]
Available at: https://ivypanda.com/essays/airbnb-social-media-strategy/
Romano, L., 2022. How business travel will be reimagined in 2023. [Online]
Available at: https://partner.booking.com/en-gb/click-magazine/trends-insights/how-business-travel-will-
be-reimagined-2023
Paterson, R., 2023. Expedia's paterson. [Online]
Available at: https://www.youtube.com/watch?v=xLnyLW5cQ3E