presentation document which shows different examples of content marketing that could be used for a travel related website.

1. British Academy of Digital Marketing
Postgraduate Digital Marketing Diploma
Katerina Bleona Fejzaj
Student | 76705526
Assignment 5
Unsplash.com

2. Unsplash.com
Content marketing sharing consistently high quality of
relevant with the brand Articles, Blogs, Infographics,
Videos, Podcasts, Social Media posts, etc.
The goal is to attract, engage and retain the audience
in order to achieve growth and profit.
https://youtu.be/TkskQD1Lt4A
In this presentation we will focus on how travel brands
are using content marketing through examples.

3. Founded in 2008 Airbnb has since been using content marketing to ensure their brand growth all over the world.
In their attempt to motivate consumers to travel more using their services Airbnb introduced the
“neighbourhood guides” where potential travellers are able to get high quality content on insights, tips, and
recommendations from locals. Levelled this up by having local professional photographers capturing quality
photographic and video content, enhancing the “neighbourhood guide”.
At the same time there is the host forum, used to share ideas and tips on how to enhance listings.
Screenshots, Airbnb.com

4. Airbnb offers a section sharing news and
stories of hosts and lodgers.
Storytelling is vital to connect with
consumers on a human level, evoking
emotions. By doing so, they remain
relevant and consumers are more likely
to build an emotional bond with the
brand, fostering brand affinity, loyalty
and advocacy.
Screenshots, Airbnb.com

5. Airbnb promotes social responsibility through CSR initiatives, creating Airbnb.org. CSR is essential for content
marketing to highlight brands values, build goodwill, reach socially conscious audience and strengthen relationships
not inly with consumers but also stakeholders.
Some examples of the community support offered until today worldwide are:
• Supporting survivors from natural phenomenon like earthquake and hurricans in Nepal, Syria, Turkey, Puerto Rico
• Host refugees
• Host people fleeing Ukraine due to the war
• Offering free host for those travelling for medical reasons
• Provided housing for healthcare workers during Covid 19
Screenshot, https://www.airbnb.org/

6. TripAdvisor has managed to stand out as the go-to
brand for picking hotels, restaurants, beaches, and
all things traveling.
They have included virtual reality in their content
marketing offering by partnering with chefs, local
tour guides, etc.
•VR tour guides in many cities like Berlin,
Florence, Vatican
•Cooking classes
•Traditional Greek dancing
•Winery visits
•Yoga
•Games
VR helps differentiate the brand by creating
memorable interactions. Drives the brand
recognition and loyalty through building emotional
connections.
Screenshots TripAdvisor website

7. Tripadvisor includes AI to help consumers organize personalized trip events.
AI (Artificial Intelligence is another important tool for marketers as it can analyze huge amounts
of data to understand preferences, behaviors, and trends. AI is essential to automate tasks and
deliver tailored experiences, and analytics enable decision-making. As part of content marketing
AI empowers brands to stay competitive and drives sustainable growth.
Screenshot, TripAdvisor website

8. The Indie Traveller not only has a blog
but is standing out offering a series of
podcasts about travelling.
Podcasts are very popular in recent
years and is a great tool to reach the
audience on the go in an accessible
format.
Gives a personal touch, fostering brand
authority, trust and loyalty.
Screenshots Indietravellerpodcast website

9. Booking.com is encouraging their audience to
participate in their “Genius” loyalty program.
Offering discounts, rewards, and exclusive perks
for their loyal customers. Some examples are free
room upgrades, priority support, free breakfast,
discounts on car rentals, etc.
Loyalty programs are used in content marketing
as a tool to accomplish, participation, repeat
purchases and foster long-term customer
relationships .
Furthermore, brand is able to collect data to
enable personalised communication and targeted
offers, enhancing the overall customer experience.
Satisfied customers equals brand profitability.
Screenshot booking.com website

10. Booking.com also leverages from user-generated content requesting their customers to share photos, reviews and
ratings, after completing their trip.
Reviews and ratings validate the quality of the services boosting brands credibility making the customers
confident when decision making.
Photos are the visual proof, adding on the positive brand reputation enhancing authenticity and transparency.
Answering to the reviews from the brand perspective, demonstrates attentiveness to customer feedback,
improving the overall customer satisfaction.
Screenshot booking.com website

11. The Blonde Abroad is a great example of how a clear call to action accompanied by a photographic
landscape should be in order to captivate user attention. That eventually may increase the
possibilities for desired outcomes like a service purchase and signing up to the newsletter.
Another outcome is increased website traffic which helps the CEO analytics.
Also, the blonde abroad is an example of successful personal branding, sharing personal travelling
experiences and tips building a digital reputation of a travel expert, meshing with business and get
profit.
Screenshot, The Blonde Abroad website

12. Campeasy Iceland is enhancing its marketing
strategy by sharing on its YouTube channel
and Instagram page high-quality videos
showcasing their services. The videos offer
breathtaking images of Iceland and parts of
past customers' experiences, including tips.
Video nowadays is dominant. It captures
attention, evokes emotions, and delivers
information in a memorable format.
Using videos as part of content marketing,
especially when shared through social media
increases brand visibility, therefore brand
awareness leading to a higher number of
conversions.
Screenshots Easycamp Iceland YouTube

13. 1. Airbnb. (2024). Airbnb. Retrieved from https://www.airbnb.co.uk/ (Accessed 23 April 2024)
2. Booking.com. (2024). Booking.com. Retrieved from https://www.booking.com/index.en-gb.html (Accessed 22 April 2024)
3. Campeasy Iceland. (). YouTube. Retrieved from https://www.youtube.com/@CampeasyIceland/featured (Accessed 27 April 2024)
4. Contently. (2014, December 5). How Airbnb Is Using Content Marketing to Stay on Top. Contently. Retrieved from
https://contently.com/2014/12/05/how-airbnb-is-using-content-marketing-to-stay-on-top/ (Accessed 20 April 2024)
5. Coursera. (n.d.). Content Marketing. Coursera. Retrieved from https://www.coursera.org/gb/articles/content-marketing (Accessed 20
April 2024)
6. Indie Travel Podcast. (n.d.). Indie Travel Podcast. Retrieved from https://indietravelpodcast.com/ (Accessed 23 April 2024)
7. Mailchimp. (n.d.). Content Marketing. Mailchimp Marketing Glossary. Retrieved from https://mailchimp.com/marketing-
glossary/content-marketing/#:~:text=Content%20marketing%20is%20a%20marketing,to%20buy%20what%20you%20sell.
(Accessed 20 April 2024)
8. Steimle, J. (2014, September 19). What Is Content Marketing? Forbes. Retrieved from
https://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/ (Accessed 20 April 2024)
9. The Blonde Abroad. (n.d.). Press Portfolio. Retrieved from https://www.theblondeabroad.com/press-portfolio/ (Accessed 27 April
2024)
10.TripAdvisor. (n.d.). TripAdvisor. Retrieved from https://www.tripadvisor.co.uk/ (Accessed 22 April 2024)
11.Unsplash. (n.d.). Unsplash. Retrieved from https://unsplash.com/ (Accessed 20 April 2024)