This document discusses different content marketing strategies used in the travel industry, including blogging, eBooks, newsletters, photographs, videos, webinars, podcasts, email, interviews, and quizzes/polls. Several companies are highlighted as examples, such as Trivago, TripAdvisor, Lonely Planet, Zero to Travel, and Travel Weekly. The main benefits of these strategies are increasing traffic, engagement, brand awareness, and building relationships with audiences.

1. Content Marketing in the
travel industry
By Emily Clark

2. Blogging, eBooks and Newsletters
● The main benefits of blogging is that it’s good for SEO, driving traffic
to your website and gives you the opportunity to connect with your
audience
● eBooks can also increase traffic, capture more email addresses and
help credibility
● Newsletters can increase brand awareness, keep your audience
informed as well as build a relationship with them

3. First example: Trivago - business blog
Hotel-comparison site Trivago uses a business blog for their written content. Each post is
posted under four different categories - Hotel Marketing & Distribution, Hospitality & Guest
Experience, Hotel Industry Trends and Trivago Hotel Technology

4. Second example: Tripadvisor - blog
Tripadvisor also have a travel blog for their written content posted under three categories -
inspiration, stories and tips

5. Third example: Zero to Travel - blog
Zero to Travel, a travel advice website, have an online blog covering a number of
travel-related topics categories including budget travel, trade for travel and lifestyle
business

6. Fourth example: Lonely Planet - eBooks
Lonely Planet offer a wide variety of travel guide eBooks covering many categories
including city breaks, road trips, national parks, etc.

7. Fifth example: Trivago - newsletter
Trivago also offers visitors to subscribe to their newsletter for “exclusive hotel offers”

8. Photographs, videos and webinars
● Visual content is extremely important in content marketing because as
well as increasing engagement and views, it also has the power to tell
a story and condense a lot of information
● Good video content can result in improved SEO, stronger consumer
attention and higher engagement
● Webinars give you the opportunity to communicate with hundreds of
people worldwide as well as establishing your brand and establish
your credibility

9. First example: Trivago - photographs
Trivago also use a number of high-quality photographs
(such as this one) on their blog for visual content

10. Second example: Tripadvisor - photographs
Tripadvisor also ensure to include plenty of visual content on their blog and general website
in order to appeal to visitors

11. Third example: Zero to Travel - photographs
Zero to Travel ensure there are plenty of visual content on their website with
high-quality photographs on each webpage and blog post.

12. Fourth example: Tripadvisor - video
Tripadvisor have a Youtube page where they upload travel-related video content
including travel guides, what to do at certain destinations and top lists.

13. Fifth example: Lonely Planet - video
As well as a wide variety of eBooks, Lonely Planet also have plenty of video
content on both their website and Youtube page that cover numerous areas
including adventure travel, art and culture, food and drink, etc.

14. Sixth example: Travel Weekly - webinar
Travel Weekly offer visitors to register for their webinars which act as a travel guide as well
as a prize draw for those who attend

15. Podcasts, email, interviews and quizzes/polls
● Just like video content, podcasts can also be highly engaging and increase
traffic. It can also build a relationship with your audience
● Email can also increase brand awareness, traffic and audience relationship
● Interviews are useful in order to obtain useful information on perceptions and
opinions and usually receive a high response rate
● Entertaining quizzes and polls can be entertaining for your audience, and can
boost engagement by making participants curious about the results

16. First example: Zero to Travel - podcast
Zero to Travel’s most prominent content marketing strategy is their podcast.
The website has a number of podcast series to subscribe to, including Zero
to Travel podcast, Location Indie, Extra Pack of Peanuts, Travel with Rick
Steves, etc. Each podcast focuses on different topics on travelling,
including financial advice, interviews with experienced travellers and
lifestyle business.
Zero to Travel Podcast link

17. Second example: Tripadvisor - email
An example of one of Tripadvisor’s emails to their customers informing them of collecting
badges from reviews

18. Second example: Zero to Travel - Interview
One of Zero to Travel’s interviews with an experienced traveler available in audio format.
There is also a brief description below on what the interview covers.

19. Third example: Quizzes - Smarter Travel
Smarter Travel run numerous quizzes on their website

20. Thank you for watching!