This document discusses content marketing strategies for travel agencies. It recommends identifying target customers and creating engaging content to reach them across multiple channels. It provides TripAdvisor, Qantas, Airbnb, and Lufthansa as examples of best practices, noting they create user-generated content, inspirational blogs, personalized email campaigns, and share content across websites, social media, apps, magazines and more. The goal is to guide customers through the entire travel experience online through these diverse content marketing tactics.

1. CONTENT MARKETING
FOR TRAVEL AGENCY
Lyn Chapman
Assignment 5
Certificate Course in Digital Marketing
Academy of Digital Marketing

2. THE WHAT OF CONTENT MARKETING
Who is your customer? Who are we directing
content to.
 This shapes content essence and structure and method
Engaging content
Reputation is revenue, 81% of travellers find travel reviews
important
 https://www.siteminder.com/r/hotel-reviews-manage-online-property/
How to reach customers?
Website LinkedIn
Emails Facebook
Chatbots Instagram
Blogs Twitter
Links from other websites Reddit
Podcasts YouTube

3. BEST AND WORST PRACTICE
Important to maintain best practice as this keeps with proven success.
This can be summerised as ‘usability and enjoyment’
Need to ensure that the customer can easily find what they are looking for and enjoy the
experience
Some examples of poor practice are :
Co-operative Travel forces the user to navigate multiple pages, their drop-down menus are unavailable
to users without a mouse and uses poor colour contrast
Last Minute has good screen layout and headings yet made the mistake of putting it on a white
backdrop which can cause glare issues and make reading difficult.
https://www.clickz.com/which-are-the-best-and-worst-travel-websites-for-accessibility/102764/

4. BEST PRACTICE HOWEVER
Can be found by looking at….

5. TRIPADVISOR
 Website:
User generated content
Complete experience online
 Chatbots
 Search narrowing by interest, location
 Book everything from here
 Referrals

6. TRIPADVISOR : BLOG
Inspirational, informative,
Story based on personal experience

7. TRIPADVISOR : EMAIL MARKETING
What do TripAdvisor do?
 1st email: Personalised a bit e.g. location, 1 simple call to action
 2nd email: Entice based on what I showed interest in and send more of the
same.
 3rd email: Eye Candy, beautiful pictures of locations I like
 4th email: Get me engaging by reviewing and joining them
 …
https://www.getvero.com/resources/guides/tripadvisors-unfair-advantage/#1
Email: Open 15.45% Click trough 7.26%
 Keep Short,
 Target specific customer segment
 Single clear call to action
https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US

8. QANTAS
 Reach though magazine, online, social, video
 Reaches 22.8m people per year
 Useful location-based content on website
 Engaging video on Facebook
 Focus on building 18-35 audience through special hub
 Make all bookings at once

9. QANTAS
 Podcasts
 Inflight
 ‘The Talking CEO’ Leadership series created by Qantas
 Multiple channels of contact
 Notifications, webchat, text message, help, user login

10. AIRBNB
 Multiple channels to help consumer narrow choice
 Referrals
 Continual upgrades of website

11. AIRBNB
Multiple channels of contact …
 Links through from other providers e.g. Qantas, Jetstar,
 Twitter announcements
 Facebook
 Own App
 Instagram posts
 LinkedIn
 Reddit
 Youtube
 Blogs

12. LUFTHANSA AIRLINE
 Informative about destinations
 Inspiring
 Informative about travel guidelines

13. LUFTHANSA AIRLINE
 YouTube.
 Promises the best trip ever, special, new.
 Where will your next trip take you?