How the Travel Industry uses different types of content marketing.

1. Inbound and Social Media
Marketing
Assignment 5 : Task 1

2. Lonely Planet : Ebooks
Lonely planet is the biggest ‘Travel book’ publisher in the world. Their website has a great range of
Ebooks , both free and paid , available for download.
These provide valuable info to the customer and also keeps the brand in-front of buyers.
https://shop.lonelyplanet.com/categories/ebooks

3. Lonely Planet : Videos
The most valued and shared form of content is video. Lonely Planet has extremely high-quality videos
with some amazing footage.
https://www.lonelyplanet.com/video

4. Lonely Planet : Email marketing (workbooks/newsletters)
Email marketing is not costly and it can drive sales by reaching already engaged customers by delivering
targeted messages and promotions.
Lonely Planet utilises this content marketing option through a weekly newsletter that continually provides
valued info and keeps the brand alive with the customer.
https://www.lonelyplanet.com/landing/newsletter

5. Social Media : Twitter
Providing interesting and valuable content on social media through high quality images relating to
travel. Also providing a question in the caption makes it more engaging with viewers.
https://twitter.com/lonelyplanet/status/1258109839357640704

6. Contiki : Blogs
Contiki has an excellent SEO strategy, mainly due to its blogs. It promotes meaningful travel content that
viewers like and find valuable and are more likely to spend time on the website reading the blog.
The blogs are always related to travel and thus create a lot of organic traffic towards the website.
https://www.contiki.com/eu/en/activity/bringing-the-world-to-you

7. Contiki : Cheat Sheets (including links)
Contiki uses a very easy-to-read and navigate ‘cheatsheet’. The viewer can find an answer to their query by
scanning through the cheatsheet.
It also includes a link to a more detailed read should the viewer require.
https://www.contiki.com/eu/en/about/how-contiki-works

8. Contiki : Brochures (downloadable worksheets/templates)
Contiki uses downloaded brochures which allow customers to receive a more informed and detailed
read relating to the brand.
This is valuable to customer and also keeps them engaged with the brand for a longer period of time.
https://www.contiki.com/eu/en/brochures

9. Social Media : Instagram story
Contiki has very well managed social media platforms, especially on
Instagram.
An Instagram story specifically tailored to ‘lockdown’ during a
pandemic, not only is relevant but also ‘virtual’, as everybody is only
able to connect virtually.
https://www.instagram.com/stories/contiki/?hl=en

10. Topdeck : Infographics
These are ‘fun’ and eye-catching for the consumer.
Topdeck uses an example of infographics with
relation to the history of the company.
Providing pictures and little text to tell a story.
https://www.topdeck.travel/about

11. Topdeck : Reviews / Case studies
This is great because reviews are content that is produced from customers that automatically makes it
more trustworthy and valuable.
They can also create ‘case studies’ as customers can provide a detailed story of events for their
experience with the brand.
https://blog.topdeck.travel/the-topdeck-story/

12. Topdeck : Quizzes
Quizzes are engaging, consumers spend more time on the brand website and get excited. These
positive emotions create a brighter picture of the brand in the viewers eyes.
Topdeck uses a quiz to direct their customers and eliminate what they don’t want.
https://www.topdeck.travel/

13. Social media : Facebook
The use of ‘questions’ on popular social platforms
create entertainment , debates and most
importantly, engagement with viewers.
Topdeck uses engaging facebook posts creating
mass interaction about travel.
https://www.facebook.com/TopdeckTravel/

14. Wanderlust : Podcasts
Podcasts create a more personalised and understandable message to viewers and a lot of the time
conversations or questions are continued on the website or social media.
Wanderlust has a page full of travelers podcasts that are personal and valuable to travellers.
https://podcasts.apple.com/za/podcast/the-travel-diaries/id1471130008