Travel Industry Targeting Audiences & Content Strategy
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2. • This report looks at how travel companies are targeting key audiences;
identifying those promising the best returns on their investment in content,
even if this is notoriously difficult to measure; and using a socially-aware,
multi-channel approach to ensure visibility among a multitude of competitors.
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Opinions were collated from 474 travel industry professionals to gauge who
their intended audiences are; what sort of content they produce; where they
see the value in their campaigns; and how they spread their message.
• The data we have collected indicates that companies are beginning to gradually
accept the need for a fuller-bodied strategy.
Arash Hekmat
Head of Travel Content and
author of ‘Sun, Sea and
Content Marketing’
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10. “Gaining a better understanding of content marketing strategy is
vital within the travel industry, especially when there is such a need
to increase conversions from website visits.
“I think those surveyed have shown interest in developing the way
they create and promote content. If they are willing to spend more
time and resources implementing a strategy and being more
adventurous when creating content to engage their target audience
they will see the results they want.”
Marc Turley
Head of Axonn Research
