Great examples of content marketing from within the travel industry

1. CONTENT
MARKETING IN
THE TRAVEL
INDUSTRY
Presented by Drazena Krstic
UNIT2ASSIGNMENT5

2. Content marketing is a marketing technique of creating valuable
and relevant content to attract, acquire and engage with your
audience. Being able to provide helpful and entertaining content
helps form a strong bond between your brand and customers.
(Marketo, N.D.).
CONTENT MARKETING
Higher Visibility
Improved Reputation
Increased Retention

3. Airbnb has created novelty well-known listings to
generate interest and headlines on the back of
unique and amusing content
In October 2019, Airbnb posted a listing by "Barbie"
herself for the Barbie Malibu Dreamhouse for a
two-night-stay.
The listing was part of a celebratory campaign for
the 60th anniversary of Barbie, and a partnership
with manufacturer, Mattel (Econsultancy,2019).
Airbnb Novelty Listings
Image 1 of Barbie Malibu Dreamhouse listing on Airbnb (Econsultancy,2019).

4. Airbnb has come out with a great idea to provide digital neighbourhood guides,this includes
local maps, testimonials and also reviews from travellers and advise from hosts. By doing so
they are able to build a sense of community, where everyone can share their local knowledge
and experiences (Divakaran, S.,n.d).
Airbnb relies on its team of 70 local photographers who have contributed over 4,000 photos
for the project so far (Divakaran, S.,n.d).
Airbnb Neighbourhoods
Image 2 of Neighbourhood Bangkok (TechInAsia,2013).

5. Airbnb Blog
Airbnb also has a online blog that covers stories
and perspectives from its hosts.
Their blog uses clear language to deliver effective
messages through video, text and photos. Airbnb
also offers a geo-specific content in 10 different
languages (Divakaran, S.,n.d).
Image 3 of the blog section from Airbnb's website.

6. Contiki
Contiki tends to cater exclusively for young travellers between 18-35. They combine
adventure in travel and focus on sociability, encouraging social connections whilst on
travel (Contiki.com.au,2020).
Image 4 from Contiki's website in About Section.

7. Emotive and strong clear content that appeals with
the target audience. By using young models in the
photo below and in the video to the left to make a
connection (Contiki.com.au,2020). Image 5 &
6 https://www.contiki.com/au/en/who-we-are
Customer Reviews
establishes satisfaction from
previous customers and
brand transparency that
might entice targeted
consumers.
Image 7 from Contiki's website in Who we are section displaying review ranking and comment from consumer.
https://www.contiki.com/au/en/who-we-are

8. Expedia
Expedia is an online travel agency that provides flights, accommodation,
activities and additional extras that you might be interested in. Being able
to pick and choose all your bookings allows the customer to be their own
travel agent (Expedia.com.au,2020)
Image 8 of ain page you land on when going onto the Expedia website, allowing you to enter your chosen destination.
https://www.expedia.com.au/

9. With their target audience being young adults
they are known to spend a lot of time on social
media. Expedia makes sure to post regularly
on Instagram to reach their consumers
(Expedia,Instagram,2020).
Image 9 of Expedia's Instagram page sharing pposts from a variety of different locations.
https://www.instagram.com/expediaau/
Expedia rolled out an ad campaign to target their Indian customers and
acquire new consumers to the site. Also to bring awareness amongst
the consumers about their zero booking fees on flights and free
cancellation on hotels. The ad opens with a young couple on a beach
where the girl is trying to persuade the guy to stand still until the wave
hits the shore. The male appears scared, but once he gives in he
actually soaks in the experience and is happy to overcome his fear
(Srivastav,2017).
Image 10 of YouTube Video: Be Pleasantly Surprised by Expdia with 6,319,850 views
https://www.youtube.com/watch?time_continue=36&v=x1d4EUJbhVw&feature=emb_logo

10. STA Travel
Like Contiki, STA travel targets students and youth as their main
consumers providing flights, tours and accommodation
(STATravel.com.au,2020).
Image 11 from the STA Travel website showcasing their services that they can provide any style of travel.

11. STA Travel provides opportunities for those young adults who are looking to take a break from studying
and wish to travel and work. They have hundreds of opportunities for their consumers to work and
volunteer overseas (STATravel.com.au,2020)
Image 12 from the STA Travel website showcasing opportunities for young adults to travel and work overseas.

12. References
Marketo. (2019). What is Content Marketing? [online] Marketo.com. Available at https://www.marketo.com/content-marketing/
[accessed 18 July 2020]
Gilliland, N (2019). Seven Examples of Hotel Content Marketing Campaigns [online] Econsultancy.com. Available at
https://econsultancy.com/seven-examples-of-hotel-content-marketing-campaigns/ [accessed 18 July 2020]
Divakaran, S (n.d). Inside Airbnb’s Hyperlocal Content Strategy [online] Digitaluncovered.com. Available at
https://digitaluncovered.com/inside-airbnbs-hyper-local-content-strategy/ [accessed 18 July 2020]
Custer, C (2013). Airbnb Launches ‘Neighbourhoods’ in Asia, Starting with Bangkok [online] Techinasia. Available at
https://www.techinasia.com/airbnb-bangkok-neighborhoods
[accessed 18 July 2020]
Divakaran, S (n.d). Inside Airbnb’s Hyperlocal Content Strategy [online] Digitaluncovered.com. Available at
https://digitaluncovered.com/inside-airbnbs-hyper-local-content-strategy/ [accessed 18 July 2020]
Srivastav, T (2017). Expedia aims to encourage customers to overcome their fears and be pleasantly surprised in latest campaign [online]
Thedrum.com. Available at https://www.thedrum.com/news/2017/12/13/expedia-aims-encourage-customers-overcome-their-fears-
and-be-pleasantly-surprised [accessed 18 July 2020]
Online Travel Company Study – Reference Sites:
https://www.contiki.com/au
https://www.expedia.com/au
https://www.instagram.com/expediaau/
https://www.statravel.com.au/

13. Thank you!