Grear content marketing examples in the travel industry from some of the best travel companies in the world.

1. CONTENT MARKETING
in the travel industry
Jordi Carbonell
76250075

2. INTRODUCTION: What is content marketing?
Content Marketing Institute, 2011.
Content marketing involves the planning,
creation and distribution of valuable, relevant
and consistent information to attract and
retain a clearly defined audience and to drive
profitable customer action.
All the following examples provided matches
that definition.

3. LONELY PLANET
Lonely Planet website’s screenshots, n.d.
Lonely Planet’s website flashes high-quality
beautiful photos of some of the most exotic
places on our planet.
That is key to capture customers attention. If
the pictures presenting your website are not
eye-catching visitors would not be interested
in it anymore.

4. LONELY PLANET
Lonely Planet (2018), Lonely Planet and GoPro’s “Discover” series (Lisbon).
Lonely Planet and GoPro’s “Discover” series
stands out because of its dynamic use of on-
site footage, keeping the audience in mind.
It focuses on giving value to the audience
during the consideration stage of the buyer’s
journey.

5. LONELY PLANET
Lonely Planet website’s screenshots, n.d.
Lonely Planet has interactive maps in their
website were you can find a lot of useful
information from around the world such as top
attractions, hotels or restaurants.
It looks simple but it is a great source of
engagement as it contains different links that
leads to specific content about it such as
videos or articles where you can find relevant
information about tours and call to action
buttons (CTA’s) to book it or download
documents about it.

6. AIRBNB
AirBnB (2017), We Accept | Airbnb.
In the “We Accept” campaign, AirBnB
responded to accusations that some of its
hosts were discriminating against guests on
the basis of race and gender by introducing a
non-discrimination policy on their site.
The ad encourages viewers to reflect on the
core message. Using the video as a channel to
send the message is especially effective as
videos use to reach more people than a simple
statement.

7. AIRBNB
Contently (2018), The Bélo Report.
In 2014, Airbnb started a
rebranding process that included a
new logo they named Bélo. Their
website and app were redesigned
and consumers got an interactive
tool that invited them to make the
Bélo their own.
The result could be saved as well
as made into merchandise like
souvenir stickers and U.S. postage
stamps to extend the experience
offline.
This is an original way to create
shareable content which is really
valuable for the audience.

8. AIRBNB
AirBnB Community is full of
recommendations generated by the
users. Also, you can find tips from
hosts.
That is a great way to create useful
content for your target audience, as
themselves are creating problems
and solutions posts to help each
other.
It focuses on the decision stage of
the buyer’s journey.
AirBnB community website’s screenshots, n.d.

9. AIRBNB
AirBnB Magazine in Medium’s website screenshot, n.d.
AirBnB is pursuing a diverse, active, culturally in-
tune target audience (Contently, 2019). The
magazine, which you can read online on Medium’s
website, includes experiences and stories from
hosts and travellers.
Jacobin Mag (2020). AirBnB Magazine print copy.
In a digital-era AirBnB decides to use a
traditional channel with the advantage of
having digital data to drive its content
decisions. This is an original way to make
sure they provide value to their audience.

10. TRIPADVISOR
TripAdvisor website’s screenshots, n.d.
TripAdvisor realised that user generated
reviews attract more traffic to their website,
which encourages user content and has been
known for helpful posts by real travellers.
(Joint Views, 2018).
User generated content is credible and self-
sustaining, which requires minimum work
from the company.
Also, they include CTA’s in a similar way Lonely
Planet does but with the advantage they have
reviews of these places or activities in the
same page.

11. TRIPADVISOR
Tripadvisor (n.d.), TripAdvisor signage & five-bubble review.
TripAdvisor offers to send for free “Review
Us” stickers to all the restaurants, hotels or
attractions requesting it. Also, they offer a free
widget that showcases a five-bubble review
from their website.
These two options have the same aim: capture
customer attention increasing the traffic for
both the business using the sticker or widget
and TripAdvisor’s website.
It is a great way to engage with customers and
it key during the decision stage of the buyer’s
journey.

12. BOOKING.COM
Booking.com (2018), Booking.com: Thrilling stories.
'Book Your Next Story' features films shot by
15,000 Booking.com employees and gives a
glimpse into their passion for travel. The
videos display different elements of travel,
from love stories to adventure tales, thrilling
experiences to travel explorations. (The Drum
2018).
These videos aim is to engage with
Booking.com audience and remind them they
can also bring home that kind of adventures
when traveling using Booking.com.
It is another great way to capture audience’s
attention and inform of the value proposition
of their service by using video content.

13. BOOKING.COM
Booking.com (2020), Screenshot of Booking.com Instagram’s post .
On the International Women’s Day,
Booking.com posted a video on their
Instagram account directed to female
travellers (#solofemaletravelers) with a
checklist of all the essentials they recommend
to take to any kind of trip.
Social Media is a great way to engage with
your audience which gives you the opportunity
to create a community of like-minded people
interested in your products or services.

14. REFERENCE LIST
 Content Marketing institute, (2011), The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough. [online] Available
at: https://contentmarketinginstitute.com/2011/11/content-marketing-inbound-marketing/ [Accessed 13 April].
 Lonely Planet (2018), Discover Lisbon's amazing coloured tiles - Lonely Planet x GoPro. YouTube. Available at:
https://www.youtube.com/watch?v=xXARuhweReg&feature=emb_title [Accessed 14 April].
 Medium, (2018), 4 lessons from Lonely Planet’s Best in Travel campaign. [online]. Available at:
https://medium.com/@b2bmarketer/4-lessons-from-lonely-planets-best-in-travel-campaign-5638385160be [Accessed 15 April].
 AirBnB (2017), We Accept Airbnb. YouTube. Available at:
https://www.youtube.com/watch?time_continue=30&v=yetFk7QoSck&feature=emb_title [Accessed 20 April].
 Joint Views (2018), 11 Examples of Successful Content Marketing by Travel Companies. Available at:
https://www.jointviews.com/blog/content-marketing-travel-companies/ [Accessed 23 April].
 Booking.com, (2018), Booking.com: Thrilling stories. YouTube. Available at:
https://www.youtube.com/watch?time_continue=67&v=bpd_vVENVCk&feature=emb_logo [Accessed 27 April].
 The Drum, (2018), US Creative Work of the Week: Booking.com employees film their adventures. Available at:
https://www.thedrum.com/news/2018/03/07/us-creative-work-the-week-bookingcom-employees-film-their-adventures [Accessed
27 April].
 Booking.com (2020), Instagram. Available at: https://www.instagram.com/p/B9ejFOvHjYF/ [Accessed 27 April].