Travel companies are adapting their content marketing strategies during the COVID-19 pandemic. Lonely Planet, Vietnam Travel, and Intrepid Travel are providing informative blogs, videos, and social media posts about destinations and travel restrictions to keep customers engaged until travel opens up again. Companies like With Locals and Culture Trip are offering virtual experiences like cooking classes and tours to satisfy interest in other cultures from home. Flight Centre promotes domestic travel deals and flexible booking policies to rebuild trust in travel. Through tailored digital content, these brands aim to remain top of mind for customers planning future trips.

2. content marketing
noun
1. a type of marketing that involves
the creation and sharing of
online material (such as videos,
blogs, and social media posts)
that does not explicitly promote
a brand but is intended to
stimulate interest in its products
or services.

3. Lonely Planet
With the restriction of travel in place
for the time being due to covid, the
Lonely Planet are still engaging their
audience by providing informative
content on multiple platforms
designed to help their audience to
travel safely when ready. For
example there are several blogs on
their website providing up to date
information on travel restrictions,
and what travel will look like post
covid (Lonely Planet). The content
gives people something to look
forward to and serves as a reminder
travel is not dead.
https://tv.lonelyplanet.com/playlist.html
Lonely Planet feature short video blogs showing (in this
example) places to travel with kids. Video content allows
the consumer to visualise the destination and what that
travel will look like with a family.

4. Lonely Planet uses Stories online to
inform and engage travellers. Stories are
a great visual tool enabling the reader to
imagine themselves in the situation..
https://www.lonelyplanet.com/
This is an “ASK LP” video on You Tube with covid travel
questions. Many travelers would find this content
relevant as no one knows quite what to expect.

5. Culture Trip
Culture Trip have adapted their content by
offering online cooking classes so people can still
get their culture fix without leaving their homes.
By remaining interested in travel related
experiences, the consumer will hopefully have
created a connection with the brand and be ready
to book once travel opens up again. These online
experiences may provide temporary relief for
those seriously missing their travel.
They also run a series on You Tube, linked to their
website called Hungerlust which explores tastes
and traditions from across the globe. An
enhanced storytelling experience can be
achieved through video.
Video: https://youtu.be/l-4lLA8Ogto
Image: https://theculturetrip.com/

6. Vietnam Travel
The green traveller is on the rise with consumers
seeking to reduce their footprint left on the
world. Vietnam Travel have catered specifically
to this audience with content highlighting
sustainable hotels, eco friendly tours and giving
back to ethinic minorities. Their blog covers
topics such as culture, best practice, where to
shop ethically and hotels that give back to the
environment. On their website they have a
specific menu heading for the eco traveler
highlighting how important they believe eco
travel is. Their commitment is delivered through
the large amount of blogs, stories and travel
suggestions they have on their digital platforms.
Image: Phong Nha https://vietnam.travel/sustainability

7. Vietnam Travel
Many of the travel companies have had to reinvent their content to keep prospective customers interested
for when the borders open again. Showing the real face of Vietnam through, stories, virtual tours, and other
video activities, the tourism body can build awareness in the early stages of the buyers journey. Their
weekly emails re commenced at the start of 2021 with informative, welcoming and friendly content,
showcasing something for every traveler.
Image: https://vietnam.travel/things-to-do/visit-vietnam-from-home

8. Vietnam Travel
Vietnam Travel are on one of the fastest growing
social media platforms, Tik Tok. They use the
platform to share brief travel tips such like this
one about the mobile flower vendors of Hoi An.
Their content is tailored to the younger market,
with brief and interesting highlights, rather than
long stories. Vietnam Travel are active across
multiple platforms with tailored content for those
audiences.
https://www.tiktok.com/@vietnamtourismboard
/video/6923055573239958785?lang=en&is_cop
y_url=1&is_from_webapp=v2

9. Intrepid Travel
Another company adapting their content to
the covid climate is Intrepid. They have
changed their focus to local tours, smaller
groups, and flexible bookings.
Intrepid deliver content through blogs
linked back from social media and EDM’s to
their website. They have informative guide
blogs as well as inspirational stories from
locals and previous travellers.
Each piece of content is intended to inspire
‘wanna be’ travellers and keep the passion
alive for the next adventure.
Image:
https://www.intrepidtravel.com/adventures/category/guides/

10. This image is from Intrepid’s Story blog showing
readers the Daintree from the perspective of the
traditional custodians of the land. This content is
highly relevant in today’s domestic travel climate.
Tapping into stories from our own backyard should
be the focus of all Australian travel agents and
building interesting adventures that help Aussie’s
reconnect with domestic travel.
www.intrepidtravel.com/adventures/first-nations-coastal-walk/
Intrepid uses social media to deliver short stories
about destinations with each message underpinned
by their business values of ethical travel,
sustainability, caring for the environment and their
commitment to protecting animals.
Image: https://www.instagram.com/p/CKxN6cDJv2S/

11. With Locals
Image: withlocals.com
Travel agency with a difference, withlocals.com offers its customers a richer travel experience,
guided by locals, off the beaten track and without much of the crowds. Their content is targeted
towards the traveler who really wants to immerse themselves in the culture of each country, and a
new benefit of their tailored experiences after covid would be less crowds.. One platform they use to
deliver global travel experiences to consumers is via Zoom. Get the family and friends together for a
unique experience from the comfort of your couch. Private tours can be booked where you meet
locals, learn how to cook and even do Yoga together.

12. With Locals
Through video content on YouTube, linked
directly to their site and social channels,
withlocals.com are delivering content that
is relevant and informative to the current
covid situation. They are positioning
themselves as thought leaders in the
industry by sharing suggestions on how to
travel safely in the future, such as through
their small and personalised group tours.
Image: https://youtu.be/I9B6sG0tdso

13. Flight Centre
The content on flightcentre.com.au has
shifted to a local focus with their audience
unable to travel overseas. The local focus
means that they can still connect and
engage with travellers by directing them to
rewarding and fulfilling local getaways.
The content messaging is all about last
minute, short trips, flexible bookings and
cheap deals, which is good to know if
things change last minute as we have seen.
Interestingly they are also promoting
international travel deals in 2022 so the
demand to get overseas must be there.
Image source: flight centre

14. Flight Centre
Flexibility is crucial at the moment in order to gain the trust
of customers and confidently book travel in uncertain times.
By promoting flexible travel arrangements on all of their
digital platforms, consumers are more likely to commit spend
to travel again brining in much needed dollars to the tourism
industry.
Image: flightcentre.com

15. References
https://culturetripgbp.rezgo.com/details/272640/tapas-cooking-class-with-spanish-language-learning
https://www.getyourguide.com/discovery/?utm_force=0
https://www.facebook.com/lonelyplanet/
https://www.intrepidtravel.com/au/new-local-tours
https://www.intrepidtravel.com/adventures/first-nations-coastal-walk/
https://www.lonelyplanet.com/
https://vietnam.travel/sustainability
https://www.withlocals.com/
https://www.youtube.com/c/culturetrip
https://youtu.be/I9B6sG0tdso