A study on content marketing strategy useful in the travel industry.

1. Name: Mr Philip White.
Student Number: 76984742

2. Content marketing that could be used by a travel related website.
Name: Mr Philip White.
Student Number: 76984742

3. Examples of content marketing by travel companies/people through blogs.
http://www.scandinaviastandard.com/
What Scandinavia Standard does well is to provide a wide array of information about the places they blog about. This includes
going into detail about arts, culture, food, drink, music and quirky little customs of the main cities of the Scandinavian area. Its is
the ultimate resource for the area they cover.
This blog is frequently updated with new posts delivery them every 3 days. What we can learn from this blog is that it can be a good
thing to pick a particular area/small niche but focus on that area in detail so that you deliver interesting and capturing content. As this
content is of high quality and great readability it helps to improve its search engine rankings.
Name: Mr Philip White.
Student Number: 76984742

4. http://thevoyageur.net/
What the author of The Voyageur, Pauline Chardin, has achieved is creating a simple elegant designed website that lays foundations for
her stunning photography. She covers destinations ranging from jungles in Sri Lanka to lime juice in Eygpt. She writes about small
corners of the world and describes them as “Unique, inspirational and surprising”.
What we can learn about Pauline Chardin and her blog is that Simplicity matched with great content is a winner when trying to get
people to engage with your writing. Once again this doubles up as great SEO.
Examples of content marketing by travel companies/people through blogs.

5. Examples of content marketing by travel companies/people through blogs.
Name: Mr Philip White.
Student Number: 76984742
https://onthegrid.city/
What On The Grid provides is no-fuss neighbourhood guides. These guides are created by native creatives who give personal
insights into food and culture. Its is reviewed as being more then a one trick pony and this is the case because they deliver
a starting point for new travellers as well as being a back pocket resource.
What we can learn from On The Grid is that producing great content can sometimes mean being a resource for beginners to
experts also that the web design that you blog lays upon should be fun and simple. This is achieved incredibly well by the block
work destination picker on the home page of the site.

6. Examples of content marketing by travel companies/people through blogs.
https://www.lonelyplanet.com/blog/
Lonely planet are masters at content marketing. In fact their whole foundation is based on delivering information. They have
become the worlds most successful travel publisher and have produced eBooks for almost every destination on the planet.
A big part of their content delivery comes from guest authors and this allows a wider production of content and therefore
more depth.
What we can learn from lonely planet is that one, if you put content first and make sure that content is of high quality then you
will get visitors to your site/blog and have the opportunity to turn them into customers and two, If you open your doors to
outside resources as in guest authors you can increase and strengthen you content.
Name: Mr Philip White.
Student Number: 76984742

7. Examples of content marketing by travel companies/people.
Name: Mr Philip White.
Student Number: 76984742
https://www.tripadvisor.com/
Trip Advisor produces its content through the input of their users. Trip Advisor provides a platform where people can share their experiences from
their travels and adventures. This has allowed Trip advisor to tap into the connection between content and monetizing. They have monetized the
site by now introducing accommodation comparison where people can find places to stay at competitive prices.
We can learn from trip advisor that the best way to make money from content is to produce free great content first and then introduce ways for
the fan base to spend money. Trip advisor has doubled up on this idea because their monetization is also helpful to the user as it is
potentially saving them money.

8. Examples of content marketing by travel companies/people through video (Vlogs).
Name: Mr Philip White.
Student Number: 76984742
Vlogging is a fairly new and exciting way to share content. There are many vloggers out there and
they cover a wide spectrums of experiences. As for the travel industry, below are a few examples of
successful travel vloggers.
Love Alana Chan
Alana Chan’s style is to show herself to be a quirky, loveable travel buddy. She doesn’t take herself too seriously but at the
same time she gives the viewer a first person glimpse into experiencing a new place. Her mission is to make you laugh and
broaden your horizons.
We can learn from Alana that to gain a following you need to be fun and engaging. You can not simply mill out material,
your material needs to be entertaining and when it comes to travel, educating.

9. Examples of content marketing by travel companies/people through video (Vlogs).
Name: Mr Philip White.
Student Number: 76984742
Karl Watson
Karl’s approach to content marketing is to record it all and then slice it down to short captivating videos. He covers everything from getting lost in the forbidden
city to exploring the Canadian Rockies. Karl prefers to plan ahead rather then do the guess work when he is at his destination. This approach means that when
he is at his destinations he covers everything and nothing is missed.
What we can learn from Karl is that rather then recording a small amount of material and not featuring everything or recording lots of material and uploading it
all, it works better to record everything and then edit it down do small, fun, educational and capturing videos.

10. Travellers and how they are connecting to travel brands content marketing through video
Name: Mr Philip White.
Student Number: 76984742
The average duration that travellers are spending on YouTube browsing travel content is 40 minutes but they will be covering multiple videos
therefore it is better to deliver small bite-sized chunks of content according to googles managing director of travel, Rob Torres. Companies
now focus on the key moments in the process of booking a holiday or experience and relate to them stages through video content.
Expedia recently released six inspiring documentary-style stories. In one of the videos there is a story about David Kenward, A winner of the
downs syndrome association photography competition where he travels to Iceland with his family. This film focuses on the aspirational
demonstrating what is possible from clicking a link online.
Below there is a link to a video guide of New York by Virgin Atlantic. This was a clever bit of video content marketing as it played like a
documentary style film with educational information therefore leaving the consumer entertained and wanting to watch it but while
drawing in the consumers want to experience what they were seeing in the video.
https://www.youtube.com/watch?v=_-xJXWBL8j8

11. Examples of content marketing by travel companies/people through pictures
Name: Mr Philip White.
Student Number: 76984742
Showing photographs from places that were taken while actually on tour is one of the best forms of content marketing for a travel business.
WOW Club is one Indian company achieving this incredibly well, they have a very popular Facebook page and it is no surprise that there
photographic content has played a big part in this success.
Of course now in the modern world we have social media that is based around the sharing of photographs and that is Instagram. On the next
two slides there are a couple of examples of companies that are winning at this form of content marketing.

12. Visit Great Britain
Name: Mr Philip White.
Student Number: 76984742
With so many iconic images available Visit Great Britain have managed to establish a global following. With more than 173K followers they
have proven the idea that pictures speak volumes.

13. Thomson Holidays
Name: Mr Philip White.
Student Number: 76984742
Through its Instagram, Thomson encourages its followers to “Discover your smile”. The popular travel company has created a
feeling of wonder through its use of photography.

14. Ideas for content marketing and travel businesses
Name: Mr Philip White.
Student Number: 76984742
Now in a world where competition has shifted from physical offices where you would compete with your local travel agents you
now have to compete with the world wide web and all the choices that provides for the consumer. So what do you do to stand
out? The answer is to create better content!
Before creating your content you need to know the market that you are trying to penetrate. You might only market to the
affluent or to budget travellers. The secret lies in creating content that inspires your target market.
This type of aspirational and emotional marketing is not only accessible by big brands in fact smaller start ups are at an
advantage because they begin with digital marketing opposed to the bigger brands that have decades of traditional marketing
behind them.
Your different and powerful options for content marketing as a travel brand include; photographs, videos, blogs and podcasts.
On top of the content marketing options above you also need to think reviews. Before people make a trip they want to know
what they should experience from their chosen destination. photographs and reviews from their fellow travellers affect their
plans considerably. This is why as a travel brand you should consider integrating reviews from the already well established trip
advisor to your site.
Another option is to run contests. This is more for brands that are established enough to have a reasonable sized social
following but the idea is to ask your followers to interact with your page is some form. This can be by asking a question of some
form and then declaring the winner to be the post with the most likes. What this does is to drive traffic to your different social
channels.
Another clever method of content marketing is to tap into other travel brand influencers. If you feature the names/blogs of
famous travel bloggers there is a good chance that your content will grab the attention of their followers and in turn anyone
that is in contact with the content they share.

15. References
(Team Fathom, 2018) The best travel blogs and websites 2018. Available at:
https://fathomaway.com/best-travel-blogs-and-websites/ (Accessed 09 May 2018)
Name: Mr Philip White.
Student Number: 76984742
(Anuj Agarwal, 5 May 2018) Top 100 travel blogs to follow in 2018. Available at:
https://blog.feedspot.com/travel_blogs/ (Accessed 09 May 2018)
(Marianne, 23 June 2017) Top ten travel Vlogs to follow in 2017. Available at:
https://www.insightguides.com/inspire-me/blog/top-10-travel-vlogs-to-follow-in-2017
(Accessed 09 May 2018)
(Jon Mowat, 21 May 2017) Why travel brands win with a video first marketing strategy.
Available at:
https://www.hurricanemedia.co.uk/blog/news/travel-brands-lead-video-first-marketing-strategy/#
(Accessed 10 May 2018)
(Meenu Joshi, 3 September 2014) 10 Content Marketing Ideas for Travel and Tour Businesses.
Available at: https://blog.leadsquared.com/content-marketing-ideas-for-travel-and-tour-businesses/
(Accessed 10 May 2018)
(Accord Marketing, 2018) Travel brands making the most of Instagram. Available at:
https://accordmarketing.com/blog/travel-brands-are-making-the-most-of-instagram-s-visual-appeal
(Accessed 10 May 2018)