travel content marketing
December 28, 2014

What is travel content marketing?

Graciela Perez

Graciela Perez

When we speak about content marketing in travel, we refer to updated, useful and interesting content, which gives the users a reason to sympathize and engage with the travel brand, follow it on social media, subscribe to the brand updates or consider a booking with this brand when planning their next trip. Producing quality content continuously helps you to maintain close relationships with customers and creates brand reputation. 

Offering captivating travel content with the right frequency at the right channels and in a cost-efficient and non-intrusive way will probably help to create without any doubt a differentiated and more efficient travel content marketing strategy and communication with customers.

“Customers don’t like to be sold, they like to be informed, entertained, and inspired in a non-intrusive way”

Even though travel content marketing allows to inspire trips, associate the brand with a segment and promote the brand awareness, consumers are becoming increasingly demanding and harder to surprise. The more digitized the consumer is, the better is his ability to filter quality content. This leads us to emphasize the behavior of the already known Millennial Generation. There’s a very interesting analysis on the “Ads Blockers” use by age in the USA. As you all know, this market set the trends and, in a global and interconnected world, the Millennials online behavior in Europe is quite similar to those of the USA. In this analysis, we discover that Millennials have an average of “Adblocker” use of 40 % vs. 26 % in the rest of generations.

milennials - travel content marketing

Conclusions drawn:

  • We are facing clients who are more technologically mature: ”The more I know, the less I want to be bothered or influenced”.
  • Having almost 50% of ”Adblocker” implementation systems means that the user rejects these ads because he doesn’t see any value in such ads, despite the fact that some of them are profitable.
  • The online advertising approach must change. The massive campaigns without additional value will have increasing levels of rejection. We have to strive to offer relevant and useful content.
  • According to Yahoo’s study of May, 2014, the users prefer personalized ads.  These ads generate interest and provide much more value than traditional ads. In this regard, Amazon is a good example of massive personalized marketing management and, for this reason, its ads are not considered so intrusive.
  • Interaction and user generated content are the key. In this regard, it gives certain respect to the tourism industry because of the damage the biased information can cause, but it has long been understood that we can’t stem the tide.
  • There are thousands of possible segmentations and probably, each company needs their own, depending on its type of buyer and its levels of intermediation. But the market trends move towards a guest centric hotel marketing. Being a personalized content generator for the user it always means more brand value.

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