Pamper yourself with aromatic spa treatments in a pastoral setting. Conquer treacherous mountain terrain to feast on delicacies at a remote regional eatery. Dive into the refreshing depths of a crystal clear spring that sparkles like diamonds. Words make travelers want to visit faraway lands and see nearby treasures.
Colorful content connects savvy travelers with tourism companies. The right words lift people out of their seats to experience an array of alluring adventures. But how can you use words to make people take action? Incorporate these seven unique travel content marketing ideas into your writing to get more bookings now and in the future.
1. Just Picture That: Harnessing the Power of Imagery
Descriptive words paint a picture for travelers, whisking them away for a while in their minds. Make it an incredible experience that makes them want to return in real life. Use verbs to create action-packed content that incites a traveler’s sense of adventure. Infuse the content with visual adjectives, such as aqua waters and azure skies, avoiding lackluster descriptions such as “nice” or “pretty.”
Travel content marketing should go beyond words. Enhance your written content with beautiful imagery. For example, use popular social media sites such as Instagram to post original photographs of travel destinations. Chris Burkard, a travel photographer with over two million Instagram followers, commented to National Geographic, “Now you’re less than ten clicks away from seeing an image on Instagram to purchasing a ticket to get there.” And he’s met people who traveled to places because of his photographs, proving the power of creative travel content.
More than ever before, imagery is a crucial aspect of an effective travel content marketing campaign. Professional photographs and videos of amazing places resonate with readers. The words and images remain in their memories, piquing their interest in future excursions. Compelling images coupled with actionable words have become a surefire way to increase bookings now and in the future.
2. Zone In On Your Niche: Traveling A Day In Their Shoes
Who is part of your target market? What are your customers’ demographics, how do they prefer to travel, and which experiences do they want most? Travel companies must zone in on a specific niche to become relevant and generate more bookings. A general travel net tossed out in a saturated marketplace is likely to come back empty. Avoid generalities and focus on your target audience. Get to know your typical customer by virtually – or literally – traveling a day in their shoes.
Dare to get personal with potential customers. Recent research revealed 57 percent of travelers would like brands to tailor their info based on factors such as personal preferences and past behavior. Further, 36 percent of travelers would consider paying more for a vacation experience tailored to their unique preferences and behaviors. Once you connect with a traveler, taking a customized approach can pay off in increased bookings.
If possible, share firsthand experiences, images, and videos to showcase the travel venue. Whether you dive in to do it yourself or hire a professional travel writer and photographer, people appreciate real-life stories they can relate to and imagine doing themselves. Create a sense of inclusion, so travelers feel like they are joining an exclusive group when they book a vacation. Exclusivity is a driving force for consumers to book a trip and be a part of something special.
3. Time Is Of the Essence: Hurry Up and Wait
The number of last-minute travelers continues to grow, creating an opportunity for travel companies to score more bookings. Travel searches for “today” and “tonight” have grown exponentially over the past two years. And 72 percent of mobile bookings made by travelers in the United States happened within a two-day window before the trip.
But how can tourism businesses capitalize on this trend? Over 60 percent of travelers might book an impulse trip based on an outstanding flight or hotel deal. Travel content marketing efforts should include blogs, email, and social media posts sharing limited time only discounts. Time-sensitive savings opportunities encourage people to take action – and book a trip – right away.
Conversely, there are still plenty of people who plan their vacations. Nearly 20 percent of travelers book their trip over a week in advance. Add evergreen content to your website to attract travelers doing online research to find their next ideas for a great escape. Permanent pages may include local resources, city descriptions, and historical data about the venue. The research phase is a viable time to connect with potential customers. Once your site becomes a valued resource, well-researched travelers will recognize its authority and book a trip based on value and trust.
4. The Pleasure Principle: Achieving Heavenly Hedonism
Travel products and services are usually consumed for hedonistic reasons. From a cruise around the world to a day at a national park, there are a variety of travel experiences based on hedonism. But what is hedonic consumption? Vacation opportunities that are fun, positive, sensually pleasing, and intrinsically enjoyable are referred to as hedonistic.
People have many reasons why they go on vacation, from exploring new places to unwinding from their usual routines. The bottom line for all travelers is the desire to have a wonderful time based on what they like most. Travel content marketing should focus on fantasy as well as reality. Combining the two defines a delightful pleasure principle that puts heavenly hedonism within reach for travelers of all backgrounds and budgets.
Keep sensual delights in mind while crafting hedonistic content. Appeal to consumers through sight, sound, touch, scent, and taste. Describe the feel of silky platinum sand underfoot during a romp by the ocean. Highlight tantalizing flavors featured in local cuisine with wine pairing suggestions to lure foodies. Then mention soaking up majestic golden sunsets over rolling green fields. Create a decadent day offering all the indulgences people dream of during the perfect vacation.
5. Roll in the Deep: Diving Into Immersive Cultural Experiences
Every city around the world has museums, monuments, festivals, and local experiences that are frequently promoted to tourists. While travelers often want to visit these sites, the most magical memories can be made by going off the beaten track. Diving into immersive cultural experiences makes people fall in love with a new place and want to revisit it. Instead of scratching the surface, use words to make travelers want to roll in the deep and dig their heels into regional adventures.
For example, food is a favorite window to cultural diversity. Everyone has to eat, and each county has a variety of tantalizing options. Feasting on tasty regional cuisine prepared by locals helps visitors have an authentic experience in a strange land. Share the authentic flavors by adding a comprehensive gastronomy guide to your travel content marketing plan. Write about favorite regional dishes along with places to sample them and instructions for preparing them when travelers return home. Share local magazine and newspaper articles to showcase what’s happening in the area, encouraging travelers to seek their own immersive experience.
Help travelers discover a sense of community among the locals through guided tours and interactive experiences in remote places. Allow travelers to connect with locals and learn from them in a cooking or craft class. Let travelers know about smaller cities and suburbs where they can appreciate immersive cultural experiences they won’t find in highly trafficked areas, such as major cities.
6. Shiny Objects: Seeing New Things for Themselves
When it comes to facing the workday, “shiny object syndrome” can mean allowing potentially irrelevant distractions to interfere with productivity and progression. However, the desire for people to follow something “shiny” and new is a positive emotion for travelers. Adventure seekers should know the fantastic new experiences a venue offers. People can’t wait to see a novelty or strange place for themselves. And this can mean increased bookings for travel businesses.
Consider how rapidly trends spread like wildfire then fizzle out in a few short weeks or months. When people know a travel venue for one or two experiences, they may wrongly believe they’ve done and seen it all at the destination. Creating content about the latest places, foods, and entertainment shows the location is continually evolving, with something new to try all the time.
And what about people who resist trying new things – such as a fantastic travel destination they’ve never seen before? Consider the psychology of trying something new and address the significant points of reluctance in your travel content. Acknowledge their fear, then state why courage should take over to enjoy a unique experience and create lasting memories. Encourage travelers to combat boredom by trying something new that will help them grow and learn. Prove why it matters to them to book their trip today!
7. Secret SEO Sauce: Using Keywords to Lure Consumers
Travel content is only useful when people can find it during a routine Google search. If nobody reads your posts, they won’t help increase your bookings. Take these steps to improve the SEO at your travel site, and drive more targeted traffic to your business:
- Use Google Keyword Planner to perform keyword research to determine the common terms used to search for specific travel experiences;
- Choose 2-3 keywords per page, based on relevance, competition, and search volume;
- Incorporate these keywords into the URL, title, metadata, and descriptions as well as the article title and body;
- Share the content on social media and other websites and use the keywords as hashtags; and
- Add local SEO terms to location-specific content and remember to add your travel business to popular directories and Google Maps.
Other factors also influence search engine optimization, such as site security and speed. Make sure the site begins with https:// and offers a secure environment for people to share private information, such as their names, addresses, phone numbers, and payment data. Consumers must feel safe to share their personal info and book an excursion.
Also, ensure the site is easily navigable so visitors can instantly find what they need. Include a search bar at the site for ease of use. Having a search bar encourages visitors to use your site as a valued resource for the additional information travelers seek before scheduling a trip. Becoming this resource is a smart way to increase bookings.
Travel content marketing is one of the best ways to boost bookings today and in the future. A combination of evergreen and trending content attracts search engines and travelers. Providing useful information peppered with relevant keywords is a winning way to brand your travel company and get more people to book vacations.
Creating colorful travel content readers love requires time, effort, and research. Adding hours to a travel executive’s busy day can seem impossible. Fortunately, the professionals at Galileo Tech Media are tactical experts who can help your company every step of the way. From branding to creating content that matters, a team of pros knows what it takes to get attention and encourage more bookings.