A Part Of My Digital Marketing Course - Presentation About Content Marketing For A Travel Related Website. *Breath-taking Pictures *Video *Value Proposition Through Email Content *Personalised Content *Engaging Content *Influencers *Seasonal Content *Blog

1. Opening slide
CONTENT MARKETING FOR A TRAVEL RELATED WEBSITE ON THE EXAMPLES OF:
BOOKING.COM, TRIPADVISOR, AND EXPEDIA.

2. VIDEO

3. (Adobe, 2024)
• Video content increases engagement
• Videos improve SEO rankings by encouraging people
to stay on your website for longer
• Videos lead to a higher conversion rate (viewers into
customers) - Videos ending with a short CTA (call to
action) like : ‘Watch now’; ‘Click Here’
• Videos lead to improved user experience
VIDEO

4. EXAMPLES
1,2&3

5. Booking.com collaborated with an American actor Melissa McCarthy. They launched a
video commercial add promoting Booking.yeah which intended to drive customers’
action. Customers encouraged to share their ‘Somewhere, anywhere’(travel
destinations) and use hashtags - #ShareYourAnywhere and #Sweepstakes had a
chance of winning $10 000 in travel credits.
BOOKING.COM (2023) VIDEO COMMERCIAL
EXAMPLE
ONE

6. TripAdvisor launched ‘The Wanderer’ in 2022. The limited series is available on
Prime Video and its episodes like ‘Discover the magic of Türkiye’ are
advertised on TripAdvisor’s website.
The program functions as a “Unique destination guide, inspired by insights
from real explorers.” (PR Newswire, 2022)
TRIPADVISOR (2023) – THE WANDERER
EXAMPLE TWO

7. EXPEDIA (2013) TRAVEL GUIDE
Expedia uses the second largest search engine – YouTube where since 2013 they have
been regularly releasing Video Tour Guides. This form of content has proven to be
especially attractive as the tour guide videos are the MOST WATCHED videos on
Expedia’s YouTube account.
The most popular one is ‘New York City Vacation Travel Guide’ with over 12 mln views.
*Travel guides are also available in written form on Expedia’s website.
EXAMPLE
THREE

8. BREATHTAKING
PICTURES
EXAMPLE 4

9. BREATHTAKING
PICTURES
“Visually appealing
images can help to
convey a sense of
professionalism,
attention to detail
and overall quality.”
(STOREPLUM, 2023)
Images are a powerful tool, and they are a MUST for a travel related website. They convey a message
much quicker than written text, and they meet the customers' needs as no language is needed to explain
what a picture shows. “Not just that, if you include attractive images of specific locations with your trip
packages, your customers find them convincing. As a result, you can see a significant rise in your travel
bookings” (WP Travel Engine, 2021).
TripAdvisor (2024) – Macao Grand Pix
TripAdvisor (2022) – Amazon
Rainforest
EXAMPLE
FOUR

10. VALUE
PROPOSITION
THROUGH
EMAIL CONTENT
EXAMPLE 5

11. Expedia (n. d.) Membership
Discount
Expedia (n. d) Member
Prices
“The value proposition is a powerful tool to
drive sales and build a customer base”
(CFI, 2023)
“Email content can engage your audience,
drive traffic to your website and improve
your marketing ROI (return on investment)”
(Sender, 2024)
Email content proves to be highly affective in gathering customers data as “ 90% of customers will
share their email address for a small incentive, such as a discount” (Sender, 2024)
VALUE PROPOSITION
THROUGH
EMAIL CONTENT
EXAMPLE FIVE

12. PERSONALISED
CONTENT
EXAMPLE 6

13. PERSONAL CONTENT
EXAMPLE SIX
“More than half (63%) of customers will stop buying from brands that use poor personalization tactics
according to marketing firm Smart Insights.” (Forbes, 2022). Travel related content can be easily
personalised as seen on the examples listed above. Most focus should be put on making sure that needs
of customers with disabilities are being met not only due to inclusivity reasons but also the positive
impact it has on the revenue. – “The true economic impact is higher, potentially even double, since people
with disabilities travel with one or more other adults”(PR NEWSWIRE, 2020)
Expedia (n. d) Bucket-list experiences Expedia (n. d) list of Wheelchair-Accessible
Things to do in London
“ W h e n c u s t o m e r s
f e e l t h a t y o u a r e
s p e a k i n g d i r e c t l y t o
t h e i r n e e d s a n d
c h a l l e n g e s , i t f o r m s
t h e b o n d s o f a
r e l a t i o n s h i p . ”
( D I V V Y H Q , 2 0 2 0 )

14. ENGAGING
CONTENT
EXAMPLE 7

15. ENGAGING CONTENT
EXAMPLE
SEVEN
TripAdvisor (n. d) Travelers’ Choice Incentive
TripAdvisor launched an engaging concept of Travelers’ Choice where customers are encouraged to leave
reviews about their travel experiences. It not only leads to increased customer engagement but also offers
insights into previous customers experiences.
Another value that it brings is constant “freshness” of reviews – as “80% of customers say that recency of
reviews is an important part of their buying decision. (Birdeye, 2022)
Reviews also boost website’s SEO – like for example the “key words” which reviews tend to be filled with.

16. INFLUENCERS
EXAMPLE 8

17. INFLUENCERS
EXAMPLE EIGHT
“63% of shoppers say
they’re more likely to buy a
product if it’s recommended
to them by a social media
influencer they trust.”
(Dash, 2024)
Instagram (2024). Virgil van Dijk
collaboration with Expedia
“Influencer marketing is among the most authentic and engaging
ways of promoting your tours and activities online. It will give people
an actual glimpse into the experience and help you genuinely attract
them to try out what you offer.” (Regiondo, 2023)

18. SEASONAL
CONTENT
EXAMPLE 9

19. SEASONAL
CONTENT
EXAMPLE NINE
TripAdvisor (2024) – Easter Break Trip Ideas
“Creating seasonal content
can help you connect with
your audience on a more
personal level. By
acknowledging the events or
holidays that are important to
them, you can show you care
about them as individuals.
This can help build brand
loyalty and differentiate your
brand from competition”
(Ignition, n. d.).
Most customers travel during
public holidays like for
example Easter break,
Christmas, and school break
therefore it is important to
ensure the content posted is
relevant to a given period.

20. BLOG
EXAMPLE
10

21. EXAMPLE TEN
“Creating blog content for other
publications in your industry gives
new, relevant audiences the
opportunity to discover you and your
business. This exposure gives you
more traffic that you can convert into
leads and customers.”
(FirstSiteGuide, 2023)
Blogging assist in the sales factor
simultaneously conveying a helpful
feeling. Its helpful character is
extremely attractive to audiences.
Eventually they “lead the person to
your products and services,
especially if you incorporate a good
call to action at the end of each of
your posts.” (FirstSiteGuide, 2023)
BLOG
TripAdvisor (n. d.) – Travel Blog

22. REFERENCES

23. Adobe (2024). A guide to video marketing & why it’s essential in 2024. Adobe Express. [Online]. Available at: A Guide to Video Marketing & Why It’s Essential in 2024
(adobe.com) [Accessed 05 April 2024]
Birdeye (2022). How Google Reviews Help Search Rankings And SEO. [Online]. Available at: (1) New Message! (birdeye.com) [Accessed 12 April 2024]
Bolchinova, A. (2023). Influencer Marketing For Travel And Tourism Companies. [Online]. Regiondo. Available at :Influencer Marketing for Travel and Tourism Companies •
Regiondo [Accessed 12 April 2024]
CFI (2023). Value Proposition [Online]. Available at: Value Proposition - Definition, Importance, How to Create (corporatefinanceinstitute.com) [Accessed 06 April 2024]
Daash (2024). Influencer Marketing Statistics To Know In 2024 [Online]. Available at: Influencer marketing statistics to know in 2024 (dash.app) [Accessed 12 April 2024]
Derenzo, N. (2024). Where To Travel In April. [Online]. TripAdvisor. Available at:10 best places to travel in April - Tripadvisor [Accessed 12 April 2024]
Dunne, D. (2020). Personalisation In The Travel Industry. [Online]. The Forbes. Available at:The Future Of Personalization In The Travel Industry (forbes.com) [Accessed 12
April 2024]
Expedia (2014). Copenhagen Vacation Travel Guide / Expedia [Video]. Available at: https://www.youtube.com/watch?v=yHZlNfWuA7g&t=0s [Accessed 05 April 2024]
Expedia (2023). Top 5 Wheelchair Accessible Things To Do In London. [Screenshot]. Available at: Top 5 wheelchair-accessible things to do in London | Expedia [Accessed 12
April 2024]
Expedia (n. D). Expedia’s Membership Prices. [Screenshots]. Available at: Expedia Travel: Holiday Homes, Hotels, Car Rentals, Flights & More [Accessed 12 April 2024]
Expedia (n. D). Find Adventures On These Bucket List Trips. [Screenshot]. Available at:Find Adventure on these Top Bucket List Trips | Expedia [Accessed 12 April 2024]
Getty (2022). How to Explore Amazon from Brazil, Peru, and Ecuador [Photograph]. TripAdvisor. Available at: How to visit the Amazon rainforest from Brazil, Peru, and
Ecuador - Tripadvisor [Accessed 06 April 2024]
Ignition (n. D). Marketing Strategy Best Practices For Seasonal Content. [Online]. Available at:Marketing Strategy: Best practices for seasonal content (haveignition.com)
[Accessed 12 April 2024]
REFERENCES

24. Minaev, A. (2023). Why Do People Blog? - 15 Benefits of Blogging. [Online]. FirstSiteGuide. Available at: Why Do People Blog? - 15 Real Benefits of Blogging (2023)
(firstsiteguide.com) [Accessed 12 April 2024]
Not Your Dads TV Ads (2023). Booking.com (Ft Melissa McCarthy) / Super Bowl 2023 LVII (57) Commercial[Video]. Available at:
https://www.youtube.com/watch?v=B9Gc9D8Uokk&t=0s [Accessed 05 April 2024]
Pang, J. (2024). Event Extravaganza in Macao [Photograph] TripAdvisor. Available at: Event extravaganza in Macao - Tripadvisor [Accessed 05 April 2024]
Pietesh, B. (2023). The Importance of Hight-Quality Product Pictures in Ecommerce [Online]. STOREPLUM. Available at: The Importance of High-Quality Product Images in
Ecommerce (storeplum.com) [Accessed 06 April 2024]
PR NEWSWIRE (2020). Economic Impact of Disability Travel Reaches $58.7 Billion. [Online]. Available at: Economic Impact Of Disability Travel Reaches $58.7 Billion
(prnewswire.com) [Accessed 12 April 2024]
PR Newswire (2022). Tripadvisor Pilots New Limited Series, The Wanderer, on Prime Video. PR Newswire [Online]. Available at: Tripadvisor Pilots New Limited Series, The
Wanderer, on Prime Video (prnewswire.com) [Accessed 05 April 2024]
Sender (2024). Google Study: 90% Of Customers Will Share Their Email for An Incentive [Online]. Available at: Google Study: 90% Of Customers Will Share Their Email For
An Incentive (searchenginejournal.com) [Accessed 06 April 2024]
Stechman, B. (2020). What is personalised content and why is it important? [Online]. DIVVYHQ. Available at: What is Personalized Content and Why is it Important? - DivvyHQ
[Accessed 12 April 2024]
TripAdvisor (2024). Easter Break Trip Ideas. [Screenshot]. Available at: Tripadvisor: Over a billion reviews & contributions for Hotels, Attractions, Restaurants, and more
[Accessed 12 April 2024]
TripAdvisor (n. D.). Travelers Choice Awards. [Screenshot]. Available at: Best Bucket-List Experiences in the World - Tripadvisor Travelers' Choice Awards [Accessed 12 April
2024]
Virginvandijk (2024). Expedia commercial promoting Liverpool. [Video]. Instagram. Available at: Virgil van Dijk (@virgilvandijk) • Instagram photos and videos [Accessed 12
April 2024]
Visit Orlando (2023). TripAdvisor The Wanderer Orlando / Visit Orlando [Video]. Available at: https://www.youtube.com/watch?v=0iG9bIlqVHw&t=0s [Accessed 05 April 2024]
All Background Pictures Were Sourced From: Free Stock Photos, Royalty Free Stock Images & Copyright Free Pictures · Pexels
REFERENCES