A presentation showing good examples of content marketing within the travel industry.

1. Heather Oakes
STUDENT NO: 76516768

2. BLOGGING
A blog is a great way of providing information about a destination,
safety and practical tips whilst travelling abroad, and experiences of
travellers who have already been to the destination.
Travel enthusiasts naturally want to learn, so will be keen to engage
with a regular informative and interesting blog.
What I particularly liked with the Tenon Tours blog, is the variety of
subjects covered, and one in particular that stood out was the blog
about how to book with a reputable travel operator
(https://tenontours.com/booking-with-a-reputable-tour-operator/)
This is very clever content marketing, as it is subliminally convincing
the reader that Tenon Tours are a reputable travel operator and that
they can be trusted.

3. BLOGGING EXAMPLE
https://tenontours.com/blog/
Picture of examples of the Tenon Tours Blog page

4. VIDEO
The travel industry is ideally suited to video content marketing. It
gives the viewer the ability to really see what a destination is like.
Many videos are taken from the perspective of the traveller, thus
enabling them to see themselves in a particular destination from the
comfort of their own sofa.
One example that I have chosen is the website of the official tourism
board for Scotland. This webpage is high on google search results,
and the video is prominent on the home page, so the majority of
visitors to the page will view it.
It shows many different things to see and do in Scotland, with an
emotive tagline of “Scotland is Now”. The video is hosted on
YouTube, and can also be shared easily.

5. VIDEO EXAMPLE
A screen print of the Visit Scotland website showing the link
to the Youtube vidoe
https://www.visitscotland.com

6. VIDEO EXAMPLE
This video from UK
holiday resort company
Center Parcs shows
what
the resorts have to offer
in terms of activities and
accommodation,
whilst re-enforcing the
importance of spending
time together as a
family.
A screen image of the introductory video from
Center Parcs.

7. NEWSLETTER
Newsletters can provide your target audience with interesting and
informative content that will resonate with them. Newsletters that are
regular and of interest to the reader help the audience to “get to
know” and build trust in a company.
I have chosen the example of Lonely Planet, who, alongside their
monthly printed magazine and travel books, also offer a free
newsletter which contains travel articles and also promotions.
People who subscribe to and enjoy the regular newsletter will be
more inclined to purchase products from Lonely Planet as they have
had a free taster of the products and will have experienced first hand
the quality and content.
It is also a clever way of capturing the contact details of a potential
client base, in order to send targeted promotional emails.

8. NEWSLETTER EXAMPLES
https://www.lonelyplanet.com/newsletter
Image showing the Lonely Planet newsletter sign up page.

9. NEWSLETTER EXAMPLES
Travel company Kuoni also offer a regular newsletter which contains
information on different travel destinations, along with details of offers
and promotions.
Screen image of the Kuoni newsletter sign up page

10. PODCAST
Since the invention of the smart phone, podcasts have become very
popular, especially with people who are fans of talk radio.
They are a good alternative to videos, being easier, quicker and less
expensive to produce. If a podcast is done regularly by the same
person, this establishes familiarity with the audience. Many podcasts
have an associated email address that listeners can engage with the
producer, who will often respond to the questions on the following
weeks show. Podcasts also have the advantage that listeners can
listen to them whilst going about their daily lives.
The example that I have chosen is that of WDW Radio Disney
Podcast, which is focused on visiting Walt Disney World, events
taking place and answers commonly asked questions e.g. where to
eat etc. This podcast now has over 534 episodes and has won
awards.

11. PODCAST EXAMPLE
Screenshot showing the home page for the WDW podcast.

12. Images
Images are powerful marketing tools and will be remembered by the audience far
longer than text based marketing (Medina,2018)
The travel industry capitalises on the use of imagery on their marketing materials.
The example I have chosen is the website of the luxury travel company Kuoni
(www.kuoni.co.uk) whose landing page features high quality images of holiday
destinations which scroll through. Each image is linked to a webpage primarily
dedicated to that destination, featuring useful information about the resort.
The links to build the holiday package are unobtrusive, so the focus is drawn to
learning about and developing a desire to visit the featured location, which then
generates a call to action in that the audience may then decide to contact the
company for further information.
Images can also be easily shared via social media sights such as Instagram.

13. IMAGES EXAMPLE
Large, appealing
image on the Kuoni
homepage.
Clicking the ‘Explore” link takes
the audience through to a page
predominantly featuring appealing
destination information.
https://www.kuoni.co.uk/malta

14. IMAGES EXAMPLE
Tenon Tours use attractive and bright images on their webpage, with
minimal text.
Screen image of Tenon Tours webpage showing use of imagery.

15. IMAGES EXAMPLE
Tenon Tours also make good
use of imagery on their
Instagram account, posting
emotive and timely messages.

16. REFERENCES
Tenon Tours. 2018. Travel Tips & Topics:Tenon Blog - Tenon Tours. [ONLINE] Available at: https://tenontours.com/blog/.
[Accessed 04 October 2018]
VisitScotland - Scotland's National Tourist Organisation. 2018. VisitScotland - Scotland's National Tourist Organisation.
[ONLINE] Available at: https://www.visitscotland.com. [Accessed 04 October 2018].
Short Family Breaks and Holidays | Center Parcs. 2018. Short Family Breaks and Holidays | Center Parcs. [ONLINE] Available
at: https://www.centerparcs.co.uk/discover-center-parcs/short-family-breaks.html. [Accessed 04 October 2018].
Lonely Planet. 2018. The Lonely Planet Newsletter . [ONLINE] Available at: https://www.lonelyplanet.com/newsletter.
[Accessed 04 October 2018].
@KuoniTravelUK. 2018. Subscribe to the Kuoni newsletter. [ONLINE] Available at: https://www.kuoni.co.uk/subscribe.
[Accessed 04 October 2018].
WDW Radio. 2018. WDW Radio Disney Podcast Archives - WDW RadioWDW Radio . [ONLINE] Available at:
http://www.wdwradio.com/category/podcasts/. [Accessed 04 October 2018].
Vision | Brain Rules | . 2018. Vision | Brain Rules | . [ONLINE] Available at: http://www.brainrules.net/vision. [Accessed 04
October 2018].
@KuoniTravelUK. 2018. Luxury Holidays, Escorted Tours and Safaris Created By Kuoni's Award-Winning Travel Experts .
[ONLINE] Available at: https://www.kuoni.co.uk. [Accessed 04 October 2018].
Tenon Tours (@tenontours) • Instagram photos and videos . 2018. Tenon Tours (@tenontours) • Instagram photos and videos .
[ONLINE] Available at: https://www.instagram.com/tenontours/?hl=en. [Accessed 04 October 2018].