The 3 Lenses of Effective Travel Marketing
Travelers have countless choices when it comes to where they go, how they get there, what to do once they’re there. So how can travel marketing get their attention for the choices that count?
The travel industry has never had a problem answering the “Where?” In fact, capturing a sense of place is a cornerstone of effective travel marketing. Showing visitors what they can expect; teasing adventurous opportunities; curating useful information — this content helps travelers make the most of their experience. It also positions brands as invaluable guides, seamless travel necessities.
As the industry has evolved, travel marketers have realized the importance of the “Who?” in this equation. What are travelers looking for? What traveler types are we dealing with? How does this affect how they search, book and experience a trip?
However, there’s a piece of the travel marketing puzzle often missing: The “When?” From seasonal events to weather planning and packing, giving travelers information about when they’ll be traveling is an oft-missed opportunity to provide compelling, relevant and useful content to customers.
How to Appeal to Today’s Travelers
Creating campaigns through these three lenses allows us to tap into the needs of an audience by combining the allure of each destination with the immediacy of time.
At any given moment (and for any given campaign), these three elements are constantly in flux. But why is this important? Because within the overlap of these three considerations, we’re able to narrow in on strategic content topics, ideal customer segments and channel distribution direction.
The Three Lenses: Destination, Traveler Type and Time
- Traveler Type: Share content that gets them excited about travel (quality social media content, engaging listicles); provide content that helps them plan (itineraries, how-to videos); and help them take an action (book a trip, make a reservation).
- Destination: Explore destination-specific highlights (exclusive events, local sights); showcase the local food and beverage scene (restaurant recommendations, wine tastings); and acquaint them with little-known travel tips (off-the-beaten path guides, available services guide).
- Time of Year: Highlight seasons (fall colors, winter activities); local holidays (how to celebrate, festivities to attend); and other timely elements that can become the focal point for effective content (local events guide, seasonal restaurant menus).
Leverage the Power of Content
It’s no longer about just creating a blog post, a brochure or a travel guide — it’s about creating an editorial experience that reflects your location, speaks to your audience and accounts for timing.