Why Seasonal Content Matters in Travel Marketing
Travelers aren’t looking for the same experience in June as they are in January — here’s how to tailor your content to reflect the ways people plan
1. Seasonal content can answer visitors’ FAQs
Your content should serve as a resource for the questions your visitors are asking. Identify common search terms related to your destination and use those as a jumping off point for story ideas. If your destination doesn’t have a particularly strong seasonal tie, create one — think festival season in Austin, Texas, or spring training baseball in Phoenix.
Example: Napa Valley’s cabernet season is an excellent example of destination promoting a one-of-a-kind “season” that highlights its unique qualities.
2. Seasonal inspires travelers to rethink tried-and-true destinations
Create articles that highlight the lesser-known perks of visiting during different times of the year. If winter’s your peak season but you struggle to draw a crowd in the summer, offer content that reimagines your off-season.
Example: From Portland, Maine to Jackson Hole, Wyoming, this piece from Conde Nast Traveler highlights the best of the summer-to-fall shoulder season, and encourages readers to revisit well-loved destinations at different times.
3. Seasonal content highlights your region’s travel-worthy events
Is your destination home to seasonal events that draw a crowd? Create content around them that helps travelers plan their event-based trip.
Example: This AFAR roundup could be easily re-created for any locale that has a bustling summer festival scene.
4. Seasonal content can inspire winter wonderland wanderlust
Tap into your traveler’s dreaming-of-a-white-Christmas moments by promoting the unique holiday- and family-centric events that your destination hosts during the holiday season. Positioning your city as a dreamy winter escape can help draw travelers during this peak season.
Example: Vienna’s Christmas markets make it a perfect destination for a holiday getaway, as illustrated by this piece from The Ritz-Carlton.
5. Seasonal content lets you showcase the best of your region
Make the most of your peak-season travelers by providing content that encourages them to do more and discover new things. Detailed itineraries that focus on a particular season can make planning a trip easier and less overwhelming for your visitors.
Example: Conde Nast Traveler’s Perfect Weekend series provides what feels like a local’s guide to different destinations, often with a seasonal slant.
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