The modern traveler is more empowered than ever. Today, with only a few clicks, globe trotters everywhere can access hundreds of flights, hotels and activities in a matter of seconds. As power shifts into the traveler’s hands, brands need to capture their attention as early as possible—even before they decide to take that next trip.
In this highly competitive environment, the most successful brands have learned to tell stories that add value to travelers’ lives. They’ve learned that successful storytelling is not only about selling more but, rather, about finding a balance between communicating their purpose and providing value through information, education and entertainment.
To that end, a comprehensive content strategy should focus on delivering the right message, to the right audience, at the right time. But how does that apply to the travel and hospitality industry? Brands first need to understand their audience's travel journey - those key moments people experience before, during, and after a trip. These are the moments where brands have an opportunity to engage travelers and provide the most value.
In a report titled, “How Micro-Moments Are Reshaping the Travel Customer Journey,” Google identified the following moments in which travelers are looking for information, inspiration or answers:
During each of these moments, travelers are actively searching for answers. They’re not just looking for the best deals but, also, for content that will help them make the most of their trip. Content tailored to these moments can help brands connect with their audience along every point of the journey.
So what does this look like in practice? Take Instagram, for example. While browsing your feed, you’re often inundated with images of amazing destinations. You might not have a trip planned yet, but these pictures are enough to get you dreaming. Brands that successfully engage you here, at the “Dreaming” stage, will remain top of mind when you book your next trip.
Here’s another example: Ever had a hotel send you a welcome email with a list of restaurants and recommended activities? By helping you get the most out of your trip, that hotel is not only providing valuable information, but also forging a stronger relationship with you, their customer. According to Google’s report, 67% of travelers feel more loyalty toward travel companies that share information during their trip that serves to improve their travel experience.
To effectively develop a content plan for each of the key travel moments, it’s crucial to understand your audience’s interests, mindsets and behaviors. Ask yourself: What is my audience interested in? Are they looking for hotels with amazing spas? What is their mindset when they’re browsing social media? Are they using Instagram for inspiration for their next vacation spot, Kayak to book their flight and Goop’s City Guides to plan their activities?
Empathy also plays a big role in understanding our audience. By putting ourselves in the shoes of specific personas, we can start to define the topics, formats and channels to incorporate into a larger Content Plan that makes us valuable and relevant to that audience.
Some of my personal favorite examples include the mobile friendly travel magazine created by Tablet, a boutique booking site, and Airbnb’s city guidebooks that suggest things to do based on recommendations from locals.
Remember, when it comes to content strategy, there is no “one size fits all” plan. But brands that extend their content efforts beyond standard direct response advertising to become more relevant with their audience will be able to stand out to travelers, stay top of mind, and drive more sustainable business.
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Daniel Besquin is the Director of Client Strategy at Tongal. He specializes in CPG, Food & Beverage and Travel.
