Content Marketing

The travel industry is constantly developing and has to move in tandem with consumers changing attitudes and behaviours – and this makes it hard to know what next year will hold. From eco-friendly travel to family holidays, let's look at six trends to watch out for in 2020. Families taking more frequent holidays It’s estimated that roughly half of the UK and US workforce will be freelance by 2020 and there now are more children homeschooled, which helps contribute to an increase in family-holiday bookings. This should lead to families being in a position to take more frequent holidays. Ian Crawford, a representative of Holiday Hypermarket, says: ‘Parents will take advantage of the flexibility that freelancing and homeschooling offers, and will look to go on more holidays as a family. This presents holiday companies with a great opportunity to offer tailored family holidays.’ Homeware companies get involved In an unforeseen but clever move, homeware brands...

Welcome to the August edition of our Travel Digital Digest. As you can imagine, a lot has taken place since July, with many people heading on holiday. It is now more important than ever to keep updated with industry news, and with the travel world constantly changing, you should ensure your content marketing strategy reflects this. From travel strikes to new technology and wildfires, we take a look at the industry news you should know. Greek wildfires force evacuation Hundreds of tourists have been evacuated from hotels and beaches in Greece due to an outbreak of wildfires. The BBC reported how residents and holidaymakers on the island of Samos were forced to evacuate while firefighters dealt with the wildfires, which have spread due to high winds and dry conditions. The Foreign and Commonwealth Office has updated its travel advice, and has warned of a high risk of fires breaking out on other Greek islands, such as Crete. BA announces...

If you’re fed up of being told to ‘picture yourself on a beach, under a palm tree, with azure blue waters lapping at your feet’, then join the club. Travel copywriting should be an effective way to craft engaging content that elicits a sense of adventure in the reader, but so often we see the same old tropes being used to, at best, mediocre effect. Below, you’ll find a few of our all-time most hated travel writing cliches. Did your bugbears make the list? ‘Golden sands’ We don’t know about you, but we’ve never actually seen sand that glitters and radiates the same warmth as gold. Most of the gritty stuff that we’ve walked and laid on has been a dull beige colour, but nice enough to while a few hours away on if the weather is warm. As we see it, beaches come in pebble, black sand and regular sand varieties. All have...

Welcome to your July Travel Digital Digest. Time flies in the world of travel and with summer in full swing, we share some of the biggest highlights from July. With constant changes and developments, it's crucial you keep updated and ensure your copywriting strategy reflects this. From a new UK boss at Wendy Wu to new flights on Wizz Air, here's our latest round-up from the world of travel. Sri Lanka woos new visitors The Sri Lankan government has announced a visa waiver fee for six months for selected countries, including the UK. The move is aimed at boosting tourism, following the terrorist attacks in the country earlier in the year. If the trial is successful, it may be rolled out for a longer period. A 30-day double-entry visa to Sri Lanka currently costs Brits £27. Previously, UK nationals could only get a free ‘transit’ visa if they pass through Sri Lanka and stay...

If your travel blogs are struggling to get out of the slow lane, then it may not be the writing that's the problem – it's the images.   You may have immaculate intros, beautifully written blog posts and snappy conclusions, but if your travel images don't cut it, then you are missing a huge opportunity to engage with your audience.   So, not only does your copywriting need to be first class, your images do, too.   Make your brand stand out The old saying that a picture is worth a thousand words has never been more accurate in travel writing.   Every brand is looking for their next piece of viral content and the right image could be just what you are looking for. With careful research and planning, the simplest image ideas can be the trick to what makes your brand recognisable.   Example: Photographer Murad Osmann went viral after uploading a photo of his wife leading him through the streets of Barcelona....

Personalisation is a marketing trend that's here to stay. 58% of consumers say that personalisation is very important when making a purchase, with 52% claiming they'd be likely to swap brands if they could get more personalised content elsewhere.   Using your customer data and understanding their behaviour to tailor experiences is key if you want to be the travel brand that wins their trust and ultimately earns their bookings. Here are three ways of exploiting the personalisation trend in order to wow customers, earn trust and drive bookings. KLM and delighting customers Travel brand KLM used its 50th anniversary to release an interactive version of its digital brand magazine, iFly 50. The stunning imagery and slick, interactive user experience creates a piece of content worth engaging with. At the end of the experience, users are asked to pick their favourite five destinations and enter their email address for the chance to win a trip of a...

Gone are the days of working face-to-face with a high-street travel agency to plan and book an upcoming holiday, or flicking through Teletext to find a great deal and confirming over the phone.   Travel is now an integrated, digital experience, taking you from mobile to desktop and website to app, removing the need to talk to another human should you wish. Some of the most exciting advancements and trends lie in the travel app space, with household favourites and market disrupters challenging one another for the most useful features, the hottest in-app content marketing and the slickest user experiences.   Here's our round-up of 2019's best travel apps for anyone bitten by the travel bug. Trip planning   Your latest adventure will probably involve one/some of: transport to an airport, an overnight airport hotel stay, flights, transport to your accommodation, Airbnb reservations, day trips – the list goes on. Instead of scouring emails for different booking confirmations or having...

Welcome to June’s monthly round-up of everything travel. With the travel world constantly changing, it is important that your content marketing strategy is effective and up to date. We take a look at some exciting developments in the travel industry and discuss the things you need to know.   Ryanair to acquire Malta Air Ryanair has recently agreed to purchase Malta Air, and has outlined its plans to grow its presence in Malta. This includes an increase of planes to 10 over the next three years, creating more than 350 jobs. By summer 2020, it plans to brand the Malta-based fleet to Malta Air colours.   Ryanair CEO Michael O’Leary said: ‘Malta Air will proudly fly the Maltese name and flag to more than 60 destinations across Europe and north Africa as we look to grow our Maltese-based fleet, routes, traffic and jobs over the next three years.’   Tunisia bookings on the rise After a number of terrorist attacks in...

Virtual Reality (VR) has seen major usage in the gaming industry but marketers in other sectors – including travel – have realised its potential. We’re going to highlight innovative ways VR is being used in the travel industry to offer people new and immersive ways to experience hotels, destinations and more. Virtual Reality Explained VR technology typically involves the usage of a VR headset which is worn by a person, immersing them into a 360˚ virtual environment. On top of the visual stimulus, VR has developed to a point where audio and physical stimuli are incorporated into the VR experience, and with more expensive headsets the user can interact with the virtual environment.   The roots of VR lie very much in the gaming industry through systems like the HTC Vive and Oculus Rift, but with the rise of budget headsets like Google Cardboard, VR is becoming more accessible to people.   Furthermore, the addition of...

The news never stops in the world of travel.   May delivered some big headlines filled with big changes, developments and exciting predictions. While you focus on the day-to-day running of your brand, we've done a round-up of the top headlines you need to know about with our monthly round-up for May 2019.   To make sure you're always acting on the latest news, use a travel marketing agency.   Holiday fraud costs punters £7m   ABTA, Action Fraud and Get Safe Online are joining forces to warn consumers of holiday-booking fraud after more than 5,000 cases were reported.   With customers facing losses up to £7 million, they are giving advice on how to check for fraud when purchasing travel related products and services. More than 53% of crimes were related to airline ticket sales, with issues surrounding accommodation bookings accounting for 25%.   ABTA chief executive Mark Tanzer said: 'ABTA sees at first-hand the damage caused by travel fraudsters after customers find...