Travel

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...

In certain circles, cruising has garnered a reputation for being something of an older-person’s holiday option, but taking an objective look at what a break on the water can offer reveals that it is so much more.   Forget what you think you know about cruises and you might just discover that they are the perfect holiday choice for most, if not all of us. It’s great for the ‘gram Modern travel marketing has taken an interesting turn. While there is still a huge amount of fantastic writing, coming from a place of genuine experience and interest, social media has leapt in to take holiday promotions to a new level.   Instagram has been particularly useful for the cruising world, with travel influencers posting pictures of incredible sights, irresistible food and stunning cabins, all while topping up those picture-perfect tans or wrapping up in the latest must-have outdoor gear. This might sound like a superficial motivation for boarding...

The aviation industry is ever-changing, and investing in content marketing, travel SEO and PR is paramount to success. Embracing new technology can also help companies gain a competitive edge, and Virtual Reality (VR) is one of these technologies that’s changing from being a novelty to having real-world, profit-driven uses. We look at how VR is being used by airlines today.   What is Virtual Reality? VR technology comprises a person wearing a VR headset that immerses them into a 360° environment. In addition to visual stimulus, there can also be audio and physical stimuli as part of the VR experience, working seamlessly to transport the user into a new environment. So, you would be able to see a door in front of you, interact with it and open it, while hearing the handle turning and the door being pulled open as you do it.   British Airways VR in-flight entertainment     Since August, British Airways has offered passengers the opportunity to...

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...

When you think of cruise ships docking in ports around the Mediterranean, the image of the passengers disembarking for their day isn’t usually one of youthful vigour. Cruises have long been thought of as the holidays of choice for the over-60s. And why not? When all you have to do is get yourself to the port at the start of the cruise, they’re a great way of seeing a handful of different countries in one go, with minimal effort on your part.   However, things are changing. Cruisers have either discovered exceptional skincare regimes that roll back the ageing process and are fooling us all. Or, more likely, the people who choose to holiday this way are turning up before they’re eligible to collect their pension. So what’s going on? Ad-Rank digs deeper. A better vacation   According to research carried out by Cruise Lines International Association:   'younger generations…are embracing cruise travel, rating it as a better vacation type...

Blockchain and travel – two words that invoke a lot of feelings on their own, but mostly confusion when combined. While blockchain may sound overly technical and complex (because, well, it is), we promise that its potential benefits to the travel industry are phenomenal.   When you think of travel companies, you may think that their content is the most important part of the package. While it's a huge part of the marketing mix, the logistical side is just as crucial, and this is where blockchain can make its mark.   Blockchain is a rather misunderstood protocol born of the crypto-currency age. It was originally designed for Bitcoin and Bitcoin transactions, but boasts extra security, boosted efficiency and reliability. It can create palpable, real-time results, such as faster and easier data access and cost reductions for businesses and customers. Therefore it's unsurprising that this nifty system is already making waves in a variety of sectors, from...

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...

With the number of social media users set to reach more than 3 billion in 2021, the way that audiences use the internet has changed and developed.   Brands must now keep up-to-date with the latest social trends to stay relevant. As online communications increase in popularity, the need for celebrity endorsement and costly media advertising budgets is significantly lower.   Consumers are now looking to ordinary people to promote the latest products and services, which has led to the rise of influencer marketing. Trusting the recommendations of their favourite blogger accounts, non-celebrity bloggers are 10 times more likely to influence a purchase than a celebrity. In an industry filled with competitors, choosing the right travel influencer to collaborate with is vital to reaching the right audience.   Here are the top 25 travel influencers to work with in 2019.   1) Murad Osmann   Looking to get your brand in front of as many eyes as possible? The most-followed travel influencer in 2018...

We may only be part way through 2017 but content marketing professionals are already starting to look forward to the new trends and media opportunities 2018 might bring, to help get ahead in travel. Its made even more difficult with a staggering 94% of leisure travellers using more than one device when planning or booking a trip. Brands are under increasing pressure to create seamless cross-channel content that both evolves with the times and aligns with their overarching business goals. An industry as diverse as travel presents natural opportunities to tell interesting stories that encourage shares and engagement. Still, the content marketing process needs to be refined if brands are passionate about using it to truly improve ROI. Here we outline a few recommendations for creating compelling content that keeps user intent at its heart. Understanding user intent The consumer decision process can vary greatly between industries, but for travel it can be...

From re-tweeting and re-gramming photos to harnessing the power of real-time customer engagement, it has never been so important for travel brands to make the most of user-generated content. Sharing content on social media networks has been the number one online activity for almost a decade, ever since it stormed ahead of adult content use in 2008. Not only is user-generated content proving likely to engage users twice as often as brand-made media, it’s also a fast and cost-effective way to keep your social feeds fresh and build trust with your audience. With 82% of consumers saying they trust travel brands more if they are involved in social media, it’s time to dive in and get interactive with user-generated social content. 90% of internet users base decisions on online content. Whether someone is shopping for a hatchback or a holiday, a new blender or a pair of a shoes, a recent survey has shown...