Travel companies experience fierce competition in the tourism industry, especially with travelers nowadays becoming savvier. There are countless niche blogs and review websites available to go through that the market is now more saturated than ever.

So, how can a tourism business owner stand out and make sure their company gets a slice of the pie (and more)? The answer to this can be found in content marketing.

As Bill Gates once put it, “Content is King,” and for good reason. According to the Content Marketing Institute, content marketing drives three times as many leads compared to outbound marketing at less than half of the cost.

In a study made by Kapost, they found that content marketing operations were able to drive a 253% increase in online engagement, such as downloads and blog reads.

Content marketing in the travel industry can significantly contribute to bookings and reservations while helping you set your brand apart from competitors. That’s why it’s one of the most sought-after tourism industry marketing services.

Content Marketing Overview

Content marketing is the approach of creating digital assets in the form of blog posts, infographics, podcasts, YouTube videos, and more. These are intended to provide people with relevant content based on your industry.

Adding a blog to your website is one of the most common ways to start tourism content marketing. A blog can work as a hub for all the other types of content you decide to put out later on like podcasts or videos. It can bring all of these things together to drive traffic to your primary travel business site.

What Your Content Needs to Do

  • Be relevant to your target audience
  • Provide answers to important questions
  • Showcase the identity of your tourism business
  • Establish yourself as an authority in the industry

Overall, the content you put out should attract and engage the right people while showcasing what your brand has to offer.

Importance of Content Marketing in the Travel Industry

Paying for ads (PPC) to help promote your travel website is a great way to obtain plenty of traffic as quickly as possible. However, you also lose traffic as soon as you stop paying for these ads.

On the other hand, content takes more time to do. Every post you write or video you publish requires more time and effort to produce compared to setting up a paid digital ad campaign. Additionally, traffic comes in slowly for the first few months.

A major benefit of content marketing is that this traffic will continue to arrive months or even years after it was published. Your traffic will also increase the more content you put out.

Many consider content marketing in the hospitality industry to have a strong advantage over paid ads, especially since the former can be shared for free. Effective Content marketing can also link with other websites and relevant content online, which benefits search engine optimization.

Travel businesses should start investing in content especially with the growing number of people choosing to book online. To be more specific, around 83% of adults in the United States want to book their trips online.

Besides being more cost-effective, it also builds up your authority and credibility as a travel business online.

A well-developed library of content can show search engines that your website is a topic authority. This increases the chances that you will show up on the first-page search results based on your niche. Seeing you at the top of search results also adds a sense of authority that impresses potential customers.

Tired of Investing in Random Acts of Marketing?

Get a Marketing Strategy You Can Count On!

How To Set Up Your Content Marketing Strategy for Success

When creating a strategy, keep in mind that there is no one-size-fits-all approach. For instance, there are different techniques employed when a company wants to increase conversion rates and social following.

Brands that are not sure which strategy they should choose should not worry.

Regardless of your travel brand’s marketing goals, these principles should be followed to set up your content marketing strategy for success.

Develop Personas Defining Your Ideal Clients

The more you know about your target market, the easier it is for you to create content that travelers will find interesting.

Personas provide you with a way to break down details regarding your potential customers. This allows you to optimize your messaging so it becomes more relevant to them.

Some Things to Consider:

  • Goals and desires of your target audience
  • Pain points and objections
  • The places they are often found
  • The brands that they love

Using tools like HubSpot’s Make My Persona Tool and UXPressia can help you create highly detailed buyer personas that can assist you with content marketing in the travel industry.

If you have not yet done your research on creating personas, then you can start by getting ideas from your colleagues and even directly from your customers.

For instance, consider talking to front desk staff regarding the most frequently asked questions they hear from individuals when planning trips. The answers that you get can be used as insights in shaping your personas.

Another way you can obtain first-hand information is by sending out surveys to your target market and seeing what they have to say.

Develop a Detailed Calendar for Your Content

You will need to create a comprehensive content calendar that can help prepare the content you should be working on ahead of time. Make sure that this content calendar is something that you can follow realistically.

What to Include on a Content Calendar:

  • Type of content
  • Objective
  • Date of completion
  • Date of publication
  • Personas
  • Costs associated with each content written

Analyze Your Results, Optimize, and Do It Again

Finally, you want to look at how your content marketing is working out for you. Tourism marketing strategies today have to be data-driven. This means you should review KPIs and essential metrics regularly and apply them to your approach based on the results.

For instance, you should know what types of content on your channels are bringing in the most traffic and which ones are not.

Tools such as Google Analytics can give you in-depth details on the performance of your tourism content marketing strategy.


Content marketing requires a lot of time and effort to do compared to paid advertising. The results trickle in and it will take at least a few months to start seeing positive outcomes.

However, continuing to put out good content regularly will pay off with a flow of organic traffic that is highly sustainable.

By following the tips above, you can start putting together a successful strategy for content marketing in the travel industry. If you’re looking for more information or would like the help of an expert, get in touch today!

Meet the Author:

Scott Rehnberg

Scott Rehnberg, Outreach & Content Strategist

Scott comes to the table with extensive experience in Content Marketing and Digital PR. His passion for Digital Marketing has afforded him insight into the buyer's journey and how to best reach targeted audiences on behalf of our clients. He specializes in Off-Site SEO, Content Marketing, and Link Building, closely monitoring new opportunities for our clients to speak into. When he’s not at work or researching new SEO trends, Scott can be found enjoying time with his wife and children, as well as pursuing new musical ventures.