Content Marketing Ideas

Best Content Marketing Ideas for Travel Companies in 2024

11 minute read

Travel brochures promise picture-perfect beaches and luxury resorts all the time. But where’s the adventure? The hidden gems? The experiences that truly spark wanderlust? A recent study by the Travel Industry shows that 72% of travelers crave unique experiences!

The truth is, generic marketing just doesn’t cut it anymore. Travelers hunger for authenticity, personalization, and a connection to the places they visit.

That’s where YOU come in. (This isn’t just another blog post telling you the same old things.)  We’re here to equip you with cutting-edge content marketing strategies that will transform your travel company from a brochure in the pile to a trusted travel guru.

Ready to ditch the generic and create content that ignites wanderlust? Buckle up because we’re about to show you how!

Immersive Storytelling: Taking Travelers on a Virtual Trip

Forget flipping through endless brochures with the same old pictures!  Travelers today crave a more profound experience, a chance to feel like they’re already there before booking the flight.  That’s where immersive storytelling comes in, acting as your travel company’s secret weapon.

Think about it: imagine whisking potential tourists to the Colosseum in Rome, letting them explore its ancient grandeur, or placing them right on a secluded beach in Bali with the sound of crashing waves filling their ears. 

All from the comfort of their living room couch!  Virtual Reality (VR) and Augmented Reality (AR)  technologies can make this a reality.

Here Are Some Excellent Ways To Use Immersive Storytelling:

  1. Craft VR tours of iconic landmarks or historical sites. Let people virtually walk the Great Wall of China or explore the mysteries of Machu Picchu.
  1. Develop 360-degree videos of breathtaking destinations. Imagine transporting viewers right into the heart of the Swiss Alps or letting them feel the spray of the ocean mist in Hawaii.
  1. Design AR experiences that reveal hidden gems. Think of an app that overlays information and interesting facts on a smartphone camera, allowing users to explore a city and discover off-the-beaten-path locations.

Remember, the key is to make it real!  High-quality visuals, realistic sounds, and a touch of interactivity will have viewers feeling like they’re already there. Don’t forget to weave in a compelling story! Highlight the unique experiences and cultural aspects that make each destination special.

Need some inspiration? Check out what these travel companies are doing:

  1. Marriott International took things global with a VR experience showcasing their hotels worldwide.
  2. Qantas Airlines gave people a bird’s-eye view of the Great Barrier Reef with a stunning VR experience.
  3. Tourism Australia created an AR app that brings popular tourist destinations across the country to life.

By implementing these strategies, you can create immersive content that doesn’t just grab attention; it ignites wanderlust and makes people dream of booking their next adventure with YOU.

Short-Form Video Content:

We live in a fast-paced world, and travelers today have shorter attention spans. That’s where short-form video content comes in as your travel company’s secret weapon on platforms like TikTok and Instagram Reels.  These bite-sized videos can be compelling for grabbing attention, showcasing destinations, and igniting wanderlust in viewers.

Here’s how you can leverage short-form video content:

  1. Create visually stunning and engaging videos using a video editor. Think high-quality visuals, captivating music, and quick cuts that keep viewers glued to their screens.
  2. Highlight specific destinations or travel experiences. For example, showcase the beauty of a hidden beach, the thrill of an adventure activity, or the charm of a local market.
  3. Offer travel hacks and tips. Share insider knowledge on navigating airports, packing light, or finding budget-friendly accommodations.
  4. Behind-the-scenes glimpses. Take viewers on a journey with your team, showcasing the local culture and hidden gems they might encounter.

Optimizing for Success:

  1. Hashtags are your friend! Use relevant and trending hashtags to increase your video’s reach.
  2. Captions matter! Keep them short, informative, and engaging.
  3. Music sets the mood! Choose music that complements the video’s tone and energy.
  4. Calls to action! Encourage viewers to follow you, book a trip, or learn more.

Remember: Short-form video thrives on authenticity and creativity. Don’t be afraid to experiment, have fun, and show the personality of your travel company.

Need some inspiration? Check out these travel companies rocking short-form video content:

  1. Contiki is known for its engaging travel hacks and behind-the-scenes glimpses on TikTok.
  2. The Travel Hack uses Instagram Reels to showcase breathtaking destinations in a visually stunning way.
  3. Nomadic Matt shares budget travel tips and hidden gem locations on his popular TikTok channel.

By incorporating short-form video content into your strategy, you can connect with a broader audience, ignite wanderlust, and position your travel company as a trusted source of travel inspiration.

Travel Guides with a Personalized Touch:

Travelers today crave more than just generic descriptions and stock photos. They seek in-depth and personalized travel guides that go beyond the surface level. This is where you can shine and establish your travel company as a valuable resource.

Here’s how to create travel guides that resonate with your audience:

  1. Go beyond the basics. Include information that goes beyond the typical tourist attractions. Highlight hidden gems, local experiences, and cultural insights.
  2. Tailor your guides to different travel styles. Create guides for adventure seekers, luxury travelers, budget backpackers, or families with young children.
  3. Infuse your guides with personality. Share your own travel experiences, recommendations, and insider tips.
  4. Make them interactive. Incorporate quizzes or polls to help users personalize their itineraries based on their interests. Consider downloadable guides with editable sections.

Here’s why this approach matters:

  1. Provides value to potential customers. In-depth guides establish your company as a travel expert and a trusted resource.
  2. Boosts engagement. Interactive elements encourage users to spend more time with your content and personalize their travel plans.
  3. Increases conversions. By providing valuable information, you nurture leads and move them closer to booking a trip.

Examples of Successful In-Depth Travel Guides:

  1. Lonely Planet: It is renowned for its comprehensive and informative travel guides catering to different travel styles.
  2. National Geographic Traveler: Blends stunning visuals with in-depth cultural insights and recommendations.
  3. Worldpackers: Provides travel guides focused on volunteering and unique cultural experiences.

By crafting informative and engaging travel guides, you can attract potential customers, showcase your expertise, and position your company as a valuable resource for travelers.

User-Generated Content (UGC) Campaigns:

Travelers today are bombarded with marketing messages. That’s where user-generated content (UGC) becomes a powerful tool to reduce noise and build trust with your audience.

What is UGC?

It’s content created by your customers – photos, videos, reviews, and testimonials – that showcase their favorable experiences with your travel company.

Why is UGC so influential?

  1. Authenticity: People trust recommendations from other travelers more than traditional advertising.
  2. Engagement: UGC fosters a sense of community and encourages user participation.
  3. Brand awareness: User-created content with your branded hashtags expands your reach.

Here’s how to create successful UGC campaigns:

  1. Run contests and challenges: Encourage users to share travel photos or videos with specific hashtags for prizes or discounts.
  2. Partner with travel influencers: Collaborate with influencers who resonate with your target audience to create and share UGC.
  3. Make sharing easy: Integrate social media sharing buttons and encourage users to tag your company.
  4. Showcase UGC on your platforms: Feature user-generated content on your website, social media channels, and marketing materials.

Examples of Successful UGC Campaigns:

  1. “G Adventures” launched a #MyGAdventures contest, encouraging travelers to share photos of their adventures to win a free trip.
  2. “Intrepid Travel” partnered with travel bloggers to create UGC that showcased unique destinations and off-the-beaten-path experiences.
  3. “GoPro” leverages user-generated videos across its marketing channels, highlighting the incredible adventures their cameras capture.

Creating a strategy that encourages and leverages UGC allows you to tap into the power of authenticity, increase engagement, and build trust with potential customers.

Influencer Marketing Partnerships:

Travel influencers have built dedicated followings of wanderlust-filled individuals. By collaborating with the right influencers, you can tap into their audience and amplify your brand message.

Why does influencer marketing matters? 

  1. Targeted Reach: Influencers connect you with a highly engaged audience that aligns with your target market.
  2. Credibility: Recommendations from trusted influencers carry significant weight with their followers.
  3. Authentic Storytelling: Influencers can create compelling content that showcases your travel offerings.

Finding the Right Influencers:

  1. Consider your target audience: Who are you trying to reach? Partner with influencers whose audience aligns with your ideal customer.
  2. Look for authenticity and engagement: Don’t just focus on follower count. Choose influencers who create engaging content and love travel.
  3. Evaluate content style: Does the influencer’s content style mesh with your brand image and target audience?

Developing Successful Partnerships:

  1. Set clear goals and expectations. Outline the campaign objectives and what you expect from the influencer.
  2. Offer creative freedom. Give influencers space to create authentic content that aligns with their style.
  3. Track and measure results. Monitor key metrics like engagement, reach, and website traffic to assess the campaign’s success. Use mobile app analytics tools to track the frequency with which users share app content on social media.

Examples of Successful Influencer Marketing Partnerships:

  1. Marriott Bonvoy collaborates with travel bloggers to showcase their diverse hotel properties and create luxurious travel experiences.
  2. Contiki partners with micro-influencers on Instagram to target younger travelers and promote adventure tours.
  3. Airbnb partners with travel vloggers on YouTube to create content highlighting unique and authentic stays worldwide.

Building strategic partnerships with the right travel influencers can expand your reach, generate brand awareness, and convert more travel dreams into booked adventures.

Building a Loyal Community:

Travel is more than just a trip; it’s about creating lasting memories and experiences. In the same way, building a loyal customer base goes beyond simply making a sale. It’s about nurturing a community of travel enthusiasts who trust your brand and keep returning for more.

Ways to Build a Loyal Travel Community:

1. Interactive Content and Quizzes: Engaging Your Audience

People crave interaction! Incorporating interactive content like quizzes, polls, and contests lets your audience engage and learn valuable insights about their travel preferences.

  • Destination discovery quizzes: Help users discover hidden gems or perfect destinations based on their interests and travel style.
  • Travel planning polls: Ask your audience about preferred travel dates, budgets, or activity types to inform your content strategy.
  • Photo contests: Encourage user-generated content by hosting photo contests with specific themes or travel experiences.

2. Interactive content benefits:

  • Increased engagement: Keeps users returning for more and interacting with your brand.
  • Valuable data collection: Provides insights into your audience’s travel preferences.
  • Personalized experiences: Helps you tailor your content and offerings to meet their needs better.

3. Exclusive Content and Loyalty Programs:

Loyal customers are your most valuable asset. Show them you appreciate them by offering exclusive content and experiences.

  • Early access to deals: Reward loyal customers with early access to special promotions or discounted travel packages.
  • Behind-the-scenes content: Offer exclusive peeks at new destinations, partnerships, or company initiatives.
  • Members-only events or webinars: Host exclusive events or webinars featuring travel experts or destination insights.
  • Loyalty programs: Implement a loyalty program with tiered rewards to incentivize repeat bookings.

4. Loyalty Programs Create:

  • Repeat business: Incentivize customers to book with you repeatedly.
  • Stronger brand relationships: Fosters a sense of community and strengthens customer loyalty.
  • Brand advocates: Turns loyal customers into brand ambassadors who recommend your company to others.

5. Examples of Successful Community Building:

  • Intrepid Travel’s “The Intrepid Club” offers exclusive deals, travel advice, and member events.
  • REI (Recreational Equipment, Inc.) hosts in-store events, workshops, and classes to build a community of outdoor enthusiasts.
  • G Adventures “Loyalty Club” rewards frequent travelers with points redeemable for future trips and travel merchandise.

Implementing these strategies can nurture a loyal community of travelers who trust your brand, value your expertise, and return for more unforgettable experiences.


The travel industry landscape is ever-evolving, and capturing the hearts and minds of today’s travelers requires more than just stunning imagery and generic brochures.  Travelers crave authenticity, personalization, and a deeper connection with their destinations.

This blog post has equipped you with the latest content marketing strategies to:

  • Transport potential tourists virtually through immersive storytelling.
  • Captivate audiences with bite-sized brilliance in short-form video content.
  • Become a trusted resource by crafting in-depth and personalized travel guides.
  • Leverage the power of user-generated content to build trust and authenticity.
  • Partner with travel influencers to expand your reach and connect with a broader audience.
  • Foster a loyal community of travel enthusiasts through interactive content and exclusive rewards programs.

By embracing these strategies and prioritizing valuable, engaging content, you can transform your travel company from a brochure in a pile to a trusted travel guru. 

In today’s digital age, where travelers seek authentic experiences and personalized connections,  content marketing is your secret weapon to ignite wanderlust and turn travel dreams into reality.

This is just the beginning! As you implement these strategies and explore new trends, remember to continuously measure your results and adapt your approach to stay ahead of the curve and thrive in the ever-changing travel landscape.