A study of the use of content marketing techniques by four companies in a travel related industry, the case of Trafalgar, TripAdvisor, Lastminute.com and SecreteEscapes.

1. Content Marketing
Content marketing deals with the creation, distribution and promotion of valuable information to various audiences
using inbound marketing techniques.
- It helps with the optimization of various websites, blogs, pages and digital profiles and establishes credibility to
ensures brand recognition
- In this task we will explore how travel related firms use different contents for various personas.
- Examples of contents to be explored are Blogs, Podcasts, Ebooks, Videos, infographics, checklists etc

2. Example 1: Trafalgar Tours
• In this example the company
uses a picture to
demonstrate the culture and
traditions of the people
located in this Asian country
and shows how inviting the
destination may be for
vistors

3. Trafalgar EU Tours
• Here the company is using
images of people, buildings,
animals and boats to depict
different pleasures at
different locations, The bull
depicts a Spanish holiday
enjoying a bull fight, while
the cathedral depicts Rome,
the Gandola depicts a
Venetian holiday, the man
and lady depict the best of
Ireland.

4. Infographics
• In this example, Trafalgar
uses info graphics to provide
search options for customers
who haven’t found precisely
what they want and through
them they can access exactly
what they need.

5. Example 2: TripAdvisor
In this example
TripAdvisor uses a
video to show
various destinations
for travel, food,
culture and
eventually shows the
couple making the
trip of their lifetime.

6. Blog and Forum
• One thing TripAdvisor does
very well is to use its Blog
and Forum to give out useful
information about its trips,
destinations, and the culture
in the destinations.

7. Guide Books and E-books
• To enable its customers and
audiences make the most of
their holidays, TripAdvisor
produces guidebooks and
ebooks which customers can
use to guide their tours and
travel and enjoy the most of
their holidays, as such the
firm is one of the best in the
travel industry by using this
content marketing
technique.

8. Example 3: Secrete Escapes
• The same attraction in this
content is the northern lights
and they are being displayed
in two different images as
different content

9. Northern Lights
• As in the example above
here we see similar images
portrayed as different
content, with different
contrasts to the images, also
we see two different prices
reflecting on the CTA even
though both sales are meant
to end the same day.

10. Curiosity
• Secrete Escapes prides itself
for exclusive holidays and
here we see they captions
used in the content of this
page, aimed at sparking
curiosity about Machu
Picchu with an option for
Barbados and Cambodia.

11. Example 4: LastMinute.com
• Unlike many other similar
firms in the sector,
Lastminute.com uses more
of video in its Blogs to give
visual and audio
explanations of the
attractions found in various
destinations.

12. Social Media Content
• Of the three other sites
explored, Lastminute.com is
publishes much content on
All social media platforms
not just the big three but
also uses pinterest and
others for production and
publication of its content for
social media consumers

13. Informative and Education
• This is particularly
interesting especially for
travelers looking for
excitement or things to do
while in London, so
providing content for things
to do In London this
weekends builds traction
and encourages audiences to
us it as point of reference.