This report will define the trends in content marketing in the travel industry, and the context that led to the trends. It will also discuss what types of content and platforms marketers have at their disposal. Lastly, it will showcase examples of content marketing for travel brands and destinations and use those to establish actionable insights for producing and deploying original content. More: http://skift.com/travel-trends/

1. Content
Marketing
Trends in the
Travel Industry
By Vincent Trivett and Skift Staff
Today’s travelers are not as swayed by
traditional advertising as they once were.
Travel marketers need to inspire and en-
gage customers through content market-
ing long before they even begin to plan
their trips.
SKIFT REPORT #3
2013
SKIFT.COM
Sponsored by

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About the sponsor
DreamPlanGo puts the power of travel content to work on clients’
marketing goals, driving returns for a variety of travel destinations and
services. DreamPlanGo multi-channel content campaigns target the
active traveler you want to reach, generates measurable awareness
and engagement, and drives positive ROI. Call 866-833-8791 to talk to
a DreamPlanGo Travel Marketing Specialist or click here to learn how
DreamPlanGo tells your story to a guaranteed target audience, drives
key actions on your website, and inspires travelers to visit.

3. For the first century of mass media, marketers had to essentially rent
space on publishers pages and interrupt their content with advertis-
ing. Travel companies today are increasingly owning the media that
distributes their messages and creating the
content that people want to read.
While it isn’t new that travel companies
and destinations are making original
content to promote themselves, it is now
the topic du jour among the marketing set. It makes a lot of sense for
the travel industry: Consumers want to be informed, entertained and
inspired, and modern content marketing builds the brand in consum-
ers’ minds without an overt sales pitch.
This report will define the trend toward content marketing in the
travel industry and show what led to its growth. It will also discuss
what types of content and platforms marketers have at their disposal.
Lastly, it will showcase examples of content marketing for travel
brands and destinations and use those to establish actionable insights
for producing and deploying original content.
Executive summary
Consumers want to be
informed, entertained,
and inspired, not sold.
Content Marketing Trends in the Travel Industry SKIFT REPORT #3 2013
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4. Innovative travel marketers are increasingly learning the value of
storytelling and leaving the sales pitch behind. Traditional advertising,
which either interrupts or exists alongside the content that people
want to read and watch, is ignored more
than ever — especially on the Internet.
Marketers in all industries are now creat-
ing interesting, useful and entertaining
stories to engage and interest consumers to
start long-term relationships.
The use of content marketing is nothing
new, but it is increasingly important now
that consumers have access to multiple channels for evaluating travel
decisions. As long as marketers produce quality, authentic content,
consumers will reward them by evangelizing for their brands.
Introduction
Increasingly,
innovative travel
marketers are learning
marketing is more
about being the media,
not just renting it.
Content Marketing Trends in the Travel Industry SKIFT REPORT #3 2013
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5. Table of contents
About Skift
Skift is a travel intel-
ligence company that
offers news, data, and
services to professionals
in travel and professional
travelers, to help them
make smart decisions
about travel.
Skift is the business of
travel.
Visit skift.com for more.
Executive summary 3
Introduction 4
Content Marketing in the Travel Industry 6
The what and why of content marketing 6
Creating content 7
Content creation tips from Ross Borden, CEO of the
Matador Network 11
Channels for delivering content 13
Examples of travel content marketing 16
Owning the means of distribution 17
Real-time help from real people 27
Fan sourcing and social media 32
Media partnerships 37
Seven Twitter critters that define destinations through the
right content marketing 39
Seven key strategies for your content marketing strategy 41
Endnotes 44
About Skift 46
Content Marketing Trends in the Travel Industry SKIFT REPORT #3 2013
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