New trends in travel marketing
No doubt advertising and mass media communication still has its place in the marketing of hospitality and travel, but content marketing, which speaks directly to the consumer is gaining more and more importance.
The increasing importance of having useful content online is highlighted by a study*1 commissioned by Google Inc., and conducted by Ipsos Media CT:
- 68%of travellers now research online before they decide where to go and how to travel;
- 42%use smartphones or tablets while travelling to get travel and vacation-related information.
Online content: more prospects
The study reveals many fascinating facts underlining the importance of having more useful content online:
- 58% of leisure travellers and 64% of business travellers start their planning and booking process with search. This underlines the importance of content, centralto being found in organic search.
- 66% of leisure travellers and 60% of business travellers will spend more time online before booking travel and accommodation.
- 65% of business travellers book directly on company sites rather than via online travel-agencies–an increase of 11% year on year.
- The Internet is pivotal in inspiring travel ideas as well as in planning travel. Next to word of mouth, the Internet is the most quoted source of inspiration for new travel. In planning travel, it is the most important source.
Your Website: The Focus of Online Bookings
65% of travelers book travel directly on company sites more often than via online travel agencies, an 11% increase from last year.
There is little doubt that the Internet is increasingly becoming everyone’s go-to for both inspiring travel ideas and in planning travel.
Further, a growing number of travellers (11% more than last year) book directly on company websites rather than on online travel agencies. This means that it is now vitally important that your website is content rich, looks perfect in mobile, speaks the customer’s language, attract and retain visitors until they have made their purchase. Tall order? Yes, but doable.
Content HQ can provide vital material that makes all the difference between your visitor clicking away to some other web location or staying and buying:
- Content in 200+ languages – because travel is a global industry
- Social Media posts
- Blog posts
- Mobile content
- Mobile apps
- Magazines (digital/print)
- Video scripts
- Materials for in-person/virtual events
Get in touch with us to see how much of a difference we can make in your bookings!
How We Can Help Your Company?
|What?||The Value||Our Scope of Work|
Content strategy, audit and planning
|Complete audit of client’s existing content inventory across website, social channels, marketing collateral - ensuring its consistent, high quality and compliant.||Order Now|
|We will set up a content marketing repository (digital hub) for content creation, assets, work-flow, resources, roles-wise, and partners with calendar, alerts& milestones for use across client’s departments, agencies, product managers.|
Say goodbye to emailing Word files, attachments, versions and other time wasters.
|Installation, customization, integration, testing & training at no extra charge.||Order Now|
Whitepapers: The white paper topic, goal, length, sections, material, tone will be client’s preference across the below categories
Evaluator’s guide: to explain the features and benefits to a prospect. Usually a backgrounder.
Executive briefing: Short, high-level summary for C-Level executive. Usually a problem or solution flavor.
Overview: An overview of a certain market, or to redefine a market niche favorable to a certain vendor. Usually a problem/solution flavor.
Position paper: to argue for a certain approach to solving a problem, rather like an opinion piece. Usually a problem/solution.
Product briefing: high-level features, for journalists and analysts at launch.
Special report: Any type of hybrid white paper.
|Persuasive essays that use facts and logic to promote a product or service. Used by 2 out of 3 B2B firms.||Each whitepaper will have up to 2,000 words.|
Work includes research, writing, editing, email/phone interviews with the concerned customer, proof-reading & expert review.
Infographics & Charts
|Visual presentations, charts of key ideas about a topicto grab viewers' attention and get your point across in style in print, mobile and web. Used by more than half of B2B companies to prove a point with hard data.||We will create the script, Design – including icons, images, flow-charts, illustrations and ensure.||Order Now|
Case Studies/Customer Success Stories
|The strongest marketing evidence comes from how the company is helping customers in the real world.Also, known as success or customer stories, they are used by 3 out of 4 B2B companies.||Either vertical (government, SMB, corporate, retail etc), role based (marketing, IT, HR,), need and challenge-based mapped against client’s products or service.||Order Now|
Newsletters & Corporate Magazine
|Regular informative emails or magazines (print) with company updates, to stay in touch with prospects, partners, employees and clients. Used by 4 out of 5 B2B companies.||Design of newsletter, HTML, text & mobile version for any device, or email client with detailed tracking and analytics.|
We will create, translate the & provide the ‘ready to send’ format to client’s marketing team.
Videos & Animation
|Ideal for training, help desk, users, sales, HR, explainer, demos, and marketing a complex product or servicefor the website, social media, presentations, events to grab the audience's attention in minutes.||Script, design, translation and voice over in any major language, subtitles with ready to use web & mobile friendly videos.||Order Now|
Social Media Optimization
|Stream of fresh blog and social content with daily tweets, sharing news, updates, trends optimized Twitter, LinkedIn, Instagram, Pinterest and Facebook.||Content creation and curation, scheduling, distribution, translation &tracking.||Order Now|
Kits (Press, Sales, Customer & Partner, Distributors)
|The branded kit will consist of a folder with card holder and slots for the various brochures, CD, USB etc with vertical specific brochure and case study.||Product demo-scripting, video recording, voice over - design, animation, building vertical specific presentation.||Order Now|
Translation & Localization:
|Customers do not necessarily speak or read English on consumer facing content like websites, apps, collateral. By providing localized content in their native language make a bigger, wider impact.||We can translate, proof-read, edit into/from any major language in a few hours. Guaranteed quality and response.||Order Now|
Social & Media Content Monitoring:
|-12 months of monitoring (print, web, social) from our proprietary database of 2 million news sources, across 75 languages from 100 countries with real-time keyword, brand, competitor tracking, coverage and trends.|
-The content can be circulated via website, blog, social media, newsletters for SEO.