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How-to Create Travel Content that Generates Engagement and Conversions into Customers?

By Alejandro Borasino

An understandable challenge of all travel websites today is to keep the content flowing yet engaging. While generating travel content may not be rocket science, it sure is tricky to come up with fresh insights on the same destinations or topics which will ensure user engagement.

We have done a deep-dive into the world of content creation to bring you some techniques that will make your content appealing and interactive enough to keep your visitors engaged and eventually convert them into customers.

The return on investment (ROI) of your website depends not only on the traffic that you attract but also on the actual conversions you make. After a potential customer has landed on your travel site, you will need to work hard to turn him/her into a client. We present you 6 vital ideas that will significantly increase the ROI on your new travel website.


1. Identify a Goal for your Travel Content Marketing

Before you even begin to write, you need to know what you’re planning to achieve through your travel content. This is because content can be a great marketing tool to attract and engage users.

Define your content marketing goal as early as possible, preferably before you start creating any content. Some examples of such goals are views, new subscriptions, free downloads, and purchases.

Captura de Pantalla 2019-09-23 a la(s) 4.25.23 p. m. (1)

Source: Demand Metric

2. Understand your Audience for User Engagement

What you create should primarily cater to who your potential audience is. Do a bit of research to understand the ideal audience of your travel content. Social media sites such as LinkedIn and Facebook offer access to a lot of demographic and psychographic attributes of your current viewers.

Keep a note of the age group, location, gender, etc. which can easily be identified. Pay closer attention to the interests and ambitions of your audience to know them well, so you can tweak your travel content to their needs.


3. Create Audience Personas of your Target Customers

To mimic the online behavior of your ideal consumer, create an audience persona (or multiple, if you have a wider audience). This is a fictitious character with well-defined demographics and personality traits (gleaned through the previous exercise and market research).

Your next task is to imagine the travel journey, activities and feelings of your audience persona, so you can extrapolate that into her online behavior. The outcomes will help you decide where and when to market your travel content. Once you have the current touchpoint of your user, you can position your brand as the ideal solution to his need.

Source: HubSpot

4. Get a Travel Specific CMS for your Website

It’s a no-brainer that you need a platform to publish all your travel content. However, you should not just settle for any CMS. Get a reliable travel-specific content management system (CMS) early on, so you can benefit from all the features which will let you develop travel-focused content. Your CMS should allow you to generate content with text, images, videos, maps and places, all integrated perfectly.


Captura de Pantalla 2019-09-23 a la(s) 6.00.30 p. m.

Source: HubSpot


5. Use Tools that Help you Boost your SEO Strength

Search engine optimization (SEO) will allow Google to rank your website higher than your peers. Use destination blog technology to get a user interface (UI) and resulting user experience (UX) that Google can identify. Google analyses the long sessions or multiple user interactions via interface and content.

SEO can be improved with a combination of good quality content and interactive elements which keep the user engaged. Put your efforts in creating travel content which addresses a niche as generic recommendations do not come across as very authentic. Invest in identifying the local recommendations of a place as real content is easily identifiable, naturally boosting the SEO.

A good way to create such content is to pair a writer with a local. For example, at hotels or travel agencies, make the writer interview the local staff in her search for valuable local content. Genuine travel insights will stand out and retain users based on their authenticity and uniqueness, while quality content will be delivered by the writer.

6. Transform your Travel Guides from Paper to Digital

Aim to provide dynamic and timely content as user engagement largely depends on the relevance of the information available. For example, if you have travel guides which are offline brochures you hand out to potential clients, it is not enough to digitize the content into outdated PDFs which are hard to read on mobile devices. In this case, there is an opportunity to increase your audience engagement through interactive route maps.

Scout for technology that’ll strengthen your content, integrating the text and places with your maps. If you can’t build this yourself, work with a technology partner to help you design this inspiring content. Thereafter, you can look at ways to promote your products through this interface. Tourism boards, DMOs and travel agencies can use soft ads of their own products which are a solution to the reader’s pain-points, within the experience that their content team is generating.

7. Add Videos & Routes to your Digital Marketing Plan

Until recently, digital marketing mostly involved using vibrant images and headlines as clickbait to a lengthy article. The flaw with this strategy is that it fails to engage users after they’ve landed on the destination page.

Stay ahead of the game by including insightful short videos and implementing map-route elements into your digital marketing strategy. As shown in this example.

Who knew travel content creation would have so much science behind it! Nevertheless, now that you’ve learned about various ways to enhance your content and market it strategically to generate conversions, keep fine-tuning your approach periodically.

Download our FREE ebook, Digital Transformation for Travel Content, for more ideas to keep your users engaged and interested in your brand.

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Tags: Travel Company

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