Why Content Marketing For Tourism Is Taking Off

Content marketing for tourism is taking off in a big way and we are not just talking about travel blogging. Large tourist organisations, hotel chains and holiday companies are now outsourcing their content marketing services to agencies like Contentworks.

Content marketing for the tourism industry increases web traffic, creates a positive buzz and addresses negative online publicity. Here’s 5 ways we are currently working in the tourism sector.

#1 Special Interest Blogging

Gone are the days when everyone popped over to Benidorm for a week in the sun and some fish and chips. Enter Special Interest Holidays. Special Interest Holidays are the biggest trend of the past five years and include holidays revolving around sports, cookery, art, history and pretty much anything else you can imagine.

This is where specialist research and expert content marketing comes into play. Each special interest holiday will require its own content marketing approach and set of blog articles. Whether it’s top 5 places to go wine tasting this year or the beginner’s guide to mountain biking holidays; content marketing is key to identifying with your target audience.

#2 Online Reputation Management

TripAdvisor and other well-known review sites have changed the face of tourism forever. If a customer expresses a positive experience, the review can be amplified on the web and social media to encourage others. But when the experience is negative, companies need to respond quickly.  92% of consumers now read online reviews vs. 88% in 2014 and 68% will be influenced by them. That’s huge. Contentworks assists hoteliers and tour operators in creating content marketing strategies to address both positive and negative online reviews.

#3 SEO (Search Engine Optimisation)

Each day people are searching for their next vacation. In fact, 60% of leisure and 41% of business travellers are making their own travel arrangements online. Of course, most don’t run to their keyboard and search for your company to make their booking. Instead they will be searching for keywords and phrases.

Hotels in Northern Italy

Best travel company for elderly people

Holidays for wine tasting

Where is good to take children on holiday

Best hotels near the sea in Miami

Low cost flights to Paris

This is where your content marketing strategy must include the right keywords in the right places to make sure that your solution is the one they find. This can all be achieved through efficient content marketing. What questions related to travel are being asked in online forums, Reddit, and Quora? A well-researched content marketing plan will tell you. Of course, you would like your blog to appear on page one of the SERP (search engine results page) but if it doesn’t, it can still be found via other sites.

#4 Social Media & Content Marketing

Social media for tourism is huge. Literally huge. The days of booking from a holiday brochure are gone and it’s dog eat dog on the social networks. Staying active on social media is important if you want to promote your tourism brand effectively. Here’s how Contentworks utilises social media channels for the tourism industry.

  1. Utilising the latest hashtags and keywords on Twitter
  2. Adding aspirational photos and posts on Facebook and Instagram
  3. Networking with complimentary influencers on all networks
  4. Creating business alliances on Linkedin
  5. Sharing the latest blogs, tips and travel stories

#5 Press Relations

PR and the press are necessary elements of content marketing in the tourism sector. There are so many opportunities out there and the right content marketing strategy can help you to hit your goals. Contentworks is all about building powerful connections and creating impactful content for each press outlet. Here are some of the ways we can assist you in your press relations.  

  • Writing winning press releases designed to hit your key audience segment
  • Connecting you online with well-known journalists and travel writers
  • Working with relevant PR agencies to leverage your content in the most powerful places
  • Offering localised translations to hit your target markets
  • Creating engaging text that supports regular contributions to travel magazines and newspapers

Contentworks offers managed solutions specifically designed for the lifestyle sector. Contact our team now to enquire about a content marketing audit and to find the right solution for you.


At Contentworks we always credit our sources. Thanks to the following sites for providing awesome information.

  • https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews
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