Originally published April 4, 2023 , updated on July 10, 2024

The pandemic saw countries close, with travel lovers waiting patiently until vaccinations rolled out and borders slowly opened again. This meant that the travel industry took a serious knock in 2020 and continues to suffer from the aftermath.

Statistics show that travel picked up in recent times, although not to pre-pandemic levels. Also, challenges still loom after Covid, including a possible recession. So, how does this affect travel agencies, and how can they rebound? Travel content writing services could play a vital role in the industry’s recovery process.

This blog explores five different types of high-quality travel content brands could tap into to make a comeback this year.

What Can the Travel Industry Expect in 2023?

According to senior research analyst Seth Borko, prospects for the travel industry are mixed. The United States seems to be reaching pre-Covid levels, while Asia lags behind. Overall, however, travel brands around the globe can expect positive growth this year with even inflation and unreliable flights proving no deter to keen travellers. As such, travel companies are urged to capitalise on this demand

That said, brands must work hard to build and sustain customer loyalty and understand what today’s travellers are really looking for. This way, their brands can meet their prospects’ needs perfectly.

So, what is the modern traveller looking for?

According to  Kenneth Purcell, founder of digital ecommerce platform iSeatz, customers crave control, which travel companies can offer by focusing on two things; value and service flexibility. By using a content strategy for travel business advertising, businesses can offer both. 

Why Use Travel Content Writing Services?

Using travel content writing services is effective because it focuses on more than simply making ‘sales.’ Instead, writers use high-quality travel content to educate, inspire, and offer value to their readers. Since the travel industry is about selling an experience, it’s understandable that this type of marketing is a highly effective way for travel agencies to advertise their services.

Here are seven high-quality travel content trends these industries could tap into this year.

1. Brand-Building Blogs

Blogs are informative content pieces between 500 and 2000 words. Most often, businesses use this content writing form for travel websites. Blogs are written conversationally, covering a diverse range of topics, from tips on booking accommodation and activities to how to get discounts on flights and best times to travel. For example, an airline agency could write about insights into sustainable developments surrounding air travel. With this information, hotels near heritage sites could expand on these landmarks’ unique histories. 

One of the goals of blog writing is to answer questions travel prospects might be interested in. Answering their questions offers value, while the copy (which should be optimised for SEO), attracts more visitors to your website. More traffic to your site results in more leads and, ultimately, more sales. 

2. Provide Virtual Tours as Online Immersive Experiences

Consider creating video content for a truly immersive experience when conducing virtual tours online. Visitors can take these tours from anywhere in the world, opting to go on a virtual tour as a way to “try before they buy.”

Virtual tours as a high-quality travel content form also offer the prospect value by providing useful information and engaging online experiences. What’s more, incorporating virtual tours into a content strategy for your travel business can offer potential customers a certain level of control. These customers can experience a bit of what the destination has to offer and will feel more informed and empowered in their decision-making process.

3. Captivating Video Content

Video reigns supreme in the content marketing world. According to HubSpot, 91 percent of businesses use video marketing and 92 percent say that video marketing has given them a positive ROI. With the popularity of video platforms like YouTube and TikTok, there’s proof that this content form works.

There are so many types of videos and digital channels to distribute your video content. No matter your audience or travel type, video marketing has something for everyone. Considering that business trips have decreased, and leisure travel has become more popular, social media videos is a great way to target your leisure-seeking audience. When paired with informative audio and striking visuals, videos can educate, engage, inspire, and eventually win over your prospects.

4. Whitepapers

Whitepapers are well-researched, long-form written content that requires the skill of an expert writer. Using whitepapers in your content strategy for your travel business can target a different audience compared to other content forms. These targets include stakeholders, business partners, or prospects looking for more formal, in-depth information. 

For example, travel content writing service agencies might use whitepapers to investigate sustainable tourism trends. An airline could release a white paper on the progress of eco-friendly air travel. Whitepapers could also cover corporate travel reports – a high-quality travel content form that would more likely target those interested in business travel.

5. Case Studies

Case studies are an effective content writing form most often used on travel websites. Travel content writing services agencies use these case studies to share people’s real-life travel experiences. These stories are effective because people can easily empathise with them. The stories can be exciting, create feelings of desire, or stir other emotions in the reader. Since emotive content is easily remembered and retained, this form of high-quality travel content is a highly effective way of keeping your business memorable.

Case studies can make use of user-generated content as a marketing tool. When used as part of a content strategy for your travel business, they can serve as positive client testimonials. When it comes to long-distance travel, people have got to see that your services are valuable (i.e., worthy of purchase) and that they’re legitimate. Sharing case studies of real people with real stories is not only interesting and informative, but it adds credibility to your brand, which could, in turn, boost inquiries and sales.

To Tie It All Up

Travel content writing services are an exciting and cost-effective way to attract and engage an audience from all around the world. Overall, creating a well-thought-out content strategy for your travel business could be the secret behind your travel brand making a comeback this year. 

Let’s Work Together

Is your business looking to boost its brand using high-quality travel content? Consider working with the Goodman Lantern team. We offer a well-rounded, international perspective when taking into account your content marketing needs.

Engage your audience, build online trust, and set your business up for success as the travel industry begins to rebound in 2023. Simply contact us to get started on your content writing for travel websites.

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