Loading video...

Developing Content Perspectives for Travel

December 7, 2015

The travel and tourism industry has had to adjust much faster than other industries as digital, mobile and social has transformed consumer behavior and led to the emergence of the ‘always-connected’ traveler. Today’s consumer has gone from being online to living online, and they now plan, book, experience and share travel across multiple platforms and devices.

Travel brands are realising that today’s connected vacationers no longer have purely transactional relationships with them. Instead, brands need to develop ongoing engagement across multiple digital channels that are punctuated with real-world transactions.

With the advent of storytelling, we encourage businesses to think about how the importance of perspectives in showing different angles on product, business or destination can actually strengthen the overall marketing activities.

Successful case study examples including British Airways, KLM and other businesses within tourism show that a very clever idea gets people talking, integrating offline advertising with online marketing, and encouraging people to share via a common hashtag to generate additional promotion via social media too. These businesses really understand their audience, make high-quality consumer-led content and develop content perspectives in view of supporting their overall business goals.

What Will We Cover?

  • Defining Content Perspectives for Travel Brands
  • Use of Professional and User-Generated Content
  • Best Practice Examples and Destination Case Studies
  • Planning Content Perspectives and Selecting Appropriate Platforms

More from all insights

RDR - 3. Shift the Product

3. Shift the Product Working together with a series of industry cohorts, businesses come together to co-create a new offer, adapted to the change in...

RDR - 2.4 Opening Up, Tilt the Target

2.4 Opening Up, Tilt the Target The staged recovery process will require a tilted strategy as the destination opens up. As things open up, we need to be...

RDR - 2.3 Shaping a New Narrative

2.3 Shaping a New Narrative Stories of then, the now, the next. Knowing the right tone of voice to adopt as we emerge out of this crisis requires a...

RDR - 2.2 Experience Design

2.2 Experience Design for the Hyper-Local, Staycationer and Closer to Home Traveller The Experience Design Sprint gets destination teams...

RDR - 2.1 Purposeful Repositioning

2.1 Purposeful Repositioning Defining new image for the destination defined by purpose The first Remote Sprint is all about setting a new strategy,...

RDR - 1. Frame the Challenge

1. Frame the Challenge A one-week introduction to Design Thinking, with the five key stages of design principles explained; Empathising Defining...

© 2017 Digital Tourism Think Tank