13 Content Marketing Tips for Tourism Businesses

A Couple ready for traveling

Content marketing for tourism is undoubtedly one of the most diverse and therefore most demanding marketing disciplines.

Content marketing strategies are one of the most important online marketing measures in tourism. With texts, images and videos you can reach potential customers in a variety of ways and on different platforms and inspire them for your hotel or your destination.

In this article, we will show you what you should pay particular attention to when it comes to travel & lifestyle writing service and how you are guaranteed to attract more visitors with it.

Tip 1: Emotions in Tourism

Emotions play a particularly important role in content marketing for tourism. For many, a vacation is a long-awaited reward after months of hard work. Therefore, the decision for a vacation spot is often driven by the emotions associated with a destination.

Someone looking to book a relaxing holiday has different destinations in mind than someone looking for an exciting adventure holiday. With emotionally charged content marketing, you can arouse the right emotions for your hotel or your travel destination.

Impressive images and cinematic videos are particularly suitable for evoking and conveying the desired emotions. Also, show visitors who are experiencing exactly the emotions you want to evoke.

Emotions in Tourism

Do you want to present your hotel as a wellness oasis? Then you should also show visitors relaxing in pools and saunas or enjoying a massage. The advantage of pictures and videos is not only that they convey wonderful emotions, but also that they are easy to consume.

Tip 2: Put yourself in the shoes of your potential customers

You need to know your target audience so that you can evoke the emotions already mentioned in potential visitors and make them want to book with you.

Find out the right approach, what needs your visitors have and how to address them correctly. You should also find out which channels are best for reaching your target group. It is best to ask visitors who are visiting you or who have visited you before.

You should ask your visitors the following questions:

  • Through which channel did you find out about us?
  • How do you find out about a destination or a hotel?
  • What made you decide on our destination or our hotel?
  • What do you particularly like about our destination or hotel?
  • What information did you miss when booking your holiday?

With the findings from the guest survey, you can align your content even more specifically. You can then address even more potential consumers and gain even more ideas for your content marketing.

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Tip 3: Create added value for your visitors

In addition to content that draws attention to your destination or hotel and describes the advantages of it, you should also focus on content that offers potential added value.

Let visitors know what or what they don’t need when they visit you. Or describe how to get to your hotel and what additional services visitors can book with you.

Open air hotel with cozy beds beside the beach

If you offer your visitors added value with your content, it is just as much added value as with additional services that you offer in your hotel. Surprise your visitors with your content and services and exceed their expectations.

Tip 4: Communicate your messages in a microcopy

Of course, you should offer your visitors added value with your marketing. But that doesn’t always mean that your content has to be extremely long. Human attention spans are getting shorter and shorter, which is why it is so important to adapt the content accordingly.

In some places, microcopy is much more effective than long-form content and vice versa. On social media, for example, you should definitely avoid long blocks of text. There, images and reels with a clear message are much more effective than text.

On the other hand, a balanced mix of images and text is important for your website in order to present the most important information and give a good impression.

Communicate your messages in a microcopy

In any case, you should make sure that your content is easily digestible. It should therefore be easy to understand and complex content should be simplified so that as many potential visitors as possible can use it without any problems.

It is also important that you keep your message precise and short and do not beat around the bush too much.

If you offer extreme sports activities such as bungee jumping, communicate this clearly from the start and what your offer entails. Answer the following questions:

  • Does some equipment have to be rented?
  • Is the journey to the drop-off point shared or do visitors have to get there themselves?
  • What’s the best way to get there?
  • Where does the jump take place?
  • Does the guest have to bring something themselves?
  • Don’t start with the historical story of your company and how your founder himself bungee jumped here in 1805.

Rope Jumping in a sea

This has no place on a commercial site and discourages potential visitors looking for information from further consuming your content.

Tip 5: Make sure your content can be found online

When it comes to your website, you should definitely focus on optimizing it for mobile devices. Like many inquiries, the search for a vacation often begins on the go and is often continued on a larger device later after initial research.

Girl planning trip on smart phone

According to a study, every second trip planning starts on a smartphone. It is therefore particularly important that your website can also be easily navigated on mobile devices and that your content can also be found on the go, because this is the only way to reach a particularly large number of visitors.

Tip 6: Test new platforms for your content

Do not rely solely on the booking platform and your own website. Depending on the target group, you should also present your content on other platforms.

YouTube, for example, as the second largest search engine on the Internet, is ideal for video content and for targeted marketing. There you can advertise your destination or your hotel to users who are consciously looking for travel inspiration or who are interested in the topic of travel in general.

You should also consider other social media platforms such as Instagram, Facebook and TikTok to draw attention to your destination or hotel. There, every day, users show where they spend their holidays and inspire others to visit the same places.

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Tip 7: Interact with your visitors

Don’t just deliver permanent content and bombard potential visitors with impressions. Instead, they take the time to interact with you. Respond to reviews, respond to comments, and comment on posts where you’ve been mentioned.

Do whatever you can on social media to show visitors that you value them and that you care about their concerns. This strengthens the bond with your visitors and ensures that some of them will be happy to come to you again and again.

Tip 8: Rely on user-generated content

If you have already published emotionally charged content, users will also share it and thus draw the attention of even more users to your destination or hotel. For example, create your own hashtag so that users can specifically share their experiences with other users.

Geo-tagging or linking your account can also draw more attention to your destination or hotel. On the one hand, this increases your reach on social networks and your authenticity.

In order for this to work perfectly, it helps to generate shareable content. In other words, content that is simple and easy to share. Here we are again at the point that this should offer added value and evoke emotions in users so that it is shared.

Tip 9: Let influencers advertise to you

Content from influencers about your hotel or your travel destination can also draw extreme attention to your company. These help build trust in you and bring new visitors to you. Many trust the recommendations of their favourite influencers when it comes to travel.

That’s why it can also help to use someone who also creates content for you. You don’t even need to recruit an influencer with millions of followers to do this. Even influencers with a few thousand followers have enough reach and often more loyal followers than the really big ones.

It is important that the image and niche of the chosen influencer also fit what you want to convey to your hotel. So don’t necessarily invite an adventurous and thrill-seeking influencer to your cosy spa hotel and ask them to create content for you.

Tip 10: Write unique travel guides

Travel guides are a good example of content that adds value to your visitors. Write exciting travel eBooks guides with great insider tips for your region and show visitors how they can spend their time well with you.

Travel guides books

This demonstrates that you are the expert on your surroundings, which further inspires confidence in you. With well-written travel guides that are also optimized for the search engine, you can increase your reach and attract many new visitors to your website.

Tip 11: Create compelling video content

As already mentioned, cinematic videos for your destination or hotel are particularly good at capturing emotions and also evoking them in users. Especially now that short-form videos are becoming increasingly popular thanks to TikTok and Instagram Reels, it is immensely important to produce high-quality video content for these platforms as well.

A 5 or 10-minute image film is no longer sufficient to present a hotel online. Because video content is becoming more and more popular, especially because it is so easy to consume.

You should therefore rely on short videos on social networks to get attention there. Longer video formats are also suitable for your website to show your hotel, the rooms and the facilities. It is important that the quality of the videos is right and does not resemble a shaky mobile phone video.

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Tip 12: Optimize your website for visual search

If you can also find them via visual search, you can reach even more potential visitors.

Maybe a user found a photo of your hotel somewhere on the internet, but couldn’t find out exactly where it is located. Or perhaps someone has found a picture of a landscape that they would like to visit, but do not know in which country it is.

If he scans the image with a tool like Google Lens, for example, he will still come across your website.

For this to work, your website must be optimized for visual search.

Here are a few tips:

  • Your website should be mobile optimized
  • Use structured data
  • Optimize images for search

Tip 13: Engage users with storytelling

Tell compelling stories with your content. Whether it’s a video or the guidebook, always tell an exciting story. This not only helps to captivate users but also to evoke the right emotions in them.

The so-called storytelling also helps you to convey the same values ​​consistently on all channels and to inspire users equally. This strengthens the bond with your company.

Conclusion: why content marketing is indispensable in tourism

With the right content marketing for a Tourism Company, you will delight and inspire many new visitors to come to your hotel or visit your destination.

Good content for your hotel or destination also ensures that visitors have more trust in you and perceive you as a brand. This in turn increases customer loyalty and ensures that visitors keep coming back.

It is therefore advisable to get experienced experts from TextProz to help you implement content marketing. They will help you to develop the right strategy and implement it successfully.

We’d love to hear from you. Contact us today to get started.

Jim Frost is an experienced content writer with a decade-long experience in helping businesses grow. He has written multiple articles on topics such as business, finance, technology, marketing, and more.

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