Five simple steps travel companies can do to create content

/

As countries are slowly lifting their lockdown restrictions, and many are starting back at work, we now have a bit of time to think about what’s next. But with so much uncertainty in the travel industry, only one thing is really certain - we all have time to plan. The question, however, is what are we planning for? Hopefully opening up again and welcoming customers, albeit that we don’t know when or how. In terms of travel and tourism, it’s hard for anyone to make concrete predictions, and speculation or future-gazing can potentially take you down the wrong path for both you and your customer.

Focus on what you can control

Instead, focus on what you can control. It’s a great time to build brand awareness, inspire your customers and gear up to something amazing by creating great content. Some big brands are already engaged, but if you’ve been taking a pause, here are five suggested steps to help you get on track with your content.

1. Keep communicating

Get closer to your customers by keeping communicating - it lets them know you are still open for business. Find content you can share quickly and easily on social media.  

00100lrPORTRAIT_00100_BURST20200513180415911_COVER.jpg

2. Plan

You’re currently in survival mode and your five-year plan has gone out the window. A simple way to get you on track is to create a 4 to 6-week plan of short-term content goals and objectives. Having worked at Google for seven years, I’m still a fan of free Google tools for project management.  There’s a roundup here of the capabilities. 

3. Review

Take a little time to accurately define who you are and what you offer that’s different from your competitors. Now review all your current content assets and check they still resonate with you and your brand. At the same time, are you happy with your online presence? Perhaps take time to start adding content on to Instagram or other social channels where you’ve not been before. 

4. Create

Take time to create new content. But be creative - while we are starting to suffer from virtual burnout and fatigue with armchair travel and Zoom parties, there are still some great ideas out there that you can use to keep your customers engaged, such as: 

  • Trip-planning content. Look at useful and inspiring trip-planning content to help people dream about you and help them plan are all persuasive ways of engaging your customers with the destination. Then as soon as they are ready to book, your brand will be front of mind. Ideas might include travel guides/itineraries and tips to Pinterest maps, quizzes, puzzles and colouring pictures; guides on how to create their own itinerary on Google maps; infographics on how to run virtual themed parties.

  • Your story. Let your people tell their stories. Storytelling is a great way for your customer to connect with you. Communicate the human face behind the brand and get your people in your team or destination sharing their experiences of the role they play, such as local chefs and mixologists sharing local recipes; local producers showing what they’ve been doing during lockdown, and much more. You could use simple video interviews or ask them to write their story.

  • Ask your customers to share their experiences - capture testimonials from customers and how they enjoyed travelling with you. Use past experiences to help people dream and think about what’s possible. Get them to share pictures and stories. Personal, more honest stories are likely to resonate more than what your sustainability credentials are. 

  • Finally, create some content that will help reassure your customers with the safety protocols that you’ll have in place for them when they arrive.

5. Iterate

What I learnt working at Google is to constantly innovate and iterate. Get something out there and if it doesn’t work, try again. Don’t keep flogging a dead horse if your content isn’t working - you can always tweak and change it, but also don’t be afraid to try. The only brands losing out are the ones who don’t have an online or social presence at the moment.  

Examples of brands who’ve been creating content during lockdown

If you want inspiration from other brands, some who’ve been doing this well lately include: Kuoni’s The World Will be Waiting #KuoniMoments, Visit Faroe Islands with their fun Remote Tourism campaign, and my very own city of Bristol was voted by Rough Guides as one of the top virtual tourism campaigns. 

Next steps

If you’re unsure what steps to take next, we can help. Contact quinntessentiallycontent@gmail.com for a free 30-minute content consultation.

About Me: I’ve worked in the travel industry for years from in-resort operations (during crises including Egypt) to creating guidebook content and most recently working at Google. During lockdown, we’ve been creating content for a brand new travel brand launching soon. We’ve also been creating new partnerships with video brands whose skills can complement our content skills, as well as connecting with non-travel digital PRs, freelance journalists and marketing agencies covering fashion and interiors, all of whom offer a fresh, exciting perspective on what travel brands like yourself can offer. We’ve also been experimenting with recipes, focusing on self care (online step aerobic classes, hot tub, cycling, running), contributing to local businesses, and volunteering for the local council creating content and communications for a hub of 140 volunteers supporting local residents currently in need.