Content marketing trends for the travel industry in 2021 and 2022
Catherine Mack | July 15, 2021
“Not just any video leads to sales. Consumers are drawn to character-driven and emotionally compelling stories.” - GLP Films
It may feel as if all travel predictions were put in a shredder last year and now we are trying to put all the pieces back together again. Do we dare to predict what lies ahead? Yes, we do dare. However, the post-pandemic content picture shouldn’t be one that is glued back together again. It is time to start with a clean slate, review the old strategies, and create new content that has been informed by everything that has happened over the last year. Let’s not think of them as trends, but more as a time for transformation. Contact us to see how we can help with your storytelling and content strategy in 2021/2022.
Ten best ways to transform your content strategy heading into 2022
1. Sustainability takes center stage
We have been creating film content about sustainable tourism for over a decade. During that time we have watched the sustainable tourism movement grow, groan a little and now grow again. The pandemic has pressed one big boost button under the sustainability sector and it’s time to put a genuine knowledge of sustainability at the center of your content strategy. There are also a lot of new terms around sustainability being used by brands, such as regenerative and transformative tourism. Whichever term you use, you still need to get your message out there, and gain guidance on in-depth sustainable tourism content which avoids any greenwashing but shows that you really get it.
“83% of global travelers think sustainable travel is vital, with 61% saying the pandemic has made them want to travel more sustainably in the future.” - Booking.com’s 2021 Sustainable Travel Report
2. Storytelling stands out
A connection with communities and people’s real-life stories in destinations continues to engage travelers. If your brand is one of empathy and emotion, connection, and coming together again, then consumers will definitely engage with storytelling content. There is no better way to show off your sustainable mission and values than by sharing the stories of people within your organization or destination who are driving that change. In addition, it has been scientifically proven that storytelling sells.
3. Diversity, equality and inclusion in travel content
Not only is it vital to create a Diversity, Equality and Inclusion policy for your organization, you need to really practice what you preach. It’s time to open our minds to all groups of travelers but also local people in the destinations we promote. Is your photography representative in terms of race, gender and age? Do you have content that covers indigenous tourism? Have you covered all the options that make travel as barrier-free as possible for people with mobility or cognitive needs? Accessible tourism is going to be an important and rapidly growing market. The pandemic affected everyone and didn’t target ‘certain markets’. It’s time for content to do the same.
4. Genuine insight
Consumers are waking up to the impacts travel can have on the world. They are reading up more, want to gain in-depth knowledge and know that their renewed right to travel is going to be meaningful. Consumers are also linking their personal passions to travel now in a big way, and content can help tickle those traits. Specialist areas are no longer niche, and so it’s important to create content around the likes of food tourism, biking, cross-country skiing, climbing or bouldering, birding, photography or outdoor swimming. High-value content also creates high-value bookings from people who don’t want to merge with the masses anymore.
5. Listen up
Audio content is exploding, helped along by the growing passion for podcasts during the pandemic. Travel has always worked well on audio media over the years and the growth of audio rooms on social media such as Clubhouse, or Spaces and voice posts on Twitter has tapped into this new leaning towards listening. It depends on your target audience, of course, but having audio content that is unique to your destination is a good way to go. If you want to promote remote silent places, for example, the sound of birdsong makes for excellent shareable content. Or consider creating a series of podcasts, interviewing interesting people who are making a difference to your destination.
6. Domestic tourism
It goes without saying really that targeting markets close to home is here to stay. Not only because many people will still resist international travel, but also because some places in the world aren’t ready to host tourists due to inequitable distribution of vaccines. This gives tourism organizations a chance to really get creative with their content, seek out new places, character-led stories, wellness breaks, sustainable tourism offerings and natural nirvanas that are going to appeal to visitors who thought they knew a place, but still have lots of secrets to discover.
7. Far from the madding crowds
Recovering from the pandemic will be slow, with the travel industry being hit by a form of long-COVID for quite some time to come. Many travelers are going to be seeking out places off the beaten path, so that they can maintain some safe distance, and creating content that helps people do that will be invaluable. If you are marketing a town or city destination, you will need content about things to do, for example, an hour from the city, walking and cycling trails, natural heritage, places to enjoy peace and quiet or islands off the mainland. It’s time to think out from the center and create ‘edgier’ content.
8. Low carbon transport
Getting to a place by car or plane is so last year and Europe’s trend for flight-free travel is spreading its wings. The Swedish concept of flygskam, which literally translates as "flight shame," is a growing anti-flying movement, its most popular promoter being Greta Thunberg. This has been turned into a more positive and less shaming note by keen rail travelers who use the term tågskryt, which translates as "train brag." Rail fans are encouraging each other to travel by train by posting pictures of their rail trips on social media, using the hashtag #tågskryt. Sustainable travel content also needs to get on track with the low carbon transport movement.
9. longer itineraries
People haven’t been able to travel for a long time and some of the lucky ones have been able to save their usual travel budgets, and splash out on a long dream holiday. Creating content that invites people to explore your destination for longer, and showing all the outdoor activities on offer for extended stays is going to gain some traveler traction. Can people hike from hotel to hotel over a week, for example? Can they spend two weeks cycling, do you have bike hire or luggage transportation facilities? If they base themselves in one place for a long-time, do you have content that shows them how to explore off the beaten track from where they are staying?
10. Multi-generational and reunion travel
Multi-generational travel has been on the up for a few years now, particularly as our populations are ageing and Baby Boomers are still up for a lot of adventure. Reunion travel will continue to grow after the pandemic passes, with families having been separated for a long time, and your content needs to cater for this and show that you can cater for groups of mixed ages, interests and needs.
Need help with your 2021/2022 content strategy? Contact us to see how we can help with your content strategy, storytelling, and content marketing.