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Travel and tourism content is no endless summer

Of course, as a travel industry marketer, you know your job involves a lot more than just posting some inspirational picturesque snapshots and telling tales of fun in the sun. You face significant challenges when it comes to successful storytelling in this space, not to mention plenty of competition.

The challenge of Project

Software projects often face challenges such as tight deadlines, evolving requirements, and technical complexities, requiring careful planning and agile adaptation to overcome obstacles and deliver successful outcomes.

Time and place matter – a lot

According to Andrew Davis, bestselling author of Town Inc. and host of the Travel, Tourism, and Hospitality Lab at Content Marketing World 2018, travel is one of the only industries where the place you do business matters just as much as the business you do.

Unlike the experience in industries where the digital universe has flattened the world and opened new opportunities, growth in travel and tourism depends on your business’s ability to get people out of their homes (and away from their computers) and into the physical places in which you operate.

When it comes to content, Andrew advises, focus less on what you offer as a business and more on compelling people to want to visit your location. “You’ve got to increase demand for the particular destination you serve, first and foremost,” he says.

Andrew also points out how timing and seasonality play a much bigger role in travel and tourism marketing compared to other industries. For example, while consumer product goods and other retail marketers have a consistent, primary boom time (i.e., the end-of-year holidays), travel destinations often need to focus the bulk of their marketing efforts around smaller and more location-dependent events, which can occur at any time throughout the year (think of Indio, California, which has its boom time every April during the Coachella Valley Music and Arts Festival, or a mountain resort that gets a surge in visitors during ski season).

Furthermore, every touchpoint in travel experiences is highly subject to disruption from unpredictable factors, like fluctuations in fuel prices, current travel trends, and even natural disasters. These influences can vastly impact pricing and profitability from year to year – and exponentially complicate your content marketing strategy.